Advertising “Interraciality” and “Multiraciality” In ObamaLand—Representations and Images in Kohl’s, Macy’s, Sears, Wal-Mart, etc. |
Paper presented at the annual meeting of the
34th Annual National Council for Black Studies
Sheraton New Orleans Hotel
New Orleans, Louisiana
2010-03-17
William Berry
This study examined the representation and contextualization of interraciality and multiraciality in newspaper advertising supplements . Since the election of Barack Obama, media reports have expressed that pre-2008 constructs/contexts of race and ethnicity have evolved into what scholars have theorized as the “post-racial” era. A literature review determined that the advertising industry was among the last sites of consumerism to bring African Americans into typical roles as users of general market products/services, except when they appeared in advertisements placed in Black newspapers/magazines. A content analysis was conducted to determine the extent to which representations of multiracial families, couples, and friends—from childhood through adulthood—have appeared in advertisements from national retail chains, including JC Penney, Sears, and Wal-Mart. The study found that while interraciality and multiraciality are presented prominently in advertising supplements, these representations rarely depict individuals engaging in interactions that suggest they are family members or involved in intimate relationships, or that these engagements can be expected to occur within the home or other private, personal spaces where individuals significantly are more likely to interact closely with others of the same race or ethnic descent. Implications of the findings are that intimate interracial relationships may continue to be taboo and forbidden, in effect continuing as the “third rail” of the consumer society, consistent with how such advertisements were not produced or presented during most of the twentieth century.