ACHIEVING NECESSARY SOCIAL CHANGE: THE IMPORTANCE OF GREATER VISIBILITY FOR #BLACKONCAMPUS AND SIMILAR MOVEMENTS ON SOCIAL MEDIA

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.