Social Media Use and Its Impacts on Body Image Perception Among Female Students in Southwest Nigeria Universities

2.1 Historical Perspective of Western Beauty Ideals in Nigeria

During the colonial period, spanning the late 19th century until Nigeria gained independence in 1960, British colonial authorities exerted significant control over media outlets in the region. Colonial administrators utilized media channels to disseminate propaganda and reinforce colonial ideologies, including gender stereotypes and hierarchical social structures that privileged Western values and norms. According to Maikaba and Msughter (2019) following independence, Nigeria experienced a proliferation of indigenous media outlets seeking to assert national identity and challenge colonial narratives. However, Western media continued to exert influence over the Nigerian media landscape through channels such as television, film, and magazines, which often imported Western cultural values and beauty standards. The influence of Western media on body image, and beauty standards of women in Nigeria became increasingly pronounced with the advent of globalization and the expansion of digital media platforms (Ajaegbu et al. 2021). Western beauty ideals, which prioritize thinness, fair skin, and Eurocentric features, became normalized through Western-dominated media platforms, contributing to the marginalization of indigenous beauty standards and the erasure of diverse representations of Nigerian women (Miller 2023).

While early research predominantly focused on Western-centric perspectives, recent scholarship has increasingly emphasized the importance of de-westernizing analyses to contextualize these effects within local cultural frameworks. Critics argue that the pervasive influence of social media may exacerbate body dissatisfaction among young females, as virtual interactions and content consumption fuel aspirations to conform to idealized beauty standards (Valkenburg and Piotrowski 2017). While Nigerian perceptions of body image traditionally diverge from Western ideals, the accessibility of Western-centric content on social media platforms facilitates the adoption and internalization of these standards among Nigerian females (Warren and Akoury 2020). This phenomenon is compounded by the influence of Nigerian social media influencers who emulate Western lifestyle and beauty norms, further perpetuating the hegemony of Western beauty standards (Kumar 2023).

2.2 Social Media Usage Trends Among Female Students in South West Nigeria Universities

Understanding social media usage trends among female students in South West Nigeria universities sheds light on how these platforms influence perceptions of femininity, both globally and within Nigeria. Cultural and social factors uniquely shape online behaviors in this context. Recent statistics from the Nigerian Bureau of Statistics (NBS, 2022Q1) highlight a significant rise in internet access in Nigeria, with a notable portion engaging with social media platforms. Among users, young females stand out, forming a considerable presence on various platforms. Social media is currently recognized as the most commonly used, particularly for young females in Western societies (Bair et al. 2012). As of January 2022, around 13 % of active female social media users in Nigeria were aged between 25 and 34 years (Sasu 2023). According to Brown and Bobkowski (2011), social media is vividly changing the lives and experiences of young female adults, as the new media may pose a threat to body image and beauty satisfaction if increased virtual interaction results in increased imitation. Cultural dynamics play a pivotal role in shaping how female students in South West Nigeria universities engage with social media. Nigeria’s diverse cultural landscape influences attitudes towards technology and communication. Social media platforms serve as avenues for creative expression, social interaction, and connection within the Nigerian cultural context (Kente, Agbele, and Okocha 2023). Furthermore, societal norms and gender expectations influence how female students navigate social media. Cultural norms may dictate standards of modesty and behavior online, impacting the content they engage with and share. These cultural influences intersect with global trends, shaping the digital experiences of Nigerian female students (Seluman et al. 2024). The confluence of social comparison and cultural imperialism in the setting of Southwest Nigerian universities makes life difficult and complex for young female students. While they are a part of a local culture that could place a distinct value on certain traits, they are also exposed to Western beauty standards that are prevalent on international social media platforms. This produces a dual strain to live up to local expectations and global norms. As young women try to balance these opposing ideals, the strain between these two pressures can lead to serious stress and uncertainty about body image.

