Blackfishing: Cultural Appropriation, Identity, and the Social Media Era

In the age of social media, where appearance and identity are often showcased as commodities, a controversial and troubling trend has emerged—blackfishing. Blackfishing is a term used to describe the phenomenon of non-Black individuals adopting elements of Black culture, appearance, and aesthetics to gain social capital, followers, or financial gain. The term gained widespread attention in the late 2010s, particularly in the context of influencers, celebrities, and public figures who alter their appearance to mimic Black features, often without acknowledging or respecting the culture they are imitating.

This article explores the origins of blackfishing, its cultural implications, the role of social media, notable examples, and the broader conversation around cultural appropriation and racial identity.

What is Blackfishing?

Blackfishing is a form of cultural appropriation where a person, often white or non-Black, presents themselves as Black or racially ambiguous through physical alterations such as:

• Tanning their skin to achieve a darker complexion.
• Altering their hair to mimic traditionally Black hairstyles, such as braids, cornrows, or afros.
• Enhancing facial features to resemble stereotypical Black characteristics, such as fuller lips or a wider nose.
• Adopting Black vernacular and slang in their speech or social media posts.

The term “blackfishing” is a play on the word “catfishing,” which refers to someone creating a false online persona to deceive others. In blackfishing, the deception lies in presenting oneself as Black or mixed-race when they are not.

Origins and Evolution of Blackfishing

The concept of blackfishing is not entirely new. Throughout history, non-Black individuals have adopted Black culture and aesthetics without facing the same social, economic, or racial challenges as Black people. Examples include:

• Minstrel shows in the 19th and early 20th centuries, where white actors painted their faces black to caricature and mock Black people.
• Hollywood’s history of casting white actors in roles meant for Black characters, often using blackface makeup.

However, blackfishing in its modern form is a product of the digital age. The rise of social media platforms like Instagram, TikTok, and YouTube has created a space where influencers can build their brand around appearance and aesthetics. This has led some to adopt Black features and styles to appear more attractive, exotic, or trendy, often capitalizing on the popularity of Black culture without acknowledging its origins.

The Role of Social Media

Social media has been a significant driver of blackfishing. Platforms like Instagram and TikTok reward visual appeal, leading many influencers to prioritize aesthetics that are seen as desirable or exotic. Unfortunately, Black features and cultural elements have often been commodified and treated as trends, rather than respected aspects of a lived experience.

Influencer Culture

Influencers who engage in blackfishing often gain followers, brand deals, and financial opportunities by presenting themselves as racially ambiguous or Black. This can lead to significant backlash when their true racial identity is revealed, as followers feel deceived.

Filters and Editing

The use of filters, photo editing apps, and makeup techniques allows individuals to drastically alter their appearance. These tools have made it easier than ever for people to adopt features that align with Black beauty standards, such as fuller lips, darker skin, and textured hair.

Notable Examples of Blackfishing

Several influencers, models, and celebrities have been accused of blackfishing, sparking widespread debates about cultural appropriation and identity. Some prominent examples include:

1. Jesy Nelson

Jesy Nelson, a former member of the British girl group Little Mix, faced accusations of blackfishing after the release of her solo music video “Boyz” in 2021. Critics pointed out her deep tan, curly hair, and fashion choices that mimicked Black culture.

2. Kim Kardashian and the Kardashian-Jenner Family

The Kardashian-Jenner family, particularly Kim Kardashian and Kylie Jenner, have frequently been accused of blackfishing. They have been criticized for their use of deep tanning, adopting Black hairstyles, and profiting from aesthetics rooted in Black culture.

3. Ariana Grande

Pop star Ariana Grande has also faced accusations of blackfishing, particularly during the promotion of her album “Thank U, Next.” Her darker skin tone and hairstyles in photoshoots led some to question whether she was appropriating Black aesthetics.

4. Emma Hallberg

Emma Hallberg, a Swedish Instagram influencer, was one of the first individuals to be widely accused of blackfishing. Her photos showed her with a deep tan, curly hair, and features that many believed were Black or mixed-race, despite being white.

Why is Blackfishing Problematic?

Blackfishing is harmful for several reasons, primarily because it perpetuates racial inequality and exploits Black culture for personal gain.

1. Cultural Appropriation

Blackfishing is a form of cultural appropriation, where individuals adopt elements of a marginalized culture without understanding or respecting its significance. This can be deeply offensive to those who belong to the culture being appropriated.

2. Erasure of Black Identity

When non-Black individuals adopt Black aesthetics and gain social or financial benefits, it can contribute to the erasure of Black identity. Black people often face discrimination and systemic oppression for the same features and cultural elements that are celebrated when adopted by non-Black individuals.

3. Exploitation for Profit

Blackfishing allows individuals to profit from Black culture without experiencing the discrimination and challenges faced by Black people. This perpetuates a cycle where Black culture is commodified, but Black people do not benefit from it.

Cultural Appreciation vs. Cultural Appropriation

One of the key debates surrounding blackfishing is the distinction between cultural appreciation and cultural appropriation. While appreciation involves respecting and honoring a culture, appropriation involves taking elements of a culture without permission or understanding.

Appreciation

• Learning about and respecting the history and significance of a culture.
• Supporting Black creators, artists, and businesses.
• Acknowledging the origins of cultural elements and giving credit where it is due.

Appropriation

• Adopting cultural elements for aesthetic or financial gain without understanding their significance.
• Presenting oneself as a member of a marginalized group to gain social capital.
• Ignoring the discrimination faced by the culture being appropriated.

The Backlash Against Blackfishing

As awareness of blackfishing has grown, so too has the backlash against individuals and brands that engage in it. Social media users are quick to call out influencers and celebrities who appear to be blackfishing, often leading to public apologies or clarifications.

Accountability

Many individuals accused of blackfishing have faced calls to take accountability for their actions. This often involves issuing a public apology, acknowledging the harm caused, and making efforts to educate themselves about cultural appropriation.

Cancel Culture

In some cases, blackfishing has led to individuals being “canceled” by their followers or the broader public. While cancel culture is a controversial concept, it reflects the growing intolerance for cultural appropriation and racial deception.

Addressing Blackfishing: What Can Be Done?

Addressing blackfishing requires a multi-faceted approach that involves education, awareness, and accountability.

1. Education

Educating individuals about the history of cultural appropriation and the significance of Black culture can help reduce instances of blackfishing. Schools, media outlets, and social media platforms can play a role in promoting cultural awareness.

2. Supporting Black Creators

Supporting Black creators, influencers, and businesses can help amplify Black voices and ensure that Black culture is represented authentically.

3. Holding Influencers and Brands Accountable

Consumers can hold influencers and brands accountable for blackfishing by calling out problematic behavior and supporting those who respect and honor Black culture.

4. Promoting Authenticity

Encouraging authenticity and diversity in media and social media can help reduce the pressure to conform to certain aesthetics or trends.

Conclusion

Blackfishing is a complex and troubling phenomenon that highlights the ongoing issues of cultural appropriation, racial inequality, and identity in the digital age. While social media has amplified the visibility of blackfishing, it has also provided a platform for education, awareness, and accountability.

Ultimately, addressing blackfishing requires a collective effort to respect and honor Black culture, amplify Black voices, and promote authenticity and diversity in all aspects of society. By doing so, we can move toward a more inclusive and equitable future where culture is celebrated, not exploited.