Persistance R Tembo

R1810200
HFRTP
Project Title: Framing social interaction and morality on instagram the case
study of Zimcelebs page.

1. Area of Investigation

This study seeks to investigate how instagram as a social media platform frames social
interaction and morality. Social interaction is a dynamic sequence of social actions between
individuals (or groups) who modify their actions and reactions due to actions by their
interaction partners (Harold Garfinked 1954). Hence this study seeks to investigate how social
media (instagram) is shaping people’s actions, reactions and behaviors in their cultural
communities. Hence, this research will analyses how instagram frames social interaction and
morality. With more than 600 million active users and over forty billion images shared (Forer,
2017), Instagram is more than just an application in our phones; Instagram is social media’s
current ‘queen bee’. It seems inadequate to describe Instagram as being simply relevant in
society, it seems more apt to assert that it has become a routine part of everyday life for many.
Despite only being founded in 2010, for many people, Instagram has become a way of
validation – Instagram has become an identity, and in many people’s minds, Instagram is
mandatory. Whilst there are millions upon millions of people absorbed by social media, the
inspiration behind this research is based on a ‘close to home’ reasoning.

This study will use ‘Zimcelebs instagram page’ as a case study. Social media platforms such as
Zimcelebs instagram page are centered on celebrities relationships, beauty, and entertainment
and enjoy audiences, suggesting consumers are attracted to and have a positive attitude toward
such interaction (Sood .et al,2017) Zimcelebs was founded in February 2017 as Zimcelebs TV by
Lewis John. Over the years, the platform has become one of Zimbabwe's portals for celebrity
breaking news and the social media based blog has accumulated a significant following. In
March 2021, Zimcelebs was listed as the 6th most influential social media platform in Zimbabwe
with the highest engagement percentage and has about 7 million views on You Tube. Since
2019, Zimcelebs has launched a number of online programs where musical artists go for live
performances which are Ndipe Mic 2019, Bhazi reMangoma 2020, Garage Sessions 2021 and
MaChillz.These sessions have hosted top artists like Alick Macheso, Enzo Ishall, Tocky Vibes,
Poptain, Stunner, Jah Signal, Winky D, Mudiwa Hood, Kikky Badass, Seh Calaz, Nutty O,
Bazooker, Holy Ten, Baba Harare. In 2020,Passion Java Records launched Garamumba which
was the first Zimbabwean lockdown online performances session, and it was launched and
streamed on Zimcelebs social media from part one to part seven. The segments averaged
300,000 to 500,000 views per session. Hence, Zimcelebs became one of the leading social
medial in Zimbabwe which is contributing in shaping our society in Zimbabwe as people spend
much of their time interacting through Zimcelebs page. Some studies suggest that social media
platforms influences people both indirectly and directly as it showcases celebrities’ scandals
and allow audiences to comment directly. This study therefore intends to evaluate how
instagram frames social interaction and morality in Zimbabwe and consider if there may be any
possible influence on selected University of Zimbabwe students.

(Mutanana Ngonidzashe, Chill 2002, Yoon, Kyongwon 2006, Nicolas Vitalari) discussed about
social media, social interaction and morality. (Museka, G. and Taringa, N.T. 2014, Evason, Nina
2017) also discussed about the social interaction and morality in Zimbabwe. (Linde Rozemeijer
2019, Mare 2014; Mujere and Matwara2015; Mutsvairo and Sirks 2015) puts forward an
argument about the impact of social media in promoting social interaction and morality in
Zimbabwe. According to Apuke (2017), behaviour is influenced not only by personal or live
models but by those presented in the mass media. Analysis on media influence continues to
show that the media have influence on the pattern of behaviour of its audience
(Uwakwe,2010 ; Okunna, 1999).Okunna (`1999), opines that because of their special power to
affect the way people think, feel, behave and interact, the mass media have been credited with
the incredible persuasive ability to change attitude and behavior (p.161). This study expands on
such studies but specifically focusing on how instagram frames social interaction and morality
in Zimbabwe.

1.1 STATEMENT OF THE PROBLEM

This study is prompted by the widespread criticism of Zimcelebs for emphasizing and gratifying
conducts contrary to ethical social values and how this is influencing the lifestyle of youths who
are the bulk of its followers. This study will be useful in understanding how Zimcelebs instagram
page influences the youth and the extent of its influence. Also, several studies in Zimbabwe that
were put forward by (Linde Rozemeijer 2019, Mare 2014; Mujere and Matwara2015; Mutsvairo
and Sirks 2015) have not provided thorough academic research specific to instagram as a social
media platform but rather they focused on facebook and twitter in broader terms and have also
not focused on social interaction and morality.

