Tag Archives: whitewashing

“A White Woman Dipped in Chocolate” Misogynoir and Cocoa Throughout History

When an aptly named German chocolate brand “Super Dickmann’s” posted this image of Meghan Markle, some people got upset while others laughed at their sensitivity.

The infamous tweet depicting mixed-race Meghan Markle as a chocolate-covered marshmallow

The German employee in charge of the corporate Facebook account was likely not aware that the comparison between African women and chocolate is imbued with historical misogynoir. Misogynoir, a term coined by black feminist Moya Bailey (Anyangwe, 2015), is double discrimination faced by black women where bias is both race and gender-based (Verve Team, 2018).

While women have long been seen as buyers, preparers and religious devotees of chocolate, the earliest depictions associated with chocolate were those of infants such as cupids or angels (Martin, 2020). Later, chocolate became associated with an idealized image of white womanhood, as society women became an important consumer demographic. An 1874 New York Times issue announced that wealthy women were the biggest purchasers of an “elaborate style of French candies.” New ads featured elegant white women and were meant to appeal to both the tastes of upper-class consumers and the aspirations of lower-class ones (Robertson, 2010).

Aspirational chocolate advertisements, such as this image from the 1970s, continued into the late 20th century

Such ads put white consumers at the forefront and minimized chocolate’s roots in West African agriculture. Romanticized images of white agricultural workers such as of this milkmaid carrying pails attempted to further erase chocolates’ African origins (Robertson, 2010).

Early 20th century Cadbury advertisement

These fictionalized images associated the labor required to produce chocolate with “wholesome whiteness” in the minds of consumers (Robertson, 2010). Notably, a 1930 Cadbury ad that does feature African women, shows them as faceless silhouettes balancing baskets brimming with cocoa pods on their heads (Robertson, 2010). While white women associated with chocolate were bestowed with good taste and wholesomeness, black women were dehumanized and fetishized through racist depictions.

In 1947 a new character “Honeybunch” was created to advertise Rowntree’s Cocoa (Robertson, 2010). Honeybunch looked infantile – barefoot and with bows in her hair. In this ad, she is dehumanized through the juxtaposition of her “imagined” character to “real” white people in the ad (Robertson, 2010).

Honeybunch and “real” white consumers

A 1950 ad goes further to depict Honeybunch as a spring bouncing out of tin of cocoa – an example of a common trope of Africans drawn as actual cocoa (Robertson, 2010) This association of a person with an edible object further solidifies the idea that black people are false commodities (Polanyi, 2001). According to Polanyi, labor is one of those fictitious commodities to which the market mechanisms should not apply (2001). According to Polanyi, not only labor but also the laborer can become commodities for sale if the commodity function of labor is prioritized (2001). Commodity function of labor is the low labor cost for the sake of lower prices, and in the case of chocolate, low labor costs help support higher remuneration for cocoa processors and chocolate producers instead of African workers. This problem persists into modernity: according to the Cocoa Barometer, cocoa farmer households earn merely 37% of living income in Côte d’Ivoire, the leader in cocoa bean production supplying 40% of world’s cocoa (2018).

Blackness is also objectified and commodified through the association between black skin and chocolate – a trope that still pervades today. Food-related descriptions have long been used to describe dark skin. While light foundation shades are often called “nude” or “fair,” darker shades are often named after commodities such as cocoa or coffee. This further solidifies the toxic idea that white womanhood is the default, and objectifies black womanhood through comparisons with edible objects.

A 2004 ice cream advertisement conceived in Brazil

Even black women of the same status as the white women in chocolate ads are not immune to dehumanizing fetishization. In 1976, a magazine editor described supermodel Iman as “a white woman dipped in chocolate,” (Oliver, 2015). The editor’s baffling comment is akin to Charlie’s question about whether the Oompa Loompas, which were distinctly African in the original book, are made out of chocolate (Robertson, 2010).

The fact that class cannot protect black women from misogynoir sheds critical light on “respectability politics,” an ideology that emphasizes the need for black people to gain respect and “uplift the race” by correcting ‘undesirable” characteristics and embodying desirable ones (Harris, 2014). Racist treatment of Iman despite her social prominence parallels the way companies such as Rowntree or Cadbury used depictions of black girls and women like Honeybunch for their “distinct difference” while dehumanizing them.

Pat McGrath, one of the most prominent makeup artists of the century, also had a cocoa related story that shed light on how designers who hire black models failed to provide them with equal supplies. McGrath often had to use cocoa powder on set because she wasn’t provided with darker makeup shades (Prinzivalli, 2019).

A group of black women has found a way to use the association between dark skin and chocolate for their benefit, creating a food-inspired makeup brand “Beauty Bakerie,” which counts cocoa-flavored powder among its products.

The “Beauty Bakerie” website

And what about Pat McGrath who had to use food instead of makeup? Her beauty empire is now worth almost a billion dollars – and her dark foundation colors are named Medium Deep and Deep instead of cocoa and chocolate (Mpinja, 2018).

