Caller says there is an 'implicit bias' in Dove ad

Social media users have slammed Dove over a racist advert.

A short video clip was posted on the company's US Facebook page showing a black woman taking off her brown T-shirt and turning into a white woman after using the product.

They have since apologised for any offense caused, saying they "missed the mark" in representing women of colour.

Eusebius McKaiser shared his take on the matter after a caller suggested that people approached the advert with some bias and pointing out that there has been no outrage over the Asian women represented in the advert.

At best you can conclude that the ad was insensitive because if for example a white person had been offended by the transformation of the white woman into an Asian, we would have to say that the offence was caused by that white person's own bigotry.

Paul, 702 caller

I think the only way you can conclude that it is racist is by people inserting their own biases and their own sensitivities into something that the agency did not intend.

Paul, 702 caller

McKaiser explained why the advert remains problematic.

The intention is not the be all and the end all in analysing any form of implicit bias.

Eusebius McKaiser, 702/CapeTalk anchor

Most behaviour that is bigoted does not fit into one explicit category, he adds.

If you want to understand how implicit bias operates, if you want to understand how for example institutional discrimination works, you are not going to find the answer by cutting open the head of the CEO and looking for an intention, it does not announce itself, it is not as honest as Steve Hofmeyer.

Eusebius McKaiser, 702/CapeTalk anchor

The Asian persons 'Asianness' is not salient to the fact that they are light skinned and sometimes those of us who are light skinned but not white become props in a world of whiteness. Everyone who is referring to the Asian element of it is being completely disingenuous.

Eusebius McKaiser, 702/CapeTalk anchor

Click on the link below to listen to the full audio....


This article first appeared on 702 : Caller says there is an 'implicit bias' in Dove ad


Recommended

by NEWSROOM AI
Read More
IDC's Strategic Business Unit creates opportunities for SA's film makers

IDC's Strategic Business Unit creates opportunities for SA's film makers

The unit aims to fund and produce media projects that are not only enjoyed locally but are internationally palatable as well.

'Elite schools in SA are still reproducing bullying and whiteness'

'Elite schools in SA are still reproducing bullying and whiteness'

A discussion on the legacy and experiences of learning at elite, private and model C schools.

Can we separate Mayweather  and McGregor from the abuse and racism?

Can we separate Mayweather and McGregor from the abuse and racism?

Eusebius McKaiser takes a look at the history of the sportsmen and the support they have garnered despite their violent natures.

Over 70% of South Africans do not experience daily racism - SAIRR survey

Over 70% of South Africans do not experience daily racism - SAIRR survey

SA Institution of Race Relations reveals poll results on racism in SA offer hope for race relations in the country.

How do you feel today – Beautiful? Or Average?

How do you feel today – Beautiful? Or Average?

Ad Feature special guest 947’s Stacey Norman chats to Kate Swan to get the background on Dove's latest #ChooseBeautiful creative.

3 videos to watch this weekend - 11 April

3 videos to watch this weekend - 11 April

How to become colour brave instead of colour blind; women deciding if they are beautiful or average and a high quality silly video

Popular articles
'Elite schools in SA are still reproducing bullying and whiteness'

'Elite schools in SA are still reproducing bullying and whiteness'

A discussion on the legacy and experiences of learning at elite, private and model C schools.

'They must release you, we want you outside' Minister Mokonyane tells Omotoso

'They must release you, we want you outside' Minister Mokonyane tells Omotoso

Nomvula Mokonyane tells rape accused Timothy Omotoso that they must release him as he is wanted outside.

Woman alleges pastor Omotoso began sexually abusing her at 14

Woman alleges pastor Omotoso began sexually abusing her at 14

Nigerian pastor Timothy Omotoso and his two co-accused face multiple charges, including human trafficking, racketeering and rape.

An expert guide on 'hotwifing' and 'cuckolding' in the bedroom

An expert guide on 'hotwifing' and 'cuckolding' in the bedroom

Clinical sexologist Dr Eve shares insights into sexual fetishes and how partners negotiate them in their bedroom and relationship.

3 emergency numbers you should have on speed dial and how they work

3 emergency numbers you should have on speed dial and how they work

These are the emergency numbers you should have on your cellphone and this is what you must understand about how they work.