Ordinary Racism: Fried Chicken Anyone?

"How to silence a noisy crowd" by KFC

06.01.2010, par

According to this australian ad, when you’re stuck in an awkward situation, KFC is the answer. Ok but what is so awkward about being surrounded by a crowd of happy, cheering people at a cricket game? Maybe the dude doesn’t like cricket, you never know.

So ok, the guy has the answer, he grabs a big bucket of fried chicken, and this fried chicken is going to get him out of an awkward situation. You might think “Yeah the guy loves fried chicken, KFC makes him happy!” and that’s when it goes even stranger: the chicken is not even for him but for the crowd around him. Yes, the happy cheering people attending a cricket game who for some reason, create an awkward situation and have a mysterious connection with fried chicken.

Now what is so awkward about this people? And why on earth are they supposed to love fried chicken more than the guy with the Aussie shirt?

Because this ad is racist.

Some comments on the video are pretty interesting:

Americans might think this is racist because black people eating fried chicken is a stereotype that exists in their country. This ad was shown during cricket matches between Australia and the West Indies. If England had been playing at the time, the ad would have shown the bloke feeding chicken to the Barmy Army to make them sit down and shut up. There’s no racism intended or perceived in Australia. The complaints I’ve seen have come from Americans guilty about they treat people in their country

So there’s actually people thinking that using the stereotype of black people eating fried chicken is racist in the U.S, but it’s just good clean fun in Australia.

Well here’s some other Aussie fun moment on TV, the great performance of a Jackson 5 parody group with funny make up. I guess american singer and actor Harry Connick Jr should not be shocked but understand that the Blackface thing is just racist in his country, in Australia it’s funny and aired on national TV.


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28.03.2013 par Marko :
The stereotype of "black people (African-Americans, actually) eating fried chicken" is not racist in Australia because it does not exist in Australia. The creators of the ad were not tapping into any stereotype at all - and most Aussie TV viewers would not have perceived any racism. The Aussie is uncomfortable because he's sitting in a crowd at a cricket match AMONG the other side's supporters (look at the colour of the shirts, NOT the colour of the skin). He then offers them KFC to ease that "awkward" situation. The the time the ad was broadcast, the West Indies were touring Australia which is why West Indian supporters were featured in the ad. The message was simple: KFC is so good, you can distract/make friends with the opposing team's fans! That's all there is to it. You even quote an Australian who says that the message of the ad would remain the same had another country's supporters been used, but you gloss over that to make a snarky comment about "racist" Australians. It's sometimes best to investigate an issue before smugly calling "racism" and generalising an entire country's population as "racist."
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