Aunt Jemima Essay

Racism images and symbols have often been used to demonstrate distinct social practices such as racial oppression, class identity and stereotypes. Early twentieth century was characterized by the immortalization of mammy into Aunt Jemima, which was a character that was utilized in various adverts to promote pancake brand, syrup and breakfast delicacies which were owned by Chicago based firm: Quaker Oats Company. Since the inception of her character, Aunt Jemima has undergone multiple makeovers but has continuously remained influential, as far as her commercial appeal is concerned. Through the character "Aunt Jemima', history authenticated Southern racism, prompting the marginalized groups to embrace the perpetuated stereotypes. Continual transformation of Aunt Jemima brand throughout the history has enabled African Americans to internalize and accept the message being relayed. It can, therefore, contend that the internalization and adaptation to the racial oppression have made racist images and symbols such as Aunt Jemima not to leave their Southern racism in the past.

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According to Kowalski (2009), the black mammy image has been used in American history for years (p.2). This mythical image has been continually modified to fulfill the interests of various commercials and adverts in the American society. Aunt Jemima epitomizes the mammy image, whose attributes and stereotypes originated from the southern United States. Multiple images of Aunt Jemima depicted a black woman wearing drab clothing, which was a typical outfit for slave women in nineteen century. Aunt Jemima's image was also completed with a headscarf, which became customary to the advertisers (Kowalski 4). The message conveyed through the use of the racist images and symbols of aunt Jemima demonstrated how African Americans were perceived in the white-dominated society. The physical features of Aunt Jemima portray her as a loyal and submissive black lady, commonly referred to a "mammy" in the Southern States in nineteen century.

Aunt Jemima's enduring legacy has continuously failed to leave the Southern racism in the past. Whenever Aunt Jemima's images or symbols are used in the media for commercials and advertisements, it paves the way for invoking of the Southern racial racism witnessed in nineteen century. For example, in 1986, Oprah Winfrey felt offended and disrespected by Lorne Michaels, who was the producer of the "Saturday Night Live." Apparently, Lorne Michael requested Oprah to play a skit with Aunt Jemima, which leads to her sacking by Quaker Oats Company (Smith 2). Oprah's reactions from this incidence represented the perception of the African American views regarding the messages portrayed by Aunt Jemima's racist images and symbols. The scenario implied that the society still considers a black woman to be servile and slaving regardless of their education, knowledge, and fame.

The racist and sexist symbol of Aunt Jemima has become incorporated into the American culture, regardless of the multiple controversies surrounding this brand. For centuries, designers of aunt Jemima have strategically integrated its symbols and images into the American culture, without evoking racial disgusting and disrespecting associated with the brand (Kowalski 3). The Aunt Jemima images are meant to incorporate endearing attributes across all gender and races. However, the impact of the Aunt Jemima should not be trivialized since it has significantly affected the position of the black women in American culture. For example, particular jobs such as wet-nurses were relegated to black women.

According to Smith (2015), Aunt Jemima images were designed to perpetuate propaganda that black women were obese and unwomanly, hence sexually unattractive to the white men (p.3). The allegations promoted the mistreatment of black women such as rape cases, which were highly prevalent during the Jim Crow segregation. It can, therefore, be contended that the introduction of the aunt Jemima was meant to soothe white women's conscious that African American women were not sexually attracted to their promiscuous men. On the contrary, black women detested working for the whites since it meant remaining enslaved. It is an indication that Aunt Jemima image was a callous approach applied by the whites to belittle the social status of black women to servitude and all-pervasive.

In spite of all determination and accomplishments made by black women to denounce the all-pervasiveness and servitude perception labeled against them through Aunt Jemima, it is difficult to leave behind the past of Southern racism. Dubois' "The Souls of Black Folk" reveals that the history of the African Americans is typified by struggles and strife of "...longing to attain self-conscious manhood, to merge his double self into a better and truer self." (Dubois 3). According to Dubois, it is unnecessary to Africanize America, since America has a significant heritage that can be used to teach and inspire the world and Africa. It is implied that Aunt Jemima cannot leave the Southern racism in the past just yet, but instead, it has to incorporate Southern racist concepts into its products to promote the sales and overall success in the market.

