• Thursday, Oct 28, 2021
  • Last Update : 02:48 pm

Brazil marks Black Awareness Day under racism cloud

  • Published at 12:20 am November 20th, 2017
Brazil marks Black Awareness Day under racism cloud
Brazil promotes itself as a harmonious blend of races, but the reality as the country celebrates Black Awareness Day on Monday is that the darker your skin, the less chance you have of getting ahead. The numbers are hard to ignore. According to the state statistics office, only about 5% of management jobs are held by non-whites, who account for 54% of the population, according to the latest census. Among the richest 10% of Brazilians, 70% are white. Among the poorest 10%, 74% are black. Blacks are also hard to find in prominent media jobs or in fashion. These inequalities are highlighted in a video called "White Privilege Game" published by the anti-racism group ID_BR that has received 1.2 million views so far on Facebook and been aired on several television programmes. Based on an original version created by BuzzFeed in the United States, the video shows a contest where participants have to take steps back or forward from the starting line depending on how they answer questions about their colour or wealth, or if they have been the target of racist remarks about their hair. In highly graphic form, the processes show how people get a head start, or are held back. Inevitably it's blacks who end up at the back of the line.

Affirmative action

"White privilege means getting a whole range of advantages over others without even realizing," said Giovana Freitas, a historian at Rio Federal State University. A survey from the Institut Locomotiva, which studies poverty, found that black men with university degrees in Brazil earn about 29% less than white men with the same qualification, while the figure was 27% for black women. "If blacks earned the same salaries as whites, there'd be $247 million injected into the economy," said Locomotiva president Renato Meirelles. There have been positive changes over the last decade and a half as the effects of racial quotas at universities, introduced by the leftist government at the time, take effect. The proportion of non-whites entering higher education has risen from 8% to 27%. "All these policies of affirmative action have started to produce results," said Esteban Cipriano, who manages education programs at ID_BR. The problem is what happens after. "These people with degrees then have a really hard time on the jobs market," Cipriano said.

Changing tastes

ID_BR lobbies companies to open doors to non-whites. It has worked especially closely with the fashion brand Maria Filo, which last year prompted a scandal with a line of clothing that reproduced scenes from artworks depicting slavery. "Thanks to dialogue, our views have changed. Now, everyone is more aware," said Maria Filo's marketing director Isabel Beaklin. Each month, she joins a dozen or so employees from different departments in the company to discuss racial issues with ID_BR. "During some of these meetings, we ourselves have suggested ditching campaigns that might be seen as offensive" to non-whites, Beaklin said. Product development manager Catia Fernandes, one of the two blacks in the group, said she appreciated the chance to air sensitive issues. "These are themes I've always wanted to discuss," she said. "When the group was created, I felt emotional because I could finally express myself." Still, racist attitudes persist in the marketing world here. A brand of toilet paper, coloured black, was recently sold under the slogan "Black is Beautiful." After a wave of protests in social media, the campaign was withdrawn and the white actress who appears in the ad, wrapped in the paper, apologised on Twitter. A well-known television anchorman was suspended last week after he said on air that a car horn bothering him while on a live broadcast was "a black thing."
50
Facebook 50
blogger sharing button blogger
buffer sharing button buffer
diaspora sharing button diaspora
digg sharing button digg
douban sharing button douban
email sharing button email
evernote sharing button evernote
flipboard sharing button flipboard
pocket sharing button getpocket
github sharing button github
gmail sharing button gmail
googlebookmarks sharing button googlebookmarks
hackernews sharing button hackernews
instapaper sharing button instapaper
line sharing button line
linkedin sharing button linkedin
livejournal sharing button livejournal
mailru sharing button mailru
medium sharing button medium
meneame sharing button meneame
messenger sharing button messenger
odnoklassniki sharing button odnoklassniki
pinterest sharing button pinterest
print sharing button print
qzone sharing button qzone
reddit sharing button reddit
refind sharing button refind
renren sharing button renren
skype sharing button skype
snapchat sharing button snapchat
surfingbird sharing button surfingbird
telegram sharing button telegram
tumblr sharing button tumblr
twitter sharing button twitter
vk sharing button vk
wechat sharing button wechat
weibo sharing button weibo
whatsapp sharing button whatsapp
wordpress sharing button wordpress
xing sharing button xing
yahoomail sharing button yahoomail