These studies have demonstrated that the information and exposure provided by social media
can influence a wide range of attitudes and behaviour beyond providing entertainment. (Linde
Rozemeijer 2019, Mare 2014; Mujere and Matwara2015; Mutsvairo and Sirks 2015), argued
about the impact of social media such as istagram on viewing behaviours and explicity.
Therefore this study is inspired by the fact that not much literature has been written on the
perceptions of the Zimcelebs instagram page interaction and morality. The study will examine
how these studies apply to the research being conducted and how these perceptions are
informed by social variables such as age, culture class, and religion. There is lack of an in-depth
study on instagram as a social media platform framing social interaction and morality,
therefore, this study seeks to fill the gap. Also, instagram is relatively new to Africa and only few
literatures have been written about it especially in Zimbabwe unlike facebook, whatsapp and
twitter.

Research Questions

1. What role does Instagram play in framing social interaction and morality in
Zimbabwe?
2. How does Instagram engage with audience’s direct participation on Zimcelebs
Instagram page?
3. Through the use of Instagram, how is Zimcelebs as a social media platform reaching
beyond the dial (and its competitors) to connect with its audience?
How does the integration of Instagram help in the expansion of the social interaction
and morality in the society (Zimcelebs?
4. How does Zimcelebs use their page to safeguard Unhu/ Ubuntu?

1.2.2 OBJECTIVES

 To examine conceptual and contextual factors which might influence student’s

perceptions of Zimcelebs instagram page?
 To analyse insights gained from selected University of Zimbabwe male Zimcelebs
instagram page participators.
 To explore how the perceptions of selected university of Zimbabwe females relate to
their sense of womanhood.
 To investigate the social, cultural and theoretical implications of the perceptions of
University of Zimbabwe student’s followers of Zimcelebs instagram page.

1.3 Justification

With most Literature having focused on Social media as a way of promoting marketing, politics
as well as influencing bad behaviors, nothing much have been said about Instagram as a way of
promoting social interaction and morality it therefore leaves Zimcelebs Instagram page as an
avenue to be explored hence this study. Hence, they is need to examine how Instagram as a
social media platform brings easy communication with its followers, easy reach to followers,
easy access to content and interaction.The researcher selected Instagram as a case study
because it has been engaging with the public since 2012. The researcher chose Zimcelebs as a
case study because it is the leading Instagram page in Zimbabwe.
Additionally, the researcher had a chance to associate with some of the Celebrities that
Zimcelebs post, and he was given a chance to observe how they dress, associate and use social
media in their lives. The researcher is also a regular participant on the posts that are being
posted on Zimcelebs Instagram page. This then motivated the researcher to study and research
how Zimcelebs Instagram page is framing social interaction and morality in Zimbabwe.

1.4 METHODOLOGY
The researcher did a qualitative research on the influence of social media on framing social
interaction and morality using Interpretive Phenomenology Analysis (IPA). The research
methods which are going to be used to collect data include purposive and snow ball techniques,
personal interviews, questionnaires and personal observations which are explained down
below:

1.4.1 INTERPRETIVE PHENOMENOLOGY

According to Smith (2015), interpretive phenomenological analysis (IPA) is an approach which is

dedicated to the detailed exploration of personal meaning and lived experience. More
particularly, the aim of interpretive phenomenological analysis is to explore in detail how
participants are making sense of their particular experiences, events and states hold for
participants. Interpretive Phenomenological Analysis was developed as a specifically
psychological experience methodology 20 years ago (Smith, 1996) and is part of a small family
of methods informed by phenomenological philosophy. IPA is a phenomenology in that it
involves detailed examination of the participant’s lived experience; it attempts to explore
personal experience and is concerned with an individual’s personal perception or account of an
object or event, as opposed to an attempt to produce an objective statement of the object or
event itself. IPA also emphasizes that the research is a dynamic process with an active role for
the researcher in that process. One is trying to get close to the participant’s personal world, to
take, in Conrad’s (1987) words, an ‘insider’s perspective’, but one cannot do this directly or
completely. Access depends on, and is complicated by, the researcher’s own conceptions;
indeed, these are required in order to make sense of that other personal world through a
process of interpretive activity. This is in tune with Heidggers’s (1927/1962) interpretive or
hermeneutic development of phenomenology. Thus a two-stage interpretive process or a
double hermeneutic, is involved. The participants are trying to make sense of their world; the
researcher is trying to make sense of the participants trying to make sense of their world. IPA is
therefore intellectually connected to hermeneutics and theories of interpretation (Packer and
Addison; 1989, Smith, 2007)

The researcher deployed this methodology trying to make sense of the participants through
questionnaires and structured interviews. IPA is concerned with trying to understand what is
like, from the participants. At the same time a detailed analysis can also invoke critical
questions of the texts from the participants. The researcher also deployed critical questions in
this study such as the following: Some people regard Zimcelebs posts as indecent and immoral.
As a man what do you think about their posts? The researcher will be able to understand how
participants make sense of their experiences, events and how they behave differently. Denzin
1995 is of the view that meanings are constructed by individuals within both a social and
personal world and therefore this method emphasizes on sense-making by both the participant
and researcher.

