Degree

Doctor of Philosophy (Medical Science)

Department

Manship School of Mass Communication

Document Type

Dissertation

Abstract

In this dissertation, I examine the systemic marginalization within the digital "attention economy," focusing on how minority groups, especially Black content creators, navigate visibility and representation challenges in social media and content creation. I employ Critical Discourse Analysis, in-depth interviews, and Critical Technocultural Discourse Analysis to reveal how marginalized voices are both highlighted and overlooked in digital environments. My research addresses the evolving digital divide, emphasizing the need for broader recognition of the digital skills and strategic visibility of marginalized groups. I explore how social media serves as both a platform for opportunity and a space of exclusion for these voices. I highlight the systemic challenges faced by minority creators in achieving recognition and influence compared to their White counterparts, focusing particularly on the biases perpetuated by algorithms that affect visibility and engagement. My findings reveal that these systemic biases in algorithmic coding and platform policies significantly contribute to a cycle of marginalization, impacting the economic and social opportunities available to minority creators. I also explore the broader socio-economic implications of digital participation, illustrating how digital inequalities extend beyond access to include engagement and economic opportunities. I propose practical strategies to enhance inclusivity in digital content creation and influencer marketing, advocating for a reevaluation of the "influencer" model to deeply value diversity and authentic representation. By integrating the experiences and challenges faced by marginalized content creators, my research contributes to a deeper understanding of how race, power, and economics dynamically interact in digital media spaces. The study suggests practical strategies for enhancing inclusivity in digital content creation and influencer marketing, advocating for a reevaluation of the "influencer" model to deeply value diversity and authentic representation. By integrating the experiences and challenges of marginalized content creators, the research contributes to a broader understanding of digital marginalization and the dynamic relationship of race, power, and economics in digital media spaces.


Date

7-15-2024

Committee Chair

Lance Porter

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Available for download on Monday, July 14, 2031

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