As a Social Justice Warrior, I tend to favour diversity and inclusion as a principle. As such, I follow some people who share this interest. In fact, most of these people expend much more energy toward this end than I do. The challenge I am about to convey is that some people don’t read beyond the subject line, and don’t even attempt to assess the underlying claim, let alone the issue at hand.
I recently engaged in a nonsensical interaction that I am sharing and dissecting. It started with this share, an image of the border outline of Nigeria with an overlay caption that reads: “Nigeria becomes the first country to ban white and British models in all advertising”.
I’d like to point out two items in particular. Firstly, the caption is fabricated. I’ll get to the source reference presently. Secondly, the re-poster aptly corrects the caption when he shared it—”Well, all foreign models, but HELL YEAH!”
Nigeria recently passes a law that essentially assesses a tariff or levy on advertising content using non-Nigerian talent. There is no mention of ‘white’ models, though British models would fall under this umbrella. This protectionist law stems from nationalism. I’d guess that ‘white’ people comprise less than one per cent of the Nigerian national population, but I could be wrong. This is well outside my area of expertise.
My response was to say “Down with Nationalism and the Promotion of Otherism.”
I may be misinterpreting myself, but it feels to me that this is denouncing racism and other forms of otherness.
Sabrina responds, ‘Why is not having white models in advertising a bad thing?” and “Isn’t the whole point of advertising [for] people to…see themselves… ?”
In response, I should have pointed out that the initiative had nothing to do with skin colour. Instead, I responded to the second question: the point of advertising is to sell product. Full stop. If people see themselves with the product, then great. Clearly, this comprises a fraction of successful adverts. More common is to make a connection to what they aspire to. It’s not about making a social statement—unless, of course, that social statement will sell more product. If an ad with a white model will sell more product, a business would be derelict not to employ one; conversely, if white models result in lower sales, a business would be foolish not to switch to the more successful vector.
Sabrina really goes off the reservation with her reply, somehow conflating Nigeria with the African continent. Attention to detail is not her forte.
At this point, I feed into her laziness and send her a link to an Al-Jazeera article addressing the law.
She leaves with a parting shot, and I quote: “Have you ever thought about the harm you might cause by playing devil’s advocate and “creating an argument”?”
She’s off course and then attempts to diminish my point by calling it ‘playing devil’s advocate’ rather than admitting that she hadn’t even considered the rationale and possible ramifications. She didn’t even grasp the main point, so I suppose I should forgive her for not noticing secondary and edge cases.
At this point, Dr Perkins adds her voice. Her initial question is valid, and as I responded, the answer is “No”. The race card was introduced by some narrator who didn’t know what game he was broadcasting. But then she goes on to “applaud Nigeria for making a [decision] centering [on] Blackness”, save to say that was not what prompted the decision.
Notice, too, that other people “Liked” the other comments, a testament to the principle of least effort of the bystanders, too.
I recognise that the original post anchored the conversation off the actual topic, but it was also very easy to track down the reference and note the content discrepancy. Granted, this takes time and effort, but so does responding on a thread and then escalating commitment to a non-cause. And for one tilting at windmills to be tossing around accusations of playing devil’s advocate. It’s not a good sign.
But wait, there’s more. I commented on this post on a second thread.
In this case, Dr Anderson suggests that this is just “a country celebrating its own citizens by recognizing their beauty and knowing they can move product just as good, and probably better than white women, to which I responded that this is a testable hypothesis. It’s either true that on balance white models sell more product or black models do. Again, don’t fail to miss the point that none of this is about white versus black models.
Somehow, LinkedIn can’t seem to keep their threads in order, but Ms Rice takes my hypothesis testing point as a support for racism before precipitating to full-on troll mode.
It scares me to see that there are two academic doctors participating in this thread, neither with a trait of attention to detail nor even a fundamental pursuit of evidence.
This is why it is difficult to engage with social media. You have no idea what level a commenter is coming in on. And even when spoon-fed information, they refuse to alter their position. In fact, they tend to double down on their wrongness.