1.4.2 SAMPLING

The study deployed the purposive and snowball techniques. Crosswell (2007; 125) defines
purposive sampling as, “a method where the inquirer selects individuals and sites for study
because they can purposefully inform an understanding of the research problem and central
phenomena in this study”. Firstly key informants will be identified who will assist in the
purposive selection of possible participants. Key informants are critical in this study, since they
are knowledgeable members of the community of interest, and therefore about the culture and
are willing to share knowledge (Bernard,2002). The selection of possible participants will be
guided by the following.

1. A university of Zimbabwe female or male student

2. A female or male student who is active on and regularly likes and comments on
Zimcelebs instagram page.
3. Willing to share their views and perceptions of the Zimcelebs instagram page.

To reduce bias associated with key informants wholly determining the selected sample,
snowball sampling will also be employed. Potential participants identified by key the
informants will then identify other potential participants who meet the characteristics
highlighted above. The process will determine the sample size in terms of how many
participants will be part of the study. This non random sampling technique does not need a
set number of informants (Bernard,2002) and sample sizes range from 1 to 300 (Marshall,
2007). However in ethnographic studies, Crosswell (2007) argues that the sample should be
small, ranging from 3 to 50 participants, in order to get in depth information. The study will
be therefore guided by that principle and the sample size will be about 10 participants.

The findings of the study are a representative of the University of Zimbabwe female or male
students who are active on social media ‘’Zimcelebs instagram page ’’.The researcher chose to
carry out his research at the University of Zimbabwe because of convenience, time and budget.

1.4.3 QUESTIONNAIRES
A questionnaire is a prepared document with a set of questions prepared by the researcher. It
is a research instrument consisting of a series of questions and other prompts for the purpose
of gathering information from respondents (Foddy, 1994; 27). The researcher carried out a
survey among University of Zimbabwe students in order to gather research on their perceptions
on the possible influence of instagram on framing social interaction and morality.

1.4.4 PERSONAL INTERVIEWS

A personal interview is a face to face interaction survey with an interviewer and an interviewee
and the question asked by the interviewer may be either open-ended questions or closed
questions (Stewart , 2008: 291). The interviewer is the one who intends to collect data from the
interviewee by asking questions. The researcher used structured interviews to interview 10 UZ
students consisting of 5 males and 5 females. These interviews will be conducted around UZ
campus at different places. Some will be conducted in hostels and some will be conducted at
faculties. These interviews will be done by the researcher so as to acquire information on how
the respondents perceive Zimcelebs instagram page and use the information in this study.

1.4.5 PERSONAL OBSERVATION

Observation is when a researcher detects people in a particular environment and setting. How
they behave and respond to events that occur in that setting is noted down by the researcher
(Atlas, 2008). Observing people in their natural setting can sometimes help in collecting
objective data since people behave normally. Observation was critical to the researcher`s study
in that will give the researcher a platform to see the facial expressions, body language and as
they responded to the interview questions. The researcher observed that their body languages,
body postures, communicated social variables such as class and religion. Their facial
expressions could also communicate different personalities.

1.5 ETHICAL CONSIDERATIONS

The two fundamental roles of ethics in social science research are the protection of the
research participants by conducting a research in such a way that it is in the best interests of
the participants (Wassenaar, 2006), as well as to ensure that the interests of the broader
project of research the transparent and generation of dependable data for analysis and
interpretation are protected. A major principle underlying many of the ethical policies that have
historically developed around the issue of how to treat research subjects has been the use of
informed consent, the right of subjects to decide free of pressure or constraint and in a fully
informed manner whether or not they will be involved in any research endeavour (Faden and
Beauchamp, 1986).

Informed consent
Informed consent is important in all research as it ensures that the dignity of participants is
maintained throughout the research study (Clark-Carter, 1997). Informed consent requires that
the researcher inform and clearly stipulate the objectives of the study as well as any aspect of
the study that may influence the participants desire to participate in the study to all study
participants (Wassenaar, 2002). In this study, this information was contained in an informed
consent letter which was attached to the questionnaire that each respondent signed and by
doing so it showed that they are willing to participate in the researcher’s study.
Confidentiality
The researcher informed the participants the degree of confidentiality afforded to them once
they participate. The researcher did not use the full names of the respondents in revealing the
responses that they had given in the various data collection methods that were used in this
study. Instead of using the full names that could result in the easily being traced, the researcher
had to use the initials of the respondents. The researcher would record the responses that were
given in the interviews conducted. To ensure confidentiality, the researcher recorded
everything into her personal phone where only the researcher has access which made the
responses to be within the reach of the researcher only. The also informed the participants that
it will remain secure throughout the duration of the project and data that are no longer needed
will be destroyed.

