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

By Robert E. Weems

Capitalism and slavery stand because the fiscal phenomena that experience such a lot sincerely outlined the USA. but, regardless of African american citizens' approximately $500 billion annual spending strength, unusually little cognizance has been dedicated to the methods U.S. companies have courted black funds in post-slavery the US. Robert E. Weems, Jr., offers the 1st absolutely built-in historical past of black consumerism over the process the final century. the area battle I period nice Migration of African americans from the agricultural South to northern and southern towns prompted preliminary company curiosity in blacks as shoppers. A iteration later, as black urbanization intensified in the course of global struggle II and its aftermath, the suggestion of a special, ecocnomic African American customer marketplace received higher foreign money. in addition, black socioeconomic profits as a result of the Civil Rights stream which itself featured such buyer justice protests because the Montgomery Bus Boycott, additional greater 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 client marketplace to U.S. agencies. Their activities, satirically, set the level for the continuing destruction of black-owned company. whereas the level of academic, employment, and home desegregation is still arguable, African American purchaser cash have, by way of any normal, been absolutely included into the U.S. economic climate. Desegregating the greenback takes us in the course of the "blaxploitation" movie undefined, the titanic marketplace for black own care items, and the insidious exploitation of black city distress through liquor and cigarette advertisers. Robert E. Weems, Jr., has given us the definitive account of the advanced dating among African american citizens, capitalism, and consumerism.

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They don't exist any more as a matter of fact. 2. 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.

S. white population during the same decade. 36 Thus, by the early 1950s, the national African American community appeared to be increasing both in size and in urban concentration. This dramatic demographic phenomenon would have far-reaching consequences, especially for the radio industry.  . " First and foremost, it seemed clear that black consumers were far less forgotten (or ignored). S. radio stations featured "Negro-appeal" programming in 1949, by 1952 there were more than two hundred stations that featured this format on a full- or part-time basis.

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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