Decoding #BlackGirlMagic: an analysis of how Black women at a South African university construct and celebrate their identities through the hashtag
- Authors: Kayumba, Urielle Ngoie
- Date: 2025-04-25
- Subjects: Black Girl Magic , Identity formation , Identity (Psychology) , Empowerment , Women, Black , Representation (Philosophy)
- Language: English
- Type: Academic theses , Master's theses , text
- Identifier: http://hdl.handle.net/10962/478394 , vital:78183
- Description: The emergence of the Black Girl Magic hashtag in 2013 marked a pivotal moment in the realm of social media, igniting a powerful movement that resonated far beyond the digital sphere. This hashtag, which initially gained traction on platforms like X/Twitter and Instagram, served as a catalyst for celebrating the multifaceted achievements and resilience of Black women. The profound impact of this movement on an individual level became the focal point of my personal journey, delving into the transformative effects of #BlackGirlMagic within the context of a media landscape historically characterised by a lack of diverse representation. The study takes a closer look at the significance of the hashtag in fostering a sense of acceptance among Black women. In a world where mainstream media has perpetuated narrow beauty standards and marginalised narratives, #BlackGirlMagic emerged as a beacon of empowerment (Mason, 2021). This research does not shy away from acknowledging the complex and nuanced dimensions inherent in this movement. It explores how factors such as featurism, colourism, texturism, body types, and nationalities intersect with the celebration, recognising that while #BlackGirlMagic champions empowerment, it also grapples with inherent limitations that need to be addressed (Sinon, 2020). The study explores how Black women students at Rhodes University use and understand the hashtag #BlackGirlMagic in their lives. The research considers the experiences and cultural practices of Black women in online spaces (Bevins, 2020). By delving into the ways in which they engage with #BlackGirlMagic, the study explores the digital landscape as a dynamic and evolving arena where identity, empowerment, and representation intersect. This approach allows for a deeper comprehension of the lived experiences of Black women in the online realm, shedding light on how Black women students at Rhodes University use #BlackGirlMagic and the challenges they face in seeking to be included and represented. By focusing on the experiences of Black women students at Rhodes University, the research can contribute to the broader discourse on digital activism and the role of social media in shaping contemporary feminist movements. This localised perspective offers valuable insights into how global movements like #BlackGirlMagic are adapted and reinterpreted within specific cultural and institutional contexts, highlighting the importance of digital spaces as sites of both empowerment and contestation for Black women. , Thesis (MA) -- Faculty of Humanities, Journalism and Media Studies, 2025
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The meaning of community: the viability of Public Sphere theory and Social Cohesion on social media groups: a reception study of the ‘Grahamstown’ Facebook Group
- Authors: Ferreira, Ettioné
- Date: 2019
- Subjects: Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Language: English
- Type: text , Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/114870 , vital:34043 , Digital media -- Social aspects , Facebook (Firm) , Social participation -- South Africa -- Makhanda , Public sphere -- South Africa -- Makhanda , Group identity -- South Africa -- Makhanda , Grahamstown Facebook Group
- Description: This study explores the meaning of community to Grahamstown’s online social media community, through a case study of the ‘Grahamstown’ Facebook group (GFG). The study explores the possibilities of social media as a public sphere and the way geographically-based social media sites might contribute to social cohesion in a community. The study explores what kinds of discussions take place on the GFG and why they are happening. It investigates whether these discussions can promote understanding and social solidarity, and whether useful deliberations are taking place, in some kind of approximation of a public sphere. Is this Group contributing to the wellbeing of the community, and how? Drawing on public sphere theory and various conceptions of the concept of social cohesion, the dissertation aims to find out how much of an impact the GFG has on Grahamstown/Makhanda inhabitants’ lives and sense of community. The study argues that with the advent of digital media, another ‘structural transformation’ in Habermasian terms, is underway, both empirically and theoretically. Through more than a dozen in-depth interviews combined with content analysis (via participant observation), the study finds that participation in and exposure to the GFG does lead, for many, to a sense of belonging and social cohesion as community members come together to act in relation to the state, local business and other institutions. The viability of ideas of highly localised (in time and space) ‘public sphericules’ as an alternative to broader more overarching concepts of a public sphere, is explored in this study. The study also suggests a typology of users, identifying the frequency, tone of voice and motives for participating on the GFG and attempts a periodisation of the GFG’s changing role in the community over the past decade.
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