Every time I write a post about "colorism," I can't believe we're still talking about colorism. Yet, we are still talking about colorism.
And while I don't know that people are still "passing the brown paper bag" around, I have a feeling that somewhere this "tradition" continues.
I had to read the article three times and watch the now "removed" Heineken "Lighter is Better" commercial four times to actually believe what I was seeing.
If it weren't for Chance the Rapper, it's entirely possible this "subliminal message," might have slipped by with little notice.
In the commercial, for the new beer product, the bartender slides a beer down the bar past several darker skinned patrons (a woman, a musician, another woman) to a "fairer skinned" woman. It looks like the commercial was targeted to an international audience. In all fairness, the darker skinned women and the fairer skinned woman might all be of the same ethnicity. But one thing that is unmistakable is that the "caste" system lives.
That's racist.
In a rush to absorb as much as we can and as fast as we can, we often overlook what's happening right under our nose.
Remember, just because you're paranoid doesn't mean they're not out to get you.
Keep your eyes open and your ears cued. And if you see something, hey, do what Chance the Rapper did, tweet about it.
I have a feeling someone at Heineken is going to be looking for a new job.
1 comment:
Heineken clearly doesn't want everybody drinking it's beer. So, buy another brand. The very idea that this commercial made the cut through the corporate echelon of highly educated executives and received their stamp of approval is mind boggling to a civilized society; and to add insult to injury, the commercial was actually accepted to be aired by mass media. My solution to getting the attention of those companies that are intent on insensitivity, is simple. Let Heineken's preferred color support their products. Others must let their dollars do the talking by buying products from sources with better sense than to overtly advertise their belief that a particular hue of skin color is better.
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