Focusing on the fellas: Stacey Abrams’ social media campaign addresses misogynoir in U.S. politics

Abstract After narrowly losing the Georgia (US) gubernatorial election in 2018, Stacey Abrams adopted a novel approach to secure the Black male vote, staging a series of events known as “Stacey and the Fellas.” This study delves into the discourse surrounding those events and their impact on misogynoir directed at Abrams. We employ a misogynoir framework to investigate the U.S. media narratives that Black women, particularly in politics, must redefine. Finding discourse on racialization, the masculinity of Blackness, and prominent misogynoir, our research sheds light on the communication surrounding Black female candidates on Twitter and their efforts to court Black male voters. These insights hold implications for future campaign strategies and discourse-centered approaches to political engagement.