Thursday, September 2, 2010 12:28pm EST
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Yes, it's racist, yes, it's stereotypical, and there shouldn't be any dispute over it.
Unfortunately, it's hard to convince those who believe we now live in a post-racial world, that certain symbols and images--a la monkeys and chimps--evoke memories of shame and humiliation in the psyches of black people. In essence, it becomes an insurmountable task to get them to see why there is a level of inescapable danger in taking for granted the history and legacy celebrated, on a national scale, every February.
The recent Old Navy Commercial, "'MID-TOWN FLASH' with The SuperModelquins," is an ample example of such moments when everyone is forced to pause for a second, in disbelief, over the ignorance of those who permitted its production, and release.
The commercial takes place in a boutique store, where several mannequins are seen decorated with an assortment of clothing. "The Super Modelquins," as they are called, are primarily composed of four white females, and two black ones--a fully grown, alongside a much younger one. Just as a conversation ensues between the mannequins, on fashion-related subjects, a customer appears to yank the clothes off the body of the older black female mannequin, Michelle--rendering her naked. "Sweet!" a white male customer exclaims, as the hands of Michelle's husband are drawn over the white man's eyes, to protect her nakedness. The details are so graphic, that even a nearby dog puffs out a "ruff-ruff," in excitement. "Hey, man, keep your... eyes off my wife," the husband jokingly warns the white-male onlooker. "I can't; your fingers don't close," he retorts. Last month, when the New York Post saw it fit to publish a cartoon, widely derided, that featured the shooting of a chimpanzee, by two white male cops, with the caption, "They'll have to find someone else to write the next stimulus bill," all hell seemed to be on the verge of breaking loose. A multi-racial coalition rose up in uproar over the eerie suggestions being aroused by the cartoonist, who coincidentally was found to have been in the crosshairs of similar controversies, in times past. It was a shock to the bone, for many, to see President Obama, who's received more death threats than any president in modern history, reduced to cheap stereotypes Blacks had tried to overcome, for decades.
The singer John Legend appeared to have captured the emotion of the moment perfectly, in his open letter to the New York Post. He wrote: "I guess you thought it would be funny to suggest that whomever was responsible for writing the Economic Recovery legislation must have the intelligence and judgment of a deranged, violent chimpanzee, and should be shot to protect the larger community. Really?.. You should print an apology in your paper acknowledging that this cartoon was ignorant, offensive and racist and should not have been printed... As we attempt to rise above our difficult past and look toward a better future, we don't need the New York Post to resurrect the images of Jim Crow to deride the new administration and put black folks in our place."
What occurred to those who virulently stood up against the New York Post, was that images have histories, to which they're held accountable, and those who irrationally dismiss these histories as inconsequential, as the Post initially did, are planting seeds of unrest, which are watered by the inevitability of those same histories.
What Old Navy might have missed, or ignored, is the reality that black women have, for centuries now, had their bodies slain on the altar of hyper-sexualization, to satisfy the visual appetites of, mainly, European audiences. Saartjie "Sarah" Baartman, the 19th century South African native, ended up a victim to the brand of sexual exploitation many Black women are, today, reproductions of. For centuries, black women have been associated with the stereotypes of Jezebel, Mammy, and Sapphire. These modes of classifying them as sexual beings, with a preoccupation with promiscuity, is what accounts for the kind of erotic-obsession Michelle Obama, herself, has had to deal with, in her short span spent under public surveillance.
In "'Sistahs': the Peculiar Treatment of African American Women in the Myth of Women as Liars Journal of Gender, Race and Justice," Scholars, Marilyn Yarbrough and Crystal Bennett, argue that, "[t]he characterizations of African American women as asexual Mammys, promiscuous Jezebels, and antagonistic Sapphires reaffirm society's belief that African American women are less individualistic than white women. These stereotypes, which evolved during slavery, continued to exist after the end of slavery and still contribute to the unique harassment experiences of African American women today." Through mediums like commercial hip hop, and the venues which promote it, African American women are prostituted as eye-candies and video-vixens, and exhibited as attractions, meant for the delight of a majority white audience--commercial Hip-Hop's dominant patrons.
This account makes for a hard case against whatever motives Old Navy had in mind, in its production/promotion of that commercial. The historical burden weighs heavy on claims of race-neutrality--the expectable rejoinder. Just as Vogue magazine was unable to adequately vindicate itself, last year, in the controversy surrounding NBA star LeBron James's cover photo--which many saw as a reincarnation of the King Kong stereotype black males were often reduced to--it's difficult to find a way out of the mess Old Navy has created for itself.
And just as the video game Resident Evil 5 was accused last year of racial insensitivity for its feature of a white male protagonist, in a trailer, pillaging African people/villages, the most helpful strategy might not be an all-out-war against its critics, but rather, a sincere willingness to take into consideration the complaints rendered.
This is wise counsel, which would benefit, if heeded.
Tolu Olorunda is a columnist for BlackCommentator.com, and a contributor at TheDailyVoice.com.
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Spirit commented on What's gotten into Donnie McClurkin?:
All I want to know is why everybody worry about what he is doing. You don't have a heaven or hell t...
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gene willis commented on Angry white man snatches 'Rosa Parks' sign from black woman at town hall meeting:
watching what transpired didnt make any sense.did this woman raise the poster even after she was a...
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Capow commented on Sarah Kruzan: 16-Year-Old sentenced to life for killing pimp:
I just don't understand the system. This young lady was fighting for her life. The system are col...
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KHADIJAH commented on Sarah Kruzan: 16-Year-Old sentenced to life for killing pimp:
I FEEL LIKE HE ABUSE HER CHILD HOOD TOOK SOMETHING FROM THAT GIRL AND I KNOW THAT MEN TAKE ADVAN...
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KHADIJAH commented on Sarah Kruzan: 16-Year-Old sentenced to life for killing pimp:
I FEEL LIKE HE ABUSE HER CHILD HOOD TOOK SOMETHING FROM THAT GIRL AND I KNOW THAT MEN TAKE ADVAN...
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Well I don't feel it's neccessary a racist message but definitely INAPPROPRIATE. However, We as aAfrican American people has and will always be a punching bag for angry white folks especially since Obama has become President as if we're still trying to prove something to white america. And we do not need to at all
In today's edition at HuffPo. There are 2 articles one is tilted "Townhall: Michelle Obama is a Bitch, Get It?" by Burt Prelutsky and this from a Christian owned company...JESUS! and The other one is Radio Host Tammy Bruce who Calls The Obamas "Trash In The White House" you can visit HuffPo to read and or listen to the articles
The Old Navy Ad is definitely in poor taste but racist...NAH. But I don't have a problem with us speaking out on it neither
Those folks can be angry if they want but we got this for the next 4 and possibly 8 years. And OH YEAH OLD NAVY is about to go out of business any damn way. Gap is about to fold em up. AIN'T KARMA A BITCH
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