Despite everything, television still has an extraordinary amount of power

The response to Nestlé featuring a mixed race family in an advert for Cheerios shows that the medium is still deeply conservative.

It starts out adorable, but sadly it doesn’t end that way. A little girl walks into the kitchen where Mum is sitting, smiling in that benign way mums in ads do. The child asks is if it’s true that Cheerios are good for your heart, her mum confirms it, while casually adding in some of the brand’s information. The girl smiles, grabs the box of cereal and practically skips off.

Then the camera cuts to the living room sofa, where Dad is just stirring from a nap. He rustles as he awakens, and looks down to find hundreds of Cheerios on his shirt, over where his heart would be. He looks bewildered, in the way dads in ads often look. The plinky-plonky music comes on to tell us to be charmed and we hear Dad’s vaguely hysterical call for “Jen!” (whom we assume is Mum).

It’s not a bad ad. In 30 seconds, it has it all: a family, to appease the chunk of the audience most likely to be buying a box of Cheerios; and the right music, unobtrusive and subtle. The kid, like almost all American child actors, is very good and quite cute too. The parents are not model-beautiful, just normal, everyday “not unattractive”, and importantly their respective attractiveness matches. And they’re selling cereal, the blandest of kitchen staples.

So why has this innocuous ad caused a stir? Simple: race. The little girl at the start is a mixed-race child. Her “parents” are in an interracial relationship; he is black and she is white. If you’re waiting on me to reveal that at some point the family skins a kitten and pledges allegiance to Satan, I’m afraid I can’t help you. The problem – as detailed by several of the intensely racist comments beneath the YouTube video of the ad – was that this family had the temerity simply to exist. That, despite the (unconstitutional since 1967) anti-miscegenation laws of the US, they had been formed and that a cereal company had dared to showcase them. A quick reminder that this is the year of our Lord 2013.

I saw the ad as it came up on my Tumblr dashboard shortly after it was first posted, and accompanied only by comments along the lines of “aw, cute!”. I watched it, noted the family’s mix and gave a muted thumbs up – I live in London, as I have done for most of my life, and this has been the situation on the ground for a good long while. Furthermore, even away from the world’s capital cities, the interracial family is a reality.

So what had made people watch this ad, and rather than appreciate seeing a gentle and warm family moment cynically exploited to sell crunchy cereal, leave comments where words such as “troglodyte” and “racial genocide” were thrown around, as well as references to crime, absentee fatherhood and other racist stereotypes? The answer is that it appeared on television.

Television, despite all the tears and handwringing that it is in its death throes, still has an extraordinary amount of power. Across playgrounds and offices, telly has given us the “watercooler moment” time and time again. Television is a unifier, and to a great extent a “normer” – it almost legitimises what we already kind of know to be true. The things that “shock” us on television are rarely new: what connects Brookside’s lesbian kiss with EastEnders’ incest storyline? They were things that had been happening in the “real world”.

What television does is show it, often years later, and rarely at the same levels in which it is happening in society. In fact, if we were going with the census data, just one ad with a mixed-race family is hardly representative.

Consider both of the players: TV and Nestlé. Television is deeply conservative, still. And cereal companies are not just mad about wholegrain, their very stock-in-trade is wholesome. This was not an indecipherable perfume ad, with French people kissing and exposing their nipples willy-nilly. It was a family house, with a family in it, and a cereal that purports to keep your heart healthy. The product did not matter. The existence of this family, legitimised by television did. I reckon television should clap itself on the back for this one. If people are still threatened by the realities of human society – as portrayed in a banal advert – there’s life in the old dog yet.

The Nestlé ad.

Bim Adewunmi writes about race, feminism and popular culture. Her blog is  yorubagirldancing.com and you can find her on Twitter as @bimadew.

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In defence of orientalism, the case against Twenty20, and why Ken should watch Son of Saul

My week, from Age Concern to anti-semitism.

Returning late from a party I never much wanted to go to, I leap up and down in the middle of the Harrow Road in the hope of flagging down a taxi, but the drivers don’t notice me. Either they’re haring down the fast lane or they’re too preoccupied cursing Uber to one another on their mobile phones. My father drove a black cab, so I have a deep loyalty to them. But there’s nothing like being left stranded in NW10 in the dead of night to make one reconsider one’s options. I just wish Uber wasn’t called Uber.

