From activist to candidate: Francia Elena Márquez Mina's Instagram discourse on positive Blackness and whiteness in the Colombian political arena

Abstract

This article examines the discourse of positive Blackness and whiteness in the Instagram posts of Francia Elena Márquez Mina, an Afro-Colombian activist and politician, through content analysis of 1006 posts across three periods: activism, presidential campaign, and vice presidency. Márquez's election as vice president represents a historic milestone, signaling the potential for increased Black political representation in Colombia. Her Instagram discourse reflects both strategies of collective empowerment and the negotiation of institutional visibility within a predominantly White political landscape. The analysis highlights how social media mediates race, gender, and political legitimacy, enabling marginalized voices to contest structural exclusion. These findings underscore the critical role of digital platforms in amplifying Afro-Colombian perspectives, fostering discussions on race and politics, and illustrating the transformative potential of social media for activism and political participation.

Keywords

Instagram racism Francia Márquez Colombia whiteness positive Blackness content analysis

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