Another Kind of Racism Essay Example for Free

Another Kind of Racism Essay Racism is a disease. Spread by not only words and actions but by silence and inaction. In two stories presented in different media – a novel and a movie—racism is spread by people who feel they are not racists, but who do nothing to prevent and stop racism. The reality is that it is easy to pretend racism doesn’t exist, yet everyone practices it in some way. Those who know racism is wrong and do nothing are the â€Å"perpetrators† of racism. They allow the disease to cling to a group and spread like sending a sick toddler to preschool; touching everything and everyone, infecting all. In T. C. Boyle’s book Tortilla Curtain, racism is present throughout the book – enough to exhaust the reader. In the movie Crash, racism is one element of a complex plot. They teach the reader similar, compatible lessons. The character Delaney from the book and the Cameron from Crash both are used to depict stereotypical persons who claim to fight racism, stereotyping, and discrimination, yet when faced with a situation when it is directed toward them or someone near to them they allow racism to happen as if nothing was wrong. Following these people are dying morals and blind humanity. Delany is a white, affluent, born on the East Coast; he now lives in Los Angeles. Living in a â€Å"gated community† had insulated him from the poverty that surrounded the very edges of the walls of exclusive neighborhood. During community meetings he does not want to discuss the increasing numbers of illegal immigrants; he prefers to focus on the coyote attacks. Until the accident he did not know his life would cross paths with an Illegal Immigrant. He had seen them only in the parking lots where they waited looking for work. He claims to not be a racist, to not be biased, and to not stereotype individuals at these meetings. As he claims this, his car hits a Mexican named Candido. Delaney soothes his conscience by giving Candido $20 blood money, explaining to his wife Kyra that Hes a Mexican. Delaney actions suggest that Mexicans are not â€Å"people.† More than 50 years earlier John Steinbeck’s characters in the book The Grapes of Wrath phrase the issue much of the same way, â€Å"They ain’t human. A human being wouldn’t live like they do. A human being couldn’t stand it to be so dirty and miserable.† Delaney prefers to pretend as if the Mexicans didn’t exist, as the alternative is showing how he feels insecure and threatened by them. This is same way the character of the Hollywood Director Cameron in the same movie allows racism and harassment to occur in front of him to his own wife. He allows her to be violated by a racist white cop. After his wife gets molested, instead of standing up against the cop and protecting his wife; he grovels and thanks the cop for not giving him a ticket, â€Å"Look, were sorry, and we would appreciate if you would just let us go with a warning, please.† (Crash, 2004). Delaney and Cameron are hypocrites being perpetrated from both ends of the spectrum; they represent individuals directly affected by racism who fail to respond in a way that causes it to cease, and those indirectly causing the racism to occur and spread. In the movie Crash this is shown by Cameron feeling cornered and lashing out against those around him; in Tortilla Curtain it is shown when the main character gives up fighting against the walls and letting those around him decide for him what is right and wrong. By their silence they allow the racism to perpetuate around them. Individuals like those portrayed in these scenarios run the risk of causing an unending cycle of racism and bigotry that will not stop until someone stands up against it. Their fear feeds those around them. In Crash Cameron is confronted by fellow worker asking about an African American actor. â€Å"This is gonna sound strange, but is Jamal seeing a speech coach or something?This is weird for a white guy to say, but have you noticed hes talking a lot less black lately?† And the answer is, â€Å"No, I havent noticed that.† At first the character stands up to the â€Å"racist† questioner but in the end he gives up, he ignores why Jamal hasn’t been â€Å"sounding Black† and goes on acting as if the words had not been said. In the same way after a canyon fire is set accidently by Candido in Tortilla Curtain; Delaney attacks a Mexican man who is being questioned by the police. Delaney looked round at his neighbors, their faces drained and white, fists clenched, ready to go anywhere, do anything, seething with it, spoiling for it, a mob. They were out here in the night, outside the walls, forced out of their shells, and there was nothing to restrain them.