Comments on: Wheaties Fuels a Breakfast of Stereotypes

By: PioneerGrrrl

PioneerGrrrl — Fri, 09 Apr 2010 21:09:17 +0000

I think the ‘Fuel’ campaign is bad–because when I think of fuel, I think of gasoline, and I smell it too!

And for me personally, eating a box of gasoline is not appealing, regardless of who or what is on it. So it turns my stomach.

Then I think about buying the cereal brand which does not turn my stomach and smells/tastes good to eat!

By: Emma D

Emma D — Sat, 03 Apr 2010 22:44:58 +0000

I’m totally with Shira too… I also think that to either ignore or justify racism, particularly after it has been pointed out contributes to the problem in a really unique way. The image of “scary black men” has been used in this country for decades as a way to incite fear into white folk, creating a culture of racism. In this particular instance the the image of Kevin Garnett fills that stereotype in a way that stands out especially when it is surrounded by the cute, white images of Snap Crackle and Pop. Also, let us not forget that the image of men in general as hard, and intimidating is the top of a very slippery slope in how we as a society define masculinity. What are we giving our little boys to look up to? And what does that say to our little girls?

By: Shira

Shira — Sat, 03 Apr 2010 01:01:14 +0000

@Nathan — To quote you: “I am scratching my head however to find a highly marketed angry white man.” How about a highly marketed angry woman, for that matter?

and @PioneerGrrrl — High five to all the (former) gymnasts in the house! Mary Lou Retton was on Wheaties. Wheaties FUEL, a different cereal (same company), is going after a whole different marketing strategy.

By: Nathan

Nathan — Fri, 02 Apr 2010 03:52:18 +0000

This totally reinforces stereotypes. Unfortunately we have been so conditioned that most of us can’t directly notice. Though Garnett tries to label himself as a menacing character on the court, he is also known to be extremely gentle off court. A very emotional player. Why he can’t look as relaxed as Manning on the cover of a cereal box is an issue we need to ask weaties and his marketing team. Unfortunatley Garnett’s scoul is his trademark and can be seen on most of his advertisements, from gatorade to his adidas sneakers. Quite the opposite is true for Manning who is always looking regal. An interesting marketing juxtaposition. I wonder if the athletes will ever realize how they are being treated and look past the paycheck.

Nike’s Chris Paul who plays for the New Orleans Hornets and is African American on the other hand is always portrayed as a leader and can rival any of Peyton’s ads. I am scratching my head however to find a highly marketed angry white man.

It’s all about the money money money!

By: PioneerGrrrl

PioneerGrrrl — Fri, 02 Apr 2010 01:43:25 +0000

I remember Mary Lou Retton being on the box when I was a little girl.

By: Ben Atherton-Zeman

Ben Atherton-Zeman — Thu, 01 Apr 2010 22:57:23 +0000

Queen and Karlin, the problem isn’t gender marketing, it’s gender stereotyping. I’m fine with Wheaties marketing to men – it’s HOW they do it that concerns me.

Like Queen, I am in my 40s and a cereal lover – I remember Bruce Jenner being on the cover of the box, throwing a javelin or something.

Wheaties has always catered to men – I’m hearing the song from an old Wheaties ad “He knows he’s a man…” as a father proudly looks on, his son running the bases. “And he’s ready for a man’s breakfast – fortified Wheaties…”

Wow, that’s scary how much of that I remember. I think I was that kid Shira was talking about, absorbing everything.

I live near Boston and I agree with Angel that Garnett usually PLAYS seriously and intensely, but I’ve seen him interviewed with the smile Michele mentioned. And he OPENLY CRIED when my Celtics won the championship a few years ago – the big, strong man laid down on the court floor and CRIED! then gave an interview WHILE CRYING! I wrote about it at the time, I was so moved.

Now THAT’s the kind of masculinity I want out there – a man who can be strong AND cry, and that’s okay. That’s the kind of image I want staring out from a cereal box – something more nuanced and less “in the box” of traditional masculinity, and of traditional black masculinity.

Shira, you’re right on as usual. And I think folks can disagree without calling your column “offensive and ridiculous” – c’mon people! This is Ms. here!

By: Mike Murphy

Mike Murphy — Thu, 01 Apr 2010 19:57:20 +0000

Above and beyond the perpetuation of racist stereotypes of African-American men as angry and menacing (nice catch Shira!) is the masculinist form of the representations _in general._ The use of black and white images, the limited color palette (despite the concerted efforts of Alexander Julian, color is SO fey…), the black backgrounds from which the faces emerge (rape myths anyone?), the direct visual confrontation of the camera by which attitude the pictured subjects refuse to become objects of visual desire–these are all central to the Western history of representing men. So, they’re not just racist, they’re masculinist. And how you can tell is by switching the sex of the subjects and asking if women would ever be represented in this manner to sell cereal (to men or women). But we all know how angry, menacing women are treated in contemporary American pop culture, and it’s not with lucrative cereal company contracts….

By: Bob Lamm

Bob Lamm — Thu, 01 Apr 2010 19:28:26 +0000

Having read all the comments above, I’m still 100% with Shira and with those who have agreed with her.

And does anyone believe that Wheaties asked many, many prominent female athletes to participate in this marketing effort–for which Manning, Garnett, and the rest were no doubt paid a nice fee–but all but one of the prominent female athletes said “no”?
Please, let’s get serious.

By: Shira

Shira — Thu, 01 Apr 2010 19:01:16 +0000

@Drew — Thanks for pointing out the oversight. Pujols is most certainly from the Dominican Republic and we’ve made that correction.

For everyone else, this is definitely a lively conversation. Sometimes it’s hard to question the very culture we live in, especially if we feel invested in ideologies (or sports or cereals).

We’re sold products all day long, but we’re not really taught how to “decode” the ideas about gender, race, class, or sexuality that are wrapped up in this marketing.

Thanks for the comments. Keep ‘em coming.

By: Drew

Drew — Thu, 01 Apr 2010 17:36:55 +0000

I sure hope this was intended as an April Fools piece! When I see these images on the Fuel boxes, what they say to me is intensity and the “game face”.

Anyway, for what it’s worth on the research of this post, Pujols is Dominican, not Cuban.