"I'se in Town Honey": African American Women's History Viewed through the Prism of the Pancake Queen Aunt Jemima
Minstrel performance in black face is one of the most racist and offensive forms of entertainment in American history. After many years of struggle and protest, African Americans gained enough power to deem black face a disrespectful and unacceptable practice. That is why the 2001 black face incident at Auburn University was such a surprise to many people. Yet, a similar mockery of the Black race can be found in every major supermarket.
Aunt Jemima is one of the most enduring and recognized icons in American advertising history. Although the first Aunt Jemima was a White man in black face, today, after three unique periods of in her one hundred and thirteen-year existence, she is viewed as a wholesome and seemingly harmless logo for ready-made products. However, Aunt Jemima is more than a logo. Her image holds deep social and historical significance. Aunt Jemima exhibits what White America celebrated about African American womanhood while simultaneously reinforcing the image of the Mammy. The confining and controlling stereotype of the Mammy has plagued African American women since slavery. Though often neglected, Aunt Jemima is an important figure in African American women's history. Observing African American women's history through the image of Aunt Jemima provides a fresh way to analyze the history of Black women. More importantly, the image of Aunt Jemima reveals what popular culture regards as the proper societal role for Black women: a role of servitude.
Viewing African American women's history through the advertising icon Aunt Jemima reveals restrictions and standards for racial and gender roles. In this paper, I will explore the racial and gender roles that the image of Aunt Jemima constructs and reinforces by dividing Aunt Jemima's existence into three distinctive periods. I will also analyze the evolution of Aunt Jemima's image and how accurately it reflects the social conditions, political climate, and overall progress of African American women in America.
Aunt Jemima is one of the most enduring and recognized icons in American advertising history. Although the first Aunt Jemima was a White man in black face, today, after three unique periods of in her one hundred and thirteen-year existence, she is viewed as a wholesome and seemingly harmless logo for ready-made products. However, Aunt Jemima is more than a logo. Her image holds deep social and historical significance. Aunt Jemima exhibits what White America celebrated about African American womanhood while simultaneously reinforcing the image of the Mammy. The confining and controlling stereotype of the Mammy has plagued African American women since slavery. Though often neglected, Aunt Jemima is an important figure in African American women's history. Observing African American women's history through the image of Aunt Jemima provides a fresh way to analyze the history of Black women. More importantly, the image of Aunt Jemima reveals what popular culture regards as the proper societal role for Black women: a role of servitude.
Viewing African American women's history through the advertising icon Aunt Jemima reveals restrictions and standards for racial and gender roles. In this paper, I will explore the racial and gender roles that the image of Aunt Jemima constructs and reinforces by dividing Aunt Jemima's existence into three distinctive periods. I will also analyze the evolution of Aunt Jemima's image and how accurately it reflects the social conditions, political climate, and overall progress of African American women in America.
School:
University of Illinois at Urbana-Champaign
Department:
History
Research Advisor:
Sundiata Keita Cha-Jua
Department of Research Advisor:
History
Year of Publication:
2002