† (The Tortilla Curtain, 289) This occurs immediately after Delaney has attacked the handcuffed Josà © Navidad, arrested under suspicion of starting the fire. Delaney’s furious, uncontrolled actions and unexplainable anger towards the Mexicans has incited a full-on riot, with the evacuated residents of Arroyo Blanco ready to attack anything and anyone. The idea of the wall comes up in both movies, with whites being forced outside their walls, and their comfort zones. The results are frightening. The white citizens of the town have abandoned their ordered ways, Delaney has even abandoning his self-imposed rules; he has indulged in alcohol. All have become more like the uninhibited immigrants they dislike and fear. In Crash the audience sees the hatred and racism feed on itself when two suspicious black men attack the District Attorney after complaining about racism towards them. The wife goes off on a rant after the attack and says many racial slurs and insults the locksmith. Her anger spills over into her husband who starts ranting as well. â€Å"Why did these guys have to be black? I mean, why?† (Crash, 2004). Like a disease, racism and hatred spreads from person to person impregnating their souls with bigotry and a blind sense of what is right. In the end both characters lose sight of what is right. More concerned about themselves than how their actions affect those around them. Their arrogance in thinking that they are above the racism and bigotry has significant consequences. The infectious nature of racism in individuals who are intelligent, and who have power and influence, is the real danger. Their thinking is infectious, and once these thoughts are inside someone’s head they don’t leave. It is especially dangerous when these individuals are opinion leaders. These are characters in fiction, but in the real world, people like Delaney and Cameron should not be tolerated. They cause the spread of racism, creating an unending circle of pain and grief for everyone they touch and a wider circle touched by those whom they have touched. Works Cited: Crash. Dir. Paul Haggins. Perf. Don Cheadle and Sandra Bullock. Warner Brothers, 2004. DVD. Frenken, Wiltrud, Angela Luz, and Brigitte Prischtt. T.C. Boyle: The Tortilla Curtain. Paderborn: Schöningh, 2007. Print. Steinbeck, John. The Grapes of Wrath. New York: Viking, 1939. Print.

Celebration of Brown vs. Board Essay -- Event Race Racial

Celebration of Brown vs. Board It has been fifty years since the Brown vs. Board of Education decision and the University of Illinois has honorably commemorated this event. Our task from my Rhetoric 105 class was to go out and visit an event that commemorates the Brown vs. Board decision. The first event that attracted me was the exhibit at the Krannert Art Museum called â€Å"Social Studies: Eight Artists Address Brown v Board of Education.† The eight artists that contributed work to the exhibit were Dawoud Bey, Sanford Biggers and Jennifer Zackin, Brett Cook-Dizney, Virgil Marti, Gary Simmons, Pamela Vander Zwan, and Carrie Mae Weems. As I walked into the exhibit, I felt almost privileged in a sense. The people around me seemed to be dressed nicely, well cut, and well groomed. Basically they appeared well off, as I strolled in with my scratched and wrinkled jeans and hoody sweater. I felt almost as if at any inopportune moment they would ask me to leave and come back when I had my ‘privileged’ clothes on. Nevertheless, I looked around as I found my way to the exhibit and found absolutely no African Americans, besides myself; which made me feel shame. Not for myself, but more of a â€Å"shame on you† for other African Americans that I felt should have been there. I felt like they are taking for granted something that they did not always have and It surprises me that the only people that I saw to celebrate the passing of fifty years of the Brown v Board decision were a child day care field trip, an old couple, and a few other adults; none of whom belonged to any minority group. I felt eyes on my back through the calm vibes of the museum and because I am a minority this feeling often comes more... ...ood shape the way people eat, breath, and live. I am very glad that I came to this exhibit. It gave me a chance to see how the world is like through the artist’s eyes. The more people see things through other’s eyes, or other’s point of view, the more they can detach themselves from conclusions or restrictions that they already hold to themselves. That way people can be as they once were, with no blindfolds or masks, and accept the world as it is with everything and anything that comes in it. Then I will not have to worry about eyes on my back or any judgments made about me. It has been fifty years since it was declared that segregated schools were unequal, but has it since equal? What if there were nothing or nobody attaching or instilling beliefs to us in the world? Will it be then that everyone accepts each other fully and completely, without any more ‘bull-shit’?

