Identité et marchandisation : Le cas des black memorabilia et black collectibles

• Main Author: Eliane Elmaleh
• Format: Article
• Language: English
• Published: Maison de la Recherche en Sciences Humaines 2009-01-01
• Series: Revue LISA
• Online Access: http://journals.openedition.org/lisa/812

The aim of this article is to raise the issue of the commodification of African American culture, mainly through a certain form of art that has re-emerged with Black memorabilia which paradoxically fit into a black-driven market. However, these items penetrated American culture from 1920 to the 1950s to convey images of black people as lazy, stupid, childlike and happy. This condition of permanent happiness, typified by a broad smile and white teeth, was a fundamental component of this racist and stereotyped imagery. Thus, this article focuses on the thin border between racism and the denunciation of racism, commodification and denunciation of commodification, art and its by-products being always co-opted in the specific logic of private productivity.