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.

BBC/Chris Christodoulou
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Proms 2016: Violinist Ray Chen was the star of a varied show

The orchestra soaked up his energy in Bruch's first violin concerto to end on a triumphal note. 

Music matters, but so does its execution. This was the lesson of a BBC Symphony Orchestra and BBC Symphony Chorus programme which combined both a premiere of a composition and a young violinist’s first performance at the Proms. 

The concert, conducted by Sir Andrew Davis, opened with Tchaikovsky’s symphonic fantasy The Tempest, a lesser-known sibling to his Romeo and Juliet overture. The orchestra got off to a fidgety start, with some delayed entries, but fell into line in time for the frenetic chromatic runs that drive the piece. The end, a muted pizzicato, was suitably dramatic. 

Another nature-inspired piece followed – Anthony Payne’s composition for chorus and orchestra, Of Land, Sea and Sky. Payne drew on his memory of watching of white horses appearing to run across water, as well as other visual illusions. At the world premiere, the piece began promisingly. The chorus rolled back and forth slowly over scurrying strings with an eerie singing of “horses”. But the piece seemed to sink in the middle, and not even the curiosity of spoken word verse was enough to get the sinister mood back. 

No doubt much of the audience were drawn to this programme by the promise of Bruch violin concerto no. 1, but it was Ray Chen’s playing that proved to be most magnetic. The young Taiwanese-Australian soloist steered clear of melodrama in favour of a clean and animated sound. More subtle was his attention to the orchestra. The performance moved from furious cadenza to swelling sound, as if all players shared the same chain of thought. Between movements, someone coughed. I hated them. 

Ray Chen in performance. Photo: BBC/Chris Christodoulou

Chen’s playing had many audience members on their feet, and only an encore appeased them. It was his first time at the Proms, but he'll be back. 

The orchestra seemed to retain some of his energy for Vaughan Williams’ Toward the Unknown Region. Composed between 1904 and 1906, this is a setting of lines by the US poet Walt Whitman on death, and the idea of rebirth.

The orchestra and chorus blended beautifully in the delicate, dark opening. By the end, this had transformed into a triumphal arc of sound, in keeping with the joyful optimism of Whitman’s final verse: “We float/In Time and Space.” 

This movement from hesitancy to confident march seemed in many ways to capture the spirit of the concert. The programme had something for everyone. But it was Chen’s commanding performance that defined it.