race/ethnicity

I use TV dinners to show my students that nearly everything, even things they’d never expect, are awash in race, gender, and class meaning.

Hungry-Man is probably the most obviously meaning-laden of the TV dinners.  It is aimed directly at men, of course, with one and a half pounds of food, an excellent blue box, and a strong font in all capital letters.  But it also advertises a particularly working-class masculinity.  In these two boxes, notice the references to “backyard barbeque” and “sports” (XXL).  The food itself, barbeque chicken and pork, mashed potatoes, and beer battered chicken, reinforces this class message.  But this is also about race, as the working-class masculinity is implicitly white.

Stouffer’s, in contrast, is more moderate.  The font for the brand is cursive, for the meal in lower-case.  Without being over the top, it still passes as masculine.

Stouffer’s bistro, in contrast, is a feminine version.  References to a “bistro” makes you think of France (a notoriously feminized country) and the meal here is a “crustini” (something a “real” man would never eat).

Healthy Choice seems to go further towards neutralizing its brand.  The green color is neutral and using the term “healthy,” instead of “diet” or a similar word, keeps the brand from being too feminine.  Plus, there’s a running MAN in the logo.  Still, there’s a feminine feel to the food choices.  The first meal is “Roasted Chicken Marsala… in Wine Sauce with Penne Pasta [and] Green Bean and Red Pepper Medley.”  The second includes “Caramel Apple Crisp” and “Broccoli Florets.”  Descriptions of truly manly food would not include “wine,” “medley,” “crisp,” or “florets.”

The Cafe Steamers sub-brand further feminizes Healthy Choice.  Notice the cursive font and the double reference to “merlot.”

Lean Cuisine is the most feminized brand.  Between the turqoise and orange color scheme, the reference to slimness with the word “lean,” and the delicate all lower-case font on the boxes, the fact that the product is aimed at women is clear.  There is also a class message.  Who eats “Szechuan Style Stir Fry with Shrimp”?  Not the same guy that eats “Backyard Barbeque.”

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.”

Tony S. brought my attention to this yard sign about Obama that has become quite famous (found at BlackPoliticsontheWeb):

A Florida man put it up in his yard, and it has, not surprisingly, led to some complaints and a lot of online discussion.

Obviously this is fascinating for a discussion of how Obama’s race continues to be emphasized by some opponents, despite the chorus of media voices saying that we’re a “post-racial” nation now. This is a bit of a new twist, in that most examples of opponents referring to Obama’s race have tended to focus exclusively on his Black ancestry. Here he’s referred to as a “half-breed.” Whereas highlighting his Blackness brings up one set of stereotypes that might seem threatening to White voters, “half-breed” brings up a whole other issue that might make some voters uncomfortable–racial mixing. There’s also the association with Islam.

Aside from the specific reference to Obama, there’s an interesting linguistic element here. Why would calling someone a half-breed Musli[m] be automatically recognizable as a slur? It says something about how Muslims are currently viewed in our society that, for at least some Americans, all you have to do is refer to someone as a Muslim to imply that they are unworthy of office. Similarly, the word half-breed is stigmatizing in a way that, say, “multiracial” isn’t. Imagine a similar sign that said, say, “Obama: Multiracial Lutheran.” Doesn’t have quite the same effect, because being multiracial and Lutheran aren’t stigmatized the way half-breed and Muslim are. It might also be good for a discussion of how groups might adopt new terms (such as multiracial) to try to counter the negative associations of others, like half-breed.

However, the other thing I found interesting about this was how every account I could find of this sign online mentioned that he misspelled Muslim as “Muslin.” I’m a stickler for language and misspellings actually give me pain in any kind of formal writing, but I was struck by the fact that many of the comments about the sign focused not on the offensive racial element, but on the misspelling. It seems many people dismiss this guy as a nutjob not because he’s trying to draw on the old knee-jerk fear of racial mixing, but because he misspelled something on his handmade sign. That’s…well, weird.

Thanks, Tony!

NEW!  In our comments, Zach also pointed us to this picture he took in Ohio:

ALSO NEW!  Velanie W. sent in this clip from Al Jazeera English where people associated Obama with Islam and terrorism:

Thanks, Velanie!

