race/ethnicity: multiculturalism

In The Trouble With Friendship, Benjamin DeMott argues that it is suggested, all too often, that the solution to our troubled race relations is just, well, getting to know and like each other.  Television and the movies, for example, are replete with examples of racial harmony.  I mean, who doesn’t have a black friend or neighbor!?

DeMott’s friendship ideology obscures the institutional causes of racial inequality that undergird racial tension in our society.  Learning to like each other is not going to solve racial inequality in our society because individual one-on-one racism does not exhuast the disadvantage faced by people of color in our society.

In this light, I present to you three pictures, submitted by Muriel M. M., of posters found in an elementary school.

  

The posters reflect the friendship ideology.  Of course, it is nice to encourage friendship and support across racial lines, the danger is in letting our race education stop there.

Why are people of color included in advertising aimed at mostly white people?

1.   To associate the product with a racial stereotype.
2.  To give a product “color” or “flavor.”
3.  To invoke ideas of “hipness,” “modernity,” “progressive” politics and other related ideas.
4.  To trigger the idea of human variation itself.

And, 5., as these ads show, to make you think that the company cares about diversity and racial/ethnic equality (whether they do or not).

(found here)

Text: “All human beings are born free and equal in dignity and rights.”  (found here)

Next up:  How people of color are included, starting with “white-washing.”

 

This is the fourth installment in a series on why and how people of color are included in advertising aimed primarily at white people.  In the first installment, I argued that people of color are included in such advertising in order to associate the product with a racial stereotype (i.e., hipness, intelligence).  In the second, I showed how people of color can be used to give a product “color” or “flavor.”  And, in the third, I argued that people of color are used to invoke ideas of “hipness,” “modernity,” “progressive” politics and other related ideas.  In this post, I suggest that people of color are used to trigger the idea of human variation itself.

In this first ad the idea that each body is different is illustrated by including women of different fitness levels, ages, and races.

In this ad, Levi’s uses a woman who appears Latina to sell their jeans, which come in various fits because there is “a style for every story.”  The idea is that people are different; not everyone wants the same cut of jeans.

In this Toyota ad, the copy says “For every expression, there’s a Toyota.”  People are unique and so, apparently, are Toyotas.  Race is used to communicate the notion of human diversity.

This is an ad for Playtex bras with half sizes.  The implication is that people’s bodies are more variable than the A, B, C etc sizes suggest, so half sizes accomodate that variety.  I think this ad is particularly interesting because the model is racially ambiguous.  Maybe she’s half Asian, Latina, or white, and she’s being used to sell a product that now comes in half sizes.

 

NEW:

Next up: Including people of color so as to suggest that the company is concerned with racial equality.

See the other posts in the series:
(1) Including people of color so as to associate the product with the racial stereotype. 
(2) Including people of color to invoke (literally) the idea of “color” or “flavor.”
(3) Triggering ideas like “hipness,” “modernity,” and “progress.”

In this series, I offer a typology reflecting the ways in which people of color are used in advertising aimed primarily at whites (see the first and the second in the series).  In this, the third edition, I suggest that sometimes people of color are included because the idea of “diversity” triggers the related ideas of “cool,” “hip,” “urban,” and “youth,” which also invoke “modernity” and the idea of being “global,” “cosmopolitan,” even “progressive” politics.

In this ad, a mix of races are used.  Notice that the ad also happens to include, in the bottom image, photography, what looks like a dark beer, and espresso (all “upper class” “sophisticated” interests) and, in the top image, we see that the woman who appears Asian is an art dealer.

In this next ad, again, we see a mix of races enjoying what looks like a train ride (how European!) with hard liquor.  The text:

The shortest distance between two places isn’t nearly as interesting.

I think it is no accident that “interesting” and racial difference are both present in this ad.

In this next ad we see a racially ambiguous male and a black woman.  Notice the clothes that they are wearing (casually sophisticated) and the delicate nature of their coffee cups.  This is leisure, not some working-class Joe with a cup o’ joe.  Text:

3658 miles from the coffee fields of the Columbian Andes.  But still the perfect climate for Colombian Coffee.

The idea of travel, of course, invokes a certain degree of cosmopolitan-ness and wealth.  And the “perfect” climate refers not just to weather, but to the kind of company Colombian Coffee drinkers keep.

