Last
Wednesday, June 17, Quaker Oats and its parent company PepsiCo acknowledged
that their Aunt Jemima brand was based on a racial stereotype. They are going to retire the trademark and rename its pancakes mixes and syrups. www.chicagotribune.com/business/ct-biz-aunt-jemima-brand-quaker-oats-20200617-qgpyv5hslfazzejk5hx7ak4hcm-story.html
For
some this was a huge victory. Others saw
this as trivial and wondered what images or brands would be removed next. I did quite a lot of reading of “conversations" on Social Media about the removal of Aunt Jemima as a brand. In doing this I learned yet again how hard it
is to have conversations about the topic of race in America.
In
writing about this decision, my desire is to provide light and to lessen the
heat.
So
what’s the deal about Aunt Jemima and why is this important?
It’s
all about a stereotype.
Of
all the online reading I did on this topic, Wikipedia expressed the stereotype
clearly. “Aunt Jemima is based on the common enslaved "Mammy"
archetype, a plump black woman wearing a headscarf who is a devoted and
submissive servant. Her skin is dark and
dewy, with a pearly white smile. Although depictions vary over time, they are
similar to the common attire and physical features of "mammy"
characters throughout history.” https://en.wikipedia.org/wiki/Aunt_Jemima
Put
most simply Aunt Jemima represented a stereotype of a happy slave woman who obediently
served her Masters. The implication of the stereotype is that slavery was not really
as bad as many have made it out to be.
Some
see this decision as rewriting or ignoring history. Removing Aunt Jemima as a
brand is to expunge from history her role as part of the brand of Quaker Oats. Relatives
of former Aunt Jemima spokeswomen shared this thought. https://www.nbcnews.com/pop-culture/pop-culture-news/relatives-aunt-jemima-actresses-express-concern-history-will-be-erased-n1231769
Last
night at Chain of Lakes Church approximately fifteen people gathered to talk
about the topic of Race. During the conversation people of color shared how
they deal almost daily with the projections that people put onto them. Because
of the color of the skin people have a stereotype of who they are. This
stereotype certainly doesn’t fit and their lives are much, much more difficult. They have been stopped by police because of the color of their skin; they have been prevented from boarding airplanes; people have asked them if they need welfare or scholarships when they don't need it or want it.
I
played football at Carleton college. Though it was at the Division III level, I
can guarantee that my desire to win on a Saturday afternoon rivaled that of any
college football player in the country. At Carleton I received many projections
on the stereotypes that people had of a football player. “You receive special
treatment in class because football players do; you believe in violence because
football is a violent sport; you look down on women because some football
players have treated women poorly; you don’t deserve to be in school because
football players received special treatment; you lack sophistication because
football players don’t appreciate the arts.”
All of these projections are not true.
And
let me be clear: the projections that I experienced based on a stereotype of a
football player are miniscule in comparison to the projections that people of
color are continuously experience.
The
removal of Aunt Jemima as a brand image by Quaker Oats is not going to end
racism in the United States; however it is a small step towards removing a
stereotype that has been harmful and has caused much pain. It’s not re-writing
history. Instead it’s acknowledging a
symbol that has caused pain based on a racial stereotype. If this step can lessen the use of stereotypes for a race of people, then this is a very important deal. It is a step in the right direction.
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