MWP 3 Precis 5) Buying Racial Capital: Skin- Bleaching and Cosmetic Surgery in a Globalizes World

  In her article, "If You're Light You're Alright: Skin Color as Social Capital for Women of Color" Margret Hunter asserts consumers can now purchase "racial capital" through skin- bleaching creams or cosmetic surgeries. This article studies three competitive discourses: 1) the beauty makeover, Its centered on the mass-marketing of cosmetic whitening products, 2) the public health consequences, designed to discourage potential skin bleachers by revealing health risks and 3) the cosmetic makeover, marketing designed to market cosmetic procedures to the new "ethnic" and growing market. The analysis of advertising and public health campaigns  this research suggests the focus on individual attitudes in all three dimensions and supports the buying of racial capital.

Hunter, Margret L. “Buying Racial Capital: Skin Bleaching and Cosmetic Surgery in a Globalized World” The Journal of Pan African Studies, Vol. 4, June 2011

MWP Freewriting 4

   In this article research is conducted in the U.S, Canada, and France. Its is based upon consumer racism of purchasing minority business's products vs buying products of that country's dominant race. In the U.S it is Caucasian American vs Hispanic and African Americans. In Canada it is English Canadians vs French Canadians. In France it is French Caucasian vs Moroccan, Algerian and Northern African immigrants. They give an example where a girl named Carolina a Caucasian has to do grocery shopping. She lives in an area in which there are three grocery stores to choose from. Grocery store A is owned by Pete a Vietnam veteran and Caucasian. Grocery store B is owned by a Mexican American immigrant Jose. Grocery store C is owned by a French immigrant Franco-Pierre. She chooses Pete's store because she is more readily identified ethnically because Pete is white. They also give a counter example where a Mexican immigrant is more likely to patronize a Hispanic/Latino business vs a Caucasian owned business. Several experiments, surveys, and a consumer racism measurement instrument is developed and validated.

From article: "Intuitively, ethnocentrism (Shimp and Sharma 1987), patriotism (Bilkey and Nes 1982, and animosity (Morris 1998), all combined with certain product-country image or country of origin effect (Heslop 1993), might explain Caroline's choice to walk over to Pete's shop to get milk.

From article: At the sub national level, the concept of CR has been postulated as an alternative explanation of animosity-like phenomena (Ouellet 2005).

MWP 3 Precis 4) Consumer Racism andIts Effects on Domestic Cross-Ethnic Product Purchase

   In his article “imposition” of their unassimilated culture (Potvin 2000) Jean- Francois Ouellet asserts racism is most often the reaction of the dominant ethnic group over the ethnic minorities. The research provides evidence of (CR) consumer racism on domestic cross-culture product purchases in three different countries. The research suggests that consumer racism will affect the dominant majority race judgment and willingness to purchase products from that country’s ethnic minorities. Similarly, results of experiments, surveys, show that a business owned by minorities is significantly and negatively affected in areas in which consumer racism is present. A product-ethnicity image and or consumer’s perception of importance on the outcome associated with consuming minority owned businesses products and services or vice versa with minority consumers choosing to do business with minority owned businesses over the dominant race companies.

Ouellet, Jean- Francois. “Consumer Racism and Its Effects on Domestic Cross-Ethnic Product Purchase: An Empirical Test in the United States, Canada, and France” Journal of Marketing Vol. 71 (January 2008), 113-128

Freewriting of MWP 3) Precis 3

  The article begins with terminology relevant to the article SWB (shopping while black) or CRP (Consumer Racial Profiling). There are 81 court cases based on alleged race/ethnic discrimination. There are three measurement levels of discrimination. The customers service experience, degradation or denial. Subtle discrimination which is indirect and ambiguous. An example in the article an African American family rent a motel room and a short time later they are asked to leave without a reason. Overt discrimination is obvious such as a Hispanic family stopping at a Conoco and paying for their merchandise with a credit card. The clerk refuses to accept payment even with a valid license and began using racial epithets towards them. In another case a Denny's server made African American customers wait an extra ordinary amount of time before being seated then she made derogatory comments toward them. The last measurement is consumers of color being biased on Criminal Treatment. A stereotype is that minority customers are most likely to steal.

From article: "Degradation can take many forms, such as extended waiting periods, prepay requirements, being charged higher prices, and being subjected to increased surveillance and to verbal and/or physical attacks, including the use of racial epithets."

From article: (Commonwealth of Massachusettes v. The Children's Place Stores, Inc. 2003; p.3). An employee alleged that her white supervisors directed her to refuse minority customers large shopping bags because they would use the bags to steal.

MWP 3 Precis 3) Courting Customers: Assessing Consumer Racial Profiling and Other Marketplace Discrimination

  In her article, "shopping while Black" (SWB) (Gabbidon 2003) the article begins with terminology used in popular press and literature. CRP (consumer racial profiling) as defined as a different type of treatment of consumers in the marketplace based on ethnicity/race which constitutes denial of or other degradation of products or services that are offered to the consumer. There is an analysis done of 81 federal court decisions involving customers' allegations of discrimination. The author discovered three elements that served to summarize accounts of marketplace discrimination against people of color: 1) An element of criminal suspicion based on discriminatory behavior (present or absent) 2.) Types of discrimination, subtle or overt. 3.)How there service experience was based on discriminatory behavior (degradation or denial).

Harris, Anne-Marie G. “Courting Customers: Assessing Consumer Racial Profiling and Other Marketplace Discrimination.” Journal of Public Policy & Marketing, Vol. 24. No. 1, Dimensions of Marketing’s Relationship to Society (Spring, 2008), pp. 163-171

Working Thesis Draft) MWP 3

  When I think about Marketing, I immediately think about selling, advertising, and promoting products to consumers. However, there is racism in Marketing that use these strategies to target minorities. Consider, for example POPEYE'S chicken using African Americans in their commercials to promote and sell chicken. Is POPEYE'S using a stereotype that African Americans like chicken or is this racism? You be the judge.

