Cheerios Ad With Biracial Family Sets Off Online Spew Of Racism (VIDEO)

See this cute little girl? She’s the face of the new Cheerios ad. Controversy? She’s depicted with a white mother and a black father… dear God, call out the dogs!!! @Gawker
See this cute little girl? She’s the face of the new Cheerios ad. Controversy? She’s depicted with a white mother and a black father… dear God, call out the dogs!!! @Gawker

I am so not surprised…

Addicting Info

Really, America? We’re going to get into a kerfuffle about a Cheerios ad featuring a mixed-race family? Really?? In 2013?

Let’s look at this reference before I carry on:

Post-racial America: “A theoretical environment where the United States is devoid of racial preference, discrimination, and prejudice. Some Americans believed that the election of Barack Obama as President and wider acceptance of interracial marriage signified that the nation had entered this state, while others believe that groups such as the Tea Party movement prove it has not. In January 2010 the Pew Research Center conducted a poll in conjunction with National Public Radio that indicated that 39% of persons of African-American descent felt they were in a better position than they had been five years ago, an increase of 19% from the previous poll taken in 2008. Actor and director Mario Van Peebles made a television documentary titled Fair Game that challenged the idea that the United States had become a post-racial society. [Wikipedia] 

Yes… “theoretical.” And do we really think we’re there yet, in that “theoretical” post-racial America? I see evidence of it, particularly among our younger generations, most (many) of whom grew up without the rabid mentoring of racist parents (forgetting portions of the south where getting an integrated prom is big news or 14-year-old black boys are put in chokeholds for the wrong kind of “stare”). But while the public face of our country may be more embracing and civilized, in the back corners of rural America, the town halls of middle America, even in the vaunted halls of Congress, the creaking, rotting bona fides of American racism remain as potent as ever. Will we ever get post-racial? As they say, “we’re working on it.”

Take Cheerios, for instance. A good, decent breakfast cereal enjoyed by many, the high-profile company decided to release an ad, similar to all its many other ads, but this one features a “modern family” of mixed race. Call out the dogs, mother, we’re losing the cereal demographic! Or so you’d think… from Gawker:

A nice Cheerios advertisement whose only discernible difference from other Cheerios commercials is that it depicts an interracial family was forced to disable its YouTube comments section today after it became inundated with virulent racism. […]

Segregationists still looking to tell the world how angry they are about a cereal commercial can do so at Reddit—”Shoving multi-culturism down our throats when we know it fails.. awesome.”

Yeah. Damn that ‘failing multiculturalism.’

Why is this still an issue, mixed race families? Seriously, are we incapable of adjusting to evolving culture, of transcending our most ignorant past? Especially since we got this worked out on a constitutional basis a while ago:

It was back in 1967, 46 long years ago, that the Supreme Court ruled unanimously that states could not prohibit marriages between “whites and nonwhites.” It was a 9–0 decision in the case of Loving vs. Virginia, in which a white man, Richard P. Loving, challenged the anti-miscegenation laws of his state to on behalf of his part-Negro, part-Indian wife, Mildred. The decision ruled that all race-based legal restrictions on marriage in the United States were unconstitutional.

And yet here we are, in 2013, still railing and roiling over race, over mixed race families in a cereal commercial. Perhaps racism just sticks to the bottom of the shoes of those who can’t walk away from America’s past… but there are too many who appear to be more comfortable in the mud.

Over at AdWeek, writer Tim Nudd looked at the Cheerios ruckus and went with a sort of socio-anthropological approach:

The problem is that TV ads have always lagged TV programming in this regard, as so many brands are clearly scared of being perceived as making a political statement with the casting of their commercials. Thus, the Cheerios ad, despite its characters being representative of tens of thousands of actual couples in America, sticks out like a sore thumb. And then you have the YouTube comments section, which predictably has devolved into an endless flame war, with references to Nazis, “troglodytes” and “racial genocide.” At what point will an ad like this just seem normal?

When hell freezes?

And let’s comment for a minute on the YouTube comments: when the great video sharing site actually shuts down the comment feature due to the sheer volume of UGLY, that’s gotta be a shitload of ugly. Shame on you, non-post-racial Americans.

As much as it’s easy to get glib and sarcastic about the ignorance of anyone leaving vile, racist comments in response to this very sweet, every-day ad about oat cereal, in truth is it deeply disturbing that hiding behind the Internet “cloak of invisibility,” are our country’s most hateful, virulent people. Hard to reconcile the passionate, high-minded ideals of democracy and our melting pot citizenry with the bottom-feeding puke of hate-mongers.

But puke they do, all over comment sections, RedditYouTubeFacebook, wherever they can find a platform (pretty much anywhere these days) and a willing audience (pretty much anywhere these days… just see Rush Limbaugh and his endless herd of Dittoheads). Like locusts, cockroaches and those little nits that get into pancake mix, it’s hard to stomp them all out, but those working For The Good must keep trying.