2.3 Influence of Western Perception on Nigeria Female Body Image and Beauty Standards

Understanding the relationship between social media use and body image among Nigerian women requires an exploration of how Western beauty standards intersect with local cultural ideals and the role of social media platforms in disseminating these standards. Historically, every country has held distinct perceptions of body image, often serving as standards for an ideal physique (Toselli, Rinaldo, and Gualdi-Russo 2016). Western beauty standards are frequently linked to characteristics like youthful appearance, lighter skin tones, slender physique, and Eurocentric facial features like high cheekbones and sharp noses (Stice et al. 2017). This contrasts with perceptions in non-Western countries like Nigeria, where beauty ideals often encompass larger, more curvaceous body types (Warren and Akoury 2020; Winter et al. 2019). Similarly, in Arab cultures, there was an appreciation for voluptuous hourglass figures alongside traditional modesty (Khaled et al. 2018). In Brazil, Mexico, and Colombia, curvaceous body types have been celebrated, reflecting a fusion of indigenous heritage and colonial legacies (Goldenberg 2010).

However, the proliferation of social media has significantly influenced perceptions of body image among women. The advent of social media has expanded these standards’ global reach and given the impression that they are desirable or widely accepted (Chen et al. 2020). Even in the West, these standards have changed over time and are not totally consistent. For instance, broader bodies were romanticized at different points in history, especially during the Renaissance, when figures such as the “Venus of Willendorf” represented fertility and beauty. The growth of the “curvy” form is one example of a more recent trend that shows a move away from extreme thinness and toward more voluptuous bodies. Local beauty standards, especially in locations like Southwest Nigeria, are likewise neither fixed nor easy to describe. Africa’s numerous body forms, skin tones, and features have long been treasured by various communities. Fuller bodies were traditionally associated with fertility, affluence, and good health in many African civilizations. (Balogun-Mwangi 2016) African ideals, in comparison to the Western ideal of thinness, frequently embraced more voluptuous bodies. Similarly, the emergence of colorism which is somewhat driven by global beauty trends may pose problems for darker skin tones, which are valued in some local contexts (Chithambo and Huey 2013). However, because of globalization and the widespread impact of Western media, local standards of beauty are becoming more arbitrary. The accessibility of Western media content and social media platforms has led to a convergence of local and global standards of beauty. In Nigeria, for example, there is a growing desire for thin figures, lighter skin tones, and Eurocentric features, even though bigger bodies may still be accepted in certain situations. This can be attributed in part to the emergence of Westernized beauty procedures, which mirror the absorption of Western standards and include skin-lightening lotions and cosmetic surgery (Skivko 2020). The indigenous criteria of beauty are not, however, being supplanted by Western ones as a result of this merging of interests. A mixture of beauty ideals is produced by the persistence of local standards combined with global influences. While some rural regions may cling to more traditional attitudes, urban areas, especially among younger women, may embrace certain Western beauty ideals. For example, different institutions in Nigeria may have different standards of attractiveness depending on factors including socioeconomic status, media exposure, and individual tastes. In the context of a globalized society, the idea of clearly defined beauty standards limited to a particular culture or location is becoming more challenging. Globalization of media consumption has led to a globalization of beauty standards. Due to the ongoing cross-cultural exchange of beauty trends facilitated by social media platforms such as Instagram and TikTok, local and international standards are becoming more and more entwined. Nigerian women navigate a complex interplay between traditional cultural values and globalized beauty standards propagated through social media, highlighting the need for nuanced interventions to promote positive body image and self-esteem.

2.4 Theoretical Framework

An appraisal of two theories, Cultural Imperialism Theory, and Social Comparison Theory, were used in this research work to capture the essence of the study concerning the impacts of social media use on female representation among female students in Southwest Nigeria Universities.

Cultural Imperialism Theory, initiated by Herbert Schiller in the 1970s, posits that powerful nations or groups impose their cultural values, beliefs, and norms on less dominant societies through media and communication channels (Schiller 1978). This theory, when applied to the usage of social media by female students in Southwest Nigeria, shows how Western beauty standards are spread via social media greatly influencing the way that young women view their own bodies. These platforms usually present Eurocentric features, light skin tones, and trim bodies as ideals of beauty, which may not be in line with traditional African beauty standards. As a result, a lot of Nigerian women start to absorb these Western norms, which could cause the standards of beauty in the country to decline.

