Black South African women prosumers and social media : #BlackGirlMagic as a case study

Abstract: This study draws primarily on two theoretical bodies of work, namely the intersectionality of Black women, and their self-expression. In the academy the intersectional marginalisation of Black women on the basis of gender and race has been studied with vigour. A strong focus in this trajectory falls on the manner in which the social system is representative of larger social inequalities. The intersectionality of Black women as a discourse and critique transcends the academic realm and concerns itself with how African women express contempt with being socially framed as belonging on the margins. The semi-structured interviews allowed me to ensure that I elicit the same core information from each participant, while also providing me with the flexibility to probe more deeply into the rich descriptions of experiences that participants shared. In being both sensitive and responsive to the argument made throughout this research project about the opportunities provided by the internet and subsequently #BGM for Black women to speak for and about themselves; the data gathered will be presented in the form of narratives. The narratives provided confirmation that online spaces are not without challenge. From privileging certain girls to potentially allowing the continued exploitation of Black women. As is almost always the case with a case study, generalizability is an area of concern. Owing in no small part to the fact that the chosen case is asked to perform a heroic role; to stand for (represent) a population of cases that is often much larger that the case itself.M.A. (Communication Studies