Makena Zimmerman explores the history of anti-Black colourism and its perpetuation through identity formation on social media



Makena Zimmerman is a fourth-year student at the University of British Columbia pursuing a BA with Honours in Sociology and a Minor in Law and Society. She is conducting research under the supervision of Dr. Renisa Mawani around the dangers that colourism on social media imposes on identity formation.

We spoke to Zimmerman about her research project.


FourFourFourth-year Honours student Makena Zimmerman

What was your project about? What are the main take-aways from your work?

My project examines the history of anti-Black colourism, and using Goffman’s theories of the self, it explicates how social media influences the construction of our identities and reproduce colourism. The value placed on our identities are unequally distributed among ethnic groups on social media and other institutions; some identities and skin colours are valued more than others. In particular, people with darker skin color are marginalized and are harmed by the devaluation of ‘the self’. My research shows that in seeking validation on social media racialized individuals carry an additional burden to present “the best versions” of themselves using Eurocentric standards. This reinforces colourism, which has been shown to have damaging effects on identities and self of belonging. I hope that by providing the opportunities for Black individuals to reflect on, and express their experiences, my research will validate participants and pave the path to healing from the hurt. I also hope that it can provide affirmations to their identities and help inform future anti-colourist changes. Through this project, I am also hoping to contribute to our understandings of how to deconstruct colourism on social media (and other institutions) and how to reduce the harms that it inflicts on Black communities.

How did you get interested in this topic?

My relatively “lighter” skin tone affords me privileges within the Black community that are not available to darker skinned individuals. However, I am also subjected to discrimination within society because of my Blackness. I came to realize that it is not merely the state of being a Black leads to either my oppression or my privilege. Colourism— or the preferential treatment of people with lighter skin tones which occurs within and across racial groups— is central to understanding my experiences. Yet, colourism is an extremely understudied social phenomenon. I wanted to use my position as a person who benefits from colourism to draw academic attention to the issue and provide evidence of its harmful effects on Black people.

“I hope that by providing the opportunities for Black individuals to reflect on, and express their experiences, my research will validate participants and pave the path to healing from the hurt.”
Fourth-year Honours student

What was the most difficult part of this learning journey? What was most satisfying?

The most difficult part of this experience has been motivation and productivity. This is the first time in my Undergraduate career that I have worked on a single project for an extended period. There have certainly been points this year where it has been difficult for me to sit down and read and write. The most satisfying part has been seeing everything slowly come together into a polished final product.

What skills did you develop or strengthen as a result of this project?

This was a very self-led experience, so it was up to me to set my own deadlines and use my time effectively. I have learned a lot about myself over the past several months and have gained a great deal of confidence in myself as a writer, researcher, and learner.

“I wanted to use my position as a person who benefits from colourism to draw academic attention to the issue and provide evidence of its harmful effects on Black people.”
Fourth-year Honours student

What was your experience working with Sociology faculty on this project?

It has been really wonderful to get to work so closely with Dr. Robinson, Dr. Greer, and my supervisor Dr. Mawani. The guidance, criticism, support, and inspiration that Dr. Mawani has offered me this year has allowed me to produce a piece of scholarship that I am truly proud of. I could not have gotten through this process without the unwavering support of the Honours chairs, Dr. Mawani, and the outstanding students in my Honours cohort.