Abstract
Ethnoracial minorities are often racialized and consequently excluded from various consumption contexts. Racialized market actors strive to overcome exclusion and gain participation in markets; however, these efforts are often insufficient because they cannot create equitable access to market resources, fair opportunities for voice, and empowerment to shape market practices. This research identifies digital enclave movements as a unique means by which racialized market actors redirect their resources and mobilize digital network tools to participate in markets. Using a qualitative study of the digital enclave #MyBlackReceipt, the authors explore tactics supporting the formation and sustenance of digital enclaves and how they support participation in markets. The authors identify five tactics that racialized market actors employ to foster digital enclaves and enhance market participation: legitimizing, delimiting, vitalizing, manifesting, and bridging. Last, the authors provide recommendations for policy makers on how to support and foster more equitable participation of ethnic minority groups in markets while addressing the risks of radicalization and the backlash related to enclaves.
Original language | English |
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Pages (from-to) | 56-73 |
Number of pages | 18 |
Journal | Journal of Public Policy and Marketing |
Volume | 42 |
Issue number | 1 |
Early online date | 21 Sept 2022 |
DOIs | |
Publication status | Published - 1 Jan 2023 |
Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.
Keywords
- digital movements
- enclaves
- market exclusion
- market participation
- race
ASJC Scopus subject areas
- Economics and Econometrics
- Marketing
- Business and International Management