Are You Wearing the Hair Or Is the Hair Wearing You: A Qualitative Research Study on Black Women's Hair in Advertisements in Essence Magazine From 1971 to 2001
In the African American community hair matters. This study focuses on how hair advertisements in Essence magazine from 1971 to 2001 did not adequately cover natural hair advertisements. The researcher conducted a qualitative research study focusing on using grounded theory and content analysis. The researcher found that the lack of natural hair advertisements seems to be related to the socio-cultural events that have occurred in the African American community throughout time. The results show that the natural hair advertisements were more prevalent during the 70's, largely due to the Black Power Movement. The natural hair advertisements disappeared through the 80's and 90's but reappeared during the 21st century, because natural hairstyles were becoming more accepted into the African American community as a social, cultural, and fashion statement, which increased the acceptance of natural hair in the mainstream society. As mainstream society tries to accept black natural hairstyles, Essence magazine attempts to advertise more natural hairstyles.
School:
Grambling State University
Department:
Mass Communication
Research Advisor:
Jason Chambers
Department of Research Advisor:
Advertising
Year of Publication:
2002