African American Cultural Literacy

SEvans 7/2024

“My people, my people!”. . .Those words bear the sentiments of Black ‘skin folk’ blushing over the actions of their Black ‘kin folk.’

In our last issue we focused on the late, great Zora Neal Hurston, who was an anthropologist, folklorist and author during the Harlem Renaissance.  Ms. Hurston authored numerous fiction works that were rooted in Southern Black folksy culture–called “folk fiction.” 

Zora Neal Hurston introduced us to the title phrase via commentary on patterns and behaviors indicative of African Americans.  And so, in this blog series we have been addressing one topic at a time, followed by modern commentary.  Our first blog addressed the topic of Black Unity.  (see the first blog on “My People, My People”)

My People, My People

In Ms. Hurston’s anthology, she proceeds with telling the reader ways to identify “My People”—our people.  Even though written some 80 years ago, the descriptions are not only interesting, but they are still rather accurate in some instances.   

Number 2:

If he hunts for six big words where one little one would do, that’s My People.  If he can’t find that big word he’s feeling for, he is going to make a new one.  But somehow or other that new-made word fits the thing it was made for.  Sounds good, too.

Number 2:  

“If he hunts for six big words where one little one would do, that’s My People . . .”

Number 2 highlights creative uses of the English language—i.e. Ebonics, Black English vernacular, African American vernacular, etc.

Code Switching

In truth, there is no real problem with Black creative use of language— except when it comes to communicating with others, that is.  

Most ethnic and cultural groups have a language, a dialect or cultural/ ethnic slang that they use to communicate among themselves.  In this, African Americans are no different.  

Generally, the idea is to use one’s cultural tongue among one’s people, then use the standard language with all others.  This is referred to as “code switching.”  Code switching is sometimes necessary when a person from one culture needs to function or communicate within another cultural setting. Usually, one from a sub or minority culture code switches to blend into a more dominant culture. However, one who is not part of a minority cultural group may find it helpful to sometimes code switch to the less dominant cultural group’s tongue or behavior–without malice of intent–to prove or suggest relatability.

Language is hugely important in its ability to not only allow the transfer of ideas, but also in its ability to connect people.  Additionally, language can be a barrier to overcoming poverty or a tool to encourage upward mobility in society.  African Americans, who are often highly discriminated against when maintaining ethnic speech patterns, may find this to be especially true. Those who find success are usually able to code switch. 

In the past code switching was generally always one directional in the United States. However, African American vernacular or Ebonics has become so pervasive (and profitable) that others have also used it to not only fit into certain Black environments, but to also profit in the commercial sector.  Non Blacks being able to code switch has become a way for not only entertainers but politicians and the like to convince the populace that they understand “Black people” or that they are “hip” or “cool.” 

American English is a living language that changes by adding new words and phrases, and by removing old ones. African Americans play a huge role in these changes.  Like many other aspects of African American culture, our vernacular has become a quantified communication tool used for commerce among big businesses.  Usually, we refer to this as “culture appropriation.” (More on that in a minute)

Black Images and Black Talk

Like in the old days, Black faces were placed on goods and services for branding and trade.  Most may recall product images like Uncle Ben and Aunt Jemima, which were used to sell rice, syrup and pancake mix, respectively.  There are other images–often referred to as “Rustus”– representing a bygone era when Black images from slavery were used to sell products.  Black images were used to communicate that a product was well made and with good quality–like during the time of slavery.  

Today, we find that many of those images have been found to be unpopular and unprofitable, and therefore, removed.  Some, like Aunt Jemima, went through a fashion make-over before their deletion.  However, today we find that African American vernacular (along with hip hop images) is used to sell product or market entertainment.   The selling is to Black people and all others who are moved and influenced by popular culture—most often, the youth. 

A popular example is the long standing McDonalds slogan: “I’m Lovin’ it.”  This slogan uses a popular speech pattern of African American vernacular, which drops the /g/ in words like: goin’, sayin’, and lovin’. Other popular linguistic features or expressions used in advertising of products, services, movies, tv or media include: “on fleek”, “it’s lit”, “bae”, and “she crazy.” 

