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

Francesca Sobande (Lead / Corresponding author), 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
    Number of pages16
    JournalConsumption Markets and Culture
    Early online date29 Jan 2019
    DOIs
    Publication statusE-pub ahead of print - 29 Jan 2019

    Fingerprint

    experience
    Social Media
    Mass Media
    spectator
    social media
    mass media
    hegemony
    Digital content
    Marginalization
    Interviews
    Technology
    narrative
    market
    interview
    community
    Transcend
    Theorizing
    Hegemony
    Spectator
    Social 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 (Lead / Corresponding author); Fearfull, Anne; Brownlie, Douglas.

    In: Consumption Markets and Culture, 29.01.2019.

    Research output: Contribution to journalArticle

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