Desegregating the Dollar: African American Consumerism in by Robert E. Weems

By Robert E. Weems

Capitalism and slavery stand because the fiscal phenomena that experience such a lot essentially outlined the USA. but, regardless of African american citizens' approximately $500 billion annual spending strength, strangely little recognition has been dedicated to the methods U.S. companies have courted black money in post-slavery the US. Robert E. Weems, Jr., offers the 1st absolutely built-in heritage of black consumerism over the process the final century. the realm battle I period nice Migration of African american citizens from the agricultural South to northern and southern towns inspired preliminary company curiosity in blacks as shoppers. A iteration later, as black urbanization intensified in the course of international warfare II and its aftermath, the proposal of a special, ecocnomic African American client industry received better foreign money. additionally, black socioeconomic profits because of the Civil Rights stream which itself featured such client justice protests because the Montgomery Bus Boycott, extra superior the prestige and effect of African American consumers. Unwilling to accept facile solutions, Weems explores the position of black marketers who promoted the significance of the African American purchaser marketplace to U.S. businesses. Their activities, satirically, set the degree for the continued destruction of black-owned company. whereas the level of academic, employment, and home desegregation is still controversial, African American shopper cash have, through any typical, been absolutely integrated into the U.S. financial system. Desegregating the buck takes us in the course of the "blaxploitation" movie undefined, the enormous marketplace for black own care items, and the insidious exploitation of black city distress by means of liquor and cigarette advertisers. Robert E. Weems, Jr., has given us the definitive account of the complex dating among African americans, capitalism, and consumerism.

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Avoid Negro minstrels. Avoid even the use of white people with blackface and a kinky wig for hair to depict a Negro. We know, as well as you might, that they are phoniesminstrelsy is a dead issue. 3. " He could be John, James, or Aloysius, for that matter. Nothing makes Negroes angrier than to be called "George" 4. Avoid incorrect English usage, grammar, and dialect. html[10/18/2011 1:07:51 PM] page_32 next page > page_25 < previous page page_25 next page > Page 25 African Americans. One of the more interesting segments of The Southern Urban Negro as a Consumer dealt with black consumer attitudes about advertisements that featured blacks in subservient or demeaning situations.

Edwards, The Urban Southern Negro As a Consumer (New York: Prentice-Hall, 1932), 136 137. 8 is derived, he distinguished among black common and semiskilled laborers, skilled workers, and businessmen/professionals. I collapsed these three categories into one. SOURCE: Edwards, The Southern Urban Negro As a Consumer, 172 173. Considering the problems that some black consumers had with white-owned businesses, black-owned businesses, ironically, attracted relatively little of southern urban blacks' aggregate spending.

The "Don't Buy Where You Can't Work" campaigns of the early 1930s graphically illustrated this phenomenon (see chapter 3). html[10/18/2011 1:07:54 PM] page_27 next page > page_28 < previous page page_28 next page > Page 28 The October 1932 issue of Opportunity, the journal of the National Urban League, featured an article by T. " This essay provided a striking (and little appreciated) assessment of black consumer preferences. Hill declared: If whites object to being served by Negroes in hotels, department stores, and offices, have not Negroes the same right to object to whites serving them?

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