On one hand, there is culture. It’s a means of identity; a sense of self, community, home, and history. On the other hand, there is the internet. It’s a staple; a part of life that extends itself as a tool that is just as often used as a weapon.
But what happens when the two converge?
Well, they already have. In some ways for the better. With cultures integrating to create harmony, the two have made way for support and solidarity among different communities. However, the effects don’t end there. In fact, the two forces may have proven to simultaneously create division among these same communities.
In today’s age of microtrends, nothing is safe from the ravenous hands of exploitation and, unfortunately, culture is no exception. With this in mind, we couldn’t help but ask the question: How has this age of virality affected the nature of cultural appropriation?
What is Cultural Appropriation?
First and foremost, we must address the elephant in the room: What exactly is cultural appropriation? Simply put, cultural appropriation refers to when individuals in the dominant culture adopt elements of minority cultures in disrespectful ways. Oftentimes, these elements include characteristics like style, speech patterns and language. While on the surface this may seem like a positive form of integration, the issue is that appropriation is done without the acknowledgement of its original context. Without that awareness, its use lacks genuine respect and appreciation.
But our biggest gripe with this phenomenon is the double standard that always seems to be paired with it. Historically, many cultural practices have been discriminated against and ridiculed when engaged in by its original creators. However, the moment that the dominant culture decides to participate in such practices, they are deemed socially acceptable, and sometimes even praised for it. With dominant cultures dictating what is deemed appropriate, they can exploit these aspects of marginalized groups and flip its narrative. Despite its cultural significance and the backlash its people had originally faced, appropriation turns culture into a commodity. As a result, the rich history behind culture is belittled to mere micro-trends that are more often than not distorted and completely lost.
The Age of Virality
Misuse of AAVE by E.L.F. Cosmetics | AAVE being Repackaged as “Teen Slang”
In the age of virality, cultural appropriation has skyrocketed as influence spreads like wildfire. With an increased exposure to Black culture and creators through platforms like TikTok and X, internet users worldwide have adopted casual forms of appropriation that are often overlooked. More specifically, through the form of language. Unfortunately, a lot of modern speech of younger generations has been repackaged as “teen lang” or “TikTok lingo” when it derives from African American Vernacular English (AAVE).
But why is this a problem? Couldn’t we call this a form of appreciation?
Well, the issue goes back to our previous concerns: The blatant lack of consideration, acknowledgement, and respect for where the dialect originated. Historically, AAVE has been looked down upon and considered “broken English”, improper, unprofessional, and just generally less than. It has become ingrained in American culture that speaking in this dialect is a sign of being uneducated and has perpetuated negative assumptions on its users based on racist stereotypes. However, AAVE in itself follows its own grammar and syntax rules just as Standard English does. It’s just the fact that it was not the dominant culture speaking it that made it inferior. Ironically enough, while Black people were historically mocked for their so-called “improper” use of Standard English, non-Black people using AAVE today are constantly guilty of misusing it for the sake of staying relevant.
While the appreciation of culture honors centuries of tradition and history, the appropriation of it minimizes its worth for mainstream appeal. In the end, Black culture, among many other marginalized cultures, continues to be relevant but is only socially accepted when the original oppressors deems it a commodity.