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May 13, 2026Marketing TheoryOpen Access

Inclusion by exclusion: Contextualizing the context of Black Joy

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Authors

KTKevin D. ThomasTEToni EagarNMNatalie Mitchell

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Overview

Explores Black Joy in marketplace exclusion during COVID-19, suggesting pathways for broader inclusion initiatives.

Key Points

  • This paper examines Black Joy and its relation to marketplace exclusion within the context of the COVID-19 pandemic.
  • Utilized Lefebvre’s framework on the production of space
  • Employed netnographic methodology to analyze the Verzuz platform
  • Focused on the socio-cultural aspects of space during the pandemic
  • Verzuz fosters Black Joy as a radical form of marketplace inclusion
  • Identifies locations of Black Joy as heterotopian spaces that challenge dominant notions of blackness
  • Findings suggest the need for broader inclusion initiatives emphasizing cultural specificity and attentive exclusion.

Cite This Study

Thomas et al. (2026) studied this question.

synapsesocial.com/papers/6a0414f679e20c90b4444d46https://doi.org/10.1177/14705931261448935
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