In her book Ethnic Options: Choosing Identities in America, Mary Waters discusses the ways in which White Americans are able to pick and choose among their various ancestries, deciding which (if any) ones to actively claim and in what context. Certain White ethnicities tend to be quite popular, so that people are likely to actively identify themselves as, say, Italian or Irish, whereas others, such as Scottish or Scots-Irish, are relatively unpopular and people are likely to drop those ancestries from their ethnic identity.

Here is a screenshot from the website of Kathleen Delaney, a candidate for judge here in Las Vegas:

Although there is no explicit mention of it anywhere in her campaign materials, I presume, by the shamrocks and the use of the colors of the Irish flag, that she is Irish American. By using these symbols, she is able to signal her ethnicity, which she clearly is proud of and also feels will not impact her campaign negatively (thus her willingness to actively bring attention to it when there is no clear reason to do so).

This illustrates some important aspects of Waters’ argument. Whereas non-Whites often cannot get others to ignore or forget their race, Whites generally have the option of going unmarked–as just “plain” Americans, if you will. That doesn’t mean White ancestries are meaningless or unimportant, but it does mean they have different consequences. Whites can choose when to emphasize their ethnicity, and doing so has few negative consequences. Today there are no significant differences among White ethnic groups in terms of major indicators of quality of life or economic status. So the vast majority of the time there are no real downsides to claiming a White ethnicity, since being White trumps being German or Norwegian or Irish (although of course in the past there was significant discrimination aimed at certain groups of European immigrants, particularly the Irish, Italians, and eastern Europeans).

On the contrary, claiming an ethnic identity lets Whites feel special and interesting. One of the weird things about our racial system is that, though non-Whites are often stigmatized and Whites are at the top of our racial hierarchy, Whites are also often portrayed as culture-less and boring (see this post for an example). So being not just “plain” American but instead Swedish-American seems neater.

This might make a good contrast to the ways in which Barack Obama’s race has been discussed in the presidential election. Whereas he has had to actively address issues of race, and try to downplay it and portray himself as a “post-racial” candidate, Delaney can actively bring attention to an ethnicity that would otherwise probably go unnoticed by most voters, and she clearly thinks that doing so isn’t going to harm her chances of getting elected.

UPDATE: In a comment, Megan pointed out that the ability to “mark” yourself with symbols of your ethnicity can be limited by whether or not those symbols are known well enough by the general public to be recognizable. She says,

Being Swedish-American may be “neat” as you say, but putting some Swedish symbols on a bumper sticker won’t really be understood outside of the upper midwest.

It’s a good point–whereas the shamrock is widely recognized as a symbol of Irishness, I can’t think of any similar symbols of Swedishness off the top of my head, and blue and yellow, the colors of the Swedish flag, certainly don’t immediately signal “Sweden” to me when I see them. So of course anyone can use symbols to signify their ancestry, but not all of those symbols are going to be meaningful to observers. If the Delaney sign had been blue and yellow, and she had some Swedish symbol in place of the shamrocks, I probably never would have written this post because I wouldn’t have even recognized it as ethnic signalling.

Thanks, Megan!

In a comment to a post a while back, Macon D. drew my attention to a post on Womanist Musings about Yolanda Charley, Miss Navajo Nation 2008. The post points out that she (and past winners) show a range of body sizes and shapes that would be unusual in a “mainstream” beauty pageant. The competition emphasizes knowledge of Navajo culture and traditions; contestants must be fluent in Navajo and English and be knowledgeable about Navajo traditions and rituals, according to the Miss Navajo Council website. This is a picture of Miss Charley:

Although I didn’t want to automatically romanticize or fetishize it (as the “good” pageant vs. the “bad” mainstream ones), I’m always happy to see examples of different beauty standards. I rummaged around on the website for a while, and some other things about the pageant also struck me, such as the following rules:

…there is no contact with your parents once you arrive for the pageant.

Contestants must dress themselves individually. (i.e. make your own Navajo hair bun, wrap leggings, etc.) THIS WILL BE STRICTLY ADHERED TO.

I assume the point is to try to make the girls rely on their own skills rather than parents and professional stylists (as well as to reduce the amount of parental hovering and interference that probably occurs at most pageants).

The competition includes traditional skills/talent and traditional techniques competitions. The traditional technique is chosen for them and could include butchering. I tried to imagine Miss America contestants having to get ready entirely on their own, without help doing their hair and makeup, and being forced to butcher an animal in front of a crowd. I also tried to imagine the Miss America audience watching them butcher anything. Despite being a vegetarian, I giggled a lot.

