Racist Commercial Las Vegas 2013

I’m sure most folks have heard/seen this racist ad courtesy of Las Vegas.com…If not, here ya go:

The Sapphire stereotype is an image mainstream media loves of black women. They can project all of their hatred of blackness/women on this caricature. The loud black woman rolling her neck with long acrylics at her customer service job,  dehumanizes black women who work in these positions .  The Sapphire stereotype has been around forever.

As noted on the website, For Harriet: celebrating the fullness of black womanhood:

“Hard, strong, emasculating, overbearing and controlling are all characteristics of the traditional Sapphire stereotype.  Sapphire was created to threaten the power of the black male and to place a negative gaze upon any black woman who dared to critique the horrible conditions black women had to face.  The Sapphire stereotype was popularized by the character, Sapphire Stevens, in the mid 20th century television show Amos ‘n’ Andy. Today Sapphire has evolved into the angry black woman.  This stereotype is probably the most popular characterization of black women today.  This woman is always yelling, starting fights, and insulting men.  Reality television is perpetuating this stereotype more than ever by highlighting fights between black women and failed relationships with black men.  This stereotype has become such a popular way to view black women that our first lady, Michelle Obama, who exudes grace and class has been classified as a modern say Sapphire.”

http://www.forharriet.com/2013/02/from-mammy-to-sapphire-reincarnation-of.html 

I agree with the blogger’s sentiment. It’s obvious the images of black women have grown worse due to the presence of Mrs. Obama. There seems an urgent agenda to degrade and tear down the self-esteem of black women/girls. They can’t have other black women/girls thinking they can achieve all that Mrs. Obama has, now can they? Mrs. Obama was also initially portrayed as an angry black woman/Sapphire. The early criticisms included: her not smiling enough, her words “for the first time in my adult lifetime, I’m really proud of my country,” and her insistence on being viewed as equal to her husband. It’s not surprising that Mrs. Obama has now been regulated to background status. Now she is loved by the masses, because she no longer posses a threat. It’s obvious she has been forced/coerced to soften her style. White feminists have criticized this change, but it just show that  they have failed yet again, to look at the complexities of women of color lives. It’s a thin line Mrs. Obama teeters on, as the first black First Lady. While I wish she would do more, I understand. In any case, this commercial shows that black women must be diligent in resisting these stereotypes. These images are being put out there to  destroy and colonize our minds.

 

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Author: wocpdxzines

I enjoy reading, writing, and traveling!

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