A Thematic Analysis of Tweets About Contested Casting for Lead Roles in the Movies Harriet and Judas and the Black Messiah

Abstract

This study explores the nuanced social media commentary about the casting of Black immigrant actors in roles depicting African American historical figures, extending the scope of Black reception studies beyond film content to audience perspectives on casting. Employing Leximancer for data analysis and Braun and Clarke’s thematic framework, this research analyzes 6,073 tweets to unravel layered audience reactions. Three salient themes emerged from the analysis: Black immigrant actors’ demeanor toward race issues in America, casting, and the authenticity of African American historical narratives advocating Black diversity and self-representation. This analysis not only underscores the intricate spectrum of concerns and perceptions articulated by the audience but also accentuates the demand for a casting approach that respects the historical and cultural realities of African American experiences. These insights contribute to the field of Black reception studies by illuminating the active engagement of audiences in casting debates.