Corporate targeting of African-Americans through blaxploitation films in the 1970s

Blaxpoitation and Big Business

The writer examines the relationship that existed between U.S. corporations and the black consumers in the period of the 1970s. The main focuses of the chapter are three major trends that involved African-Americans during this period mentioned therein. These include the successful attempt by Hollywood to reach the African-American consumer market through the successful introduction of the film genre known as the Blaxploitation genre. The chapter gives examples of the films that made up this genre and how they were easily sold out to the African America population. It also shows how the films were welcomed by the Africa America population and how Hollywood really made fortunes from releasing one film after the other. Some of the films named include sweet sweetback, shaft, super fly among others. Historical and psychological insight helps in giving an explanation of why black consumers were manipulated easily through the film industry in this period. A contemporary pundit noted that "Right now, there is no question that black audience, starved for years for films that see the world from a black point of vies is eating up just about anything that is slickly served." However the African-American population soon came to the realization of how they were being exploited and the society eroded as a result of these films and hence resorted to trying to make changes in the film industry. They began advocating for production of better films which could benefit the African-American population instead of advocating violence, drug use, sexuality and other vices. The author indicates that "…an increasing number of blacks began to criticize what one scholar called the emotional and economic exploitation of blacks" (Pp 85). One such complaint was made by Junius Griffin who lashed out about the genre. He described these films as a cancer that is taking away the moral fiber of the black community.

The chapter also highlights how black women were targeted in beauty and care products due to their financial status. The chapter shows some of the problems that started coming up as a result of using some products. This brought about the move by white owned insurance companies to secure black policy holders. The chapter also shows how the corporate America reached the market effectively through the use of newspapers, magazines and advertising agencies.

Thesis

By 1970, the African-American population made up most of the urban population. According to this the African-American population market was therefore the best target market. This chapter therefore looks at some of the ways through which the African-American population was targeted and how Blaxploitation came about. The focus of the chapter is on some of the major marketing trends that were used on the African-American population during this period which they comprised most of the urban population. It highlights the successes that Hollywood had in reaching the African-American population through the film industry. It also looks at how white owned insurance companies made efforts to take in as many black people as possible as policy holders. Also covered is the debate on the most cost effective tools that were used by advertising agencies in order to reach the African-American market. All these points are clearly discussed within the chapter in an elaborate way.

Evidence support the thesis

Given the evidence provided in the chapter it appears that the African-American population in the period of the 1970's was exploited. Hollywood was successful in selling the Blaxploitation films to the African-American society. We see that one film after the other was released and all these films were a huge success. The production costs of the films were low but very high returns were realized. The exploitation is brought about by the fact that Hollywood was run by whites who made movies that were appealing to the African-American which were not helpful to them.in fact they were made to pay for films that were bringing more harm than good. The evidence also fully supports how the white insurance companies began targeting black people for their policies.

Implications of the study

The chapter is quite helpful as it brings out the struggles that the African-Americans went through during that perid.it clearly shows how the African-American population was used by whites for their own benefits.