This ad for H&M is a bit different.  Instead of invoking sophistication and cosmopolitan-ness, I think it invokes who and what is “hip” and “cool” and “diversity” is used as a signifier. The text:

H&M is Europe’s leading fashion retailer [Europe again], with over 850 stores worldwide [a reference to being “global”].  Offering high-fashion [i.e., “sophisticated?”] and quality for men, women and children at great prices.

These last two ads, instead of using people of color to emphasize being “hip” or “sophisticated,” use them to signal “youth” and what being young represents.  Young people are on the forefront of “cool,” of course, and also, in some sense, define “progressive” in that they herald a more “diverse” and “tolerant” future (hello, Obama). 

 

Next up: Including people of color so as to trigger the idea of human diversity.

Don’t miss the others in the series:

(1) Including people of color so as to associate the product with the racial stereotype. 
(2) Including people of color to invoke (literally) the idea of “color” or “flavor.”

These images came to us from Dianne who saw this on BoingBoing and dug deeper to find all these great examples!

Illustrating the way in which whiteness is taken-for-granted and others are always, well, other, Plan Toys sells these doll sets labelled “Ethnic Family,” “AsianFamily,” and, “Doll Family.”

They also sell a “farmer” and a “farmer’s wife.” Dianne notes: “Women don’t farm, apparently, they just marry men who do.”

They also sell this generic “Native American set” of which they write:

“Children can create imaginary stories with the Indian figures, camp, teepee and authentic accessories. They can learn about the traditional American tribe and their lifestye.”

Notice how American Indian tribal difference is erased with the phrase “the traditional American tribe.” Diane pointed out that the set actually combines teepees and totem poles which were traditions of tribes in the plains and on the west coast respectively.

In the “How to Play” section, it says:

“Children can imagine and tell stories about Red Indians, helping to stimulate their imagination and expanding their horizon.”

Yes they really do say “Red Indians.”

Diane notices that, just like the doll family is obviously white, “here again, apparently the default child is white, who can ‘imagine… stories about Red Indians.'”

Ironically, the company claims that they are “socially & environmentally responsible” and promote “good values.”

Thanks so much Diane!

NEW: Kirsten D. sent us this link to a series of Playmobil toys.  All of the non-white characters are given racial designations, but the white characters are not.  I included some examples below.

African/African American Family:

Asian family:

Grandparents:

Medical Team and Patients:

Prince and Princess:

 

Also in the neutral and the marked: men are people and women are women and from pale to pumped with racial stereotypes.

If you have a pulse and exist in or near the liberal blogsophere, you have likely been told that the website Stuff White People Like is hilarious. I don’t share the love for the site, but it might be useful to bring it up in class in order to have a discussion about WHY people like it so much. What, exactly, is it tapping into?

The website, Black People Love Us, is, in my opinion, a smarter satire.

And my personal favorite, which I have successfully used in my Race and Ethnicity course numerous times, is Damali Ayo’s Rent-A-Negro. It packs a real punch. (Oh, and yes, people do sometimes think the site is real and fill out the order information, including their credit card numbers.)

The 30-second (or so) videos below have been interspersed with MTV’s regular programming as part of Black History Month. MTV got Cornel West to be their superstar academic and expert on the Black American experience. The videos serve as the occasion for some interesting questions:

First, how do we evaluate the use of Black musicians, actors, and personalities by MTV? Is “representation” enough? Or does contemporary representation look uncomfortably like the representation of the past? (If you haven’t seen it, watch Spike Lee’s Bamboozled.)

Second, what does it mean that Cornel West signed on with MTV with what is, in effect, a mutual endorsement? Do we approve of Cornel West using his significant influence and importance in this way? Is this good from a reformist perspective? Problematic from a radical perspective? Did he “sell out”?

Third, how effective are these spots? I know little about the audience of MTV, but I imagine there are a lot of people who do not know who Cornel West is and are not inclined to offer him immediate respect. Cornel is idiosyncratic. Does your average MTV viewer see a gap-toothed, afro-wearing guy with odd mannerisms called “Professor” (which, we know, could mean anything) as authoritative? Or a buffoon?

Further, what do we think of the spots themselves? Is their content helpful? Do they teach us anything? Do we like what they teach us? Or is it just more empty lip-service to Black Americans?

Watch and tell us what you think:

[vimeo]https://vimeo.com/63979709[/vimeo]

[vimeo]https://vimeo.com/63979813[/vimeo]

Thanks to Richard for the heads up on this one.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Click here and scroll down for a map showing the number and % of Muslims in various European countries. From NPR.