So 7-11 has transformed some of its stores into Kwik-E-Marts, modeled after the convenience store on the television show “The Simpsons.”
I’ve heard all the arguments discounting the racism in the television show. The store owner is a “loveable character.” The show “makes fun of everybody” and not just Indians. Of course it’s a stereotype, that’s why it’s funny! And of course, there’s always that Indian guy who says that he thinks the character on the show is hilarious. (One of the news articles about the Kwik-E-Mart transformations was quick to include an Indian who supported the theme.)
I call bullshit on all of it.Â
Here’s a picture of some of the employees at a transformed 7-11, wearing “Qwik-E-Mart” garb. So basically they’ve been transformed into cartoon characters. Which is the whole point of racism as entertainment, isn’t it? It’s about dehumanization. It’s about stereotype. It’s about entrenching racism in pop culture. It’s about reinforcing racist imagery, often on a subconscious level. Constant repetition. When the strongest image of Indian Americans is Apu, you know we’ve all been taught the big lies.
When people tell me that Apu is a “loveable character,” what I hear is that they love to laugh at racist imagery. Yeah, the Simpsons makes fun of everybody. But is everybody equally affected? And are stereotypes really funny to the people to whom they have real consequences? Because I find it sad, and scary, and unbelievable, but I’ve been asked if I speak fluent English at more than one job interview. It defies the evidence of ones’ own eyes and ears and defies imagination, but that ching-chong shit is buried deep.
I don’t care if there is one brown guy out there somewhere who isn’t offended. Because this isn’t about offensiveness. It’s about humanity.
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July 9, 2007 at 11:23 pm
m
This is interesting to read. I’ve always had issues with the Apu character. I’ve found it difficult to put into words why I’m offended by the character. I think it’s because Apu is presented as a goofball and there is no counterbalance to him anywhere on TV.
I’m sitting here trying to think of an example of any character in a TV show that presents a person of Asian Indian heritage just as a regular person. I’m not big into TV, but I can’t think of any. Anyone else?
July 10, 2007 at 8:44 pm
Ultrabrown › Reminder: CNN tonight
[...] I don’t care if there is one brown guy out there somewhere who isn’t offended. Because this isn’t about offensiveness. It’s about humanity. [Link] [...]
July 11, 2007 at 6:59 pm
abcd
I’m Indian-American, and I certainly am offended by the racist caricature “Apu.”
July 15, 2007 at 1:11 am
Thanking For Coming Again at Random Thoughts of a Demented Mind
[...] bloggers (Manish has gone on CNN Paula Zahn and NDTV) have taken issue with this kind of promotion (Racism as Entertainment) and some of the 7-11 franchisees have felt insulted. Needless to say, there are also people who [...]
July 16, 2007 at 9:42 pm
Vishnu
I am an Indian studying in US for the past one year. I came to know of this character only after reading this, I never watch Simpsons regularly.
This character Apu and the ensuing Qwik-E-Mart campaign are totally absurd. I wonder how many other people made fun of and characters created for making fun of them were used to create la E-Mart trends. This reeks of racism.
July 17, 2007 at 8:59 pm
Rahul
I am an Indian, grown up in India. I am proud of my thick Indian accent and will never change it because it is who I am. It is no less cool, or thick or foriegn than the American accent, the West Indian accent, the chinese english accent or the Yorkshire accent. Since I am very proud of who I am and of India and Indians,(not just proud but as some of you might have noticed many Indians have a slight superiority complex), it is not easy to get me upset about negative depictions of Indians etc., since I know they are exaggarations etc.
At the end of the day, I think this is a question of identity. Many people of Indian heritage want some sort of re-inforcement, acceptance etc. as being no less american/english/european etc. In doing that they also seek to distance themselves and are somehow embarrassed by things like arranged marriages, elephant headed gods, Indian accent etc. To me, all of these are normal and good, even the ‘Thank you, come again’ line. I mean what’s wrong with ploiteness?? Apu is all out to just make money,(sometimes at the expense of his own dignity)but isn’t that true of so many immigrants and what is so negative about that? It might be a stereotype, but it is based on a sliver of reality. So it gives people ammunition to taunt you? Well, heck, if it wasn’t this, it would be something else. On the whole, I have found this character to be more positive than negative.
I don’t care what the show depicts(personally, I find Apu a funny and also endearing character and have never felt offended), because I am sure it will not change the opinions of those who know me about me. On the otehr hand, I can imagine that if someone has a basic problem with who I am and where i come from, they would still taunt my accent, or my beliefs or habits etc. even if the character of Apu had never been created.
However, at the end of the day, this is about The Simpsons and they make fun of a lot of things, it’s in the spirit of the show. I think we should be less uptight about this.
August 7, 2007 at 5:38 pm
caia
m – There was a character of Indian descent (via Britain) on ER. I don’t watch the show, so I can’t say how her ethnicity was treated, but she was a doctor… like half the characters.