According to Social comparison theory, individuals use information from their environment to determine their relative stands on some traits. Festinger’s social comparison theory provides a suitable framework for understanding the effect of the media on women’s body image concerns, as it suggests that women will collect information from other women to rate their own physical attractiveness and body image (Carter and Vartanian 2022). Social Comparison Theory goes on to describe how these Western ideals which are disseminated via social media directly affect how Nigerian university female students view themselves. According to this, people evaluate their own worth or social position by comparing themselves to others. Female students may engage in upward social comparisons on social media, where influencers, celebrities, and even peers frequently display idealized conceptions of beauty. They hold their bodies in comparison to the flawless and edited photos they see online, which frequently appear unachievable because of editing, filters, and selective posting. Many students may thus feel dissatisfied with their bodies and that they fall short of the ideals propagated by social media (Suls and Wills 2024). While Social Comparison Theory emphasizes the negative consequences of prolonged exposure to idealized beauty pictures on self-perception, Cultural Imperialism Theory demonstrates how Western ideals of beauty dominate social media content and influence female body image in Southwest Nigeria. Together, these ideas explain why female students in Nigerian colleges may experience body dissatisfaction and psychological anguish as they compare themselves to unachievable beauty standards. The interplay between global influence and local identity conflict offers a more comprehensive understanding of the ways in which social media influences young women’s perceptions of their bodies in this area.

3.1 Research Design, Sampling Size and Technique, and Method of Data Analysis

This study employed a descriptive research design. A multi-stage sampling technique was used to determine the sample size. The initial stage involved purposively selecting 24,000 female students from two universities in Southwest Nigeria, namely the University of Ibadan and Lead City University. The total number of undergraduate students at both institutions was obtained from the office of the deputy registrar of Administrative Duty. These universities were chosen due to their location in Ibadan, the largest city in West Africa, and home to renowned Nigerian universities. Yamane’s sample size formula was subsequently employed to calculate a reliable and representative sample size, yielding an approximate value of 400 female students. Yamane’s formula is stated below:

Where n – the sample size

N = 24,000 (the population size of the study)

e = 5 % (the acceptable sampling error)

With a 95 % confidence level

In the third stage, the sample size was distributed between the two universities, with 60 % allocated to the University of Ibadan and 40 % to Lead City University, considering the former’s larger student population. The female students from these selected universities constituted the sample for this study, as depicted in Table 1, and questionnaires were administered to them accordingly. Descriptive statistics, including frequencies, percentages, and mean distribution, were utilized for data analysis. Additionally, inferential statistics were used to analyze the data.

4.1 Commonly Used Social Media Platforms Among Young Nigerian Women

The top three most used social media platforms among young Nigerian women are TikTok 23.8 %, Instagram 20.9 %, and Snapchat 19 %. The least used social media platform by Nigerian young Nigerian women is Telegram 2.1 % as shown in Figure 1 below.

Figure 1:

Commonly used social media platform.

Figure 2 graph above illustrates the extent of dependency on social media activities among young Nigerian women. Only 15.5 % of participants (62 individuals) reported no dependency, while 46.3 %, 32 %, and 6.3 % of young Nigerian women displayed varying degrees of dependency: fairly dependent, dependent, and very dependent, respectively. The graph suggests a normal distribution, indicating that, on average, most young Nigerian women fall between fairly dependent and dependent on social media. Nonetheless, dependency on social media platforms exists among young Nigerian women, albeit to different extents.

Figure 2:

Level of social media dependency.

4.2 Female Body Image Representation on Social Media Platforms

In examining the perception of social media representation among young Nigerian women. The results as displayed in Table 2 below indicated that a significant majority (63.7 %) of the respondents perceived a Western stereotypical representation of Nigerian females, while 67.8 % believed that women are objectified on social media. Additionally, 81 % felt that social media fosters the belief that females must conform to a predetermined set standard of beauty, fashion, and ideal body image, established by social media. Furthermore, 77.5 % of respondents expressed the belief that social media representations of females are more attractive than their real-life counterparts.

