Home » Capitalism
Category Archives: Capitalism
Pt. 1: Somewhere Over the Rainbow
There’s country music blasting from the speakers in this restaurant, and the young woman serving me has such a twang, you’d think she’s about to sing…her own rendition of Achy Breaky Heart.
The waitress calls me ‘Sweetie’ though she’s clearly half my age.
I’d much rather be called ‘sweetie’ than sir, not that I’m ashamed of being middle-aged.
I appreciate coming back down south and feeling this cosy feeling from virtually everyone I meet. Plus she’s sincere, too. I can see that the staff here are mixed, and yet I have this burning feeling that there’s more here than meets the eye.
In this part of the country, we pride ourselves on our gentile ways. For years I’ve wondered if this is just how we southerners learned to cope with an excessively violent past.
My grandparents fled from here in the 40’s, just after the war, so terrorized were they of establishing a life of dignity outside the cotton fields they plucked as kids. Now, there is a localised justice initiative to mark the numerous racial hate crimes known as lynching.
The initiative has an eerie collection of jars filled with actual soil from (known) lynching sites. There’s at least one of these large pickle jars full-o-dirt from every county in this state alone. You know it’s Bama, too; there’s so much of that familiar chalky, red clay that’s still all around us. Dirt so red, you now wonder if it’s ferrous or blood!
Notoriously, lynching is NOT a practice of the antebellum south, for black labour was far too valuable to just maim, torture and burn up black bodies like what’s done in these heinous hate crimes then.
I know not every white person down here is a descendant of slave-holders, slave-drivers or slave-catchers. Many may have never owned a single slave, yet…
Yet, any white person down here benefits from white-skin-privilege. Even white immigrants have famously fallen into line, capitalising on the slave economy, commoditizing King Cotton in one way or another. Not only Stevie Wonder, but even Wikipedia can see that.
The Wiki history entry of the in-famous commodities firm Lehman Brothers’ opens dryly like this: “In 1844, 23-year-old Henry Lehman, the son of a Jewish cattle merchant, emigrated to the United States from Rimpar, Bavaria. He settled in Montgomery, Alabama, where he opened a dry-goods store…”
Henry’s brothers came over within a few years – legally, supposedly – and thus began the in-famous firm. The brothers quickly saw that the farmers were rich during harvest and broke when it came time to plant. The dry-goods store quickly began accepting raw cotton as a form of payment. They hoarded cotton when it was plentiful and cheap, selling it when stocks drew low; economics running counter-cyclical to farm life. Did it matter to the brothers that the cotton was produced by slaves?
The brothers opened their first branch in NYC in 1858. That’d be New Yawk ‘fore the Northern War of aggression, y’all. Their firm dug so deep into the commodities trading economy that the youngest Lehman brother’s son, Herbert, was eventually a senator, 4-time governor of New York, and among other accolades is quoted in the current US passports espousing the value of immigrants to the nation’s roots and success. Lehman Brothers’ 2008 bankruptcy has been called “the biggest corporate failure in history!”
Did you know there are entire regions of the United Kingdom that evolved on the back of King Kotton as a commodity? Manchester, “famed as the world’s first industrial city,” was nicknamed Cottonopolis. The Industrial Revolution was fuelled by slavery! Ironically, the liberation of one group of people depended upon the enslavement of another. His-story should tell both sides, else it’s a damn lie. Did you know those cotton mill workers were sent aid by the Union government when the Civil War curtailed these cheap exports?
But anyone down south was in one way or another entangled in the slave economy as much as all of us today can’t have a smartphone free of labour and land exploitation. The fact that I may never see a child mining tin in Indonesia, or set sights on bonded labourers toiling away for cobalt in the Congo, does not admonish me and my gadgetry from any responsibility to do better.
So, the pleasantries that we southerners find necessary are well-crafted ways of disarming one another from a past filled with mass artilleries in everyday life.
I am a Black son of the south.
Free from these chains, I hasten to think what life was like for my grandparents. Armed with their southern draws, having actually grown up cultivating the region’s cash crops, what life could they possibly have imagined for themselves as adults there?
What I do know, however, and I’ve heard this from my own elders, is that while they couldn’t imagine a future there for themselves, they did dream of that vision for us.
And so, here I am living my life…somewhere. Over the rainbow.
Shahrukh Khan (SRK) is arguably the Indian film industry’s biggest global star and commercial brand ambassador. In one early advertisement, he strikes a match from a dark-skinned kid’s face to show just how abhorrent it is as a trait. In another ad, ostensibly more humorous, SRK disses a group of traditional Northern Indian wrestlers for wearing skirts and make-up. The star chides them for using the feminine product instead of (converting to) the newly available male version (i.e. re-packaged in gray rather than pink). The product? The skin bleach Fair and Handsome. In both ads, the transformed, ‘fairer’ skinned consumer is pummeled with young girls virtually appearing from nowhere.