Ethics of Representation
In any given audience study, it is very important to correctly represent the views of the
respondents to avoid distortion of the participant point of view. To avoid misrepresentation,
the researcher would repeat the responses that would have been given by the respondents and
repeat the questions, just for the respondents to clarify their points. Moreover, the researcher
gave some of the respondents some of the completed chapters to read so that they could
confirm if the ways that the researcher represented them is correct. From these
methodological aspects, the next section will now focus on the theoretical framework.

1.6 LITERATURE REVIEW

As the use of Instagram becomes more popular, social, emotional, and other
issues can occur among users. Kelley and Michela (1980) showed that people often only
show themselves in a positive light online, depicting perfect life, which is not always
their reality. When such unrealistic Instagram posts are observed by others, it leads the
viewer to become anxious, envious, and resentful of their own lives (Kelley & Michela,
1980). Recent studies report that the use of social networking is associated with negative
social factors, such as loneliness, poorer life satisfaction, lower psychological well-being,
a higher rate of depression, sleep problems, and negative social connectedness
(Kircaburun & Griffiths, 2018). Viewing the information posted by others tends to make
people more aware of their limitations and shortcomings, which could lead to lower selfesteem
(Gonzales&Hancock,2011).

Instagram has become very popular in the last 10 years, and most users are under
50 years old (Bakshi, Shamma, & Gilber, 2014). Instagram allows users an instantaneous
way to share their life moments with friends through pictures and videos. Instagram was
launched in 2010 as a mobile photo and video-sharing application; it currently has over
600 million active monthly users (Instagram, 2017) and ranks among the most popular
social media applications (Sheldon, Rauschnabel, Antony, & Car, 2017). Since its launch
in October 2010, Instagram has attracted more than 150 million active users, with an
average of 55 million photos uploaded by users per day, and more than 16 billion photos
shared so far (Hu, Manikonda, & Kambhampati, 2014).

Self-esteem incorporates an individual’s self-concept, which refers to their view

of themselves and their feelings in response to their perception of self (Smith, 2007). It
includes a series of psychological self-evaluations that influence both social behavior and
self-perception. It is also related to both positive and negative feelings about oneself
(Brown, 1993). Previous research has shown that people with high self-esteem have a
more positive outlook and are more self-directed, persistent, independent, and
autonomous than those with low self-esteem, who tend to be more insecure, lonely,
negative, anxious, and depressed (Duan, 2018). Social-network sites, such as Facebook,
are designed to share information about one’s self with others, including hobbies,
likes/dislikes, and personal musings via “wall posts,” and “status updates.”
In one of the first studies written on the use of social media and possible impacts
on emotional well-being, Vogel, Rose, Roberts, and Eckles (2014) found that participants
on Facebook had lower self-esteem. The authors found that overexposure to social
comparisons on social media did affect their self-esteem. The study highlighted that
excessive use of Facebook could harm the overall well-being of people who rely on
social media as a platform to discuss topics and personal issues. Vogel, Rose, Roberts,
and Eckles (2014) found that people with low self-esteem use social media to discuss
what they think is occurring in a safe place; when viewers respond negatively, this seems
to exacerbate their already low self-esteem.
This is the opposite effect of what the person writing in was seeking to achieve.
One would think that there would be a positive correlation between having more
“friends,” the defining aspect of Facebook popularity, and a sense of security. However,in a
study of 19-29-year old’s, Lup, Trub, and Rosenthal (2015) found that the more
strangers a person followed on Instagram, the more depressive symptoms they reported.
Unlike Facebook, where relationships must be mutually accepted, i.e., people must
“friend” you back to allow you to view their information and posts, Instagram viewers
can elect to follow anyone regardless of their status or stature. This medium results in
people following strangers, celebrities, politicians, and others without a reciprocal
relationship, yet thinking they are in the same league.

Because the use of Instagram has become prevalent in the lives of 50 million
adults, I sought to determine if there is a relationship between repeated Instagram usage
and self-esteem. The variables include age, gender, culture, marital status, length of the
marriage, and marital happiness. Given the previous research on Facebook and the stated
differences between Facebook and Instagram, it is important to consider how the
exponential increase in Instagram usage may impact the lives of many American adults,
which reflects a gap in the extant literature. In this study, I will explore if Instagram
usage results in similar or different effects on self-esteem as Facebook.
In this chapter, I will detail the literature review strategies that were used to
determine the noted literature gap. In addition, the literature on self-esteem, happiness in
marriage, length of a person’s marriage, and how stable they feel in that relationship will
be explored in the context of participant’s age, culture, and gender and the potential
impact from their social media use