How Rev. Jesse Jackson Popularized 'African American' Term

The civil rights leader helped drive widespread adoption of the term to reclaim cultural identity.

Published on Feb. 21, 2026

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The Rev. Jesse Jackson, a prominent civil rights leader who died at age 84, played a key role in popularizing the term 'African American' in the late 1980s. Jackson and other Black community leaders pushed to replace 'colored' and 'blacks' with a term they felt better represented their ancestral roots and brought more dignity. Jackson saw the change in terminology as a way to boost self-esteem and cultural pride among African Americans.

Why it matters

The adoption of the term 'African American' marked a significant psychological and cultural shift, as it allowed the Black community to reclaim their identity on their own terms. This change in language was part of a broader effort by minority groups in the 1980s and 1990s to advocate for more accurate and empowering ways to be recognized.

The details

Jackson, a protege of Martin Luther King Jr., joined calls by NAACP members and other civil rights leaders to replace outdated terms like 'colored' and 'blacks' with 'African American.' Jackson believed the new term would put the community 'in our proper historical context' and bring a sense of dignity. While 'African American' had been used by some scholars previously, it didn't enter common vernacular until Jackson drummed up widespread community support for the change in the late 1980s.

  • In the late 1980s, Jackson and other Black leaders pushed for the widespread adoption of the term 'African American'.
  • In January 1989, Jackson convened a meeting of 75 Black groups that reached an 'overwhelming consensus' in favor of the terminology change.
  • Some school districts in Chicago and Atlanta quickly adopted the term 'African American' and incorporated it into their curriculum.

The players

Rev. Jesse Jackson

A prominent civil rights leader and protege of Martin Luther King Jr. who helped popularize the term 'African American' in the late 1980s.

NAACP

A leading civil rights organization that joined calls with Jackson to replace outdated terms like 'colored' and 'blacks' with 'African American'.

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What they’re saying

“To be called African Americans has cultural integrity — it puts us in our proper historical context.”

— Rev. Jesse Jackson

“The adoption of the term 'African American' was a significant psychological and cultural turning point.”

— Walter Allen, Sociologist (New York Times)

The takeaway

The push by Rev. Jesse Jackson and other civil rights leaders to popularize the term 'African American' was part of a broader effort by minority groups in the 1980s and 1990s to advocate for more accurate and empowering ways to be recognized. This change in language marked a significant psychological and cultural shift, allowing the Black community to reclaim their identity on their own terms.