Edited on 10/12/17 because the first time around I just don’t give a f***!
Edited 9/8/17 because brought to you by the letter “M.”
Edited (yet again) on 8/10/2018 for a few misplaced (s)s and slightly augmented wording.
Can we re-purpose a reactionary frame?
Can we take something not quite patently offensive, but triggering and reshape it to mean something that can unite rather than divide? Can a community of people, who already feel burdened with the explainer role, manage again to unify under something they mainly feel is a bastardization and outright insult to the movement they identify with?
If we’ve learned anything from the election of Donald Trump, we should take away this, using the language of the oppressed to claim oppression works, but can the opposite work as well.
When I’d seen the statement “All Lives Matter” in response to BLM, I cringed. I knew it was a reactionary, angry, reflexive response to a needed if not fully appreciated movement. It angered me that people who know better should have understood that killing an unarmed member of any community should be denounced, that people who should know that there is a disparity between the way young Black men are seen and treated in our society, and the way young white men are treated. That Black Lives Matter, of course, wasn’t a statement of exclusivity but one of defense. That the implication that ONLY Black Lives Matter was NOT part of this declaration, nor was the implication that Black Lives Matter MORE, but it was merely that Black Lives Matter AS WELL.
There is much to be said about how we got here, much hand wringing to be done about how history had drawn a clear line to this moment and how forces, both seen and unseen have forced these confrontations.
For context, I suggest reading some of the books on slavery or civil rights or some of the more inclusive books on American history A People’s History of the United States by Howard Zinn is a good place to start.
I’m not getting into context here, it’s too obvious to me and would distract from my point. Plus, I believe we should all be more responsible for exposing ourselves to the context of the history of the country of which we so effulgently pronounce our love.
One of the things I have learned about messaging is that sometimes to do it effectively; you have to give up some deeply held preconceptions. You have to resort to some to the tricks of the oppressor, if you will, and one-up them by playing their game. There are limits to this, of course, but within those limits is where progress can be potentially made.
Appropriation is a hot-button term. It evoked Native headdresses or kente cloth; it evokes everything from girls in yoga pants to Rachel Dolezal.
It doesn’t deserve the reputation it has. Appropriation is, in some cases, the same thing as acceptance, it is the brother or sister or transgendered, polyamorous, biracial neighbor of cultural assimilation. McDonald’s appropriated images of Black families in print ads to appeal to the people it was trying to sell burgers to, advertising, in general, appropriates members of audiences it wants to reach, and this is often called “inclusion.”
My feelings are half and half. Half of me welcomes the representation because it brings visibility and half of me knows the motivation is to sell a product. In many cases, even this gives a certain amount of arrival cred but still begs the motivation question. Yet, for whatever reason, it’s better to be seen in a positive light than a negative one, though it can be argued that this isn’t all that positive:
but is was certainly better than this:
Appropriation can be a gateway to conversation and understanding, or it can be a gross misuse of a symbolic cultural totem. I think its time for us to use the poseur of appropriation on the All Lives Matter crowd.
It makes sense that reactionary forces would seize on an approximation of a statement that virtually says the same thing. In this era of lack of imagination, lack of the ability to see things in shades of grey, and lack of connection across lines of partisanship, we have been unable to ask each other, “so what exactly do you mean by that?’ instead of reflexively attacking each other over our perception of that meaning.
So let’s start out by saying that all lives do matter. Black, White, Mexican, Gay, Straight, tall and short, cis, queer, nongender specific, Cops who occupy all of the other identities as well and are both sheltered and wrongly maligned, we can even go as radically far as to say that plants, animals….all life is important. The human variety is where we’ll focus for the moment though, let’s just say that all human experience is valuable.
Now we can get into a little trouble here in our appropriation as we often do when trying to be inclusive, how far is too far? So if the whole point of this is a marketing strategy (and make no mistake, the most efficient way to convey this message is through that means), who is the intended audience?
Assuming the target audience is the former Obama voting Trump devotee, a person who, right or wrong, thinks he is now in the minority, who assumes that being white has somehow become a liability, despite all evidence to the contrary, and now feels he must pull back into an enclave of reactionary juxtaposition. We aren’t going for the 1% White Lives Matter crowd, they are lost and never wanted to be a part of this new America anyway. Calling out the hypocritical other and also the people who genuinely don’t understand why All Lives Matter is such a divisive statement by appropriating the tag is a tact worth pursuing.
Re-branding as All Lives Matter, re-purposing with inclusion in mind of the people of all races that have been discounted and ignored, bringing in law enforcement of all races to have a dialog about how people are not treated equally and to what degree. Actually TALKING to each other about these vital issues under a moniker that doesn’t seem to exclude.
Maybe All Lives Matter can be a vital starting point to challenge the notion that they do conceptually and working on how they can actually.
Taking advantage of the short memories of Americans to change things in the long-term may be sneaky, but it can also be useful. From a marketing standpoint, it would be as brilliant a coup as turning a brand that had been wrongly associated with Nazi Germany into a brand that appeals to the Spanish-speaking among us.
In the world of spin, anything is possible.