Freewriting 2) Using racial profiling to Identify Shoplifters

    My second article was about consumer racial profiling to identify shoplifters. Large retailers such as JCPenny, Wal-Mart, Dillard's, and Cracker Barrel use profiling to identify shoplifters. Many retailers are losing billions of dollars each year to shoplifting. The article uses Gallup polls to find out whether people support this tactic and to know ones surprise most people do support it. It is also known that African Americans were most likely to raise suspicion among other races of people according to my research. An interview based study found that blacks felt that they were targeted by excessive surveillance. To support this theory an experiment was conducted among white groups and black groups. They were instructed to inquire about sunglasses to purchase that had sensor tags on them. The sales clerks complied with both groups of customers demands but disguised researchers noticed that the black group was more closely watched then the white group. In addition, it is also noted that sales clerks are more likely to profile than security personnel. Lastly, the article discusses is it ethical to use such strategies to identify shoplifters.


From article: "These empirical analyes of cases pointed to the fact that sales clerks, as opposed to security personnel, were the ones most likely to be accused of CRP."

From article: "However, in recent years, it has been alleged in litigation that racial/ethnic profiling represents another preventative tactic that has been used by well-known retailers such as Wal-Mart JCPenny, Dillard's, and Cracker Barrel, among others (Gabbidon,2003; Harris, 2003).

Freewriting on Academic Articles) Class Discussion

  My first article was about alcohol & tobacco on minority groups mostly African Americans and Hispanics. The author David Moore explains that marketeers are targeting these two groups and leaves open a debate about whether its about racism or about revenue. He lists statistics on alcohol and tobacco consumption on both these groups compared to that of Anglo Saxons. He also uses graphs to point out various trends. In urban areas like South Central Los Angeles their are many liquor stores among both minority groups. There are trends in the study which explains cigarette smoking among African Americans in which menthol cigarette's (Benson & Hedges) are chosen over other brands. The analysis points out that these cigarette's have double the tar. The study also shows the health effects like alcoholism and lung cancer disease compared to other races.

From article: " This paper examines whether increased consumption of tobacco and alcohol products by minority groups is a function of target marketing campaigns directed at these groups by marketeers, and whether such contribute to the perception of racism."


From article: " Reports from the Centers for Disease Control (Office on Smoking and Health) indicate that 76 percent of blacks smoke menthol cigarettes, compared with 23 percent of whites, and another study showed that blacks were twice as likely to smoke mentholated cigarettes compared to whites."

MWP3 Precis 2) Public Opinion on the Use of Consumer Racial Profiling to Identify Shoplifter: An Exploratory Study

In his article, Shaun L. Gabbidon found two exceptions to early scholarly works of CRP (Consumer Racial Profiling) by Feagin (1991) and Asquith and Bristow (2000). Feagin’s interview conducted study was on the experiences of Black middle-class citizens in public places found that African Americans felt targeted for “excessive surveillance.” With retail companies losing billions of dollars each year for loss of inventory from shoplifting (Hollinger & Adams, 2009) many counter measures such as CCTV, fitting room attendants, merchandise alarms, and uniform guards. In recent years, it has been alleged through litigation that racial/ ethnic profiling is used as a preventative tactic by well-known retailers such as JCPenny, Wal-Mart, Dillard’s, and Cracker Barrel, among others (gabbidon, 2003; Harris 2003). In spite of the fact, research has shown no difference in shoplifting trends by race/ethnicity (Dabney, Hollinger, & Dugan, 2004). Nevertheless, citizens and retailers support such practices.

Gabbidon, Shaun L. “Public Opinion on the Use of Consumer Racial Profiling to Identify Shoplifters: An Exploratory Study” Criminal Justice Review 2011 36: 201 originally published online 24 February 2011

MWP3 Precis 1) Target Marketing of Tobacco and Alcohol- Related Products to Ethnic Minority Groups in United States

 

       

     

       In his article, Target Marketing: "good Business" or Racism? David Moore explains whether increased consumption of alcohol and tobacco products by black and Hispanics is a function of target marketing campaigns aimed at these minority groups by marketers which contributes to the perception of racism. A description of tobacco and alcohol consumption rates among these two groups compared to that of Anglo Saxons. The study examines primary marketing strategies of targeting alcohol and tobacco products to minority consumers. A debate is presented whether these practices and strategies are driven by racism or for the pursuit of money. The study assesses and leaves the door open for changes in the future but further research is required.

Moore, David J. “Target Marketing of Tobacco and Alcohol- Related Products to Ethnic Minority Groups in the United States” Ethnicity & Disease- Vol. 6, Winter/Spring 1996

Brainstorming 15 Topics regarding Racial Issues

1. Promotions in business, minorities fall behind on top jobs is this because of race
2.Rosa Parks not giving up her seat on a bus in the 1960's
3. Martin Luther King, I have a dream speech
4. Class discussion about radical people laying land anti-personnel mines around U.S Mexican border
5. Interracial dating in Today's society vs past
6. Early segregation in U.S military 1945-1960's
7. The KKK
8. Neo- Nazi's
9. The Civil War, how race was a major contributor to this conflict
10. L.A Riots and Rodney King
11. Arizona's and its struggle with illegal immigration
12. Racial Profiling among police
13.Gangs and race among Latinos and African Americans
14. Stereotype's on races of people
15. Discrimination is still strong in this country. Hunger Games movie and Rues character; racist blogs