Sources:

Anyangwe, E. (2015, October 5). Misogynoir: where racism and sexism meet. Retrieved from https://www.theguardian.com/lifeandstyle/2015/oct/05/what-is-misogynoir

Fountain, A and Friedel, H. (2018). Cocoa Barometer

Harris, F.C. (2014). The Rise of Respectability Politics. Dissent 61(1), 33-37. doi:10.1353/dss.2014.0010.

Mpinja, B. (2018, July 23). Why Makeup Artist Pat McGrath Is the Self-Made Beauty Billionaire We Need. Retrieved from https://www.allure.com/story/pat-mcgrath-self-made-billionaire-success

Phillip, N. (2018, October 23). My Very Personal Taste of Racism Abroad. Retrieved from https://www.nytimes.com/2018/10/23/travel/racism-travel-italy-study-abroad.html

Oliver, D. (2015, September 10). Iman Opens Up About Deeply Upsetting Career Moment. Retrieved from https://www.huffpost.com/entry/iman-racism-fashion-industry_n_55f02b31e4b002d5c0775000

Polanyi, karl. The great transformation: the political and economic origins of our time. Boston: bEACON, 2001. Prin

Prinzivalli, L. (2019, May 21). Why Makeup Artist Pat McGrath Grew Up Using Cocoa Powder as Foundation. Retrieved from https://www.allure.com/story/pat-mcgrath-cocoa-powder-foundation-dark-skin-tone-shades

Robertson, Emma. 2010. Chocolate, Women and Empire: A Social and Cultural History.

Team, V. E. R. V. E. (2018, September 4). Feminist Facts: What is Misogynoir? Retrieved from https://medium.com/verve-up/feminist-facts-what-is-misogynoir-5392c29d6aab

The History & Legacy of Slavery in the Modern Era

By Justin Cotton

Slavery in American’s Eurocentric-biased and focused history has a very simple past. It started in 1619 with the arrival of enslaved Africans to the British colony of Virginia in 1619 and ended after the ratification of the 13th Amendment in 1865, two years after the Emancipation Proclamation (see Figure 1). 

Figure 1
Representative timeline of American slavery through hypothetical perspective of average white American

Slavery in what became the United States probably began with the arrival of “20 and odd” enslaved Africans to the British colony of Virginia, in 1619. It officially ended with the ratification of the 13th Amendment in 1865

Nat Geo.

Post-slavery America, underwent another hundred years of segregation which was terminated with the Civil Rights Movement and Act of 1964. Many (white) Americans would conclude that this is the tombstone of slavery and equality for all people as stated under the Preamble had been achieved (see Figure 2). 

Figure 2
Representative timeline of hypothetical average white American perspective on injustices Black Americans have faced

However, slavery and its legacy has a much more intricate and complex history than depicted in these graphs which represent the mental timeline of many Americans. Since its “official ending” in 1865, it has undergone many mutations in order to adapt to the changing times (NYU). Immediately after its end, there were the eras of Reconstruction, Jim Crow, and sharecropping in addition to the previously mentioned periods (NYU). However, slavery did not end with segregation in 1965, it adapted to become mass incarceration and it is still perpetrated today (see Figure 3).

Figure 3
Simplistic bare-bones historical timeline of major injustices against Black Americans through the course of American history

“America’s history” as instructed today is a throne of lies used to nullify the actions of white Americans through the erasure of history and telling of half-truths which in turn allows the continued perpetuation of slavery.

History by definition should be the recollection of events as they transpired (DuBois, 714). However, this notion could not be further from the truth. For millennia, history has been a fabrication of an “ideal truth”. A truth agreed upon by the survivors of that era whether that be through war or other means. As such, many histories have been lost and distorted, many intentionally due to the whitewashing of history (DuBois, 722) (see Figure 4 & 5).This alteration of history can be blatantly obvious for all indigenous people that white colonizers interacted with, ranging from the Natives in the Americas to African civilizations. 

Black Reconstruction in America (The Oxford W. E. B. Du Bois)
Figure 4a
Cover art of W.E.B. DuBois’ book analyzing the implications of reconstruction in America and its lack of representation and misinformation in current history books
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Figure 4b
Origin of quote that DuBois draws from in his analysis of how “history” is recounted

Likewise, this leads into the notion that “history is lies agreed upon” (DuBois, 714). American history in its current state downplays or completely disregards major events in non-white American history. By utilizing language and imagery that portrays these events in a positive light, it nullifies and erases the true history that happened (DuBois, 715). By essentially exterminating these people, it has allowed the white half-truth to be told with no context as to what truly happened. By exempting the rest of the history, “the story makes pleasant reading for Americans” (DuBois, 714). This creates a narrative that does not vilify white America and doesn’t allow current readers to learn about the atrocities inside of American history (see Figure 5). This history that is portrayed in the mainstream culture and media is not truly American history, it is white America’s history.