Levi’s Dockers †creating a sub-brand Essay

Qn 1) Explain what is Levi’s brand image and what makes up its brand equity. In this regard, assess the role of its flagship 501 jeans product. (40 marks) Brand image can be defined as perceptions about a brand as reflected by the brand associations held in consumer memory. It is basically what exists in the mind of consumers, total of all the information they have received about the brand from experience, word of mouth, advertising, packaging, services etc. And the information is modified by selective perception, previous beliefs, and social norms. The brand image perceived by consumers of Levi’s products includes durable, comfortable, approachable, affordable, contemporary, individuality, independence, casual, fashionable and adventurous, when it became an indispensable part of miner’s uniform and gain reputation for being as tough and rugged as the people who wore them. It is also comfortable enough to fit into the workers everyday lives both in physical and social sense. Its affordability was also adored by students and miners. It has also become an essential commodity available to defense worker during WWII. It portrays individuality, fashionable, independence when students and teenage idol wear 501 as a form of self expression and has become the essential fashion for the emerging baby boomers where it has transforms from a pair of tough pants to a symbol of freedom, adventure and independence. Most importantly, Levi’s 501 jeans had become an icon and its brand name had become synonymous with jeans where people tend to associate jeans whenever they saw the Levi’s logo. It had successfully been made known to millions of Americans and had established its brand image in the hearts of every consumer. Brand equity was defines as â€Å"the value of a brand based on the extent to which it has high brand loyalty, name awareness, perceived quality, strong brand associations, and other assets such as patents, trademarks, and channel relationships.† THE GALLUP BRAND EQUITY MEASUREMENT MODEL Based on Gallup Brand equity measurement model, the components of Brand Equity are the integration of several interrelated key brand characteristics: They are: Brand Presence is the degree to which the brand â€Å"stands out† from its competition. Levi’s have managed to claim familiarity and hence have become synonymous with jeans. The success of Levi’s 501 jeans has become an icon and this mark the market leader position for Levi’s. Levi’s brand established brand awareness by inventing the first patented double arcuate pattern sewn into the back hip pocket which became American’s first apparel trademark and the â€Å"Two Horse Brand† leather patch which act as the symbol & logo to enable consumers to recall and recognise & associate jeans with Levi’s Brand. Brand Position is the degree to which the brand is uniquely positioned and perceptually differentiated from its competitors and Levi’s brand personality is driven largely by the firm’s heritage of providing clothes for miners, by the brand attributes and used contexts of western cowboy. Levi’s brand positioning can be derived from the combination of the brand’s personality and values and its rational associations. Levi’s personality composes of several characteristics or values with emotional associations, which are defined as Original, Masculine, Sexy, Youthful, Rebellious, Rugged, Authentic, American, Individual and Freedom. Brand Experience is the degree to which customers have had positive or negative experiences with brand purchase and use. Customer satisfaction can be seen throughout the 1900s where sales of Levi’s 501 jeans grew and became the essential commodity available primarily to defense workers. This reflects a very high satisfaction of the product based on the extent of its usage and attention drawn which can be seen here when  an individual owns about 2.5 pairs of jeans. Brand Value is the degree to which the brand adds perceived value to a product or service, and or to a range of proposed product offerings. Levi’s brand value is perceived when it extended to Levi’s Dockers which proved to be a success. Brand Loyalty is the degree to which the brand is preferred and selected over its competitors. Basically, in the initial stage of launching Levi’s jeans, there were no alternative products and competitors, which explain why the purchasing behaviour is very strong throughout the 1900s. Thus, Levi’s actually enjoyed the prestige of gaining 100% customer loyalty, with also the help of the above components of brand equity which contributed to its success. The role of Levi’s flagship 501 jeans actually led to the line extension of more new products. And the success of 501 lead to the formation of subsidiary and globalization of Levi’s worldwide. Levi’s 501 jeans were able to sustain as the top selling jeans till 1979 which contributed to the success. Contradictorily, due to the over whelming success of Levi’s 501 jeans, the company became over diversified and this led to a shift from the core product which eventually led to a slump in the sales of 501 jeans. Realising their blunder, Levi’s decided to shift their focus back to 501 jeans and the success of 501 Blues jeans ad campaign had manage to reinvigorate the brand. Following the success of 501 Blues jeans, Levi’s was able to penetrate into another market segment and this led to the birth of Levi’s Dockers. 