The Representation Of Metrosexuals On Social Media In Ghana: A Netnographic Study

Abstract

A number of young metrosexual men globally are becoming more self-aware of their appearance and are, thus, displaying on social media a significant interest in fashion. However, research on metrosexuality has received marginal attention in the communications literature. Yet, a study of the ways the youth choose to represent themselves is useful for understanding how social media shape their perceptions about masculinity, identity, beauty and self-confidence. The objective of the study is to evaluate the effectiveness of strategies employed to promote metrosexuality among the youth in Ghana and to examine how global social media platforms promote metrosexuality among Ghanaian youths. This thesis examined the representation of 30 young Ghanaian metrosexual men on Snapchat and Instagram. The study was situated within Goffmann’s theory of representation, Mercer’s idea of masculinity and theories of media globalization. Using a netnographic methodology, data were gathered over a period of three months through social media presence and observation. First, the study discovered nine main strategies of representations of metrosexuals on Snapchat and Instagram. These were objectics, hashtags, setting/location, body image and physical appearance, captions, comments, the use of hashtags, tattoos and hairstyles. Second, it was found that globalization processes such as media acculturation, cultural imperialism and hybridity played a mammoth role in influencing the metrosexual identity and masculinity of young Ghanaian social media users.We can learn about Ghana's evolving masculinity standards by studying metrosexuals. It might indicate that society has changed and accepts alternative male roles. The suggestions for future work are discussed.