This follows the typical consumerist trope: The product makes users more popular and sexually appealing. Yet, things got worse. Clean and Dry’s ‘intimate’ bleaching shower gel for women (C&D). Yes, you read right: A bleaching shower gel aimed at lightening brown women’s crotches. There’s no male equivalent, save for a well-circulated spoof called Gore Gote: India’s #1 Testicular Fairness Cream (Mukherjee). In the initial shot of the C&D advertisement, a pouty-mouthed (fair-skinned) woman is ignored by her (fair-skinned) husband in their (upper-middle-class) apartment. Naturally, it seems, she bleaches her labia with C&D. After displaying the product’s virtues, the husband literally chases the wife around the fancy flat as she playfully dangles (his) keys. Her secret to happiness: A newly bleached intimate area. Is this a proxy for a white woman’s vagina?
What’s wrong with consumerism? The marketplace will not save you. As a Black person interested in self-love, it is clear that the market is murderous. There, the fetish of blackness is made widely available, as if one could bottle stereotypical ‘coolness’ and sell it to the youth in Asia, one of the largest consumer groups in the world. Fashion shops targeting youth regularly plaster posters of Bob Marley or Hip-Hop thugs to peddle goods to youth. Yet, standing in the rotunda of this mall, one could see shops of every major western cosmetics brand, including Clinique, Mac, Estée Lauder. Here in Asia, the flagship product in each shop is skin bleach! Black is cool, but white is power. Ironically, at the time I was modeling for a campaign in Vogue and Elle Décor in India, yet none of the make-up artists carried my mocha shade (shady, right).
The skin bleach industry is by far the most virulent of all consumer products – even fast food. The bulk of this industry is meted out on the bodies of women…and girls who learn early that fate of darkness (just check out any Indian Matrimonials page). According to an August 2019 article in Vogue: “Per a recent World Health Organization report (WHO), half of the population in Korea, Malaysia, and the Philippines uses some kind of skin lightening treatment. And it’s even higher in India (60%) and African countries, such as Nigeria (77%).” After a 7 minutes instrumental intro to his 1976 hit, Yellow Fever, Fela Kuti chants: “Who steal your bleaching?/Your precious bleaching?…/Your face go yellow/Your yansh go show/Your mustache go show/Your skin go scatter/You go die o.”
It’s lethal, often a mercurous poison used to kill the soul. It is a fetishization of whiteness, that reveals the “internalization of the coloniser’s inferiorisation of dark skin as native and Other” (Thapan: 73). It’s euthanasia. Skin bleachers are painlessly killing themselves, willingly participating in their own annihilation. Not only does it quite literally murder the melanin in one’s skin, it symbolically kills one’s ‘dark and native’ self, giving birth to a new and improved modern identity. It requires constant application and reflects a consumerist’s self-regulation. Bleach is expensive, despite the industry’s ‘bottom of the pyramid’ approach to the marketing 4P’s – bleach sold in cheap tiny packages for the poor. Skin bleach is a form of mimesis, to actually embody modernity through crafting the ‘cultivated, developed and perfected’ self (Thapan: 70).
When I began teaching at UoN, I was asked to propose topics for business ethics modules, which were then optional. Hesitantly, I suggested skin bleach and hair weaves. Looking at the composition of the student body, this would be as familiar to them, as the products were locally available (see picture below taken in an ‘ethnic’ hair shop on Northampton’s high street). Several students have subsequently pursed these subjects in their dissertations. I was sad to learn that in colloquial Somali, ‘fair skin’ is a moniker for pretty, just as we western Blacks use ‘light skin and long hair’. Colourism makes dark-skinned people unsafe in our own homes.
I was pleasantly surprised at the support from the module leader, an older, straight white man. He said he knew little about the politics of black and brown skin and hair, yet listened with great interest and did his own research into the matter. What’s more, he stood by me both literally and figuratively. He was there when I was called to account for some negative student feedback such as “I’m a guy, I don’t wear make-up,” when asked to consider the differential impact of beauty standards on the psyches and earnings of women in business. He stood by me when I’d dropped the F-word (feminism) into the curriculum. This was before the Gender Pay Gap became more widely known or theBritish government required audits from large organisations. He is an ally. He stood by me in ways that may have been riskier for individuals outside the circles of normative power of gender, race and class. Talk about a way to use one’s privilege!
Kuti, F. (1976). Yellow Fever. [LP] Decca 8 Track Studios. Available at: https://genius.com/Fela-kuti-and-africa-70-yellow-fever-annotated [Accessed 13 Nov. 2019].
Mukherjee, R., Banet-Weiser, S. and Gray, H. (2019). Racism Postrace. Durham, N.C.
Thapan, M. (2009). Living the Body: Embodiment, Womanhood and Identity in Contemporary India. New Delhi: SAGE.