Resisting media marginalisation: Black women’s digital content and collectivity

Francesca Sobande, Anne Fearfull, Douglas Brownlie

Research output: Contribution to journalArticle

Abstract

Based on analysis of 23 interviews, this paper examines how social media and online content is implicated in the collective, resistant and transnational media experiences of Black women in Britain. It contributes to scholarship concerning race and the virtual marketplace by examining tensions between the countercultural, communal and commercial qualities of Black women’s online experiences. Drawing upon theorising of the oppositional spectator gaze of Black women, and narratives of technology consumption, we unpack how Black women’s digital activity can enable them to navigate the hegemony of US content, their marginalisation in British mass-media, and situate them within a Black experience that transcends Britain’s borders. Our work illustrates how Black women’s online encounters can be a source of resistance, Black digital commentary and community, as well as being subject to corporate co-optation. We conceptualise such online experiences as being shaped by transnational dimensions of the relationship between race, media and markets.
Original languageEnglish
JournalConsumption Markets and Culture
Early online date29 Jan 2019
DOIs
Publication statusE-pub ahead of print - 29 Jan 2019

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experience
Social Media
Mass Media
spectator
social media
mass media
hegemony
Digital content
Marginalization
Interviews
Technology
narrative
market
interview
community
Transcend
Hegemony
Social media
Theorizing
Mass media

Keywords

  • Black women
  • digital
  • intersectionality
  • media
  • race
  • resistance

Cite this

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Resisting media marginalisation: Black women’s digital content and collectivity. / Sobande, Francesca; Fearfull, Anne; Brownlie, Douglas.

In: Consumption Markets and Culture, 29.01.2019.

Research output: Contribution to journalArticle

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