Skip to comments.365 Black (McDonald's celebrates Black History Month all year)
Posted on 04/26/2002 10:11:33 PM PDT by Teacher317
Every so often an organization, special interest group, or corporation will come up with an advertising campaign that is worthy of winning eternal fame as the Orange and Blue Observer's Loony Leftist Flyer of the Month. This month the honor goes to the McDonald's Corporation for their "365 Black" initiative.
As you may already know, February was Black History Month (or African-American History Month depending on whom you ask). The second week of February, originally established as "Negro History Week" in the mid-1920s to celebrate the week that marks the birthdays of Abraham Lincoln and Frederick Douglas, has grown into a month-long celebration and reflection of the influence of blacks on American history. In recent years, however, there has been a push among several interest groups to move away from celebrating black history only in February, but throughout the year. McDonald's has joined this push to celebrate black history throughout the year with their "365 Black" initiative.
The "365 Black" campaign is yearlong effort that began on February 1, 2002, with the intended goal of encouraging the celebration of black history. The advertisements for this program that you will find on the posters in the restaurants and in magazines aimed to African-American readers ask the viewer "What month do you celebrate black history?" Near the bottom of each ad states, "McDonald's celebrates black history all year long." While it is important to value one's cultural roots and one's history, unfortunately, for members of all races, programs like the McDonald's "365 Black" initiative may also have the side effect of self-segregation.
To better illustrate the concept of self-segregation, one only needs to look at the dozens of award shows geared toward African American audiences and awardees each year. Examples include the Essence Awards, the Trumpet Awards, the NAACP Image Awards, the National Black Arts Festival, the Miss Black USA Pageant, and the Ms. Black International Pageant. By the way, I wonder how many young children wonder why there isn't a Miss Asian USA Pageant, a Ms. Hispanic International Pageant, or a National White Arts Festival?
In addition, a quick search on the Internet yields over 50 print magazines, several dozen newspapers, and even a few television networks dedicated primarily to African-Americans. Events and publications such as this are typically justified as a means to encourage pride in one's heritage and provide education and information that does not receive much focus in the schools. Instead of spreading awareness to people of mixed cultural backgrounds, these programs like "365 Black" focus their efforts mainly on African-Americans themselves.
In order for any real change to occur, the efforts of those truly interested in spreading knowledge about the history of African-Americans should be directed to changing school curricula. By side-stepping the inherent diversity in most of the nation's schools, and the many fertile young minds which are open to new ideas, proponents of programs such as "365 Black" do little to achieve their stated goals and do more harm to current race relations in America.
I wasn't going to go to the REAL graduation ceremony, much to the chagrin of my family. Do you think I should tell them to come to this one? I'll wear a pizza box and a green top hat with a 4-leaf clover sticking out of it.
At least we gave them the shortest month of the year.
That cannot possibly be serious. Nevertheless, I am about to spit food all over my keyboard. LOL
Obviously written by a white executive. Try this on for size:
"We give props to your peeps, twenty-four seven."
If it weren't for this fact (and the subsequent assumption that I might be a member... and subsequently have my job put in jeopardy), I would have talked to the manager, and asked why they felt racism was acceptable to post in their store. The most basic definition of racism is favoring one race and excluding all others. The '365-Black' program does exactly that.
Isn't that name just dripping with alternative meanings? Let's try some variants replacing one race with another and see of they're accceptable:
All White, all the time.
Asian all year.
Almost too good to be true. Mr. McRonald, your birth certificate please.
Just another white man's tokenism. Racist McDonald's didn't even pick a leap year.
They gave us one of them regular short years. (/sarcasm)
I think they need to up the ante and get rid of Ronald McDonald and replace him with Homey the Clown.[sarcasm]
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