With the rise of social media, a phenomenon known as Blackfishing has become increasingly common. Non-Black influencers have been accused of 'pretending' to be Black, usually by tanning skin, wearing stereotypical Black hairstyles, longer nails, and in general adopting Black aesthetics. Backlash can be found on 'Black Twitter', where Black users react and reaffirm the authenticity of Blackness and Black culture online. My research focuses on what Blackfishing looks like, and how Black Twitter users react. By coding replies and quotes to hit tweets that showcase an influencer Blackfishing, I examine the reactions and sentiments to Blackfishing online and on social media.
I found that many Black users are 'signifyin' their reactions on Twitter, which implores rhetorical tropes to obscure the real meaning in a phrase. Black users employ comedy or other phrases that may be funny or culturally abstruse, but in reality express disapproval and disgust. Most Black Twitter users disapprove of Blackfishing vehemently, expressing profiting of Black aesthetics without the struggle. Ellis Cashmore says "to have cultural power is to have power, that power can be used to influence". Non-Black influencers are stealing Black culture, influencing others, generating social power, all while leaving the Black people who move the culture behind. When Black households have $15 for the white's $100, fixing racial wealth inequality has to start with giving Black culture its flowers.