“Upload Your Impact”: Can Digital Enclaves Enable Participation in Racialized Markets?

Abstract

Copyright © The Author(s) 2022. Ethno-racial 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. Our 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, we explore tactics supporting the formation and sustenance of digital enclaves and how they support participation in markets. We identify five tactics that racialized market actors employ to foster digital enclaves and enhance market participation: legitimizing, delimitating, vitalizing, manifesting, and bridging. Last, we provide recommendations for policymakers 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.