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Figure 5
The two images satirize the manipulation, omission, and whitewashing of history in the United States

Subsequentially, white America’s effort to distort the narrative of Black Americans and reaffirm stereotypes has led to the creation of false whitewashed narratives. A prominent example of this is Abraham Lincoln. Lincoln has been romanticized into this legendary figure of Black history and progressive white thinking in the 19th century. However, upon deeper analysis of the mystique behind his figure, his true colors are portrayed. In Abraham Lincoln’s Address on Colonization to a Deputation of Negroes, Lincoln addresses a cohort of educated black men about relocation of Black people to Liberia. In this address he demonstrates that he was not an ally of African-Americans and used them as a political tool in order to gain Northern support in his presidential election bid. Lincoln states that Blacks can not coexist with whites in America and that they have no place here. He reinforces his viewpoint due to his belief that they will never reach equality with the white man and are not intellectual equals with the white man. 

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Figure 6
Photograph of Abraham Lincoln during his Presidency

Furthermore, the amalgamation of these half-truths and historical ablations of black accomplishments serves as a vehicle to perpetuate the narrative that Black people are unintelligent and second-class citizens that experience minimal trauma and setbacks. Societal perception that Black people are on equal footing socially and economically as their white counterparts is wholly inaccurate. How white American history is able to downplay four hundred years of slavery, one hundred years of legal inequality, and the ongoing battle for social equality is truly astounding. This downplaying and mitigation of history however allows the continued persecution of Black people in the modern day.

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Figure 7
Depiction of disparities that Black Americans face in America relative to their white counterparts. Black Americans are represented by the boy in Purple and whites are the man in blue

Additionally, mass incarceration is the modern continuation of slavery in America. (Although slavery still persists in other regions of the world which also serve to profit white Americans.) This iteration of slavery is legal under the 13th amendment, which intentionally placed a loophole to allow slavery as punishment for a crime (Supermax). Mass incarceration draws direct parallel to the classic chattel slavery. Its oppressive nature is grounded on the basis of white supremacy as the prison complex and policing arose from slavery and slave catchers. By regulating Black Americans to a high-surveillance police state in impoverished and economically stunted communities, a pipeline to prison was created. Its role is two-fold. 1) To replenish and reconstitute a cheap/free labor workforce. 2) To ensure the continued oppression and regulating of Black Americans as inferior second-class citizens within America’s hierarchy. In conjunction with the “War on Drugs,” the Black community has continued to be ravaged by systemic oppression. However, this narrative of an anti-Black American agenda has been largely ignored and silenced in the mainstream media thus ensuring the continuation of the system.

Image result for mass incarceration
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Figure 8
Satirization of the evolution of slavery and freedom in America

Conclusively, history as it is told today is a fable that perpetuates the white supremacist ideals and the “ghost” of slavery still haunts African-Americans to this day. While progress has been made from the conclusion of chattel slavery, it has reemerged through history in various forms. Thus the effects of slavery are still felt in today’s society. While mass incarceration is the sociopolitical issue that slavery currently manifested into, without a change in the status quo white American society, black people will remain in literal and figurative chains.

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Figure 9
Cartoon depiction of the current state of American Democracy and Executive Branch

References

“18th Century Slavery – 21st Century War on Drugs.” Collateral Damage of the War on Drugs, 8 May 2009, thewarondrugs.wordpress.com/2009/05/08/29/.

“Abraham Lincoln.” Wikipedia, Wikimedia Foundation, 29 Feb. 2020, es.wikipedia.org/wiki/Abraham_Lincoln.

Alexander, Patrick Elliot. From Slave Ship to Supermax: Mass Incarceration, Prisoner Abuse, and the New Neo-Slave Novel. Temple University Press, 2018.

Lincoln on Race & Slavery. Princeton Univ. Press, 2011.

Moore, Antonio. “12 Years a Slave and the Distorted Ending.” HuffPost, HuffPost, 7 Dec. 2017, http://www.huffpost.com/entry/12-years-a-slave_b_4888347.

National Geographic Society. “A History of Slavery in the United States.” National Geographic Society, 16 Jan. 2020, http://www.nationalgeographic.org/interactive/slavery-united-states/.

Pinto, Nick. “Why Can’t We End Mass Incarceration?” Rolling Stone, 25 June 2018, http://www.rollingstone.com/politics/politics-news/why-cant-we-end-mass-incarceration-166420/.

“The Propaganda of History.” Black Reconstruction in America: an Essay toward a History of the Part Which Black Folk Played in the Attempt to Reconstruct Democracy in America, 1860-1880, by William Edward Burghardt DuBois et al., Oxford Univ. Press, 2007.

Shibboleth Authentication Request, nyu-universitypressscholarship-com.ezp-prod1.hul.harvard.edu/view/10.18574/nyu/9781479899623.001.0001/upso-9781479899623-chapter-010.

“This Simple Timeline Puts the Long, Long History of Slavery in Perspective.” Boing Boing, 5 Jan. 2017, boingboing.net/2017/01/05/this-simple-timeline-puts-the.html.