4.3 Effect of Social Media Representation on Young Nigerian Females

The findings indicated a strong belief among young Nigerian women that social media portrays stereotypical images of females, potentially influencing them. The overall grand mean value of 2.534 supports this perception. Specifically, 43.3 % agree and 23.5 % strongly agree that such representation reduces self-esteem (mean value of 2.8225). Furthermore, 43.8 % agree and 29.8 % strongly agree (mean value of 2.9300) that social media prompts young Nigerian women to compare their body image to videos on these platforms. The perception of body image among young Nigerian women is also affected, as indicated by 35 % agreement and 18.3 % strong agreement (mean value of 2.5275). Dissatisfaction with body structure is reported by 33.5 % agreement and 18.3 % strong agreement (mean value of 2.4825). The majority (38 % agreement and 22.3 % strong agreement, mean value of 2.6700) believe that social media influences the fashion and style choices of young Nigerian women. However, approximately 56 % of respondents (26.5 % strongly disagree and 29.5 % disagree, mean value of 2.3125) do not believe that women evaluate their beauty based on social media videos and images. Similarly, the majority (39.8 % strongly disagree and 31.8 % disagree, mean value of 1.995) do not perceive social media as impacting women’s eating habits. As presented in Table 3, the overall grand mean value of 2.534 suggests that, on average, students acknowledge the influence of social media representation on young Nigerian women.

4.4 Influence of Western Perception of Female Body Image on Nigeria Female

The logistic regression model was employed to investigate the influence of the Western perception of female body image on young Nigerian females. The table below demonstrated a significant constant value of 0.003, indicating a good fit. However, the results presented in Table 4 below indicate that the Western perception of an ideal female body image does not influence young Nigerian females’ perception of their body image.

4.5 Objective 4: Identify the Perceptions of Young Nigerian Women on Social Media

The analysis of variance (ANOVA) was utilized to examine the average perception of female stereotypes across different levels of social media dependence. As depicted in Table 5 the findings indicate that there is no significant difference in the perception of female stereotypes, regardless of the level of social media dependence. This suggests that women are stereotyped regardless of their engagement with social media (Tables 4–6).

4.6 Impact of Social Media on Young Female Body Image

The logistic regression model was used to examine the influence of social media on young female body representation with which we were able to get a significant constant value of 0.00 indicates a well-fitting model at a 1 % level of significance.

The set of questions above in Table 6 investigates the impact of social media on body image perception among young female students, framed by cultural imperialism theory and social comparison theory.

For the statement, “I feel satisfied with my body size despite the content I see on social media regarding body image,” 36.5 % agree and 55.3 % strongly agree, resulting in a mean acceptance value of 3.44, indicating strong agreement. This aligns with social comparison theory, suggesting that some individuals may resist external standards. Conversely, the statement, “I wish my body size were more presentable like those on social media,” falls within the disagree region, yielding a mean acceptance value of 2.055; 32.3 % strongly disagree and 40.5 % disagree, reflecting the tension between local and Western beauty standards as suggested by cultural imperialism theory. Regarding the statement, “In comparison to other females I see on social media, I think I need to work on my body size,” 32 % strongly disagree and 44.8 % disagree, resulting in a mean acceptance value of 1.990, also within the disagree region. This indicates a degree of resistance to the pressures of social comparison. For the statement, “I am concerned about people’s comments about my body size on social media, and it has a way of affecting my mood,” 39 % strongly disagree and 42.5 % disagree, yielding a mean acceptance value of 1.843, reinforcing the notion that social media influences perception through external validation.

Additionally, the statement, “I feel unhappy whenever I am not achieving my desired body image compared to people on social media,” shows 44.5 % strongly disagree and 38.8 % disagree, yielding a mean acceptance value of 1.773. This suggests that while some are affected, many reject these imposed ideals. The statement, “I skip meals just to achieve a particular size as suggested by people on social media,” indicates 52.3 % strongly disagree and 33.8 % disagree, yielding a mean acceptance value of 1.663, indicating that drastic measures are not widely embraced. In contrast, the statement, “I am on dieting pills just to have a particular body size as seen on social media,” receives 58.5 % agreement and 31.8 % strong agreement, yielding a mean acceptance value of 1.54, indicating concern about social media’s influence. Similarly, the statement, “I become upset whenever I feel like I am looking different from the body size or shape I see on social media,” shows 54.5 % agree and 32.5 % strongly agree, yielding a mean acceptance value of 1.635, suggesting that social comparison impacts emotional well-being. Lastly, for the statement, “Have you ever felt embarrassed to display your body image or appearance on social media?” 50.8 % agree and 30.3 % strongly agree, resulting in a mean acceptance value of 1.743, indicating significant concern regarding body representation. The grand mean value of 1.964 suggests that, on average, young Nigerian women disagree that social media negatively impacts their body representation, highlighting the complex interplay between social media influences, cultural standards, and personal perceptions. All these findings are presented in Table 6.