I briefly sat down and watched the commercials between reruns of
Seinfeld and
American Idol episodes on Fox this Thursday. (Conferences were cancelled due to the snowstorm and I found myself with some unexpected downtime!) In those 4 minutes, I saw ads for:
1. American Family Insurance: A young couple signs up for American Family Insurance and immediately benefit from the housing and medical coverage; their house catches fire and a few months later, they happily await the birth of their first child.
2. Quest: A man in his late 20s/early 30s is on a stationary bike in a clearly very comfortable, large home, with plenty of trees in the backyard. He is explaining exactly what he needs from his cable service to the Quest employee, who patiently sets up his cable while the customer continues to happily pedal away.
3. Best Buy: A Best Buy employee in his early 20s retells a recent situation he was in at work: three generations of women came in needing computers; each with a different need. The daughter needed a laptop for college, the mother needed a pink one for her "Pinks" business, and the grandmother needed an easy-to-use computer because she had never owned one before.
4. Essure: A woman in her 30s considers how her life would change if she got pregnant again. A voiceover explains that Essure is a "permanent" birth control method for women, and the viewer sees the woman kissing her husband and playing soccer with her kids, smiling and carefree because of the convenient solution to her previous concern.
Not one of the commercials seemed to communicate a certain media representation/message, but taken as a group, I noticed some thought-provoking trends among the four ads. With exception to the Quest ad, the theme of the ads was family, and all families involved were happy, white people. The only non-white people were the Quest cable serviceman, who was black, and the Best Buy employee, who was Asian.
People watching this channel for long periods of time may not even realize how these trends are represented, for the ads aren't selling families; they're selling insurance, computers, cable TV, and birth control. However, the subliminal media representations imply that only white people are responsible enough to buy health insurance and therefore safely give birth to their child, and only white people have enough sense to realize when they've had enough children and thus undergo "permanent" birth control procedures. The ads also hint that service jobs are for non-whites, such as the black cable man and the Asian computer salesman. Both were depicted as knowledgeable and responsible employees, but I wonder why it couldn't have been the black man on the exercise bicycle and the white man setting up the cable? Or did the ad producers even consider the message they were creating?
I don't even watch that much TV (the woes of being a high school English teacher and having stacks of papers to read and grade, I guess), and I rarely watch Fox shows. Honestly, I was flipping through channels looking for inspiration for this blog. Reflecting on that fact, it's astonishing to see such similar media representations in a such a short amount of time, in succession on the same TV channel. I wonder what NBC, ABC, and CBS ads subtly communicate to their viewers during prime time.
As one might guess, different families view themselves differently, and it doesn't matter what race/ethnicity, or other grouping they fall under (Duh). In an interview with American Psychological Association (2/11/2009), Bertha Holliday answers the following question:
APA. Family life is very important for achievement by black children. Is it more important for them than for children of other races/ethnicities? Is President Obama an example of how a nurturing environment can buffer a child against prejudice?
Dr. Holliday: Whose family life is most important for whose children? Who knows? In reality, our knowledge of family life is somewhat limited. We know about family process, parent-child interactions, critical life events, child-rearing practices, etc. – but we really don't know a whole lot about the richness, complexities, contradictions and power that are the totality of family life—especially as experienced by various religious, racial/ethnic and other identity–based communities. Nevertheless, one can say with a great degree of confidence, it is always a good thing for a child to have a nurturing environment. And it is always good for a child to have a parent(s) who is not only a provider, but also a protector and advocate. President Obama was certainly the beneficiary of these and numerous other social and developmental benefits. It also should be noted that the bulk of his formative childhood years was spent in locations that lacked deeply rooted social traditions of racism against blacks -- as was the case in the continental U.S.
But President Obama is also to a great degree the proverbial American “self-made man,” who with little in economic resources, embarked upon a relatively solitary and focused journey in search of his identity and his own conception of his place in the world. I think this is the aspect of the man that intrigues so many.