SoCal multiracial families create their own Cheerios ‘ads’

Posted in Articles, Communications/Media Studies, Media Archive, United States on 2013-06-07 15:37Z by Steven

SoCal multiracial families create their own Cheerios ‘ads’

Multi-American: How immigrants are redefining ‘American’ in Southern California
89.3 KPCC: Southern California Public Radio

Leslie Berestein Rojas, Immigration and Emerging Communities Reporter

Call it a reaction to a reaction.

A group of multiracial Southern Californians, happy to see a new Cheerios commercial featuring a mixed-race family—but upset over the flood of hateful comments it generated online—has come up with “ads” of its own.

The Cheerios ad went up on YouTube last week. In it, a little girl with brown skin asks her mother, who is white, if it’s true that the cereal is “good for your heart.” After her mother answers, the little girl runs off. The camera then cuts to her father, who is black, waking from a nap to find a pile of Cheerios on his chest.

Online, the ad drew praise for addressing shifting demographics when the number of multiracial American families is on the rise. But it also triggered a flood of hate-speech comments so vitriolic that Cheerios disabled the comments section under the video.

“We knew there would be some kind of backlash, but we did not expect it to be such hatred,” said Sonia Kang, a board member of Multiracial Americans of Southern California, a group formed in 1986 that celebrates and advocates for multiracial families and children.

Read the entire article here.

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