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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The non-fiction novel that takes readers inside the head of Raoul Moat

Andrew Hankinson’s depiction of Moat’s unravelling is being marketed as biography/true crime, but its semi-fictional world is something more complex.

In July 2010, just weeks after becoming Prime Minister, David Cameron expanded upon his vision for the “Big Society” that he had first unveiled at the 2009 party conference. It promised a “big advance for people power”, in which individuals would be responsible for their actions. “To be British is to be sceptical of authority and the powers that be,” he told conference. “There is a ‘we’ in politics, and not just a ‘me’.”

That same month, just two days after being released from HMP Durham for the assault of a child, the self-employed gardener and former doorman Raoul Moat shot and injured his ex-girlfriend Samantha Stobbart and killed her boyfriend Chris Brown, who he wrongly believed to be a policeman. Moat went on the run, shooting a policeman at point-blank range, then fleeing to the rural Northumberland town of Rothbury. For a week, the story of this exotically named, delusional man who left behind a wealth of material, including letters and four-hour-long Dictaphone recordings, was given joint top billing with Cameron’s “Big Society” – soon to be as dead and buried as Moat, who, cornered by police after a seven-day hunt, killed himself.

The journalist Andrew Hankinson’s depiction of Moat’s unravelling is being marketed as biography/true crime, yet really is a non-fiction novel, in which writer and reader squat inside a mind that moves from irrational anger and self-pity to despondency. Moat’s is a solipsistic narration, in which he is the perennial victim – of circumstance, enemies, authoritarian bureaucracy, police harassment and past lovers. There is little room here for the outside world. Like most outlaws, Moat believed that everyone had failed him. “All my life I wanted death,” he laments.

The real-life Moat story, however, was more than that of a lone fugitive. It was also about rolling news coverage and Facebook groups, some of which celebrated Moat as a Ned Kelly-type folk hero – a “#ledge”. When Cameron denounced him in parliament he inadvertently elevated Moat to a clearer anti-authoritarian position: the antithesis of a “Big Society” citizen, in fact. It is also the story of the Northumbria Police force, which did its very best to show that it had everything under control when it really didn’t.

And, bringing an element of farce to a tragedy, it featured the subplot of a thoroughly leathered Paul Gascoigne – the most exciting and idiosyncratic footballer of his generation – tearing through the countryside in a taxi with a fishing rod, a dressing gown and a rotisserie chicken in an attempt to bring a sense of calm to the situation. “All I want to do is shout, ‘Moaty, it’s  Gazza! Where are you?’” he explained en route during a live radio phone-in. “And I guarantee he will shout his name out: ‘I’m here.’” Gascoigne’s pantomime intervention added to the chaos: now another disenfranchised northern male was running amok. The parallels were evident: Gazza’s career had been beset by injury and alcoholism, Moat’s bodybuilder’s physique was no longer in prime condition after weight loss in prison. Both were separated from their families and prone to self-examination. Onlookers knew it could quite easily have been Gazza holed up in those woods.

Other exponents of the non-fiction novel such as Norman Mailer and Gordon Burn would surely have put all this in, yet Hankinson chooses not to cover any of the peripheral subplots, instead using a second-person narrative to burrow deep into Moat’s paranoia, sourcing all his text from real material. This narrative sacrifice in favour of a singular voice gives the book thrust and authenticity of voice, and manages to show the nuances of a man who was articulate and often capable, and had reached out to social services on many occasions for help. None of which excuses Moat’s action – but it does explain his choices. Where the tabloids favoured the simplicity of the textbook “cold-blooded killer”, Hankinson’s portrait lets the reader make his or her own judgement. Clearly Moat was a bully, and yet he was not born that way. Few are. “There’ll be books written about all this, and you’ll be made out to be some crazed fucking maniac,” he says to himself, with both foresight and grim resignation.

Elsewhere the semi-fictional Moat brushes over past transgressions and labours over the tiniest slights in such repetitive, droning detail that the reader’s sympathy soon wanes. The book’s strength lies in the real-life Moat’s keenness to confess – to be heard, finally, beyond death – through these nocturnal monologues, recorded in his tent after yet another meal of charred burgers. From these remnants, Hankinson deftly assembles the man’s inner workings, lending credibility to his portrait while, beyond the myopic commentary, we know, although we don’t see it, that the outside world is closing in. Critics might ask: why give voice to a loser? Perhaps because in the right hands any real-life story is worth telling, and history should never just record the heroes and victors. The losers play their part, too.

Ben Myers’s novel “Beastings” recently won the Portico Prize for Literature

You Could Do Something Amazing With Your Life [You Are Raoul Moat] by Andrew Hankinson is published by Scribe (211pp, £12.99)

Ben Myers’ novels include Pig Iron and Richard, a Sunday Times book of the year. His writing has appeared in The Guardian, NME, Mojo, Time Out, 3:AM Magazine, Caught By The River and many others. www.benmyersmanofletters.blogspot.com

This article first appeared in the 05 February 2015 issue of the New Statesman, Putin's war