nation: Mexico

This is the iconic photo of Tommie Smith and John Carlos (found here) from the 1968 Olympics in Mexico City. They raised their arms, wearing black gloves, in a symbol of protest against racism in the U.S. Less often noticed is that they were wearing beads to symbolize victims of lynching and went barefoot to protest the fact that the U.S. still had such extreme poverty that some people went without basics, such as sufficient clothing. Peter Norman, the Australian 2nd-place winner, grabbed a button produced by the Olympic Project for Human Rights (see below) when he found out what the other two were going to do and wore it in solidarity (if you look closely you can see that all three are wearing matching white buttons).


The reaction was immediate and negative. Carlos and Smith were stripped of their medals, ejected from the Olympic Village, and returned to the U.S. to widespread anger. In David Zirin’s book What’s My Name, Fool? Sports and Resistance in the United States (2005, Chicago: Haymarket Books), several black athletes discuss the difficulties they faced as a result of their actions. This 2003 interview with Tommie Smith covers some of the same issues.

Below is a button like the ones they were wearing. Much like we often think Rosa Parks spontaneously decided not to give up her seat on the bus (ignoring the fact that she attended training with other African Americans determined to protest inequality in the South), the assumption is often that Smith’s and Carlos’s gesture was something they decided on at the moment. In fact the Olympic Project for Human Rights, organized by Black U.S. athletes, had tried to organize an athletes’ boycott of the 1968 Olympics. When that was unsuccessful, tactics switched to making statements at the Olympics. This was part of an organized plan on the part of a number of Black athletes who were tired of representing the U.S. but being expected to stay silent about racism in the U.S.

Some of these buttons are for sale ($300 each!) on Tommie Smith’s website.

A t-shirt with the cover of the July 15, 1968, issue of Newsweek about “the angry black athlete.”
I looked for a photo of the cover itself but could not find one online. Clearly the nation was anxious about the attitudes of Black athletes even before the Olympics (in October) caused such a stir.

I think these images are useful in a couple of ways. I use them to undermine the idea of the individualistic protester and to bring attention to the ways Civil Rights activists organized and planned their actions. It could also be useful for discussions of politics in sports–the ways in which athletes have at times used their position to bring attention to social inequality, as well as the repercussions they may face for doing so. It might also be interesting to ask why this image caused so much furor, and how the Olympics is constructed as this non-political arena for international cooperation (a topic I cover in my Soc of Sports course). You might compare the image from the 1968 Olympics to this image (found here) from the 1936 Olympics in Germany:

Here we also see the Olympics being used to make a political statement, but in this case the athlete was not thrown out of the Olympic Village or stripped of his medals. What is the difference? Just that time had passed and attitudes toward political statements at the Olympics changed? In the 1936 pose, the athlete was showing pride in and support for his country, whereas Smith and Carlos meant their gesture as a protest of conditions in the U.S.–thus shaming their nation in an international arena (this was a major cause of the anger they faced when they returned to the U.S.–the idea that they were airing the nation’s “dirty laundry,” so to speak, for others to see). Could that be part of the difference in the reaction?

Of course, a cynical person might argue that these seemingly ungrateful, misbehaving black athletes who refused to smile and play along were being publicly punished in the media for getting “uppity” (in a time period where white Americans were also wearying of minorities’ continued demands for equality and social change).

This Australian ad for Lipton tea suggests that it’s mind clarifying qualities are so good that it could help even George Bush achieve the feat of naming all 50 states.

 

This Brazilian ad for Rolling Stone, featuring a picture of George W. Bush, reads: “We don’t show naked women to sell more. At the most, we show some asses.”

 

This Chinese Greenpeace ad, portraying Bush’s spin on global warming, reads: “Everyone’s entitled to an opinion. Voice yours at forum.greenpeace.org.”

This Chinese ad for an erasable pen reads: “Everyone makes mistakes.” 

 

In Malaysia, Bush is used to sell Smart cars.  Text: “Still looking for weapons of mass destruction.  Not smart.” 

 

Also in Malaysia, Amnesty International makes fun of Bush in their effort to inspire opposition to Guantanamo Bay.  “Write to him and help stop torture at Guantanamo Bay.  Remember, use simple words.”

This is a Mexican ad for a dog kennel.  “We don’t discriminate any kind of breed.”  (The source says that, in Mexico, like in the U.S., “dog” is a name for a bad person.)

 This ad for a Mexican newspaper reads: “Such a complex world needs a good explanation.”

 

This is an ad for the movie American Psycho in New Zealand.

 

In Portugal, playing war games (paint ball) is advertised as equivalent to playing George W. Bush.

 

This Swiss ad threatens, if you fall off your bicycle without a helmet, you may end up as dumb as George W. Bush.

These and more borrowed from here, found via adfreak.

 

Update: There have been some really nice points in the comments about how, in the process of making fun of Bush, we are also seeing the further stigmatization of “people with developmental disabilities, brain injuries, and psychological diagnoses” (that from Penny in the comments). 

This Absolut vodka ad (found here), which ran in Mexico, has caused quite the stir here in the U.S., since it implies than in a perfect world much of the U.S. would still be part of Mexico. A number of groups in the U.S. are boycotting Absolut. This is one of those cases where an ad aimed at once audience (Mexicans) is noticed by another audience it was never meant for.

Similarly, though I could be wrong, I bet most straight male Miller Light drinkers aren’t aware of these ads and wouldn’t be thrilled with them.