I kept reading and noticed rules about not marrying or living with anyone and not becoming pregnant during their reign; these are pretty standard for beauty pageants. I also saw a document with proposed changes to eligibility rules. Here are some new or revised items (all typos/errors are from the original):

Candidate must be 18-25 years of age, never have co-habituated, never been married (including marriage annulments, common law marriage, same-sex marriage/relationship and/or divorce) and have never been pregnant.

Candidate must have an official birth certificate indicating gender at birth.

Candidate will not have a hetero/or same sex relationship during reign.

The obsession with making sure beauty pageant contestants have never been married or pregnant fascinates me. For one thing, although you can verify that someone has never been married, how do you verify someone has never been pregnant? Critics usually focus on the beauty standards imposed by pageant judges, but the insistence on sexual purity is interesting as well–apparently having ever been pregnant (or married) means you are not worthy to be the paragon of beauty. This isn’t specific to the Miss Navajo pageant–similar standards apply for Miss America and, as far as I can tell, most beauty pageants. And that standard boils down to, “girls who have clearly had sex are not appropriate representatives.” You could be the prettiest (by the pageant’s standards), the most talented, and so on, but the pageant isn’t about just that–you also have to be free of any proof that you are not a virgin. Although you can be sexy, we don’t want to know if you were sexual.

It’s also interesting that future Miss Navajos may have to prove they were female at birth. I looked for a similar requirement for Miss Americas, but couldn’t find a full list of eligibility requirements, so I don’t know if they have it or not. This could be useful for discussions of gender in Native American communities. As is well known, many Native groups had a more fluid, or at least expansive, idea of gender than the current mainstream binary of male/female; many groups had a “third gender,” often referred to as berdache. While this is interesting and makes it clear that our current gender system is just one way of thinking about gender, I find discussions of berdache often devolve into simplified “American culture is oppressive and homophobic, while Native tribes allowed people to just be who they are and didn’t confine or stereotype people based on gender rules.” Anyone who has talked to American Indians who are gay, lesbian, or transgender can tell you there is homophobia within Indian groups. To imply that all Native American tribes are accepting of the GLBT community both greatly simplifies the role of the berdache (which didn’t exist in every tribe) and assumes that tribes have not been affected by homophobic trends in the larger American society of which they are also a part. Whatever traditional Navajo conceptions of gender might be, apparently for the purpose of selecting Miss Navajo Nation, the mainstream binary view of gender (you are born male or female, and that’s what you “really” are for the rest of your life) may be used as an official eligibility requirement.

In any case, it’s very interesting how this Navajo pageant manages to both challenge and conform to elements of the mainstream Miss America-type pageant model.

Thanks for pointing the pageant out, Macon D!

In this election, no one wants to be “elitist.” You know, the kind of person who went to an Ivy League, speaks perfect English, and avoids processed foods like high-fructose corn syrup.

Ben O. sent us these two ads, made by the Corn Refiners association, in which two historically marginalized groups–women and blacks–get it over on historically privileged groups–men and whites respectively–by exposing their obsessive-health-food-mania. Ben writes:

…the implication is that critics of [high-fructose corn syrup] HFCS are privileged (white and/or male) people who are condescending to inform black and/or female people that HFCS is bad, although they’re not only paternalistic but ignorant. And in both ads, standing up for the supposed virtues of high-fructose corn syrup appears to be an empowering action.

[youtube]https://www.youtube.com/watch?v=gxH[/youtube]

[youtube]https://www.youtube.com/watch?v=lQ-ByUx552s[/youtube]

Nice observation, Ben!

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.

Stephen W. sent us this picture of the “Hispanic” foods aisle at a Walmart in Sioux Falls, South Dakota:

Why is this odd? 

The word “Hispanic” was actually invented by the U.S. government to mean Spanish-speaking.  The government invented it for the census because they wanted to be able to label and identify all Spanish speakers.  “Hispanic,” then, unlike the terms “Latino” or “Chicano,” is not an identity that originated among those to whom it applies.  Further, though it is sometimes used as a euphemism for “Mexican” or “Latino,” Spanish is only spoken in Latin America because of the conquest of parts of Latin America by Spain.

Given the history and use of this term, what would “Hispanic” food be?!  (According to Walmart, it’s salsa and tacos.)

NEW: Another use of the term “Hispanic.”  This time on a bag of peanuts passed out on a Southwest Airlines flight. 

