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Branding Black Womanhood: Media Citizenship from Black Power to Black Girl Magic by Timeka N. Tounsel

Branding Black Womanhood: Media Citizenship from Black Power to Black Girl Magic

by Timeka N. Tounsel
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Book cover type: Paperback
  • ISBN13: 9781978829909
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Rutgers University Press
  • Publisher Imprint: Rutgers University Press
  • Publication Date:
  • Pages: 174
  • Original Price: GBP 23.99
  • Language: English
  • Edition: N/A
  • Item Weight: 227 grams
  • BISAC Subject(s): Media Studies, Popular Culture, and Cultural & Ethnic Studies / American / African American & Black Studies

CaShawn Thompson crafted Black Girls Are Magic as a proclamation of Black women's resilience in 2013. Less than five years later, it had been repurposed as a gateway to an attractive niche market. Branding Black Womanhood: Media Citizenship from Black Power to Black Girl Magic examines the commercial infrastructure that absorbed Thompson's mantra. While the terminology may have changed over the years, mainstream brands and mass media companies have consistently sought to acknowledge Black women's possession of a distinct magic or power when it suits their profit agendas.

Beginning with the inception of the Essence brand in the late 1960s, Timeka N. Tounsel examines the individuals and institutions that have reconfigured Black women's empowerment as a business enterprise. Ultimately, these commercial gatekeepers have constructed an image economy that operates as both a sacred space for Black women and an easy hunting ground for their dollars.


TIMEKA N. TOUNSEL is an assistant professor of African American studies and media studies at Pennsylvania State University.

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