TikTok’s love-hate relationship with Black culture | Awa Sanneh | TEDxTorontoMetU | Summary and Q&A

TL;DR
Black creators have shaped social media but face systemic challenges and exploitation, affecting representation and opportunities.
Key Insights
- ◼️ Black creators have shaped social media trends and popular culture, despite facing systemic challenges and exploitation.
- ◼️ The influence of black culture on social media is often commodified and repackaged by white creators, leading to issues of representation and tokenism.
- 👾 Systemic biases in algorithms, brand deals, and audience preferences contribute to disparities in opportunities for black creators in the influencer space.
Transcript
foreign what if I told you that the popularity of social media wouldn't exist without the social exploitation of black creators I know right a bold statement but from Nike's black lives matter campaign to the plethora of Internet sayings such as put it in reverse Terry the impact that African Americans have had on social media and Society cannot be... Read More
Questions & Answers
Q: How have black creators influenced popular culture and social media trends?
Black creators have played a significant role in shaping fashion, beauty standards, and dance trends on social media platforms. Their unique perspectives and creativity have contributed to the cultural landscape.
Q: What challenges do black creators face in the influencer space?
Black creators often confront systemic biases, limited opportunities, and tokenism in brand deals and collaborations due to the lack of inclusivity and diversity in the industry.
Q: How does anti-blackness impact the visibility and success of black creators on social media?
Anti-blackness perpetuates inequalities in the digital space, influencing algorithms, brand deals, and audience perceptions, leading to disparities in opportunities and representation for black creators.
Q: What can be done to promote diversity and inclusion for black and POC creators in the influencer space?
Creating equal opportunities, challenging biases, and supporting authentic representation can help address systemic issues and promote diversity and inclusion for black and POC creators in the influencer industry.
Summary
This video explores the social exploitation of Black creators in relation to the popularity and monetization of social media. It highlights the impact of African Americans on social media and society, as well as the disparities between the monetary beneficiaries, who are predominantly white. The video delves into the experiences of the speaker, who faced ridicule and marginalization due to her Black identity, and analyzes the role of the Kardashians in the commodification of Black culture. It also discusses the influence of algorithms on promoting or suppressing content created by Black creators, the lack of representation and inclusivity in brand deals and brand trips, and the biases ingrained in the audience. The speaker encourages Black and POC creators to embrace their individuality and challenges viewers to be aware of their biases and actively unlearn preconceived notions.
Questions & Answers
Q: How did the speaker's experiences as a Black girl shape her perception of herself and her culture?
The speaker recalls facing ridicule for her deep complexion, hairstyles, and being the butt of every joke. These experiences, coupled with the dichotomy of being positively represented by Bratz dolls yet hearing negative comments about Black features, forced her to question aspects of herself at a young age. Moving to a predominantly white neighborhood further exacerbated her feelings of cultural non-acceptance and led her to adopt behaviors that she hated. The speaker's experiences highlight the impact of societal attitudes on shaping one's perception of oneself and their culture.
Q: How did the rise of the Kardashians influence society's perception of Black culture?
The rise of the Kardashians brought about a shift in presentation, both for the family and society as a whole. The Kardashian family adopted urban aesthetics, leading to the realization that Black culture could be highly profitable. They sought to date Black men, promote their brands using rap music and Black culture, and appropriate Black designs. This shift in mainstream culture, facilitated by the Kardashians, demonstrated that aesthetics once frowned upon were now seen as innovative because they were associated with the family. The Kardashians' success in capitalizing on Black culture contributed to the commodification and repackaging of Blackness.
Q: What is "black fungibility" and how does it relate to the influence of the Kardashians?
"Black fungibility" is an Afro-pessimistic concept that stems from the dehumanization and capitalization of Blackness during the Mid-Atlantic slave trade. It refers to the idea that Blackness has become reducible and exchangeable, seen only as valuable for dehumanization and capital gain. The Kardashians' ability to appropriate and profit from Black culture exemplifies this notion of Black fungibility. Their adoption of Black aesthetics, such as long nails, lace fronts, and Fulani braids, contributed to the cultural shift in the perception of these aesthetics from being frowned upon to being seen as innovative. The Kardashians' actions reflect how Black culture can be repackaged for white consumption, reinforcing the concept of black fungibility.
Q: How does the algorithm on TikTok affect the visibility and success of Black creators?
Forbes released an article revealing that TikTok employees regularly engage in a practice called "Heating," which affects the distribution and virality of videos. This practice allows employees to handpick specific videos, ensuring a certain number of views are secured. Since brand deals and monetization opportunities on TikTok rely heavily on visibility and virality, the biases and choices of predominantly white social media managers who decide which creators to promote play a significant role. As 71.3% of social media managers are white and only 3.4% are Black, white creators are often preferred, making it challenging for creators of color to reach the same level of success. The algorithm, influenced by these biases, perpetuates the disparities in visibility and opportunities for Black creators.
