Spectacularized and Branded Digital (Re)presentations of Black People and Blackness

Digital racism and the online experiences of Black people have been foregrounded in vital contemporary research, particularly scholarship critical race digital studies. As developments occur rapidly there is a need for work which theorizes recent expressions anti-Blackness, including since increased marketing industry interest Lives Matter (BLM) movement 2020. This paper explores related to (re)presentations associated racist marketplace logics, practices, (re)mediations Blackness service brands. Focusing on computer-generated imagery (CGI) racialized influencers, spectacularization pain lives, approaches, Blackface, this contextualizes anti-Black by reflecting its connection centuries white supremacy often under-investigated racial capitalism. Overall, examines shape-shifting nature commercial components it are impacted intersecting oppressions.