Digital images dominate social media. Ms Wendy Nhlangulela’s master’s study found that selfies are a powerful, complex form of self-expression and serve as more than just pictures.
The study explored how teenage girls navigate the fine line between empowerment and conformity in a world that often sends mixed messages about gender, sexuality, and social validation. Inspired by her own experience of growing up in the digital age, Nhlangulela unpacked how these seemingly simple selfies reveal deeper stories of resistance, social pressure, and the struggle for autonomy in a hyper-connected world.
‘Growing up, I observed the prevalence of selfie images and the conflicting responses they receive, ranging from admiration to criticism. I was met with heavy criticism and condemnation for sharing my selfies. This sparked my interest in investigating how teenage girls who are still forming their own identities navigate and negotiate their sexual identities within the scope of heteronomative expectations.’
The research found that selfies often serve as a performance tool through which teenage girls express or reinforce their heterosexual identity. Nhlangulela said that many post such selfies to align with societal expectations of femininity, attractiveness, and desirability, which are closely tied to heterosexual norms. By presenting themselves in ways that conform to these standards, that is, through sexy poses, filters, short dresses, and make-up, they reveal their engagement with normative gender roles and heterosexual attractiveness.
While some teenage girls use selfies to empower themselves or attain social capital, others do so because of social media pressure, often feeling they must conform to heteronormative standards to be considered attractive or desirable by their online peers. However, Nhlangulela found that some girls subtly resist these norms by controlling how much of themselves they reveal or by experimenting with more non-traditional, even subversive forms of sexy expression. This dichotomy of using selfies as both a means of empowerment and a response to social pressure shows how complex the performance of heterosexual identity is in online spaces and that it is shaped by both personal agency and societal expectations.
Nhlangulela noted significant differences in how men and women approach the act of taking and sharing sexy selfies. In her study, teenage girls tended to engage with sexy selfies as a form of self-presentation and social currency. They are more likely to be shaped by dominant notions of femininity, beauty, and desirability, which are deeply tied to heterosexual norms.
While not prevalent, when men do take and share sexy selfies, their focus tends to be on displaying masculinity, physical strength, or status rather than sexual desirability. The emphasis is often power and control, which aligns with traditional masculine norms. Nhlangulela also found that men face less scrutiny or judgment for posting such photos, whereas women are more likely to be judged or even shamed for sharing similar content.
Nhlangulela believes that digital platforms create spaces where individuals, especially young girls, can perform and curate their identities in front of a large audience. Social media platforms such as Instagram, Facebook, and TikTok, where likes, comments, and followers become a source of validation reinforce normative beauty standards and heteronormative ideals.
The fact that selfies are often rewarded with positive engagement reinforces the desirability of presenting oneself in a particular way, typically as feminine, attractive, and sexually available. Moreover, social media algorithms prioritise content that garners engagement, meaning that more conventional, attractive, and heteronormative images are often pushed to the forefront. This creates a feedback loop where individuals feel pressured to conform to gain visibility and validation. However, some use these platforms to challenge these norms by sharing images that resist traditional ideas of gender and sexuality; these are often met with mixed reactions.
‘One of the most surprising things I discovered during my research was just how complicated the relationship between empowerment and social pressure is when it comes to sexy selfies. A major challenge was understanding just how much fear of judgment plays into the experience of sharing sexy selfies. It’s like they’re walking a tightrope between wanting to express themselves and being afraid of social backlash.
‘I hope that my research will encourage a more thoughtful approach to how we engage with and respond to sexy selfies, both as creators and consumers.’
Supervisor Professor Deevia Bhana offered congratulations, saying, ‘It has been a pleasure to witness your perseverance, hard work and diligence throughout your journey. Your determined approach to your studies was commendable. You’ve reached a great milestone and I’m confident that even greater success lies ahead for you.’
Nhlangulela thanked her friends, family and supervisor for their unwavering support.