It was announced on wednesday that the 130 year old brand would be rebranded so as not to offend those who find racial offense in sugary breakfast condiments. American society continues its descent into theater of the absurd as the pancake syrup brand aunt jemima has been deemed racist by quaker oats and their company owner pepsico. After years of criticism that the aunt jemima label is a caricature of black women and promoted racist stereotypes namely the mammy character quaker oats is finally taking action the company.
We want to take someone who sees the aunt jemima label as a. A saltshaker in the shape of a mammy. David pilgrim was 12 years old when he bought his first racist object at a flea market.
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Quaker oats the brand s parent company said in a statement on wednesday that it recognizes aunt. The aunt jemima brand will be changing its name and removing its label image nbc news reports. The name for the brand came from a song called old aunt jemima that rutt heard being sung by a blackface performer in a similar headscarf and clothing to what the model would eventually wear.
The logo has evolved over time with quaker dropping aunt jemima. The 130 year old breakfast brand s logo features a black woman named aunt jemima who was once dressed as a minstrel character. The origin of the aunt jemima brand is rooted in the old southern plantation stereotypes of the mammy a figure portrayed as a devoted servant according to the new york times.
In this context the slang term aunt jemima falls within the mammy archetype and refers to a friendly black woman who is perceived as obsequiously servile or acting in or protective of the interests of whites. The term aunt jemima is sometimes used colloquially as a female version of the derogatory label uncle tom. Quaker oats is retiring the more than 130 year old aunt jemima brand and logo acknowledging its origins are based on a racial stereotype.