It is increasingly becoming hard for Aunt Jemima to abandon her unsavory past. Change does not come easy for famous brands, as it is attested by Aunt Jemima brand. For over a century, Aunt Jemima has used controversial images and messages which epitomize Southern racism which targeted at belittling the heritage of the African American community (Zillman 2). In 2014, PepsiCo Inc. which is affiliated to subsidiary Quaker Oats Co. (the company that manufactures and sells Aunt Jemima syrup) was embroiled in a legal tussle regarding royalty payments. It was alleged that Anna Short Harrington whose images were used in advertising Aunt Jemima in the 1930s had not been paid her royalties for 60 years (Zillman 3). Regardless of her images bringing the company millions of dollars, Anna Harrington lamented that Quaker Oats Co. had declined to honor the contractual terms by failing to pay her dues.

Through the proceedings of the legal battle between Anna Harrington and Quaker Oats Co., it was revealed that the company had indeed not abandoned its Southern racism in the past. The Quaker Oats Co. had been involved in racial discrimination against Harrington and her family. The accusations demonstrated that the Quaker Oats Co. had innately disrespected African American people by promoting the stereotypes of servitude and slavery amongst black people (Zillman 2). Apart from Ann Harrington's legal tussle with Quaker Oats Co., Aunt Jemima's character has been embroiled in racism controversies in the past.

The aggressive marketing of Aunt Jemima products came of age in the period when the middle-class housewives were having difficulties in employing black maids. This prompted Aunt Jemima adverts to target for the nostalgia of the days when black maids were readily available when the Southern racism was dominant. Recent adverts indicate that it is difficult to have Aunt Jemima today, but the recipe of her products (syrups and pancakes) is still available (Zillman 2). Aunt Jemima ads indicate that the targeted market is being nostalgic when it reminisces how slavery enabled complete different tasks, which they are forced to do them now.

Regardless of Aunt Jemima's evolution, the brand still references the American slavery, a practice which was widespread in the Southern States. Quaker Oats Co., which owns the character of Aunt Jemima claimed that since her inception, Aunt Jemima has always focused on invoking a notion of caring, tenderness, nurturing and comforting, which are typical family attributes globally (Kowalski 4). Quaker Oats' assertions seem to be working since the consumers of Aunt Jemima do not perceive it as a symbol of racial discrimination of postbellum America but an epitome of authenticity and heritage.

Aunt Jemima's survival in the market is primarily attributed to the ability to differentiate its brand by incorporating the elements of cultural authenticity and rich American heritage. The images of Aunt Jemima have changed over time but still elicits the Southern racism concept (Rifas 5). It can, therefore, be contended that the owners of Aunt Jemima cannot ditch her character, without hurting the fortunes of the company. This has made it hard for the Aunt Jemima to abandon its Southern racism images.

Decades later after her introduction, Aunt Jemima is still thriving in the market. Aunt Jemima dominates the market share when it comes to manufacturing and supplying of breakfast foods such as pancakes and syrup. Some of the black people still feel offended by the racist symbols associated with Aunt Jemima. However, it is demonstrated that the racist symbols of Aunt Jemima cannot be abandoned, just yet since they are deeply incorporated in the company's corporate culture. The ideologies portrayed by Aunt Jemima are meant to promote authenticity and American heritage, which has a significant appeal to the targeted market.

Works Cited

Dubois, W.E.B. The Souls of Black Folk. New York: Simon and Schuster, 2014. Print .

Kowalski, Jennifer. "Stereotypes of History: Reconstructing Truth and the Black Mammy." Journal of Women Studies (2009): 1-8. Print .

Rifas, Leonard. "Racial Imagery, Racism, Individualism, and Underground Comix." Department of English at the University of Florida (2017): 2-8. Print.

Smith, Gerald L. "Slave in a Box: The Strange Career of Aunt Jemima (review)." Journal of Interdisciplinary History (2015): 1-5. Print.

Zillman, Claire. "Why It'a so Hard For Aunt Jemima to Ditch Her Unsavory Past." Fortune (2014): 1-3. Web.