That ad depicts an Australian cricket fan (the same guy from all the other KFC cricket ads this summer) sitting in a crowd of West Indian supporters who are dancing and singing. They are dancing and singing because they are West Indian cricket fans and that is how they watch the cricket. I think that most Australian cricket fans think this is a cool part of West Indian cricket. I wish it was a part of watching Australian cricket, but we are too reserved for anything like that.
Anyway, in order for the Australian fan to watch the cricket in peace he gives the crowd a bucket of KFC chicken, when they start eating they quieten down. This is the apparent racist part, see this quote by an American radio announcer for example:
"These people, they're so unruly and uncivilized and so rowdy, jumping up and down," U.S. radio announcer Ana Kasparian said, in her criticism. "They just can't sit down unless you give them some ... fried chicken."
But actually Ana Kasparian has severely mis-understood the ad. They are West Indian cricket fans having fun watching the cricket. But our Australian fan can't focus so he gets KFC which quietens them down. This is just like what the same guy has done in all the other KFC ads this summer. He has given his girlfriends parents KFC so he can change the channel on the TV and watch the cricket, he has given a security gaurd KFC so he can sit on the other side of the fence as a fake security gaurd and get an uninterupted view of the cricket. Now, in this ad, he gives chicken to the West Indian crowd so he can watch the cricket.
It's not racist, it's cricket.
It's also not America, it's Australia and I think that racism probably has some cultural elements to it. What's racist in America, due to past cultural history, could be not racist in Australia because we don't share that same cultural history. It probably works both ways.
Here is an American news story on the ad
This story from the Australian is well written and sums up much of what I think.
Here is the actual ad
and here is one of the other KFC cricket summer ads for context and comparison.
Come on, wake up you yankees this kfc ad is not racist it is to do with Australia and West Indies cricket having a fun time with a sport called cricket which none of you yankees have ever heard of nor even know where the West Indies are. Cricket has been challenged between these countries for many years So as far as i'm concerned get over it and when you know how to play cricket then and only then will you realise that "hey this ad isnt racist.
ReplyDeletejohnny cash
Australia
Well said, Chris. Great cultural analysis. You are a true missioner, engaging with cultures in seeking understanding in bringing a Christian mindset. Thank you. Shalom. +John
ReplyDeleteGood analysis, Chris. Admittedly if this were a commercial here in America I would have to call it racist. Fried Chicken is one of the many stereotypes used to caricature and make fun of African Americans but this is, as you have pointed out, obviously a different context that has nothing to do with that stereotype. As a culture we've become quite sensitive to these things because there is still a deep culture of hatred in parts of America. The scars from the Civil Rights movement run quite deep for some people.
ReplyDeleteVery interesting! Racism is so prevalent in our country (the U.S.) and so much a part of our history together that we can't help but see it everywhere. We forget that our story is not the same as that of others (another problem we have -- we look at the world as if everyone else surely must share our perspective!). Thanks for sharing this eye opener.
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