How Will White America Respond in the Obama Era?

Marketers Should Be Wary of Wishful Thinking About Assimilation, Racism

Posted by Pepper Miller on 01.13.09 @ 03:37 PM

Pepper Miller

The burning question for me is how White America will respond to Black America during the Obama presidency. I'm sorry, but the "I-don't-see-race-when-I-see-a-black-person" statement has always bothered me. I realize that the person delivering it may mean well, but I tend to agree with Jonathan Jackson (the son of Jesse Jackson Sr.): "When people say they don't see race, it's another way of saying they don't want to see race. People should be proud to see African-American, Asian, Latino ..."

With that thought, I have observed, a range of conversations in mainstream journalistic articles and the blogosphere. But two stand out: 1) the end of racism and 2) an interest in Black America.

On one end, we see America hoisting the racism-is-over flag, with many believing that Obama's presidential victory is proof positive that racial equality has been achieved, though several journalists attempt to diffuse this mind-set, explaining that Obama is one man, one example, and not a panacea for fixing the racial problem in America. But this attitude has provided fodder for many marketers to permanently plant Black Americans into the general-market segment as they perceive the Obama win as confirmation that Black America has assimilated 100% into the predominate culture. Former radio executive-turned-media-company owner Zamira Jones explains: "We have seen the devaluation of the African-American segment over time. The better we have done, the more marketers have seen us a homogenized group. In essence, we are White people in waiting." It's amazing that the pundits tell us that in order to fit in, African Americans (and others) have to give up their culture when everything around us tells us that Black culture continues to influence mainstream.

On the other end, there appears to be an interest in Black America and a need to re-educate the public about who African Americans really are as a people, and the effect that the Obama win has had not only on the Black community, but also on mainstream America as well. Zamira Jones adds: "Obama's election has sparked an interest nationally and internationally in terms of not only wanting to understand 'Who is he?,' but also, 'Who are they [African Americans]?'"

Evidence of this interest is seen post election in major mainstream print media for example. In one week I came across a few key articles among my regular print news sources. Harvard professor Orlando Patterson writes about the Black influence and exclusion in "The New Mainstream" and provides a contrasting point of view to White America's perception about Black assimilation: "While Blacks have made absolute gains in income and education since the 1960s, their relative position has not changed. ... Socially, blacks are more separate now than at the end of the 1960s."

The Chicago Tribune's cover story in the Nov. 10 issue featured an article about diversity in the workplace, and primarily focused on African-American authority in the workplace. Luke Visconti, partner and co-founder of Diversity, which publishes a magazine on workplace diversity, said this in the article: "Obama's visibility on the national and world stage is an important step toward changing perceptions and cementing the idea that it's normal to have minority leaders. ... As we become very used to an authority figure who's Black, we're going to be much more comfortable with authority figures who are Black." Visconti called this overcoming the "the expectation of the exceptional."

And finally, Allison Samuels discussed the importance and potential lessons learned from Michelle Obama as the first Black First Lady in her article "What Michelle Can Teach Us" and in her cover story for Newsweek, "The Meaning of Michelle," Samuels writes: "Few mainstream publications have done in-depth features on regular African-American women (and no, Halle Berry, Oprah and Beyonce don't count). Little is known about who we are, what we think and what we face on a regular basis. The new First Lady will have the chance to knock down stereotypes about black women and educate the world about American black culture more generally." '

But for those stereotypes to be knocked down, for the education to happen, White America in general -- and marketers in particular -- will have to pay attention and be willing students.

14 Comments

  By hotmail | insider January 13, 2009 11:30:54 pm:

As much as a savior people think obama is. He cant do it all by himself. Every major figure that inspired change in the country in fact the world has to have foot soldiers. One man is not the answer to every problem. Nor is obama the only face of black america. For instance if im a young black african american creative interested to pursue a career in advertising who do u have to look up too?!! Where would i get help? advice? etc? The future of this industry is watching our actions and seeing who and what group will step up and be the voice of reason in solving the diversity mess. Cyrus mehri said in his report that madison avenue is afraid of the dark, but sometimes minorities are afraid of themselves. No one wants to be blackballed, but like you said in order to knockdown stereotypes that blacks account managers or black creatives, dont exist in this industry someone or some group have to educated the world, that they do exist. A group of minorities have to become the voice of the generation. Where are they? Im not saying people have to band together and start a black art directors or black copywriters group, but something has to be done, after seeing all the negative press that has come out, what would inspire a young minority to enter the industry without a movement of some sort not just one person saying yes we can!!

