FOSTERING SOCIAL TRANSFORMATION: THE CRITICAL ROLE OF ENHANCING VISIBILITY FOR #BLACKONCAMPUS AND RELATED SOCIAL MEDIA CAMPAIGNS

Abstract

This study examines the marginalization of the Black identity at predominantly white college campuses through the analysis of Twitter messages related to the #BlackOnCampus movement that emerged in 2015. Using qualitative research and textual analysis, the study identifies two primary themes: the challenging of Black excellence and the misrepresentation of diversity. The identity negotiation theory is applied to analyze the correlation between the Twitter conversations and their impact on racial representation in society. In addition, the study explores the intersection of race and classism and how it affects social media usage. The findings reveal the harsh realities faced by Black students on predominantly white college campuses and emphasize the need for continued visibility of social justice movements to achieve necessary social change and improvements in society. This research contributes to a better understanding of how social media platforms can amplify the voices of marginalized communities and highlight issues of social injustice.