Forthcoming
The Spectacle of Craft
This essay examines the corporate response to racial justice movements between 2019 and 2025. Drawing on interviews with 28 Black creative entrepreneurs using Etsy, Instagram, and TikTok, I apply Keeanga-Yamahtta Taylor’s concept of “predatory inclusion” to analyze how these Black creative entrepreneurs navigate racially inclusive marketing and platform algorithms. Predatory inclusion describes how platforms offer temporary, conditional access that promises opportunity while preserving systemic inequalities. I highlight how in online spaces predatory inclusion takes on communicative and functional dimensions; racially inclusive campaigns and digital tools that facilitate visibility briefly amplify the visual presence of Black entrepreneurs without providing sustained visibility or economic security. I argue that the pressures of online monetization threaten to subsume creative labor. Ultimately, this essay elucidates how Black creatives are developing alternative understandings of purpose and audience that extend beyond platform visibility, offering a vital critique at the intersection of art, marketing, and platform studies.
Forthcoming article in Feminist Media Histories, a peer-reviewed journal by University of California Press.
Author: Erykah Hafner






