{"id":1543,"date":"2020-07-09T01:24:51","date_gmt":"2020-07-09T01:24:51","guid":{"rendered":"http:\/\/www.taktikee.com\/web\/?p=1543"},"modified":"2020-10-01T08:07:38","modified_gmt":"2020-10-01T13:07:38","slug":"blacklivesmatter","status":"publish","type":"post","link":"https:\/\/www.taktikee.com\/?p=1543","title":{"rendered":"#blacklivesmatter: el momento hist\u00f3rico que nos obliga a revisar los mensajes ocultos tras nuestras marcas"},"content":{"rendered":"<body><p><\/p>\u00a0\n<h3><span style=\"font-weight: 400;\">#blacklivesmatter: el momento hist\u00f3rico que nos obliga a revisar los mensajes ocultos tras nuestras marcas <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Estamos viviendo un momento hist\u00f3rico en muchos sentidos, uno de estos ha sido la nueva ola social contra el racismo y la discriminaci\u00f3n que ha sacudido al mundo, y sobre todo a los Estados Unidos, tras <\/span><a href=\"https:\/\/www.elcomercio.com\/actualidad\/policia-procesado-asesinato-george-floyd.html\"><span style=\"font-weight: 400;\">la muerte de George Floyd<\/span><\/a><span style=\"font-weight: 400;\">. Bajo la consigna <\/span><b><i>#BlackLivesMatter <\/i><\/b><span style=\"font-weight: 400;\">millones de manifestantes alrededor del mundo han levantado su voz en protesta, reviviendo momentos que no se viv\u00edan desde los a\u00f1os 60, cuando el l\u00edder Martin Luther King Jr. dirigi\u00f3 la marcha sobre Washington, para exigir justicia racial.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A partir de este hecho se han suscitado todo tipo de denuncias sobre discriminaci\u00f3n que no solo han apuntado al Estado, sino tambi\u00e9n a una serie de marcas comerciales que puedan estar impidiendo, de una forma u otra, que el odio y la discriminaci\u00f3n puedan tener fin.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre las que m\u00e1s han hecho noticia est\u00e1n el movimiento<\/span><a href=\"https:\/\/www.stophateforprofit.org\/\"><span style=\"font-weight: 400;\"> \u201cStop hate for profit\u201d<\/span><\/a><span style=\"font-weight: 400;\"> que apunta a <\/span><b><i>Facebook<\/i><\/b><span style=\"font-weight: 400;\"> por convertirse en una plataforma de comunicaci\u00f3n que hace <\/span><i><span style=\"font-weight: 400;\">\u201cpoco o nada\u201d<\/span><\/i><span style=\"font-weight: 400;\"> por controlar los discursos que incitan al odio y la violencia; en respuesta a la petici\u00f3n de este grupo, <\/span><a href=\"https:\/\/www.pulzo.com\/tecnologia\/boicot-contra-facebook-empresas-retiran-su-pauta-PP926077\"><span style=\"font-weight: 400;\">las marcas m\u00e1s grandes del mundo se han sumado a un boicot<\/span><\/a><span style=\"font-weight: 400;\">, retirando su inversi\u00f3n publicitaria de la red social, afectando gravemente sus acciones en la bolsa.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por otro lado, est\u00e1 el caso de la imagen de productos ampliamente conocidos y queridos en Estados Unidos y el mundo como <\/span><b><i>Aunt Jemima<\/i><\/b><span style=\"font-weight: 400;\">, que salta a la palestra (no por primera vez) tras viralizarse el video de la famosa cantante <\/span><b><i>Kirby<\/i><\/b><span style=\"font-weight: 400;\">, donde denuncia que dicha marca naci\u00f3 de la romantizaci\u00f3n y explotaci\u00f3n de una esclava negra, en una \u00e9poca muy lamentable de la historia humana. <\/span><\/p>\n<div class=\"video-shortcode\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">How To Make A Non Racist Breakfast. <a href=\"https:\/\/twitter.com\/hashtag\/BlackLivesMatter?src=hash&amp;ref_src=twsrc%5Etfw\">#BlackLivesMatter<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/AllBlackLivesMatter?src=hash&amp;ref_src=twsrc%5Etfw\">#AllBlackLivesMatter<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/BlackWomenLivesMatter?src=hash&amp;ref_src=twsrc%5Etfw\">#BlackWomenLivesMatter<\/a> <a href=\"https:\/\/t.co\/WY6irZwWtJ\">pic.twitter.com\/WY6irZwWtJ<\/a><\/p>\n<p>\u2014 KIRBY (@singkirbysing) <a href=\"https:\/\/twitter.com\/singkirbysing\/status\/1272599621932429312?ref_src=twsrc%5Etfw\">June 15, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p><\/div>\n<p><span style=\"font-weight: 400;\">Tras las cr\u00edticas recibidas, la marca de jarabe y mezcla para panqueques realiza el anuncio impactante de que <\/span><b><i>Aunt Jemima<\/i><\/b><span style=\"font-weight: 400;\"> tendr\u00e1 un nuevo nombre e imagen, <\/span><i><span style=\"font-weight: 400;\">\u201cReconocemos que los or\u00edgenes Aunt Jemima se basan en un estereotipo racial\u201d<\/span><\/i><span style=\"font-weight: 400;\"> admiti\u00f3 Kristin Kroepfl, vicepresidente y jefe de marketing de Quaker Foods North America, <\/span><i><span style=\"font-weight: 400;\">\u201ca medida que trabajamos para avanzar hacia la igualdad racial a trav\u00e9s de varias iniciativas, tambi\u00e9n debemos analizar detenidamente nuestra cartera de marcas y asegurarnos de que reflejen nuestros valores y cumplan las expectativas de nuestros consumidores\u201d.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Horas despu\u00e9s, Mars Inc, empresa due\u00f1a de la marca <\/span><b><i>Uncle Ben\u2019s<\/i><\/b><span style=\"font-weight: 400;\"> -marca de arroz parbolizado que presenta a un hombre negro en su envase- anunci\u00f3 que <\/span><i><span style=\"font-weight: 400;\">\u201cahora es el momento adecuado para evolucionar la marca de Uncle Ben\u2019s\u201d<\/span><\/i><span style=\"font-weight: 400;\">. agregando tambi\u00e9n <\/span><i><span style=\"font-weight: 400;\">\u201cTodav\u00eda no sabemos cu\u00e1les ser\u00e1n los cambios o el momento exactos, pero estamos evaluando todas las posibilidades\u201d.<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"lazyload alignnone wp-image-1545 size-medium\" src=\"http:\/\/www.taktikee.com\/web\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-300x200.jpg\" data-orig-src=\"http:\/\/www.taktikee.com\/web\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-300x200.jpg\" alt=\"\" width=\"300\" height=\"200\" loading=\"lazy\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27300%27%20height%3D%27200%27%20viewBox%3D%270%200%20300%20200%27%3E%3Crect%20width%3D%27300%27%20height%3D%27200%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-200x133.jpg 200w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-300x200.jpg 300w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-400x267.jpg 400w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-600x400.jpg 600w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-768x512.jpg 768w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2-800x534.jpg 800w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/20200617_AuntJemima_3x2.jpg 1024w\" data-sizes=\"auto\" data-orig-sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>.\u00a0 \u00a0 \u00a0 <img decoding=\"async\" class=\"lazyload alignnone wp-image-1546 \" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27262%27%20height%3D%27197%27%20viewBox%3D%270%200%20262%20197%27%3E%3Crect%20width%3D%27262%27%20height%3D%27197%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"http:\/\/www.taktikee.com\/web\/wp-content\/uploads\/2020\/07\/200617-uncle-bens-rice-se-206p_e1b4b65ba45d557c495d8d199ca30235.fit-2000w-300x229.jpg\" alt=\"\" width=\"262\" height=\"197\" loading=\"lazy\"><\/p>\n<h4><span style=\"font-weight: 400;\">El caso ecuatoriano<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Esta realidad no es ajena a nuestro pa\u00eds, posiblemente \u201cde buena fe\u201d han existido y existen a\u00fan marcas que refuerzan estereotipos raciales, de clase, de g\u00e9nero etc. Sin embargo, la reacci\u00f3n social s\u00ed es diferente a la observada en EEUU.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un caso muy conocido fue el cambio de logo de la cadena de restaurantes <\/span><b><i>Menestras del Negro <\/i><\/b><span style=\"font-weight: 400;\">en 2017, que tras 20 a\u00f1os de usar como logo la imagen de una caricatura de un personaje de raza negra, con un tenedor amarrado al pelo de su cabeza, pas\u00f3 a una imagen que busca transmitir comida hogare\u00f1a.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A pesar de que el tema de la discriminaci\u00f3n racial no fue topado por la empresa en ning\u00fan comunicado o entrevista \u2013 centraron la noticia en el tema de la \u201ccomida de hogar\u201d como esencia a rescatar \u2013 el hecho no pas\u00f3 desapercibido en redes sociales, donde se ha debatido mucho este tema, sin embargo sorprenden la cantidad de comentarios de personas que no ven el problema e incluso piden que regrese el personaje.