āThe ad was in a womenās magazine and if I remember correctly, was for a perfume. It featured a white woman lying in bed with a black man. The manās shirtless back was to the viewer, making only his taut, muscular form and powerful-looking arms and shoulders visible. He was faceless, unidentified. The woman looked sultrily at us from over his mysterious form, satisfaction writ large over her features. She had partaken of whatever delights this man had to offer and was smugly, luxuriantly basking in the afterglow. The ad copy was, āTake a walk on the wild side.ā My teacher used the ad as an example of how marketers can use certain words and images to convey large amounts of information subtly and effectively. A white woman having sex with a black man? How risquĆ©. The implication: be a little like that woman. Spray on that perfume and feel like the kind of girl who has sex with faceless, muscular black men in ritzy hotel rooms because itās an adventure, a thrill, a risk, something illicitly pleasurable. These are the semiotics of race. This is why columnists will trip over themselves not to call Lupita Nyongāo or Angela Basset ābeautifulā, choosing instead to use terms that call to mind a kind of savage, animalistic magnetism: fierce, striking, edgy, eye-catching. Words like āprettyā and ābeautifulā and ācuteā are for white women whose bodies and sexualities are not seen as wild, animal, or untamed. Black men are hulking, threatening, thuggish; white men are charming, sexy heartthrobs with hearts of gold. Brown women are exotic, with their āhoney-colouredā skin and their āmysticalā, āenchantingā beauty, unlike their white counterparts, who are held up as not only ideal, but knowable and safe. White people are beautiful; non-white people are dangerous.ā
ā
āThe Semiotics of Race, or: Walks on the Wild Sideā
by Aaminah Khan
(via haramdaddy)