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  By SydGrif | Milford, CT January 14, 2009 08:46:42 am:

What I find interesting, every time I read about the new "black president" and every time the media refers to the "first black president" is the fact that these sources have determined that the "black" title is their message.

Obama is bi-racial. His mother is WHITE. The media needs to "get this" . . . and all of us need to accept Obama for who he is as a human being and a bi-racial person.

Talking to black people, I have heard many "explanations" about how a person's race is determined . . . from "if his father is black, then he is black" to if people think a person is "black" then he is "black" . . . My friend's bi-racial daughter has spoken often of how she was constantly asked, "What are you"? And as a racially ambiguous person . . . she quickly learned that "bi-racial" was the answer that proved to be a comfortable one for her. I just wish that the media would get comfortable with it too.

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  By KristenMedia25 | Norwalk, CT January 14, 2009 09:52:55 am:

First of all I am responding based on the title, not the article. I admit I am not even going to read the article because this concept frankly bores me death. News flash! Obama is not black, he is bi-racial. A bi-racial man, raised by his white mother and white family. So the question is: how will black america respond to the first white president, whose skin color looks a little bit like that of a black man?
I've been up close and seen Obama speak, and any one who does knows what a powerful and intelligent person he is. Hear that? Person. America needs to stop focusing on color and just accept that we finally have a president who is going to change America for the better. At least that's why I voted for him.

Read this: http://www.slate.com/id/2181460/
Identity Crisis
There's something pathetic and embarrassing about our obsession with Barack Obama's race.

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  By MRonner | Washington, DC January 14, 2009 10:00:28 am:

Personally, I think your post is more flint for the racial fire. You are the one that calls out that there is a so called "White America" (huh? Last time I checked America was one country) and that "White People" need to be willing students to learn about black people. I tend to enjoy learning about individuals.
I am so tired of the older generations trying to tell me that people are only their race. Sorry, but people are people - and I would never listen to people who thrive on racial controversy to tell me otherwise.
I think you should get out of your own comfort zone and start talking to people as people. As you start to hear their stories, I bet you will realize that there are other circumstances besides race that can bring people together (and as a marketer, you should know that psychographics trump demographics when it comes to behavior!).
I hope that people did not vote for Obama simply because of the color of his skin (wouldn't that seem racist in itself?) but because he represented an idea of change that this country clearly needs. He has ideas that the country believes in - and most importantly he seems committed to bringing those ideas to fruition quickly. I'm quite positive that Obama would not want someone to vote for him because of the color of his skin but because of his intellect, his ideas, his passion for his country and his leadership.
Maybe once you let go of your own racial hatred you can start to see our country as the beautiful America it is.

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  By daryl orris | Minnetonka, MN January 14, 2009 10:14:18 am:

Pepper,

It is you intent on finding racial divides that apparently give you meaning and an identity, as witnessed by this blog. As a Euro-American I see Obama as my president. I pity him when the critics begin focusing on him for his performance, or the lack of it and find his quirks. My hope is that he becomes the nation's most effective and well-regarded of all presidents. If he doesn't, well, we'll all be in the soup won't we.

Obama is a first, and as such he will be judged more harshly then all of his predecessors. I pray that his term is one of accomplishment, just as his life has been. And that as president he sets a higher standard for not only the office, but also for the nation as to what we expect from our president.

Watching him so far, I am not disappointed. He continually exceeds my expectations. Let us all hope that will continue: a president who continually exceeds all expectations taking our nation from the abyss and bringing us all to a new higher ground. I believe he is doing just that now. He continues to impress me.

So Pepper, you should be watching what he is doing right and commenting on that instead of casting out odd divisions seeking to further racial divides. It will be Americans as a whole that will succeed, not individual racial groups. And if America fails with Obama at its helm, it could cause deeper divides in the nation as your writings seem to prefer by isolating and criticizing.

