Around the world, the representation of Black women in media is often flawed, as ideologies shaped by racism and white supremacy dominate the social construction of the representation of Black women in print media. This paper examines the use of “click speech” responses to a Facebook post where we condemn the use of what we perceive to be negative images of Black women used to market rum. Specifically, we ask the question: How do Belizeans respond to our request and our framing of the marketing campaign as being racist and sexist? Using a Belizean feminist lens, we analyze click speech responses to our request. A mixed response of those who supported our requests to remove the caricature from the rum label and those who did not support our position that the marketing campaign was both racist and sexist were found through content analysis. Many of the comments suggested that we were creating an issue, that there is nothing wrong with the image, and that we were importing American ideas of racism and sexism to Belize where they do not exist. This study contributes to that gap in the literature that ensures that Belizean women are represented in ways that their voices are not misrepresented and ensures that this research contributes to Belizean knowledge.
Warren-Gordon, Kiesha and Mencias McMillan, Deborah
"Analysis of Black Female Belizean Stereotypes in Visual Media: Jezebel, Mammy, Sapphire, and their Contributions to Violence against Women,"
Journal of International Women's Studies: Vol. 23:
1, Article 23.
Available at: https://vc.bridgew.edu/jiws/vol23/iss1/23