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"lazyload alignnone wp-image-1547 \" src=\"http:\/\/www.taktikee.com\/web\/wp-content\/uploads\/2020\/07\/Logo-1-Menestras-del-Negro-200x194.jpg\" data-orig-src=\"http:\/\/www.taktikee.com\/web\/wp-content\/uploads\/2020\/07\/Logo-1-Menestras-del-Negro-200x194.jpg\" alt=\"\" width=\"256\" height=\"247\" loading=\"lazy\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27256%27%20height%3D%27247%27%20viewBox%3D%270%200%20256%20247%27%3E%3Crect%20width%3D%27256%27%20height%3D%27247%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/Logo-1-Menestras-del-Negro-200x194.jpg 200w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/Logo-1-Menestras-del-Negro.jpg 290w\" data-sizes=\"auto\" data-orig-sizes=\"auto, (max-width: 256px) 100vw, 256px\" \/>.\u00a0 \u00a0<img decoding=\"async\" class=\"lazyload alignnone wp-image-1548\" src=\"http:\/\/www.taktikee.com\/web\/wp-content\/uploads\/2020\/07\/Logo-2-Menestras-del-Negro.jpg\" data-orig-src=\"http:\/\/www.taktikee.com\/web\/wp-content\/uploads\/2020\/07\/Logo-2-Menestras-del-Negro.jpg\" alt=\"\" width=\"307\" height=\"256\" loading=\"lazy\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27307%27%20height%3D%27256%27%20viewBox%3D%270%200%20307%20256%27%3E%3Crect%20width%3D%27307%27%20height%3D%27256%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-srcset=\"https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/Logo-2-Menestras-del-Negro-200x167.jpg 200w, https:\/\/www.taktikee.com\/wp-content\/uploads\/2020\/07\/Logo-2-Menestras-del-Negro.jpg 294w\" data-sizes=\"auto\" data-orig-sizes=\"auto, (max-width: 307px) 100vw, 307px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Como <\/span><a href=\"https:\/\/twitter.com\/verosanza\/status\/1273274613804544000?s=20\"><span style=\"font-weight: 400;\">lo aclar\u00f3 una de las creadoras<\/span><\/a><span style=\"font-weight: 400;\"> de este logo en Twitter, el mensaje tras la marca no fue predeterminado para ofender a nadie, sin embargo, lo cierto es que m\u00e1s all\u00e1 de toda opini\u00f3n, la imagen refuerza un estereotipo de <\/span><i><span style=\"font-weight: 400;\">\u201csalvajismo\u201d<\/span><\/i><span style=\"font-weight: 400;\"> tras una etnia que hist\u00f3ricamente ha sido discriminada, y cuando a\u00fan en nuestro pa\u00eds la comunidad afro siguen viviendo en una situaci\u00f3n de marginaci\u00f3n y exclusi\u00f3n social, as\u00ed como el simp\u00e1tico logo de Aunt Jemima romantizaba el estereotipo de la mujer negra maternal, cuando en realidad escond\u00eda la verdadera realidad de los afro americanos durante la esclavitud.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A\u00fan cuando el Ecuador no ha vivido una revuelta social tan fuerte como la de Estados Unidos, es innegable que las nuevas generaciones son cada vez m\u00e1s globales, m\u00e1s informadas, y m\u00e1s emp\u00e1ticas con las causas sociales, por lo que es el momento hist\u00f3rico y una oportunidad, que tienen todas las marcas para analizar su or\u00edgenes, los mensajes que transmiten y hacer un cambio voluntario, antes de ser apuntadas por sus consumidores como discriminatorias.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En una pr\u00f3xima publicaci\u00f3n compartiremos con ustedes una gu\u00eda para hacer el ejercicio de autoan\u00e1lisis, puertas adentro. Continuar\u00e1\u2026<\/span><\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"<p>\u00a0 #blacklivesmatter: el momento hist\u00f3rico que nos obliga a revisar los mensajes ocultos tras nuestras marcas Estamos viviendo un momento hist\u00f3rico en muchos sentidos, uno <a href=\"https:\/\/www.taktikee.com\/?p=1543\"> [&#8230;]<\/a><\/p>\n","protected":false},"author":5,"featured_media":1550,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147],"tags":[242,247,250,49,251,245,249,252,246,148,243,2,244,3,87,248],"class_list":["post-1543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trend_topics","tag-blacklivesmatter","tag-aunt-jemina","tag-cambio-de-imagen","tag-comunicacion","tag-discriminacion","tag-eeuu","tag-logo","tag-marcas","tag-menestras-del-negro","tag-pr","tag-racismo","tag-relaciones-publicas","tag-rroo","tag-taktikee","tag-ttk","tag-uncle-bens"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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