Q: How does tokenism and lack of representation impact brand deals and trips for creators of color?
Brand deals and brand trips often lack proper representation, with women of color frequently being tokenized to fulfill racial diversity quotas. Tokenism, the inclusion of a person of color to meet an agenda, diminishes the genuine inclusivity that is essential. For example, the brand Dote has faced criticism for its lack of representation in brand trips. When brand deals are offered to people of color, they are often not adequately considered, resulting in makeup shades that are not deep enough for their complexion and lower payment compared to their white peers. Such shortcomings reflect the systemic exclusion of creators of color from meaningful opportunities and the lack of consideration for their unique needs and perspectives.
Q: How do biases and stereotypes impact the reception and engagement with content created by Black creators?
The biases and stereotypes ingrained in society influence the way the audience interacts with content created by Black creators. Algorithms on social media platforms, driven by personal data and preferences, determine the content shown to users. This means that a user's biases, likes, and stereotypes are taken into account when selecting the content they see. The video suggests that these biases often result in users engaging with content created by Black creators only when it aligns with their racial stereotypes, rather than seeking diverse perspectives or interests. These biases can perpetuate unequal representation and hinder the growth and success of Black creators.
Q: How can Black and POC creators navigate an industry that lacks fairness and inclusivity?
The video encourages Black and POC creators to embrace their individuality and not change their core selves to fit into environments that demand conformity. The speaker suggests that if a career field requires creators to alter their essential attributes, it is the environment that should be disregarded, not the creators. By staying true to their unique perspectives and voices, creators can challenge the status quo and push for greater inclusivity. Additionally, advocating for fairness and representation, creating supportive networks, and actively challenging biases and preconceptions can help navigate an industry that lacks diversity and equal opportunities.
Q: What role do algorithms play in shaping individual preferences and biases?
Algorithms on social media platforms are designed to personalize and target advertisements based on individual preferences and behavior patterns. They utilize advanced AI technology to analyze user data and determine the content that will keep users engaged on the platform for longer periods. This includes recognizing and accommodating biases. The video points out that algorithms are programmed to understand users better than their fellow humans, and they even identify when users interact with content created by people of color but only if it aligns with racial stereotypes. The algorithms' ability to perpetuate biases underscores the need for users to be aware of their own biases and actively challenge them.
Q: How does the lack of fairness and inclusivity in the entertainment industry affect creators of color?
The lack of fairness and inclusivity in the entertainment industry forces creators of color to be digestible enough to be tokenized by a white audience. When Black people come online to discuss their experiences or wear cultural hairstyles and streetwear, brands tend to shy away. This exclusionary behavior also extends to discriminatory practices and disparities in payment within brand deals. Creators of color often face inadequate representation and exclusion from opportunities that could contribute to long-term success. The systemic biases and lack of inclusivity in the entertainment industry create obstacles that predominantly affect creators of color, limiting their career trajectories and industry impact.
Q: How do our subconscious actions, biases, and stereotypes affect the monetization and popularity of Black creators?
The video highlights that our subconscious actions, biases, and stereotypes contribute to the popularity and monetization of content created by Black creators. By analyzing user data and preferences through algorithms, social media platforms can promote content that aligns with users' biases and stereotypes. However, this can perpetuate unequal representation and prevent diverse perspectives from gaining significant visibility. The video urges viewers to be aware of their own biases and consider how they engage with and support content created by Black creators. Recognizing and challenging these biases is crucial to fostering a more inclusive and equitable environment for Black creators.
Takeaways
This video sheds light on the social exploitation of Black creators in the context of social media. It explores the impact of Black individuals on social media and society, contrasting it with the disproportionate monetary beneficiaries who are predominantly white. The commodification of Black culture by figures like the Kardashians is examined, exposing the concept of black fungibility and the repackaging of Blackness for white consumption. The video also highlights the influence of algorithms on the visibility and success of Black creators, the lack of representation and fairness in brand deals and trips, and the biases embedded in audience preferences. Ultimately, the video calls for introspection, urging viewers to unlearn biases, actively challenge preconceived notions, embrace individuality, and work towards a more inclusive and equitable space.
Summary & Key Takeaways
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Black creators have influenced social media trends, from fashion to beauty standards.
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Systemic biases lead to tokenism and limited opportunities for creators of color.
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The power dynamics in social media platforms reinforce racial disparities and hinder diversity.
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