You'd best become an Obama optimist, the opposite could be dire for America and to Afro-Americans in particular. I hate to imagine the consequences of a failed Obama presidency.

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  By EDUARDO | ATLANTA, GA January 14, 2009 11:00:50 am:

It is disappointing that more often than not, "black Americans" and those in a position to speak publicly for them are principally the ones focused on race and talking about it. I believe the vast majority of Americans today really no longer consider race. That is unless those who are "racial" make a point of it and many like to wear their race on their sleeve. I'm "Hispanic" but I don't make a point of trying to differentiate myself from being an "American". The sooner blacks start thinking of themselves more as Americans than as "blacks" (or "African Americans") and acting like it, the sooner we'll get to a "post racial" point in this country. Most other races that immigrate this country assimilate and integrate to our culture. Those that don't will tend to be treated as such. As for Obama, I hope he thinks of himself as the President of the United States and not as the "black president". He should be judged as the elected chief executive of the country and nothing else. As long as he and the public don't inject race into his presidency it should not be an issue. And although I didn't vote for the man I hope for the sake of the country he succeeds as President.

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  By mondogrande | Ft Lauderdale, FL January 14, 2009 11:25:46 am:

Your article title achieved its purpose...it received quite a few comments including mine. That said, it is sad that you felt the need to put this out just before Martin Luther King Day.

A counter point to Jesse Jackson Jr's statement - "Until the color of a man's skin, is no more important than the color of his eyes..." (taken from a 1963 speech by Haile Selassie to the United Nations)and made famous by Bob Marley.

We as a nation need to stop our current trend of self loathing and focus what we have achieved in the past 50 years.

www.proudtoliveinamerica.com

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  By hotmail | insider January 14, 2009 11:25:48 am:

Halle berry, tiger woods,Alicia Keys, Bob Marley, are considered black by most people in this country, even though they have biracial backgrounds. People for whatever reason in this country love to label things, people, areas, etc. Don't tell me race doesnt matter, most people when making critical or even split second decisions when it comes to hiring, making friends, deciding where to go, where to live, who to marry people consider all of this. To be honest blacks, even whites have overlooked the fact that obama came from a biracial family, in fact even look to past history, or even today to see how most biracial kids are treated its a shame. Most mainstream media outlets always call barack the first african american president. Why I dont know as if thier discounting his biracial background. You still have a larger majority of people in the country think hes an arab and a muslim. Knowing full well his mother was white, they overlook that part. If u have any black in your background they almost always more than not label that person black regardless. To say this country has gotten past race is a bold face lie. Even today people still want justification of labeling, to them u can be both, or mixed. People will always ask--whats a tomato? whats a hybrid? Can a person play two sports(deion sanders). Can a woman be a stay at home mom,and have a career? Do I think obama will be judged more closely--absolutely!

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  By peppermiller | CHICAGO, IL January 14, 2009 11:31:42 am:

OK. I see that I struck a nerve! Thank you all for your comments. First, I'm not a separatist, nor am I looking for racial divides. Racial divides and racism still exist and will continue to exist even during the Obama era. I too love the "One America" description, but we still don't live (or often act) that way. As I have said many times, most of us live, worship and socialize within our own cultures and race -- nothing wrong with that. But saying the words One America and then not trying to live as one America is something different. I am rooting for Obama and his presidency, but it does not erase the separatist nor racist ideas that many Americans carry. I've been Black all my life and I still have problems being properly acknowleged and respected in some retail environments, my grocery store that is in all black community still stocks it's shelves with health and beauty products that don't meet the needs of the community and sometimes, I still have problems catching a cab -- in 2009 America! When I read articles that suggest I have assimilated into White culture and that Black culture has no value, and when I gaze at the advertising and market research industries that lack so much diversity, I feel it's my obligation to bring to the surface the real deal. Truly, it's not my intention to hound White America. And to Industry Insider, you are correct. Black agencies have yet to come together to collaborate with each other their clients and media partners. So we In Black Consumer Marketing have to accept some responsibility and have a new vision and plan. I respect all of your opionions and am pleased that you shared them with me and our readers

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  By Jeff | Williamsport, PA January 14, 2009 11:45:17 am:

There will always be people who will not accept anyone outside their own race, religion, social circle.... They are the minority.

