This paper explores how Black women on TikTok activate platform affordances to make themselves visible within the search engine. Specifically, we offer #BlackGirlPilates as a case study, given the increased interest following socialite Lori Harvey’s endorsement of the exercise at the 2022 Met Gala. Both Pilates and Western Technoculture have been studied in regards to its centrality of whiteness as normative. Thus, we conduct a comparative analysis of #pilates and #BlackGirlPilates in TikTok’s search engine to see how the addition of a racial qualifier changes results. Our analysis reveals that the “anonymous” user within a search for content on Pilates is white, demonstrating that the use of racial qualifiers in hashtags intentionally marks visibility around racial identity. We argue that Black women’s use of hashtags in this way is an agentic praxis and form of digital Black feminism wherein they can circumvent white perspectives to create culturally relevant results within the platform. #BlackGirlPilates constructs a community that centers and supports Black women’s experience and expertise.
Articles by Zari A. Taylor
Zari A. Taylor is a critical cultural studies scholar interested in digital and popular culture. Her research focuses on the relationship between race, beauty, social/traditional media, celebrity culture, and the creator economy. She is interested in how digital and popular culture reflect dynamics of power, identity, politics, and value within society, as well as how marginalized groups operate within and against historical and ongoing oppressions in these contexts.