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TV & Movies

Aunt Jemima Is Getting A Lengthy Overdue Rebranding

Quaker Oates has introduced that Aunt Jemima syrup and pancakes will undergo a brand new model with a brand new identify and picture.

Saying it is a lengthy overdue step is like telling somebody to show off the range after the home has burned down, however we're comfortable that this alteration goes to occur anyway. Kristin Kroepfl, vice chairman and chief advertising and marketing officer of Quaker Meals North America, mentioned: "We acknowledge that Aunt Jemima's origins are based mostly on a racist stereotype."

A few of you could be studying this and questioning why this depiction of a black lady is so problematic. Properly, it's not simply that she's a black lady, and if the advert above titled "lawsee" didn't make it clear sufficient, let's clarify this video:

In line with Riche Richardson, an affiliate professor at Cornell College, "It's a picture that dates again to the antebellum plantation … Aunt Jemima is such a stereotype that’s based mostly on this concept of ‚Äč‚Äčinferiority and variety amongst blacks." Actually, the identify Aunt Jemima comes from an previous minstrel tune during which "white actors in black letters ridiculed and ridiculed black folks". The determine itself is predicated on "Mama … a devoted and submissive servant who eagerly fed the kids of her white grasp and her family members whereas neglecting her personal."

Jim Crow Museum of Racist Memorabilia

It’s attention-grabbing as a result of, as Kristin Kroepfl additionally acknowledged, "Because the years have passed by to replace the model in a means that’s speculated to be applicable and respectful, we discover that these adjustments are usually not sufficient." She is correct. Racism shouldn’t be a nasty tattoo that you would be able to simply cowl up by turning it right into a Pikachu and drawing an image of a Pikachu. In case your basis is racist, every little thing round it would at all times be racist, and as such the one resolution is to eradicate racism. With the tattoo metaphor, which means you convey a laser to the decrease again. For pancakes, nevertheless, which means you’re rebranding.

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Prime image: Flickr

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