Date of Award

5-2026

Document Type

Thesis

Degree Name

Master of Arts in Social Media Marketing

First Advisor

Andrew Allen Smith

Second Advisor

M. Denise King

Third Advisor

Peter Cotroneo

Abstract

My thesis, The Great Divide: An Investigation of Digital Literacy with African American Seniors, explores how race, age, and income shape access to technology and digital learning. Many African American seniors continue to face barriers to digital literacy due to limited resources, lack of exposure, and social inequalities. Using a qualitative approach, I conducted a focus group to hear directly from seniors about their experiences with technology, what challenges they face, how they feel about using it, and what support they need. Guided by Critical Race Theory and the concept of digital inequality, my analysis highlights the gap between access and inclusion. While participants expressed interest in learning, they also revealed frustrations related to affordability, trust, and confidence. Closing the digital divide for African American seniors requires more than devices and training. The key is to find awareness through digital marketing so people with platforms, large corporations, universities, and the government can provide services to those in low-income areas.

Research Highlights

The Problem: African American seniors face significant digital exclusion and barriers to government and health literacy due to the intersection of age, race, income, and historical systemic inequities. 

The Method: Qualitative study involving a focus group of ten African American women aged 65 to 80 recruited from the Atlas Point at Prestonwood assisted living facility to examine digital access, trust, and technological engagement through Critical Race Theory and digital inequality frameworks. 

Quantitative Finding: The study population consisted of 10 participants; the focus group duration ranged from 45 to 90 minutes; the proposed "Digital My Way" course tuition is $100 with various voucher discounts available for low-income individuals. 

Qualitative Finding: Barriers to digital literacy include financial constraints, fear of fraud or identity theft, and mistrust in government institutions rooted in historical events like the Tuskegee Syphilis Study; participants expressed a strong preference for in-person, community-based instruction from trusted sources like churches or local advocates rather than self-directed online tutorials.

Creative Commons License

Creative Commons Attribution-NonCommercial 4.0 International License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

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