CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
In recent years, the rapid evolution of the internet has significantly transformed the way information is disseminated, impacting various facets of individuals' lives globally. Among the diverse array of topics that have gained prominence in the online sphere, issues related to beauty standards and skin complexion have become central to discussions, especially within the context of emerging economies like Nigeria. This study seeks to delve into the intricate relationship between internet risk communication, the prevalence of skin lightening practices, and the subsequent health actions taken by female university students in Nigeria.
The internet, as a powerful medium, plays a pivotal role in shaping societal perceptions and influencing individual behaviors. Its dynamic nature allows for the rapid dissemination of information, creating both opportunities and challenges in the realm of health communication. For young adults, particularly female university students, the internet serves as a primary source of information, connecting them to diverse perspectives on beauty, skincare, and cultural standards.
In the Nigerian context, the pervasive influence of Eurocentric beauty ideals has led to the proliferation of skin lightening practices. This phenomenon is often fueled by societal pressures, historical legacies, and a desire to conform to established standards of attractiveness. The internet, acting as a double-edged sword, amplifies these influences, exposing individuals to a wide spectrum of beauty standards, skincare regimens, and, at times, potentially harmful practices.
This study aims to assess the extent of Nigerian female university students' exposure to internet-driven content related to skin lightening, investigating the various sources, narratives, and messages that contribute to shaping their perceptions. Furthermore, it seeks to explore the ensuing health actions taken by these students in response to the information they encounter, examining whether these actions align with established health guidelines or if they inadvertently contribute to increased health risks.
Understanding the nexus between internet risk communication, skin lightening practices, and health actions is crucial for developing targeted interventions that promote holistic well-being among university students in Nigeria. By unraveling the complexities of these interconnected phenomena, this research strives to contribute valuable insights that can inform public health initiatives, educational programs, and policy interventions aimed at fostering a positive and culturally sensitive approach to beauty and skincare practices among young women in the Nigerian university setting.
STATEMENT OF THE PROBLEM
The intersection of internet risk communication, skin lightening practices, and the subsequent health actions among female university students in Nigeria presents a multifaceted problem. Firstly, the ubiquitous nature of the internet exposes these students to a myriad of beauty standards, skincare trends, and potentially harmful information, influencing their perceptions of self-image and societal expectations. The extensive reach and
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