Unapologetically Blackfishing: Being Black without the Consequences of Blackness

Abstract

ABSTRACT Kim Kardashian is a White female celebrity influencer who also blackfishes. Blackfishing refers to altering one’s appearance to appear Black, mixed-race, or racially ambiguous to appeal to a broader audience. In our case study, we examined blackfishing through the lens of celebrity and influencer, Kim Kardashian. We argue that blackfishers like Kardashian cosplay what they believe is Black womanhood for profit and fame at the expense of Black women. Using image repair theory and critical technocultural discourse analysis as our methodological approach, we explore how Kardashian uses social media to create and manage her image. Our study extends the concept of image repair theory by connecting the role social media with image repair, specifically through affordances and the “non-apology” apology. Our study shows the limits of image repair theory because there is little sanctioning of micro/celebrities due to their followers.