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 and you can find her on Twitter as @bimadew.

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If the SNP truly want another referendum, the clock is ticking

At party conference in Glasgow, I heard Scotland’s governing party demand a future distinctly different from the one being sketched out in Westminster. 

Nicola Sturgeon described Glasgow as the “dear green city” in her opening address to the SNP party conference, which may surprise anyone raised on a diet of Ken Loach films. In fact, if you’re a fan of faded grandeur and nostalgic parks, there are few places to beat it. My morning walk to conference took me past chipped sandstone tenements, over a bridge across the mysterious, twisting River Kelvin, and through a long avenue of autumnal trees in Kelvingrove Park. In the evenings, the skyline bristled with Victorian Gothic university buildings and church spires, and the hipster bars turned on their lights.

In between these two walks, I heard Scotland’s governing party demand a future distinctly different from the one being sketched out in Westminster. Glasgow’s claim to being the UK’s second city expired long ago but I wonder if, post-Brexit, there might be a case for reviving it.



Scottish politics may never have looked more interesting, but at least one Glasgow taxi driver is already over it. All he hears in the back of his cab is “politics, fitba and religion”, he complained when he picked me up from the station. The message didn’t seem to have reached SNP delegates at the conference centre on the Clyde, who cheered any mention of another referendum.

The First Minister, though, seems to have sensed the nation’s weariness. Support for independence has fallen from 47 per cent in June (Survation) to 39 per cent in October (BMG Research). Sturgeon made headlines with the announcement of a draft referendum bill, but read her speeches carefully and nothing is off the table. SNP politicians made the same demands again and again – devolved control of immigration and access to the single market. None ruled out these happening while remaining in the UK.

If Sturgeon does want a soft Brexit deal, though, she must secure it fast. Most experts agree that it would be far easier for an independent Scotland to inherit Britain’s EU membership than for it to reapply. Once Article 50 is triggered, the SNP will be in a race against the clock.


The hare and the tortoise

If anyone is still in doubt about the SNP’s position, look who won the deputy leadership race. Angus Robertson, the gradualist leader of the party in the Commons, saw off a referendum-minded challenger, Tommy Sheppard, with 52.5 per cent of the vote.

Conference would be nothing without an independence rally, and on the final day supporters gathered for one outside. A stall sold “Indyref 2” T-shirts but the grass-roots members I spoke to were patient, at least for now. William Prowse, resplendent in a kilt and a waistcoat covered in pro-indy
badges, remains supportive of Sturgeon. “The reason she has not called an Indy 2 vote
is we need to have the right numbers,” he told me. “She’s playing the right game.”

Jordi McArthur, a member for 30 years, stood nearby waving a flagpole with the Scottish, Welsh and Catalan flags side by side. “We’re happy to wait until we know what is happening with Brexit,” he said. “But at the same time, we want a referendum. It won’t be Nicola’s choice. It will be the grass roots’ choice.”


No Gerrymandering

Party leaders may come and go, but SNP members can rely on one thing at conference – the stage invasions of the pensioner Gerry Fisher. A legendary dissenter, Fisher refused this year to play along with the party’s embrace of the EU. Clutching the
lectern stubbornly, he told members: “Don’t tell me that you can be independent and a member of the EU. It’s factually rubbish.” In the press room, where conference proceedings were shown unrelentingly on a big screen, hacks stopped what they were doing to cheer him on.


Back to black

No SNP conference would be complete without a glimpse of Mhairi Black, the straight-talking slayer of Douglas Alexander and Westminster’s Baby of the House. She is a celebrity among my millennial friends – a video of her maiden Commons speech has been watched more than 700,000 times – and her relative silence in recent months is making them anxious.

I was determined to track her down, so I set my alarm for an unearthly hour and joined a queue of middle-aged women at an early-morning fringe event. The SNP has taken up the cause of the Waspi (Women Against State Pension Inequality) campaign, run by a group of women born in the 1950s whose retirement age has been delayed and are demanding compensation. Black, who is 22, has become their most ­articulate spokeswoman.

The event started but her chair remained unfilled. When she did arrive, halfway through the session, it was straight from the airport. She gave a rip-roaring speech that momentarily convinced even Waspi sceptics like me, and then dashed off to her next appointment.


Family stories

Woven through the SNP conference was an argument about the benefits of immigration (currently controlled by Westminster). This culminated in an appearance by the Brain family, whose attempt to resist deportation back to Australia has made them a national cause célèbre. (Their young son has learned to speak Gaelic.) Yet for me, the most emotional moment of the conference was when another family, the Chhokars, stepped on stage. Surjit Singh Chhokar was murdered in 1998, but it took 17 years of campaigning and a change in double jeopardy laws before his killer could be brought to justice.

As Aamer Anwar, the family’s solicitor, told the story of “Scotland’s Stephen Lawrence”, Chhokar’s mother and sister stood listening silently, still stricken with grief. After he finished, the delegates gave the family a standing ovation.

Julia Rampen is the editor of The Staggers, the New Statesman’s politics blog

Julia Rampen is the editor of The Staggers, The New Statesman's online rolling politics blog. She was previously deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines. 

This article first appeared in the 20 October 2016 issue of the New Statesman, Brothers in blood