“If I’m Paying £400 Towards Your Rent, I Own You”: How anti-Blackness and misogynoir inform ‘toxic’ Black masculinity.

• In Event: Navigating Digital Media Analysis in Multi-Sited Justice Seeking Research

Proposal

The term misogynoir, coined by Moya Bailey (2010), is used to encapsulate the unique oppression faced by Black women in hegemonic white societies due to the intersection of their race and gender. While existing research highlights the historical roots and contemporary societal manifestations of this phenomenon, there remains a notable gap in understanding the role of Black men in this discourse, particularly the ways in which misogynoir has informed Black masculinity. This research aims to address this gap by investigating how socio-historical factors rooted in anti-Blackness and hegemonic masculine ideals have shaped contemporary expressions of masculinities in the Black community in western contexts. There is a specific type of Black masculinity in Western contexts shaped by socio-historical factors that reinforce hegemonic heteropatriarchal norms and contribute to the oppression of Black women in society. Focusing on the British context, this research specifically explores the influence of hegemonic masculinity, a form of masculinity responsible for reinforcing patriarchal norms and gender inequality, on ‘toxic’ forms of Black masculinity as expressed in online environments. Grounded in Intersectionality Theory, Critical Race Theory (CRT) and Postcolonial Theory, this research analyses how social media perpetuates ideologies and gender dynamics within the Black community. Digital media, characterised by its interactive nature, provides a unique lens through which the reproduction and challenges to misogynoir can be observed. These platforms are not just passive conduits for content but active spaces where ideologies are negotiated, contested, and reinforced. A qualitative content analysis was conducted of a YouTube web series ‘BKCHAT LDN’, featuring groups of Black men and women engaging in discussions of trending topics on social media, relevant to the Black community. The social media platform YouTube not only amplifies these discussions but also serves as a microcosm for understanding the broader digital dissemination of these ideologies. Through a thematic analysis, the study examines how language, dialogue, and symbols within the content reflect and perpetuate power dynamics, uncovering the underlying structures of misogynoir and toxic masculinity. The analysis revealed themes of toxic masculinity, misogynoir, and gender double standards. By examining how these digital platforms facilitate discussions around Black masculinity and misogynoir, this research underscores the role of digital media as both an influencing factor as well as a mirror of societal norms. Understanding the formation of toxic Black masculinity has important implications for the socialisation of Black men and the broader conceptualisation of Black masculinities and gender norms. Furthermore, this study highlights the need for more research to explore the mechanisms facilitating misogynoir within the Black community in digital spaces. This research, therefore, contributes to a deeper understanding of how digital media serves as a critical site for the negotiation of identity, power, and resistance in Black British communities.

Author

• Melissa Anoble, Faculty of Education, University of Cambridge