2) Critically assess Levi’s branding strategy in general. (30 marks) The branding strategy for a firm reflects the number and nature of common & distinctive brand elements applied to the different products sold by the firm. Brand strategy involves deciding which brand elements will be applied to which products and the nature of new and existing brand elements to be applied to new products. The branding strategy adopted by Levi’s include line extension strategy, brand extension strategy, diversification and marketing strategy. In 1873, the first jeans was sold and by 1890s, Levi’s adopted a new inventory system and the name Levi’s 501 jeans were born. From the late 1940s through the early 1960s, Levi’s Strauss had virtually no competition. Gradually, the Levi’s brand was recognized as the post-war standard jeans. In the mid 1960s, Levi’s Strauss expanded its distribution internationally and by end of 1960s, LS & Co. launched their first growth beyond their core category of blue denim and ventured into a wide variety of new apparels which included cords, slacks and sportswear for men, as well as a range of apparel for woman and children. To necessitate its rapid expansion, an initial public offering was launched in 1971. And in the early 1980s, LS & Co. adopted diversification in its brand stretching strategy where it expand beyond the core jeans lines to utilize the Levi’s name on non-jeans where new product lines was introduced. These covered a wide range of family clothing needs, denim and corduroy jeans for men, women and children. Action suits and tailored classic blazers, slacks and activewear. At first, the new accessions gave Levi’s momentum, but the business climate quickly change and Levi’s was not structured to compete in the fast-paced and unforgiving fashion apparel business. Eventually, this new product line proved to be a flop resulting in a serious slump in the sales which caused a negative impact on Levi’s. The shift in focus on image rather than keeping the product contemporary was  the key reason for Levi’s decline. And the various reasons contributing to the failure of the line extension could be due to the various non-jeans products being launched to the market which could have act as a competitive threat to the 501 jeans and at the same time diluted the sales of the core products. Secondly, the various product bearing the Levi’s brand could have also led to confusion to the consumer which led to the lost of focus of Levi’s core product as multiple product lines were often promoted in one commercial which add on to more confusion. Thirdly, the establishment of numerous licensing agreements which led to Levi’s restricted distribution policy further eliminated market share opportunities thus leading to decline in sales. As a result of vigorous diversification and acquisition strategy, LS & Co. own apparel business that offered products to suit almost any style. Thus, with too much products on hand, Levi’s begin to lose their concentration on its flagship product. Another reason could be due to the non performance of the non-jeans lines, the failure to recognize the shift in the marketplace dynamics, Levi’s management was completely unprepared for competitive threats when competition attacked their market share from every direction. The slump in sales was also due to failure to keep pace with changes on the jeans market. In late 1984, Levi’s shifted focus back to core product business, reinvigorate the company’s core product, discontinue distribution expansion of non-jeans products and licensing agreement, rebuild retail relations and reemphasize its basic jeans and corduroy lines. To revitalise its flagship product, Levi’s launch new designs target at specific customer segments with the support of aggressive promotion and advertising, upgrade its retail presentation and enhance partnership with retail customer. They also improve operations by implementing a demand driven supply chain to better manage inventory and retail relationships. The success of the 501 jeans campaign was critical as it was the centrepiece of â€Å"back to basics† strategy which manage to reinvigorated jeans sales and brought back the brand’s core value. With the success of 501 Blues, Levi’s adopted brand extension strategy and branched out to introduce Levi’s Dockers in 1986 where diversification was built on the trend to smart office wear. It was a good move to avoid the saturation point which might be rapidly approaching for the mainstream brand. In addition to that, Levi’s also pioneered on the concept of â€Å"casual Friday† and had since managed to establish a leadership position in casual fashion. 3) Evaluate the Levi’s Dockers communications strategy. (30 marks) Marketing communications being the final and most flexible element of the marketing mix are the means by which firms attempt to inform, persuade and remind consumers directly or indirectly about the brands that they sell. In a sense, marketing communications represent the â€Å"voice† of the brand and are a means by which it can establish a dialogue and build relationships with consumers. Marketing communications can contribute to brand equity by creating awareness of the brand and or linking strong, favourable and unique associations to the brand in consumer’s memory. Foreseeing that the existing product lines did not sufficiently satisfy the needs of the 25-49 year old male customers, LS & Co. decided to address the opportunities in the casual slacks market by identifying its challenges to increase Levi’s slacks brand share. Levi’s slacks were considered to be more contemporary, less conservative and more casual than other leading slacks. However, it’s Action Slacks line fail to address the customer needs and fail to reflect the core values which the  recent 501 jeans campaign had established successfully. This give rise to the idea of having a different market segment with a new product that will motivate and retain customers within the Levi’s brand franchise which promise to be different from anything it had sold before. To establish a leadership position in casual fashion, Levi’s Dockers ® was introduced where it was positioned as the new pants to men as more formal than jeans and less casual than dress slacks. It was also designed to satisfy an unfulfilled need in the men’s pants market and to appeal to the baby boomers’ fashion demands. In order to achieve brand association and to create brand awareness, Dockers was eventually package with a unique logo & a colourful pocket flasher which consisted of interlocked wings and anchors to integrate the brands’ name with its symbols. To enhance the brand, the pocket flasher was attached to the back of all pants and the Levi’s moniker was incorporated in the Dockers’ winged logo to establish an understated association with the Levi’s name. Part of Levi’s communication strategy involved marketing Dockers pants to the retail trade as a major fashion statement – an alternative to jeans – and the driving force in the â€Å"new casuals† category. In an effort to establish Levi’s Dockers new casuals line, LS & Co. identify their key target distribution channel by concentrating distribution in department stores and chains where its majority target consumers of 25 to 49 year-old men did their shopping and where one-third of all slacks were sold. Levi’s work closely with retailers in order to generate excitement and support for its new pants and had resorted to â€Å"woo† retailers nationwide, including those department and speciality stores that had previously curtailed business with LS & Co – with aggressive marketing strategy with extensive presentations, sell-in brochures and swatch books. Trade promotions such as sales support, sales kits for retail-based marketing,  cooperative advertising and sales promotion programs were provided. In additionally, supplemental financial support was also offered for advertising and promotional activities to important high-image department stores. A critical component of the company’s marketing effort was the establishment of Docker’s shops within main floor men’s area of major department stores. With such vigorous marketing promotion techniques, retailers were getting more confidence in Levi’s products and were showing greater interest in innovative merchandise techniques. Being sensitive to the market trend, the first in-store concept shop was introduced for the men’s main floor area and key trade show was set up introduce Dockers casual pants to retailers. The Dockers in-store shop sought to create a friendly, accessible environment, prominently displaying the sporty Dockers logo and linking consumer advertising with point-of sale signage and posters. Levi’s also adopted point-of purchase advertising through shelf talkers to give consumers an entirely different kind of shopping experience which the concept proved to be very successful. Point-of sale displays were established in stores where shops were experiencing space or financial constraints. All the above product positioning and marketing strategy was able to overcome the initial reluctance of retailers and ultimately generated an exceptionally high level of prepromotion excitement in which Levi’s Dockers was also seen as the leader in the new casuals category and moved the pants ahead of its competitors. Following that, LS & Co. shifted its attention to the development of an effective communications program focused on the consumer. They recognized that a focused comprehensive consumer marketing effort would be required in order to establish Levi’s Dockers as a major brand. Given the market opportunity for casual pants, Levi’s believe that a high impact consumer marketing program would accelerate the growth of the Docker’s line and generate consumer support. Part of the advertising strategy was defining target audience accordingly by demographically, attitudinally, clothing needs and purchasing behaviour and a focus group was selected for determination on the type of ads that appeal to the target group. To advertise Dockers, consumer advertising was adopted, commercials were aired during selective prime time slots and spot TV was used in all 11 major regional markets. Also Levi’s brilliantly chose the notorious fashion garment district – the New York City for their advertising executions in a bid to reach out to more consumers where TV spots were supplemented with subway signs and mobile billboards located primarily around the city’s garment district. In addition to TV, co-op advertising with retailers, point-of-sale displays, sales promotion during advertising kick-off party, publicity campaign and follow up visits to key retail accounts also contributed to Levi’s successful communications strategy.

Analysis Of The Poem Coal - 1712 Words

Audre Lorde, a well-known poet, utilized her poetry to call attention over the political issues of class, feminism, sexism and racism for decades. These political issues are the symbols that transformed her into someone who is not just a woman, but a person whom clarifies these issues using poetry as a voice to define herself as a Black lesbian woman and an individual. The poem â€Å"Coal† is a poem that represents her ideals and her feelings towards being a voice among other feminists. It also shows her struggle as an individual that is caught between the issues of feminism coinciding with race, class, and sexism, which is also known as Intersectionality. Because of the attention being called from Lorde’s poetry, people should continue to recognize this political issue and utilize it to spread awareness of the prejudice and marginalization of today’s society. Lorde’s poem â€Å"Coal† tackles political views expressed from her experience as a Black feminist as she continues to struggle against labels and stereotypes. The poem is free-verse and has no definite rhyme or meter, except in this poem, there is little rhyme. This poem shows her personality and her willingness to be part of society’s norms. In the poem, the lines 3 and 4 (Lorde), â€Å"From the earth’s inside./ There are many kinds of open†, she mentions that she was trapped between the layers of the earth and her true self was underneath all of the labels and stereotypes (representing as the layers), given to her race byShow MoreRelatedAnalysis Of Coal By Audre Lorde s Poem, Coal936 Words   |  4 PagesMarlee Sue Bradley Dr. Jaime Cantrell ENG 307 29 September 2016 â€Å"My Words are Powerful†: Deconstructive Analysis of Coal Audre Lorde’s poem, Coal, explores the idea of repression and the freedom of speech. 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