A white woman comes into the kitchen, where vanilla cupcakes are cooling on the counter. She picks up the Duncan Hines dark chocolate frosting squeeze bottle. She begins to cover the cupcakes in the frosting. As they are coated, they sprout red lips and googly eyes and begin to sing "hip hop" beats. It actually sounds like more techno, but the important part is that Duncan Hines calls it "hip hop" and that term, like "urban" or "inner city" usually acts as a euphemism for African American.
Lots of people got upset about this commercial - but let me tell you - more people DIDN'T get upset. Maybe because they don't know much about 19th and 20th century comedy. Let me share this image with you:
The reason why the cupcake commercial irked my racism radar is that it evoked a very clear parallel with a type of racist comedy that has a long history in America. Although he did not invent the idea, in the 1830's white comic Thomas Rice popularized the idea of dressing up as a black man and adopting a tone of speech and behavior that played on negative stereotypes of black folks.
"In the 1830s and early 1840s, blackface performances mixed skits with comic songs and vigorous dances. Initially, Rice and his peers performed only in relatively disreputable venues, but as blackface gained popularity they gained opportunities to perform as entr'actes in theatrical venues of a higher class. Stereotyped blackface characters developed: buffoonish, lazy, superstitious, cowardly, and lascivious characters, who stole, lied pathologically, and mangled the English language."This type of comedy was so poplar that it persisted well into the 20th century. If you would like to learn more, click on the above quote, see this NPR show about how the history of Blackface is still present in the arts, or see the PBS American Experience about Blackface Minstrelsy.
I do not believe that the folks at Duncan Hines sat around a table trying to think of some kind of racist commercial that they could produce. I doubt that the people at Duncan Hines have "anything against black people." They probably also "have lots of black friends." They probably "don't have a single racist bone in their body." But that is how racism usually works - it is often unintentional or unnoticed (by white folks). But that is no excuse.
6 comments:
Frankly, I take some degree of offense at comments like "But that is how racism usually works - it is often unintentional or unnoticed (by white folks). But that is no excuse."
I am a white woman but I am also part Hispanic. Looking at me you would not know that fact. My first name is English. By marriage I have a Latvian last name.
I've dealt with racial comments. I've dealt with people throwing it in my face like I am some ignorant white person who is clueless about racism. I've dealt with the "How can the stupid white girl know anything about racism?" Trust me. Plenty when you're a half white/half Mexican woman.
Racism goes both ways and comments about how "white folks" seem to be ignorant about it whether intentional or otherwise merely fuels the fire. With your intelligence I am certain this is not the intent as you have respectfully provided your insight. But it does no good to anyone to point at us "white folk" yet be upset over racism.
In this world we are simply humans. Not a race full of different colors. Just humans. And regardless of WHO is committing the atrocity of racism, we have to get along and not point fingers.
Duncan Hines made an error which could have been made by anyone regardless of race. I just hope there will be enough uproar that people will stop and think without placing blame on one particular race.
Thanks for posting this and adding more awareness and education to this issue. It's snowballing today , which we wanted. As people are just trying to sweep it under the rug.
I agree with you . The most important fact though is regardless how we really feel or dont feel, Corporations need to take responsibilty and become more aware of the many cultures and groups that buy into their brand.
Thanks for sharing your opinion Lara. Here's hoping more eyes are open to the messages we see around us every day. It's important to be informed of both sides of the message, and then it's up to you how you'll receive them. Your commentary is appreciated!
Great post! Thanks for highlighting this.
And, @Kim- I think Lara's remark "But that is how racism usually works - it is often unintentional or unnoticed (by white folks). But that is no excuse." is right on target.
Racism doesn't not go both ways. It is a form of oppression from a position of (systemic) power. White. However, yes, anyone is capable of prejudice.
Thanks for posting this.
I agree with you- I think white people are pretty unaware of racism (if they're not racist). Its easy to forget about things that don't happen to you on a daily basis.
I just watched the commercial on you-tube and my first thought was, yea, I'd like my cupcakes to have some attitude (that was hip-hop?!). If only they had used vanilla frosting.
I think slavery/inequality is too recent in our history to have bled out. Until that happens and the wounding is healed we've got to hear and respect those who are still hurting. AND I do look forward to the day when chocolate sauce can sing and be cool with out it being a race thing at all.
Thanks to all of you who participated in the conversation!
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