From a press release by Southwest Airlines about their celebration of Southwest Airlines:

Southwest Airlines shares its passion for Hispanic Heritage Month with our internal and external Customers by hosting celebrations in our Hispanic focus markets. Local Employees kick off the festivities by partnering with local organizations, and at airports, with gate games, Mariachi music, authentic foods, and distributing commemorative T-shirts and lapel pins emblazoned with our Hispanic Heritage Month message “Celebremos Tu Herencia,” “We Celebrate Your Heritage.” Hispanic Heritage month posters also are on display during this month-long celebration. Finally, be on the lookout for Southwest’s Hispanic Heritage Month specialty packaged peanuts! (emphasis mine)

Thanks to Stephen W. for this link, too!

My race and ethnicity class is discussing American Indian team mascots today, so I thought I’d put up some images of a few. There are many, many more than what I have here (think of every high school with teams called the Redskins), but these are some of the most often discussed.

This is the logo (found here) of the University of Illinois’s sports teams, the Fighting Illini, named after the Illini tribe (really a confederation of tribes such as the Peoria) originally inhabiting the area:

Each year a student is chosen to represent Chief Illini at sports events. The student wears what is described as “traditional” Indian clothing and until recently performed dance routines that have nothing whatsoever in common with anything I’ve ever seen at a powwow. Here is a student dressed up as Chief Illini (found here):

I found this video on youtube of Chief Illini’s “last dance,” meaning his last performance at an official NCAA-sponsored sporting event:

Last I heard the University of Illinois bowed to decades of pressure and has retired the embodiment of the mascot. They apparently no longer have a Chief Illini (a man who dresses up like an American Indian and jumps around), but they have retained the “Fighting Illini” language.

UPDATE: Not so fast.  Resist Racism has a great summary of how the University is keeping Chief Illini around even after retiring him.

The University of North Dakota’s mascot is the Fighting Sioux (found here):

Florida State’s teams are the Seminoles; here is a student representing the team at a game (found here):

Here is the Florida State NCAA logo (found here):

This is the original Chief Wahoo, the mascot for the Cleveland Indians (found at Wikipedia). According to Wikipedia, it was used from 1946 to about 1950.

Here is the updated Chief Wahoo (found here):

A quote from the Wikipedia entry on Chief Wahoo:

According to polling results published in Sports Illustrated, “Although most Native American activists and tribal leaders consider Indian team names and mascots offensive, neither Native Americans in general nor a cross section of U.S. sports fans agree.”^[9] According to the article, “There is a near total disconnect between Indian activists and the Native American population on this issue.”^[9]However, the results of the poll have been criticized due to Sport’s Illustrated’s refusal to provide polling information (i.e. how participants were recruited and contacted, if they were concentrated in one region, if one ethnic group is over represented and the exact wording and order of questions).^[10]

Here is a link to an article by King et al. discussing both the discourse in and the methodology of the Sports Illustrated article (in the March 4, 2002 issue).

Here is a website with lots of cartoons related to the issue of American Indian mascots, and the documentary “In Whose Honor?” looks at the protests surrounding Chief Illini.

The February 2004 issue of Journal of Sport & Social Issues (vol. 28 issue 1) has several very good articles about American Indian mascots that I’ve used in both race and sport classes when we talk about the continued use of caricatures and other portrayals of American Indians and why they are viewed differently than, say, an old Mammie-type image of African Americans. We also always discuss discourses surrounding American Indian mascots, particularly the idea that they honor or respect American Indians, and the selective use of certain American Indian voices to invalidate critiques of Indian mascots. Who gets to be Indian for the purposes of speaking about whether or not Indians resent the mascots? Why do non-Indians feel a special attachment to, and often identify with, these images? Does it really matter whether or not most American Indians personally oppose the mascots–is that the issue here?

The Sports Illustrated article could also be good for a discussion of methodology and the scientific method; the fact that the magazine would not release information on their methodology violates the very spirit of scientific inquiry (the ability to replicate others’ work to check its validity, as well as open sharing of information).

For other examples of the use of images of American Indians, see here and here.

This cartoon suggests that the idea that these mascots are a way of honoring American Indians is pretty absurd.

NEW! Brady P. sent in this image that questions why American Indian mascots are acceptable when most people would define the mascots that caricature other groups as patently offensive:

Of course, there is a Dutch soccer team called The Jews.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.