No matter where you are from, no matter what race you are, where you’ve lived, there is a really good chance that you’ve code-switched before. The Chicago Tribune describes this as being “altering the way you speak based on the audience, is a widespread phenomenon among those whose accents and dialects stray from the national standard, long considered in the United States to be the language patterns of the Midwest.”
It’s common amongst the Black and Latino communities that come from more urban settings. When we get jobs, there’s a switch in our brain that turns on to remember not to say things like “Y’all,” “Aint,” “Gotta,” etc.
The Tribune says that this switch comes when people want to “present what they believe (or are told) is a more favorable version of themselves – an instinct often heightened when interactions are conducted over the phone.”
They use the example of LaKeith Stanfield’s film that was released in December of 2018. In the movie, he’s a black telemarketer who realizes that he has the key to professional success is talking to customers with his “white voice,” or corporate-approved voice. He would speak properly, tell corny jokes and laugh at their corny jokes.
This kind of satire is similar to Spike Lee’s “BlacKkKlansman,” where a black detective goes undercover to perform a sting on the Ku Klux Klan in 1970s Colorado. Spoiler Alert: It worked.
But we would love to hear your experiences with code-switching good or bad. Leave us a comment or tell us on Instagram or Twitter!
Sade Disu is known and sought after for her ability to leverage storytelling, data, and business operations with her innate understanding of the cultural consumers’ lifestyle attitudes.
She attributes this aforementioned attention (press and awards) to her grit for creating cross-cultural content, platform solutions, and activations that engage (what she coins) the ” multi-hyphenated millennial women.”
Her content strategies and live event platforms were deemed unmatched for its convening power of global content, culture, and empowerment according to Forbes, LA Times, Essence, and Black Enterprise. And even more, was given a proclamation, by former Mayor of New York (now Presidential candidate) Michael Bloomberg in 2010.
All in all, Sade has delivered award-winning and has been press ordained (had a 4-page press feature in Black Enterprise and 2-page press feature in Forbes French Edition for her global experiential marketing and digital work across various clients.
Brands like Kimora Lee Simons, Iman Cosmetics, Pikolinos, Zara, Roommate Hotels and USAID, immediately tapped into her three-tier prong approach “community, content, to commerce” when looking to connect with the cultural consumers.
Under her auspice, she managed a team of 25 and built a 10-year-old marketing and digital communication firm, responsible for offline and online platforms that connected brands to consumers organically and authentically.
The results increased brand awareness 8.5 million views; $300+ K in revenue generated per event (total of 3) for project sponsors, and performance beyond the expected for key performance indicators such as newsletter subscribers. Media giants such as Hearst Magazines caught wind of her competencies — the ability to connect to cultural consumers through content and experiential solutions– and immediately hired her agency to build and produce its international spin-off of COSMO (which Disu also helped cultivate and manage editorial teams for).