I’m disturbed by this. Diversity in pop culture is being re-branded as “identity shopping,” pushing the notion that including minorities in mass marketing campaigns actually marginalizes White identity, erasing Euro-centric history and culture from the mass consciousness. And, at its core, diversity is a Marxist propaganda tactic.
That bothers me because, as of right now, and for most of my life, White faces have, and will continue to dominate mainstream marketing platforms. Whiteness, Euro-centric or otherwise, is in no real jeopardy of being marginalized because it is so dominant. In fact, diversity isn’t a tool to marginalize. It is the exact opposite. Diversity is recognizing that not all consumers in front of tv sets and phone screens are of European descent. Diversity is the expression what the rich tapestry that makes up American demographics. The Blacks, Muslims, Latinos, Natives, etc. aren’t taking over, they’re just finally getting some screen-time finally because historically, their cultural identities have been marginalized, their histories and languages erased from the mass consciousness. Diversity isn’t a Marxist tactic. It’s simply an acknowledgment of our reality.
If we were to pick any major television network, and watch it for 24 hours with a clipboard, and tally up the faces we see based on skin color and ethnicity, we will see that White people should have no fear of becoming under-represented. Black people are not about to take over ABC or HBO. We are still by far, in the minority for screentime.
This isn’t about excluding White people. It’s about finding balance among all people, which is exactly what #AllLivesMatter should be about. Why should all the tv ads feature just White faces? What’s wrong with having the occasional non-White lead in a tv show or feature movie? Minorities are not even close to dominating mass media, and yet, articles like this are promoting a Euro-centric identity crisis. I am all for the promotion of any nationality, culture or race in mass media. Just not in the context of exclusive supremacy. Just because I’m excited about the upcoming Black Panther movie, doesn’t mean I’m any less of a fan of Thor or Captain America or Iron Man, or Hulk, or Black Widow, or Spider-Man, or Starlord, or Hawkeye, or Vision or Ant-Man. I’m excited to see an attempt at representative balance. One lead Black superhero, out of an entire ensemble. One is not a threat to the many. One is a complement of the whole. That is also true in marketing.
This article does have one valid point. White people who don’t know shit about other cultures shouldn’t be in charge of representing those cultures. That’s where we get a lil Black kid wearing “the coolest monkey in the jungle” hoodie, or slave shackles as fashion accessories, or other forms of inferior portrayals based on skin color and race. Marketing teams that promote diverse campaigns should also feature a diverse staff. Who else better to market towards Black people, than a Black person? Advertising targeting Latinos, or at least showcasing Latinos, should have Latin influences. If it’s done with insensitivity, I totally agree with the notion of the “identity shopper.”
However, done with respect and appreciation for the featured culture, should be exercised more frequently. America is made up of all kinds of people, from all walks. Our media should represent that.
Source: Identity Shoppers
An identity shopper is exactly what it sounds like, it’s a person who will use other cultural identities they have no ancestral link to, as a type of marxist activism. Before you can understand the…