Womanist Pillar:
Appropriation
Examples of Appropriation Today- Using the lens of a third wave womanist, this page will explain how many brands on store shelves today appropriate not only Black culture, but also Native Americans, and Latinx groups.
1. The Aunt Jemima we know and recognize was never part of the company, and never helped make any of the recipes. The company was created by a white man, Chris L. Rutt, who decided to use an image of a black woman to sell his product. Rutt used a particular caricature of black women to sell his pancake product, the image of a mammy. The mammy stereotype views black women as nonsexual, domestic, mother-like figures to white children. Her short background was supposed to be proof that she started the Aunt Jemima company. However, this background also perpetuates harmful stereotypes of black women. Aunt Jemima was used as a mascot for marketing on products, and then turned into an object to be sold alone. Aunt Jemima memorabilia was sold on kitchen utensils and even turned into a ragdoll. Millions of dollars have been made off of selling a black woman’s likeness, and none of it has gone to black communities. In this way a white company commodified a stereotype of black women and made money from a caricature of black women.
2. Miss Chiquita is a popular brand that sells bananas. Most people remember the brand from the mascot of a sexualized Latina woman wearing flamboyant Latin attire and a basket of fruit on her head, or the image of a scantily clad banana. This image promotes the stereotype of an exotic Latina woman that is meant to be hypersexualized. Chiquita has turned a stereotype of latin women into a way to make money. This steals their cultural identity and commodifies it. The Chiquita Company has also been proven to have dangerous, and grueling work conditions, while promoting anti-union rhetoric and stealing wages. This shows that while the company benefits from latinx culture, they only harm the latinx community
3.The Land O Lakes butter product has a logo that features a Native American woman named Mia in the center designed in 1928. According to the company the logo was designed to represent the rich history and tradition in Minnesota, the home state of the country. However, it is also rumored that the design was actually chosen because it would “evoke a feeling of Thanksgiving” making people more likely to purchase the product. This is a prime example of turning culture into a commodity. In the 1950’s the logo was redrawn by a Native American artist, and while in some respects this is better, overall the product is still very problematic in the sense that in no way is this product giving back to the people who are the mascot for their product.
4.Cream of Wheat, a product created in 1893 has historically featured a black slave on the top of its packaging. The man is named Rastus, which is a derogatory term for black people. The packaging of Cream of Wheat has created a caricature for a stereotype that is used to help sell their product. In 1920 the drawing was changed to a picture of Frank L. White and is still used today. While the picture has changed the connotation behind it has not. Cream of Wheat is using a caricature that has an incredibly racist background and still has its product on the shelf.
"Womanist is to Feminist as purple is to lavender"
Alice Walker