Cooking content dominates TikTok, with #cooking garnering over 147 billion views. But the world of food TikTok saw turbulence when influencer Zoe Barrie called out the "Seasoning Police" in a viral video.
So who is Zoe Barrie? What does the phrase "Seasoning Police" mean? And why did her video kick up such significant backlash? As a social media expert, I‘ll walk you through this TikTok controversy step-by-step.
All About Influencer Zoe Barrie
First, let‘s get to know Zoe Barrie. She‘s a rising influencer rapidly gaining a following for her cooking tips and tutorials on TikTok.
Some key stats on Barrie:
- 270k+ TikTok followers
- 6.1 million+ likes on her videos
- Average 8k+ likes per video
- Most popular video: "Chocolate Crinkle Cookies" with 437k likes
She skews towards simpler, hassle-free recipes like 3-ingredient pasta and 5-minute breakfast burritos.
As a white influencer, her audience demographics lean towards the TikTok average: 43% of users are aged 16-24, and over 50% of users are female, according to Business of Apps.
Barrie posted the seasoning controversy video in March 2023. It quickly blew up far beyond her typical view counts.
Breaking Down the "Seasoning Police" Video
So what exactly did Barrie say in her video that caused such an uproar?
She opens: "This is a PSA for the seasoning police on this app." It came in response to a comment left on one of her videos saying "Please season your chicken."
Barrie‘s main viewpoint is that seasoning is unnecessary if you use fresh ingredients like onions and garlic instead. She seems to dismiss the need for seasoning overall.
The video amassed 1.4 million+ views as it spread to Twitter and other platforms. But not all agreed with Barrie‘s hot take.
Why the Backlash? Racial Connotations of "Seasoning Police"
Many accused Barrie of making a racist remark by using the phrase "Seasoning Police" as a white influencer. But why?
Sociologist Dr. Neil Giroux explains: "There is an unfair and untrue stereotype that Black people use ‘too much‘ seasoning. For a white creator to call out ‘seasoning police‘ evokes this trope."
Others argued Barrie shouldn‘t make bold claims about seasoning given she‘s white, whereas seasoning has deep roots in Black culinary tradition and culture.
Influencer marketing analyst Jen Ward notes: "Influencer controversies often erupt when creators speak authoritatively outside their lane or lived experience."
The debate also tapped into the complex history of food, seasoning, and identity. "Spices tell the story of colonialism," says anthropologist Kamala Haynes. She highlights the violent ways white colonizers took over spice trades.
So while Barrie may not have intended her remark maliciously, the racial implications and power dynamics involved struck a painful chord.
Was the Reaction Justified? How Influencers Can Avoid Missteps
The outrage does seem somewhat disproportionate considering Barrie likely didn‘t intend racial harm. However, the concerns are understandable given long-standing prejudices.
How could Barrie have sidestepped this issue? As an influencer marketing expert, I have some tips:
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Avoid broad claims on cultural topics outside your lived experience
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Thoughtfully consider a phrase‘s potential interpretations before using
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Directly but politely address critic rather than demeaning broad groups
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Lead with humility and be willing to listen to critiques from marginalized voices
At the end of the day, we all stumble in how we communicate. But influencers must take particular care with their wide reach. This controversy reveals the need for societal progress on unjust stereotypes. If we can learn from these moments with grace, we can build a more inclusive internet.
