"Men, it has been well said, think in herds; it will be seen that they go mad in herds, while they only recover their senses slowly, and one by one." - Charles Mackay
Tuesday, March 18, 2008
What's Racist? The Importance of a Glance
By Tiffany Sharples

You're in a large group of people when someone makes an edgy remark about African Americans. You glance over at the African-American man sitting across from you to see how he responds. Everyone else does, too. It's natural.

"Think of the Oscar ceremony," says psychologist Benoit Monin. "Someone says something that has to do with race, and you pan to Samuel L. Jackson."

A new report published in the journal Psychological Science finds that when reacting to an ambiguous but potentially racist situation, non-blacks were much more likely to focus on the reaction of an African American than that of whites.

Jennifer Randall Crosby, an assistant professor of psychology at Agnes Scott College in Decatur, Georgia, used eye-tracking technology to follow the gazes of 25 non-black college students while they watched a video. The film depicted four men, three white and one black, all wearing headphones.

One group of participants was told that all of the men in the video could hear one another, while a second group was told that two of the men — the African American included — could not hear the discussion taking place.

In the video one of the white men makes a statement that could be viewed as raciallly offensive: "I think one problem with admissions is that too many qualified white students are not getting the spots they've earned," he says. "These students work hard all through school and then lose their spots to members of certain groups who have lower test scores, and come from less challenging environments. They get an unfair advantage." Crosby deliberately did not include the words "black" or "African American" in the conversation, in order to distinguish glances that could be based on simple association — looking at a black person when "black" is mentioned — from those looking for the African American's reaction.

As might be expected, participants in both groups watched the speaker more than any of the other three people in the film. When they believed that the African American man's headphone was off, they paid little attention to him. Yet participants who thought that everyone in the group could hear the conversation spent five times longer watching the black man in the video.

"We think that people are looking for cues," Crosby says. In ambiguous situations, we look to those most likely to be offended to define what discrimination is.

When Imus mouthed off last year about the women's basketball team from Rutgers, the media looked to African-American intellectuals and female cultural leaders to determine whether his remarks — referring to the young athletes as "nappy-headed hos" — were his standard brand of on-air provocation or if he had in fact crossed the line into racism.

In 2002, when then Senate Majority Leader Trent Lott suggested that if separatist candidate Strom Thurmond had been elected President in the 1948 election, "we wouldn't have had all these problems over all these years," we turned to prominent members of the black community to determine how far he had overstepped.

"There was a lot of conversation about whether he was a racist, or whether was he just ignorant," says Crosby. The ensuing cultural discourse, and subsequent condemnation of Lott's comments, fascinated Crosby, and prompted her research. "How do we figure out what is discrimination?" she asked. More blatant offenses or extreme examples such as hate crimes are easier to determine. Crosby, however, wanted to home in on the nuanced and ambiguous circumstances more common in everyday life.

In her latest research, currently under peer review, she asked students to fill out questionnaires about scenarios in which discrimination was possible but not explicit. A company remains open on Martin Luther King Day, or a police officer stops a black man whose clothing and hair match those of a crime suspect, for example. "They're ambiguous because we want more information," Crosby says. "If it's an ambulance company, you might want it to stay open," or if the person in question is actually the criminal, you would want him to be stopped.

Participants were asked to rate the discrimination on a scale from 1 to 9, where 1 represented no discrimination, and 9 definite discrimination. To gauge how people influence one another's views of discrimination, she made the questionnaires appear as if previous participants had filled out their answers on the same page. "When faced with responses attributed to a white individual, people averaged 4.4 when whites said the items weren't discrimination and 5.2 when whites said the items were discrimination. When the same responses were attributed to a black individual, the means were 3.3 and 6.1, respectively — a significant move from the baseline," she explains.

Consistent with her previous findings, non-blacks' assessments of the situations were strongly affected by whether African Americans had supposedly answered before them.

Crosby worries that this deference may mean we don't trust our own instincts when deciding what is offensive. As Monin, one of the study's co-authors, says, "That's great, of course, that downtrodden groups have a voice," but it also means that too often we may be leaving the responsibility for confronting discrimination in the hands of those discriminated against.

Crosby recalls an example of this from her undergraduate career at Stanford. The school's sports teams were called the Indians from 1930 to 1972, when the name was dropped because of protest from Native American students. Still, from time to time the former mascot would appear on t-shirts and paraphernalia — and each time it fell to Native American students to bring up their objections to the administration, Crosby says. "Why is it always their job?" she asks.