The question is how will the country accept his positions on issues that face our country. Whether black, white, yellow, purple, green or whatever it's going to be his handling of the issues that cause people to support him or not.

I agree with you "I'm sorry, but the "I-don't-see-race-when-I-see-a-black-person" statement has always bothered me." skin color is one of the first things we notice about a person along with gender, height, width, etc. None of it makes a difference once we get to know a person. I hope we get to know Obama and he does a good job (this coming from a conservative Republican).

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  By rebelcontent | Seattle, WA January 14, 2009 01:50:27 pm:

Mainstream media outlets identify Barack Obama as the first African-American president because he identifies as African-American. This is not a denial of his European heritage. The two are not mutually exclusive. The fact is that there is likely some European ancestry for most black Americans who are not born of recent immigrants.

President-elect Obama identifies culturally as African-American while fully acknowledging his upbringing with his white family and expressing prideful love for them. Can't we all seek to do the same without insisting on a hard and fast rule of identification for our own edification? Instead of adding a third rigid demarcation (black or white or biracial), why not strive to comprehend that as our country grows increasingly diverse the lines will be increasingly blurred?

Perhaps the most respectful approach is not to label based on what we think we see, but rather to accept people for how they see themselves.

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  By ericjhenderson | New York, NY January 15, 2009 11:27:40 am:

Pepper: I appreciate that the question you put out there. It posits (for me) Obama's presidency not as a pinnacle or post-racial achievement, but rather as the inflecton point that it is. Further, I think that point lies at the low end of either of two possible curves, given the axes time and progress. We'll go steeply up or steeply down from here.

At any inflection point is the dust we kick up with the same old arguments behind it, in this case ...what's race, no-he's bi-racial, who's black, wither racism, etc. - but I think we might actually see some new conversation take root that would send us upward while recognizing race and it won't be any turning circles on the same old questions.

It'll be the plain pragmatism that will have us look around the rowboat we're sitting in and realize the goofy logic of trying to sink one part of it. That seems to be Obama's leaning and one we can follow if we will to do that.

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  By denzil | sf, CA January 15, 2009 04:13:21 pm:

as a mixed-race person, I welcome new conversations about race & ethnicity. when people ask me if I'm black (because of my name & unidentifiable origin) its just plain amusing.

for 2009, I've decided to identify as "colored".

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  By Michal Ann | San Francisco, CA January 20, 2009 01:07:41 pm:

Obama is not only an extraordinary leader, he is an extraordinary brand. Advertising Age named him marketer of the year. Like all great brands, he stands for something meaningful, and he inspires. I call it un-blind optimism. He has vision, grace, and confidence. "Yes We Can" reminds me a great deal of "Just Do It." His inauguration ceremony just extended that. There is also the fact that he is coming in to the office during a time of economic and security darkness. Jobs, retirement accounts, businesses, home owners and even home buyers are all hurting. So are military families. The nation needs an inspirational president, and both the marketing of Obama, and the genuine qualities he has and values he stands for have made him the candidate that brings light into an otherwise dark time in our history.

As an aside, him being part of a young family helps a great deal. He is on celebrity magazine covers along with J. Lo, Brad Pitt, Angelina Jolie and Beyonce'. We want to know all about his strong marriage, accomplished and stylish wife, and graceful, sparkling daughters. Today, during the inauguration when Aretha Franklin sang, there was not a dry eye in sight. This is not any inauguration. This is HISTORY IN THE MAKING. Our 44th president is also our FIRST African American president. Not only African Americans are inspired. He is also our first non-white president. An Asian president? A Hispanic president? A Native American president? Yes, it seems more possible today. The nation is celebrating "we did it!!!" We have forever changed history, and that fact in itself only strengthens the Obama brand both in the US and overseas.

Obama's election has upped the value of "brand America" all over the world. As one celebrity said recently on air (Justin Timberlake") WE (the United States) ARE COOL AGAIN! I am not a huge fan of Timberlake's intellect, but in a few words, Justin nailed it. America's image all over the world has just sky rocketed. BEING AMERICAN IS COOL AGAIN.

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