
Three social media message bubbles with blurred graphics. Image by author, Jordyn Wald.
Racist talk among conservatives has long been divided by scholars into two main types: forms of which are “overt” (open and direct) and those which are more “covert” (hidden, subtle, or coded). However, Marcus Brooks finds that since George Floyd’s murder in 2020, a new form of race talk may be emerging in conservative online spaces. It is what he calls “color-blind nationalism.”
In order to conduct the study, Brooks analyzed comments from conservative spaces on TikTok, YouTube, and Twitter. He focused on two main cases: conservative views on Critical Race Theory (CRT) and reactions to the rebranding of products like Aunt Jemima pancake mix in response to concerns about racial stereotypes.
Brooks finds that in these online spaces conservatives talk about race and about Black Americans in particular, in a way that pushes back against woke culture and promotes traditional American values. Some characteristic tropes or themes of this new racial talk include:
- Ingroup and Outgroup Boundaries: Conservatives try to bring Black Americans into their “ingroup” by framing liberals and Democrats as the corrupt “outgroup” – positioning themselves as the protectors of historical truth. For example, one commenter claims, “the Left has been whitewashing their racist past” and “blaming Republicans for their sins.”
- Shared Threat and Racial Protection: Conservatives position themselves as protecting Black Americans from the liberal “victimhood” messaging. For example, claiming liberals “teach black children they’re inherently victims” and asks, “u want children thinking they’re victims?” They suggest instead the focus should be on values like self-discipline, responsibility, and hard work.
- Unity Through Shared American Values: Conservatives focus on creating a shared American identity based on values like family, patriotism, and independence, rather than race. For example, a Black commentator defends Aunt Jemima, urging the “woke crowd” to “Leave Auntie Jemima alone” and using hashtags like “#DemocratsDividingAnd DestroyingAmerica.” Another commenter called for Aunt Jemima’s return, suggesting that the left is out of touch.
Brooks’s study explores how this “colorblind nationalism,” with its emphasis on unity and shared values, may be reshaping debates about race and racism and their focal role in the broader culture wars that continue to wrack the nation.