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posted by R J Noriega at 11:28 PM | Permalink | 0 comments
Friday, March 14, 2008
Crossing the Hispanic Color Line
Latino Efforts Need to Include More Dark-Skinned People

Posted by Rudy Duthil

I am honored to have the opportunity to write for the Big Tent blog and also get the opportunity to share some of the opinions from the "Jay-Z Generation" about the advertising industry as well. I know some of you may not know what the Jay-Z Generation is, but it is nothing more than those of us who grew up listening to rap artists (like Jay-Z) tell us (young urban youth) that we can do anything that we have ever dreamed of doing as long as we were focused on our goals and passionate about what we do.

For starters, my parents named me Rodolfo, but my mother and all my friends call me Rudy. I'd like to consider those of you reading my entry my new friends, so you can call me Rudy, too! I'm the West Coast manager of experiential marketing for Zoom Media & Marketing.

Another thing that I would like you to know about me is that I am Latino. Yes, I know, kind of shocking huh? My mother is of Dominican descent and my father of Cuban descent. My mother falls into the "Brown Latino" category, as would Eva Longoria, and my father falls into the "Black Latino" category, as would Sammy Sosa. I only mention this because although I grew up in a Latino family where some members look like me (and some don't) and have traveled to different Latino countries where I've seen many dark skinned Latinos, I've yet to see them represented in any of the ads or campaigns that I've come across since entering the marketing/advertising industry in 2004 after graduating from college. This is actually one of the main reasons why I decided to pursue a career in marketing and advertising.

I understand that most clients who work on Hispanic accounts and who aren't of Latino backgrounds (and some who are) may say that an image of someone like me appearing in any ad directed towards Latinos may confuse the Latino consumers. However, Hispanic ad agencies should educate their clients as to why images of dark-skinned Latinos like myself should be given a fair shot when it comes to appearing in a campaign's creative and not rely only on the old generic, stereotypical images of Latinos who look Caucasian for these campaigns. According to a study by the CUNY Dominican Studies Institute, about 90% of the contemporary Dominican population has African ancestry or African roots. So why wouldn't you use a dark skinned Latino in an ad targeting this group of Latinos?

Let's think about a general market ad for a second. Take for example, 50 Cent's G-Unit Clothing's ad campaign as an example of the point I am trying to make here. The better percentage of G-Unit Clothing's ads use images of the members of the G-Unit rap group (50 Cent, Tony Yayo, Lloyd Banks, and Young Buck) in their creative and they are all dark-skinned African Americans. However, a good portion of their clothing is bought by young suburban white kids, as well as young urban Latinos.

Although they are darker-skinned Americans, they still manage to get the "young and fresh" message of the brand across and it connects with all American consumers who believe in that message despite their color, resulting in the targeted consumers going out and buying the product. The white kids, in other words, aren't turned off.

And it should work the same in the Latino market. If your brand messaging is clear, the color of the Latino person in the ad should be irrelevant. Your product will sell to the overall Latino market you're targeting because they know it's made for them regardless of color. And it may pick up more consumers among dark-skinned Latinos who've felt left out of such messaging before. We should all, as an industry, aspire to make innovations with regard to this matter, and not be afraid to change the landscape of Hispanic-targeted advertising by adding more "color" to it.

The next time, for example, an agency is making a creative campaign targeting Mexicans, I ask them to create at least one concept where the main character reflects someone of the Mestizo population (a person of mixed Spanish/Amerindian blood) of Mexico, which accounts for the greater portion of the Mexican population. It has been a longstanding Latino tradition to believe that being fair skinned with blonde hair is the only standard of beauty and sophistication there is. Obviously, they've crossed the hair-color line, but skin color and other physical characteristics in ads are still pretty much the same. But isn't it about time we break this tradition?

I need not remind us of the once popular brown paper-bag test for social acceptance in certain sectors of the African American community or of historical Hollywood color consciousness. Though color bias is arguably still prevalent today with regard to black women, particularly when it comes to casting leading roles in cinema and music videos, extreme color consciousness with regard to African Americans in media and advertising has mostly been broken. I'm hoping we can collectively do the same with Hispanic advertising, and I will make sure I do everything in my power to speed up the process.

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posted by R J Noriega at 12:39 AM | Permalink | 0 comments

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