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Minority Representation in the Media and Advertising from the Eurocentric Point of View

Kamryn Johnson

The University of New Mexico

Africana Studies Undergrad

Abstract

For this research study, I plan to decipher the use of race in brand and media mascots. For

centuries minority people have been used for the profit, entertainment, and leisure of Europeans.

In this text, I will discuss many sensitive topics: the many changes in stereotypical brand

mascots, the historical origins of racial brand mascots, how advertising and media normalize and

portray racial stereotypes, the origin, significance, and impact of Quaker Oats famous Aunt

Jemima Pancake Mix (specifically), and the role African American women play in media and

advertising. I will use two journals, an article, and videography to support my research and

evidence. Society is now coming into a different time, and the new generation is fighting for a

change amongst these logos. Since the summer of 2020, many brands have removed, recreated,

and renamed their products. Not to mention, several educational facilities, athletic teams, and

organizations have joined the movement as well by addressing their mascots and names. This

study is important because it helps to understand the origins and controversy amongst racial and

prejudiced beliefs towards POC. This research is a way to spread awareness to others who may

not know. The aim is to educate and recruit future allies of the movement against racial stigma

and discrimination. Minority representation from a eurocentric point of view is being reclaimed
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by people of color. Society is starting to see a change in racial views and representation of people

and their cultures.

Reflection

1. How did the SLOs benefit you?

a. SLO G helped me because I typically always make my writing as personal as

possible.

b. SLOs I, J helped me compose a research question that relates to what I am

studying currently in my AFST course. While my question may sound silly, it ties

directly into African American history and media

c. I like that my research topic splits into common subtopics that can further explain

my main topic

2. Do you feel a little more prepared to write your final research paper?

a. Yes, I was discussing with my parents how I never did things such as an

annotated bib, an abstract, a sentence outline, etc. Those things helped me feel

better prepared for writing my final MWA. Not to mention they forced you to be

better prepared and organized. It almost feels like writing a dissertation. I don’t

plan on ever writing a dissertation, but at least I know I will be prepared if I ever

decided to

3. How did you incorporate or use your annotated bibliography?

a. I stated the types of sources I was using: two journals, an article, and a video I

didn’t state specifics because that will be included in the actual text.

4. Did the annotated bibliography make it easier to complete your abstract?

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a. Yes, since I’ve had my sources for at least a week now. It was helpful not having

to dig up my sources AND write a short essay.

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Work Cited

Manring, M. M. (1995). Aunt Jemima Explained: The Old South, the Absent Mistress,

and the Slave in a Box. Southern Cultures, 2(1), 19–44.

https://doi.org/10.1353/scu.1995.0059

Diaz, J. (2021, February 10). Aunt Jemima No More; Pancake Brand Renamed Pearl

Milling Company. National Public Radio.

https://www.npr.org/2021/02/10/966166648/aunt-jemima-no-more-pancake-

brand-renamed-pearl-milling-company

Fuller, L. (2001). Are we seeing things? The Pinesol lady and the ghost of Aunt Jemima.

Journal of Black Studies, 32(1), 120-131.

Thomas, K. D., Boulton, C., Chambers, J. P., Davis, J. F., Rosa-Salas, M., & Tsai, W. H.

S. (2020). Roundtable on Race and Brand Mascots. Advertising & Society

Quarterly, 21(3).