Just not cricket

Tired and irritable, I spend the next day watching sport on television – snooker, darts, cricket, anything I can find. But I won’t be following the Indian Premier League’s Twenty20 cricket again. It’s greedy, cynical, over-sponsored and naff. Whenever somebody hits a boundary, cheerleaders in cast-off gym kit previously worn by fourth-form Roedean girls wave tinsel mops.

Matches go to the final over where they’re decided in a thrashathon of sixes hit by mercenaries wielding bats as wide as shovels. Why, in that case, don’t both teams just play a final over each and dispense with the previous 19? I can’t wait for the elegant ennui of a five-day Test match.

Stop! Culture police!

I go to the Delacroix exhibition at the National Gallery to shake off the sensation of all-consuming kitsch. Immediately I realise I have always confused Delacroix with someone else but I can’t decide who. Maybe Jacques-Louis David. The show convincingly argues that Delacroix influenced every artist who came after him except Jeff Koons, who in that case must have been influenced by David. It’s turbulent, moody work, some of the best of it, again to my surprise, being religious painting with the religion taken out. Christ’s followers lamenting his death don’t appear to be expecting miracles. This is a man they loved, cruelly executed. The colours are the colours of insupportable grief.

I love the show but wish the curators hadn’t felt they must apologise for Delacroix finding the North Africans he painted “exotic”. Cultural studies jargon screams from the wall. You can hear the lecturer inveighing against the “appropriating colonial gaze” – John Berger and Edward Said taking all the fun out of marvelling at what’s foreign and desirable. I find myself wondering where they’d stand on the Roedean cheer-leaders of Mumbai.

Taking leave of the senses

My wife drags me to a play at Age Concern’s headquarters in Bloomsbury. When I see where she’s taking me I wonder if she plans to leave me there. The play is called Don’t Leave Me Now and is written by Brian Daniels. It is, to keep it simple, about the effects of dementia on the families and lovers of sufferers. I am not, in all honesty, expecting a good time. It is a reading only, the actors sitting in a long line like a board of examiners, and the audience hunched forward in the attitude of the professionally caring.  My wife is a therapist so this is her world.

Here, unlike in my study, an educated empathy prevails and no one is furious. I fear that art is going to get lost in good intention. But the play turns out to be subtly powerful, sympathetic and sharp, sad and funny; and hearing it read engages me as seeing it performed might not have done. Spared the spectacle of actors throwing their bodies around and singing about their dreams against a backdrop painted by a lesser, Les Mis version of Delacroix, you can concentrate on the words. And where dementia is the villain, words are priceless.

Mixing with the proles

In Bloomsbury again the next day for a bank holiday design and craft fair at Mary Ward House. I have a soft spot for craft fairs, having helped run a craft shop once, and I feel a kinship with the designers sitting bored behind their stalls, answering inane questions about kilns and receiving empty compliments. But it’s the venue that steals the show, a lovely Arts and Crafts house, founded in the 1890s by the novelist Mary Ward with the intention of enabling the wealthy and educated to live among the poor and introduce them to the consolations of beauty and knowledge. We’d call that patronising. We’re wrong. It’s a high ideal, to ease the burden of poverty and ignorance and, in Ward’s words, save us from “the darker, coarser temptations of our human road”.

An Oscar-winning argument for Zionism

Speaking of which, I am unable to empty my mind of Ken Livingstone and his apologists as I sit in the cinema and watch the just-released Academy Award-winning Son of Saul, a devastating film about one prisoner’s attempt to hold on to a vestige of humanity in a Nazi death camp. If you think you know of hell from Dante or Michelangelo, think again. The inferno bodied forth in Son of Saul is no theological apportioning of justice or deserts. It is the evisceration of meaning, the negation of every grand illusion about itself mankind has ever harboured. There has been a fashion, lately, to invoke Gaza as proof that the Holocaust is a lesson that Jews failed to learn – as though one cruelty drives out another, as though suffering is forfeit, and as though we, the observers, must choose between horrors.

I defy even Livingstone to watch this film, in which the Jews, once gassed, become “pieces” – Stücke – and not grasp the overwhelming case for a Jewish place of refuge. Zionism pre-dated the camps, and its fulfilment, if we can call it that, came too late for those millions reduced to the grey powder mountains the Sonderkommandos were tasked with sweeping away. It diminishes one’s sympathy for the Palestinian cause not a jot to recognise the arguments, in a world of dehumanising hate, for Zionism. Indeed, not to recognise those arguments is to embrace the moral insentience whose murderous consequence Son of Saul confronts with numbed horror. 

This article first appeared in the 05 May 2016 issue of the New Statesman, The longest hatred