McDonald’s 365Black campaign

I heard about this, and looked it up:

WHAT IS 365BLACK?

At McDonald’s, we believe that African-American culture and achievement should be celebrated 365 days a year—not just during Black History Month. That’s the idea behind 365Black.com. It’s a place where you can learn more about education, employment, career advancement and entrepreneurship opportunities, and meet real people whose lives have been touched by McDonald’s. Plus, you can also have a chance to win exciting once-in-a-lifetime opportunities. So make sure you visit often—you just might get inspired.

So McDonald’s has turned itself into an officially race-conscious organization which promotes blacks as blacks, and blackness as blackness, and seems to market itself mainly to blacks. This is in line with the de facto American ideology of all-pervasive race-blindness and zero racial identity for whites, combined with all-pervasive race-consciousness and maximum racial identity for nonwhites. The Civil Rights idea, ML King’s Dream, in which everyone is race-blind and each person is seen as an individual, is long gone—except when liberal society cynically exploits it to push whites to be race-blind while encouraging nonwhites to be race-conscious.

There is no reason for any white person (or any non-black person) to go along with McDonald’s pro-black corporate identity. People should write to McDonald’s and say that they will not buy at McDonald’s again until the company drops its blackness-promoting identity and shows that it is is equally welcoming to all.

Posted by Lawrence Auster at April 27, 2011 09:29 AM | Send