Tuesday, August 01, 2006

Contemporary Mammy


Some images just don't die.

At 200 pounds plus — most of that pure attitude — she is hard to miss.

Her onscreen presence takes on many variations, but she is easily recognizable by a few defining traits. Other than her size, she is almost always black. She typically finds herself in an exchange that is either confrontational or embarrassing. And her best line is often little more than a sassy “Mmmm hmmm.”

This caricature, playing on stereotypes of heavy black women as boisterous and sometimes aggressive, has been showing up for some time in stand-up comedy routines and in movies like “Big Momma’s House’’ and “Diary of a Mad Black Woman.’’ Often, the pieces are produced by directors and writers who are black themselves.

With black creators giving more acceptability to the image, it is now starting to appear more often in television commercials as well. Most recently some variation of this character has appeared in commercials for Dairy Queen, Universal Studios and Captain Morgan rum.

But despite the popularity of such characters among blacks, the use of the image of big black women as the target of so many jokes is troublesome to some marketers and media scholars.

“It is perpetuating a stereotype that black females are strong, aggressive, controlling people,’’ said Tommy E. Whittler, a marketing professor at DePaul University. “I don’t think you want to do that.’’

Continue reading the article here

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