Black vernacular in advertising communicates that the product is cool and hip to sell.   The issue here is “cultural appropriation.”  Cultural appropriation is often what angers Black people.  The commercial use of these sayings is something from which Blacks do not directly profit or benefit.  We are not even told that such language has validity.  In fact, in educational spaces we are often told such vernacular has no place. But where there is money to be made, it is acceptable. 

When it comes to Blacks code switching, some may see it as somehow “selling-out” and not standing up for one’s Blackness or Black culture.  Perhaps.  Perhaps there is, however, another more agreeable and beneficial perspective one can take.  

Another Perspective  

We may not always receive money for it, but businesses using our vernacular or Ebonics popularizes our linguistic expressions and validates it as something more than “incorrect” grammar and usage. Our language and dialect is living right along with modern English and we are helping to shape the language–as we have shaped nearly all things in this country.  

Even bigger than that, we must remember that in a society as diverse as the United States, and in a world becoming globally connected, code switching becomes necessary.  People who speak different languages and/or dialects have to be able to find common ground in order to communicate.  In such cases, we would not view the common language of choice from the standpoint as a code switch, rather as a necessary “lingua franca.”  

A lingua franca is a bridge language or a trade language used to make communication possible between groups of people who do not share a native language or dialect.  Now, this is not exactly the case here because African Americans speak English.  Also, English is not simply a trade language; it is a world language. As with any world language, being fluent in it gives one an advantage–if he/she chooses to use it.  But we can think of standard English as a tool that allows people of different cultures and languages to communicate more effectively.  And, as stated, one who speaks the bridge language well, has an advantage. 

Our Advantage

Whether seen as a world language or a lingua franca, standard English speakers have an advantage.  African Americans have an advantage as native speakers who also maintain a dialect.  We can increase that advantage by retaining, expressing and respecting our dynamic linguistics as a part of our culture. 

We can express to others the knowledge of our own linguistic patterns as part of our culture.  We need not be ashamed or deny our creative linguistics and can require others to respect it just as they would any other ethnic group or subculture’s vernacular, language or dialect.  Others are not called ignorant because they maintain their cultural speech patterns or vernacular.  Their speech is recognized as cultural and not an indicator of their intelligence or lack thereof.  African Americans need to be allotted this respect as well. We ought to push for this respect, without destroying the standardization of the English language. Keeping these linguistics separate allows the African American to maintain his/her culture. 

Maintaining Culture 

We have our culture and our cultural speech patterns, words and phrases.  Yet even still, it becomes important to be able to maneuver in and through a melting-pot society.  And as there is such a need for all persons, it would not be wise to consistently buck de facto rules by which all others abide.    

With that in mind, below are a few pointers that this author suggests as general rules for success in our diverse society. These would aid in keeping standard English and African American vernacular separate, but intact as equally viable modes of communication in their respective environments. 

• Whether in speech or in writing, it is imperative to know your audience!  Verbal or written communication meant for your social peers is not equivalent to non social-circle communication.  These are: supervisors, teachers, co-workers, common strangers, persons of another ethnic group. Also parents, elders, etc.

• Use the appropriate communication modality for the situation and audience.  Written modes of communication are not equal.  Just as knowing one’s audience is important, so is keeping in mind the difference of written modalities.  In our fast paced world of email, texts, quick chats, DMs, etc., it’s easy to interchange communication formats.  Texting language and writing style is different from emails and letters.  Emails and letters are different from blogs.  Blogs are different from professional or educational writing pieces meant for teachers and supervisors.

• Do not assume every African American shares your views about religion, politics, social issues, etc.  We are not a monolith.  We are an ethnic group, yes.  But we have lots of differences and we don’t all think or believe the same things.

• Do not assume all Black people are African Americans.  There is a diverse population of Black people around the globe and here in the United States.  All Black people are not African Americans.  Some are Jamaicans, Trinidadian Americans, Nigerians, etc.  We are not all the same ethnic group. We do not all share the same historical story nor have we fought the same battles. 

Keeping separation and unblurring the lines of communication gives African American vernacular its special place—and that place is part of African American culture. 

So what say you? 

Share your comments below.

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*note: “My People, My People” is one of the many essays written by folklorist and author, Zora Neal Hurston.  It was found in an anthology titled, Hurston: Folklore, Memoirs, & Other Writings.