I have been a long time advocate behind the power of social media and how this platform can be used in so many ways to mobilize change. However, there is a notable shift happening in social media and it is emerging among minorities who utilize social networks to spread and amplify their message. Back in April, the media tech site Mashable, published an article with a racial demographic breakdown of users of social media. It was found that the highest users of social media are Hispanics at 72%, African Americans at 68% and Caucasians at 65%. The gender breakdown illustrated that 72% of women use social media compared to 62% of men.
So what do these numbers mean?
It means the highest demographic of users that frequent social networks are women of color.
I don't know about you, but this is a pretty big deal guys.
Twitter has exploded since its inception in 2006. The world has somehow manifested itself to revolve around all things related to Twitter. Official PR statements made by celebrities and politicians are now released by Twitter. Hashtags (which is a formula used to group messages together) are used on network TV shows. Several TV networks encourage and promote "live-tweeting" (the act of tweeting during a live broadcast) to help garner ratings. Not to mention Twitter has been responsible for the demise of politicians like Anthony Weiner as well as been a place for celebrities to battle it out with one another for the sake of getting unwarranted attention from the masses. We all use Twitter in a myriad of ways.
Some of us use it as a simple place to engage in conversation.
Some use it to promote a brand or service.
Some use it for a source of information.
Some use it as a way to connect to others and build a network.
However you choose to utilize Twitter, it has become a new haven for all things relevant in pop culture.
So where do we come in?
Black Twitter is a community of people of color (many of them African American) who engage in a topic and discussion that generates so much buzz that it becomes a trending topic on Twitter. There are a few Twitter-famous users who shall remain nameless who have created hashtags that have sparked so much buzz on Twitter that it may trend for days at a time. This time Black Twitter took action and redirected a laser-focus on celebrity chef Paula Deen. Deen was recently in the news for saying racist and insensitive comments about African Americans acting as slaves on her "southern plantation wedding" and also using the infamous "N" word. This news story would probably not have received so much hot air pumped into it had it not been for Twitter. Or shall I say "Black Twitter". Immediately after the news piece broke, a hashtag aptly titled #PaulasBestDishes went viral within a matter of hours. Nearly every person on my Twitter timeline took to using the hashtag and inserting their favorite entree or dessert pun after the hashtag.
Some examples on Twitter I saw were:
#PaulasBestDishes Tarbaby Tortellini
#PaulasBestDishes Lynchin Lemonade
#PaulasBestDishes Black Eyed Peas with Brown Skinned Rice
The list goes on and on my friends.
Paula Deen released a video, apologizing for her racist comments in a very awkward and staged presentation. Nearly 20 minutes after it aired, the Food Network decided not to renew her contract which was due to expire this month. I'm certain that The Food Network, who has an image and a brand to protect thought of their PR first, rather than a righteous attempt to punish Deen for her disconcerting comments. The noise on Twitter was loud enough to get the attention of Good Morning America who aired a piece about the vitriol of Twitter users and their use of the popular hashtag.
The viral effect of what social media offers to young people who in the past had their voices suppressed has now changed the dynamic of how the 'old media' interprets what is happening in 'new media'. Should we give Black Twitter all of the credit for Deen's firing? I'm not so quick to say yes or no, because we don't know what skeletons inside of Deen's closet exist that the Food Network now know about. I believe there was some politics and PR that came into play in this firing, but let's be honest---if it were not for Black Twitter this incident would not have gained the kind of traction it received in mainstream media, and that does count for something.
What I love about Twitter is that its a place for levity and humor when you simply want to just get away from the stress of your personal life or work life. You can joke easily about funny hashtags like #PaulasBestDishes and retweet funny appetizers and entrees made up by your friends and followers about the nastiness of Paula's statements. I believe its great that we can laugh and make light something that was so reprehensible, that while all of us would easily rant and say vicious things, instead we simply had jokes about the racist sounding dishes. The same way comedians make fun of politicians that make horrible decisions that negatively affect our country or social issues like a making fun of living in a bad economy and turning it into jest rather than relishing on the agony of how it effects our wallets.
But how can we use Black Twitter to mobilize our community? Is that a prospect worth talking about or even bringing up? Should Black Twitter take on the responsibility of inciting change?
More importantly, if women of color are the highest users of social media, what can we do to allow this platform to help us?
If Black Twitter has the capacity to bring to light the issue of a racial rant by a celebrity chef, than perhaps we should assess the potency behind Black Twitter. It may be a pipe dream to believe that somehow Black Twitter can change the disparities of unemployment in the Black community, higher rates of incarceration of Black men, and the unfair pay wages given to Black women compared to any other racial demographic. It would most certainly be a beautiful thing to mobilize Black Twitter to redirect a laser-focus on at least one or all of those issues.
Reputations have power. No one wants to be viewed as a bigot, racist, sexist, or homophobic. Even if a person secretly feels that way, they will use subtle and dismissive ways to keep others suppressed without wearing a big sign on their forehead. However, once that sign is exposed---then its game over. Exposure is the most effective way to communicate a message to the masses, and if more people pay attention to it, the more likely a change may ensue. I'm not saying we should all default to Twitter to incite change and simply act as "slacktivists" behind a laptop computer or a smartphone, but maybe we should use Twitter in more constructive ways that will reinforce good into the world and will help build communities.
Or maybe my optimism just gets the best of me and this after all could just be a pipe dream.
I'll stay hopeful. For now.
