Filters and Beauty: Exploring Identity Construction Among Ghanaian Women on Tiktok

Abstract

This qualitative study examines how women in Ghana use TikTok filters to construct and negotiate their digital identities. While research often focuses on younger users, this study addresses a gap by investigating women aged 35-45 in Ghana. Using hermeneutic phenomenology, the research analyzed semi-structured interviews with eight participants and 28 TikTok videos created during October 2025. Guided by Goffman’s Dramaturgical Theory and Symbolic Interactionism, it addressed three objectives: to examine the motivations for filter use, to explore the meanings women attribute to filters, and to examine the factors shaping their engagement. The findings reveal a complex practice where participants use filters not merely for enhancement but as essential tools for social navigation. Filters function symbolically as protective shields against anticipated judgment and as practical sources of confidence, enabling women to feel camera-ready without physical preparation. Three factors shape this use: TikTok's seamless platform design, which makes filters easy to access and normalizes their use as a routine step in content creation; social beauty standards that privilege eurocentric features like lighter skin and smooth complexions; and peer-driven validation networks where women observe and imitate each other to keep up with shared aesthetic norms. The study recommends future research exploring intersectional aspects of commercial versus personal filter use, investigating how filters mediate romantic connections, and examining platform design features that influence women's self-presentation.