professor what if has posted the final two installments of the five-part series ‘Consuming Whiteness’, which sets out to explore the all-encompassing notion “that whiteness (in food, bodies, clothing, etc) is ideal”.
In literature, food and issues relating to consumption often allows characters to metaphorically ‘consume’ or integrate their cultural heritage into hybrid identities. For example, in the works of Bharati Mukherjee, characters’ struggles to integrate themselves into the cultural landscape are accompanied by changing eating practices. While some critics suggest Mukherjee is overtly celebratory in relation to issues of assimilation, I would counter that her fiction presents the way in which dominant (white) American culture figuratively consumes ‘exotic’ cultural foods (and cultural Others) in order to destroy and/or “Americanize” them.
While ads have begun to acknowledge that not all bodies are white, the images in advertisements still do not reflect the diversity of the US populace. Ads are still dominated by images equating whiteness with beauty and perfection (as in fashion ads, makeup ads, holiday ads, mortgage ads) and non-whiteness with bodies that are either meant to serve others (as in cleaning product ads) or bodies that need help (as with ads for medicine, hair ‘cures,’ and drug treatment centers). The analysis offered by scholars such as Susan Bordo and Jean Kilbourne that lay bare the ways in which people of color are animalized, dehumanized, and brutalized in advertisements has not translated into substantial changes in the ads we view/watch.
My thanks to the good professor for the thought-provoking series of posts.