I write about it, shine a light on it, drag it out from anonymity whenever I can; do what I can to bring it out into open conversation so those who are “just stunned” (said one reader who could not believe such heinous things are still happening in our country) can be made aware, can be compelled to speak up and do their share of stomping when they have the opportunity.

And, as writer Jorge Rivas of Colorlines pointed out, sometimes the good guys speak up too:

“Every commercial with an interracial family show a black man and white woman. You never see Asians or Native Americans or Mexicans or even a white man with a black woman,” wrote one user on Reddit. “I’m not satisfied with the family, they need to be more interracial.”

Everyone’s a critic. But at least this one is leaning in the right direction!

All I can say is, keep stomping.

Here’s the video:


Jean-phillippe’s: The Mossback Theory

I recommend reading regular Fifth Column commenter jean-philippe‘s post entitled:The Mossback Theory.  Here’s an excerpt:

One, among progressives, that he’s a mediocre, spineless, complacent leader who accomplished very little after promising hope and change. A weak politician unable to deliver a decent healthcare reform with public, universal healthcare, like 86 countries already have. A passive president who witnessed the oil spill and the Tucson shooting without doing anything. An impressionable man who caved in to agree to let the wealthies keep outrageous tax cuts. A loser so infuriating that he has been able to anger the dullest man in America.


Post-racial America – James Byrd all over again: Black SC man shot to death, body dragged 11 miles

In the wake of the previous post, I found this post while researching a link for the term “post-racial”.  I cannot type anything else to say…it’s heartbreaking and wrong!

Pam’s House Of Blend

We must weep at how  the sickness of hate still flows freely. How can we, as human beings, do such things to one another?

The shooting death of a black man whose body was dragged for several miles is being investigated as a possible hate crime after the arrest of a white man he worked with, South Carolina’s state police chief said.

Gregory Collins, 19, is charged with murder and made his first court appearance Thursday. No bond was set and he did not yet have an attorney, Newberry County Magistrate Ron Halfacre said.

…Newberry County Sheriff Lee Foster said Collins and Hill spent most of Tuesday together and were at Collins’ mobile home late Tuesday evening into Wednesday morning when Hill was shot.

…The tree-lined road along which authorities say Hill’s body was dragged for nearly 11 miles winds through hilly areas before opening up into gated properties of large country homes interspersed with older farmhouses. On Thursday, a foot-wide dark stain was visible in the right hand lane of the asphalt roadway, a mark authorities planned to wash away later in the afternoon.

Foster said Collins then attached a nylon rope around Hill’s body and began dragging it behind his truck, apparently until the rope snapped several miles later.

I just don’t know what to say. There was this tidbit that will need further investigation.

Hill and Collins worked together at a chicken processing plant in Newberry County, Lloyd said. Neither man had a serious criminal record. There was some other evidence that linked the men that [State Law Enforcement Division director Reggie] Lloyd did not want to discuss.

Matt Comer at QNotes has more.

Lloyd was not readily available for comment, but Newberry County Sheriff Lee Foster told quotes there was no evidence indicating a romantic or sexual relationship between the men. Foster said the two men were acquaintances and worked together. Collins and Hill had spent most of the day and evening together at Collins’ home on Tuesday and into early Wednesday morning.


Related Stories:

MSNBC – SC police: Black man shot to death, body dragged

SC senator: We’ve ‘got one raghead in the White House, we don’t need a raghead in the governor’s mansion.’

I don’t think I’ve ever heard a more shocking statement from a government official since I was a kid coming of age and political awareness in the 60’s.  This is actually very shocking to me.  I suppose a fake apology will be rendered tomorrow and then back to business as usual until the next disgusting bigot comes out with something else.

In this country free speech includes hateful words like that of the very disgusting South Carolina State Senator Jake Knotts ( a Republican of course.) 

So the vitriol and hatred goes on and on and will continue until the POTUS ends his term.  What a sad commentary about our country in these times.  Did some one mention a “post-racial” society after Obama’s election?  Not hardly.   It breaks my heart to read this stuff…but it’s out there and should be reported.  The ignorance of people like Knotts, a public official is astounding.  Yet I’m seeing more and more politicians out there on the state and federal level who haven’t got a clue.  What color is the sky in their world?

Think Progress

Today, the Christian Broadcasting Network published a story about Nikki Haley, the frontrunner to become South Carolina’s GOP gubernatorial nominee, saying that she “recently changed the language on her website to reflect a more Christian tone.” The story said that although Haley has “gone out of her way to make sure people know she is a Christian,” she was raised in the Sikh faith and placed more emphasis on that tradition when she ran for the state legislature in 2004. This evening in an interview with Pub Politics, state Sen. Jake Knotts (R-SC) — who is supporting a different candidate — slammed Haley by using a racial slur:

We already got one raghead in the White House, we don’t need a raghead in the governor’s mansion.

The South Carolina Republican Party has issued a statement condemning Knott’s remarks, saying, “Senator Knotts should apologize for his inappropriate comments, so that we can put this unfortunate incident behind us and focus on issues important to moving our state forward.”