Tag: marketing

A Bad Term

Marketing is everything.

For example, witness the well-documented phenomenon of many Americans despising Obamacare while still liking the Affordable Care Act (fyi: they are the same damn thing).

Or consider the worst branding decision of all time: “global warming.” As we all know, climate deniers just scoff and say, “Then why was it so cold this winter?” Such idiotic assertions are easier to dismiss with a new and improved term (i.e., “climate change”).

We are seeing the same pushback, the same dismissal of reality with the phrase “white privilege.” Now, for those who are unclear about this concept, white privilege refers to societal privileges that benefit white people beyond what is commonly experienced by non-white people. We can nitpick this definition, but that would be a whole other article.

The problem with white privilege is that the concept is painfully easy to refute. I’m not talking about right-wingers who insist that racism is dead or that white people are actually the disadvantaged class in America. There’s just no reaching those people.

No, I’m referring to white individuals who hear the word “privilege” thrown at them and interpret it as an individual attack rather than as a societal fact. Their reply is frequently, “There’s nothing privileged about my life.”

Indeed, as the wealth gap increases, plenty of white people are being left behind. And many of those struggling individuals come from ethnicities that endured their own struggles in the past (and occasionally, in the present). Under such circumstances, it’s galling — even ludicrous — to be told that you are privileged.

And what have good liberals done when confronted with this response? We stammer that privileges are often invisible, or that white people are less likely to be harassed by the cops, or that we’re not implying white people have had everything handed to them on a silver platter.

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That’s all true of course. But it’s also true that if you’re explaining, you’re losing.

And that’s why we need to drop the whole thing — not the concept, mind you, which is crucial to our understanding of racial inequalities and American culture itself. We need to rebrand.

This has been pointed out before, but so far we have failed to come up with a good alternative.

So let’s begin the discussion in earnest. Let’s make it a real goal to replace the needlessly confrontational term “white privilege.”

I’ll get it started. How about “white advantage”? It’s still racially loaded, but the idea of “advantage” is much easier to accept than “privilege.”

Hey, just take it as a first draft. I’m sure working together, we can come up with something better.

Because we really need to.

 


Marketing 101

Many thanks to everyone who has recently commented on my posts. You’re all in the running for copies of Raul Ramos y Sanchez’s novels as part of my latest giveaway.

I have to admit, however, that Emmasota’s comment about the Dream Act’s demise conjured up an unpleasant memory for me.

You see, last year I worked with a nonprofit to advocate for the passage of the Dream Act. I knew the odds were long, and of course, the legislation ultimately didn’t pass.

But I would feel better today about fighting the good fight if I hadn’t known, at the time, that our approach was doomed. I had a queasy sensation early on, when I saw one of the video packages that the nonprofit put together (I wasn’t involved with that stage of the campaign).

The video featured kids who would directly benefit from the Dream Act’s passage. Much of it was good, with heart-tugging stories from all-American, clean-cut teens.

But then the bottom fell out. The voiceover threw around terms like “fairness” and “justice.” And one of the teens stated that he “deserved” the rights that the Dream Act would confer.

I knew it was over as soon as the kid said that word.

Americans don’t want to hear that anybody deserves anything. Hell, many citizens will lose their minds if one implies that they deserve basic healthcare (and that’s in their own self-interest!). They certainly don’t want to hear that some whiny kid who wasn’t even born in this country “deserves” his rights.

Sending a video to media outlets and political leaders that featured this tone-deaf tactic just stunned me. Clearly, many advocates of immigration reform haven’t learned the importance of basic marketing.

They continue to push the compassion angle, or back up their assertions with facts that impress no one.

But if the Bush years taught us anything, it’s that sympathy is for suckers. More important, we learned that the truth is irrelevant. Or it’s at least a distant second to proper messaging.

How else do you think conservatives got an overwhelming majority of Americans to embrace a war that made absolutely no sense?

Other progressive movements have learned this tactic.

For example, gay rights are also issue of fairness and basic justice. Yet, advocates of repealing the DADT Policy went easy on this essential truth. Instead, they successfully presented the issue as one that was necessary to America’s well-being.

The message was, basically, “We need all the help we can get establishing a strong military and intelligence network. This will keep America safe, so drop your prejudice in favor of simple self-preservation.”

It worked. DADT is history.

Immigration-reform advocates need to adopt this strategy. Instead of pointing out about how unfair or irrational our policies are — which is true but a loser’s lament — hit people in the wallet by making it clear that a massive-deportation philosophy will cost them money. Or hammer home the idea that policies such as the Dream Act will improve the economy and strengthen the military.

In other words, let’s see more about how immigration reform will benefit current citizens, instead of pleading that civil rights be extended to strangers.

It may not be pretty, or even that principled. But it has to be more effective than what we’ve accomplished so far.


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