Travelling through the “headwaters” of the American South, I stop at one of my favorite stores to pick up a few items for a thick lentil soup. I am on my way to see family who now live even further afield from the Upper-Midwestern region we used to call home.
Walking the aisles, after a few hours of driving, I fill my shopping basket with millet, brown rice and large, locally grown produce—onions, tomatoes, cabbage and greens. As I shop, I notice someone in the store has been working extra hard to introduce some levity into the store’s shopping environment.
Alongside the jasmine rice, there is a highly-colored cartoon image of a princess; and, in the dried-bean section of the store, an image of a popular musical act is next to a stack of black-eyed peas. The visual puns and light humor are a welcoming phenomenon in contrast to the linear look of a dull, itemized grocery-store list.
Then, as I round the corner of another aisle, the soft smile of amusement—which had formed almost involuntarily on my face–leaves quite suddenly. Next to an area with seeds and beans for sprouting, I see an image of the African-American, child actor who played the character of Buckwheat in Hal Roach’s “The Little Rascals.” He is covered in a spray of white flour, and his hair is in an unkempt afro towering above his head. Inside of me, some invisible line has been crossed—where humor does not reside. The image does not strike me as funny.
Taking my basket to the checkout, I pay for my things as I attempt to sort through the emotions of my internal reaction. While walking to the vehicle to load my groceries, I try to decide exactly what it is, if I were even remotely centered, I might be lead to do.
Something. Not nothing. Have a conversation. Keep it light. Open a conceptual door.
Turning to lock my vehicle, I walk back into the store and ask whether a manager is available. Our conversation goes something like this:
—Hello. Do you have a moment?
—What can I do for you?
—I wanted to tell you that I love to visit this store. You always have all of the things I am looking for, the dry items I need and the produce.
—Good to hear.
—I also appreciate a lot of the visual puns you have been placing through out the store. They add some levity and fun to the shopping experience. Could we walk over here?
Stopping in front of the image of the childhood actor, Billie Thomas, portraying Buckwheat in “The Little Rascals,” I turn to face the manager.
—You know, I’m not so sure about this one image.
—Well, you know how people like to share the things they love with the people they love, like good food, where to shop and humor? I was trying to imagine travelling through to shop at this store with some of my husband’s extended family, they are of both European and African heritage—biracial, and I don’t think that they would find this image funny. I think they might even find this one visual pun offensive.
—You really think so?
—Well, the image does not feature an afro from the 1970’s. It isn’t about black power or racial dignity, is it?
—I suppose not.
—You know, I am not of African heritage, and I am from a different region—a different culture. And, if I were to speak truthfully, I would have to say that I find this image offensive. It represents a place in time where we were culturally—once, with our humor. I don’t think we are there anymore nor should we be revisiting the place of this antiquated form of “humor.”
I watch the manager’s wheels turning in his mind. He can’t seem to make the conceptual shift to see this image from a different perspective. I wonder whether or not the manager grew up on a diet of Little-Rascals, after-school reruns.
—Contrast this image with the one of the modern, musical group. The modern image is inclusive. The musicians have named themselves. They are performing together, as adults, in roles they have chosen. This other image is quite different. You have a few stores in your chain, right? Maybe the next time you have a group meeting with corporate you could have a conversation about the feedback I have given you and make a decision from there—amongst yourselves.
—Yes. We could certainly do that.
—Yes. Do that. See what kind of feedback you get. Thank you for your time and taking my concern into consideration.