Blackfishing on Instagram: Influencing and the Commodification of Black Urban Aesthetics

Abstract

This article examines blackfishing, a practice in which cultural and economic agents appropriate Black culture and urban aesthetics in an effort to capitalize on Black markets. Specifically, this study analyzes the Instagram accounts of four influencers (Instagram models) who were accused of blackfishing in late 2018 and is supplemented with a critical analysis of 27 news and popular press articles which comprise the media discourse surrounding the controversy. Situated within the literature on cultural appropriation and urban redevelopment policies, this study explores how Black identity is mined for its cultural and economic value in the context of digital labor. I assert that Instagram’s unique platform affordances (including its racial affordances) and the neoliberal logics which undergird cultural notions of labor facilitate the mechanisms by which Black identity is rendered a lucrative commodity vis-à-vis influencing.