The Commercials
Take a look at this commercial: http://www.youtube.com/user/drmiracles#p/a/u/1/-AyHvYWpINM
Now this one: http://www.youtube.com/watch?v=d7V4G_87iOE
And now this one: http://www.youtube.com/watch?v=1oblcI5uqck
What do you see?
The Message
In twenty seconds or less, each of these advertisements narrate something profoundly common and yet distinctly disturbing: kinkiness, nappyness, unkemptness in black hair is unacceptable. In twenty-seconds or less, a frightening pattern of a white aesthetic is pitched and fed to a black woman by, get this, a black man, or rather a black-man-arm. A black arm (and deep voice) miraculous emerges from a mirror (or from behind a plant) with the solution, the miraculous product that will perform the magic of straightening out her hair which in turn will straighten out her life. It is a miracle that will eliminate the hair problem and pronounce beauty on the former victim now turned victor. What’s worse is that this white aesthetic is additionally affirmed by black men and black women alike. Both parties agree that the black woman’s hair needs to be and look a certain way for it to be acceptable and beautiful; and both agree that this product from Dr. Miracle will get this poor, lost woman to her aesthetic destination.
What these commercials don’t narrate is the well-known and unknown message being sold: straight hair is a miracle and Dr. Miracle the said miracle-worker. Dr. Miracle’s products pronounce a continuation and perpetuation of performance by black women, egged on by this mysterious man; this is the aesthetic norm that many black women are captive to, a norm that relegates her hair, her look, her natural aesthetic encouraging her to buy into a different aesthetic.
Even if this is the first time you’re seeing these commercials, I can tell you where to find a steady stream of them. If you’ve ever watched the Black Entertainment Television (BET) network long enough, it’s inevitable that you’ll run into one of these Dr. Miracle Hair and Skin Care commercials. Curious about the origin behind this product I went to the website and could not find a picture or any information about the founder, president or CEO…nothing.
I had to do some Google-digging and came across some interesting stuff. According to the New York Times, Dr. Miracle was founded by Brian K. Marks; this is what he looks like.
He’s white.
The Structure of Mediation
This complicates the aesthetic picture just a bit, or perhaps allows the Dr. Miracle narrative to fit into the natural mold of the white-male mediated beauty aesthetic. Beauty is mediated by the figure behind the product. The Caucasian male determines what beauty is through shaping the aesthetics of Caucasian women and deeming that the norm. This norm is inherited by the African-American male. He may prefer lighter skin, smaller hips, longer and straighter hair on his female companion. What choice does the African-American woman have but to cater, to adjust, to deviate from her norm in a rash attempt to look pleasant, beautiful, a bit more white?
Without hesitation, even with a sense of severe urgency, she takes the product from the black arm and black voice with no face. In that exchange is a contract co-signing her ugliness. In that exchange she confirms that her body is an emergency that needs some serious help. She accepts the solution from a faceless figure seeming to have all the answers. What she does not account for is the body of the arm. The arm and voice may be black, but the body of this “Doctor” is a white male’s body. And this body purports this extension of white aesthetic. What she doesn’t see is that her being is a market; she ingests the message that there is plenty on and about her body that “needs” to be fixed, changed, shaped, re-sculpted. What she doesn’t realize is that her “look” is being handed down to her from a Caucasian puppeteer (perhaps a subtle re-emergence of black face) capitalizing off of her insecurity and pressure to appear beautifully white.
The “doctor” character on the product packaging is a black man signaling this hierarchical mediation from white male to black male and ultimately down to the black female. The product packaging is only a means to ensure safe delivery. Certain concepts of normalcy infiltrate the black female consciousness about her own body using her own kind.
Strangely enough her insecurities are solidified by other black women who have also conformed to the same norms and now deem her as ugly if her hair is not relaxed or straightened like their hair is. They have both bought into the product that advertises against their natural look and advocates another look. The solidarity is somewhat awkward and misplaced, with traces of self-rejection, self-importance, competition and unity under a contradictory cause. The black women in these commercials do not affirm beauty outside of straightened hair, but the solidarity rests in the assimilation to straight hair. They both fall into a space of beauty that only whiteness can truly inhabit so they powder it on their face, and rub it in their hair in a desperate attempt to be as white as possible until the next time they need it. They fight off everything black about them until they need the product one more time. They change what they can. In solidarity tied to rejection, labeling as ugly (or reverting to their natural hair texture), and desiring to be sexually acceptable to the black male, these black women nervously (and even confidently) adopt self-hate and subtly spew it on one another.
The black woman is introduced into the aesthetic that a Caucasian man has set, pressured to look unlike her natural self and perform into a white female aesthetic endorsed by the black male, and peer-pressured into maintenance of this aesthetic from similarly conforming black females.
It’s a tough job, but somebody’s gotta do it.
Oh yeah, Jesus
This entire Dr. Miracle campaign is showing us that we’ve moved dangerously far away from what Jesus wanted us to value. The black woman falls into their downward spiral where she doesn’t know that she’s accepting a message that her transformation into a white aesthetic is a miracle that only a white man disguised as, then through a black man can work. She falls into a religious trap that prompts her to worship in order to receive her miracle. Thus the white man becomes her miracle worker, a savior of sorts, a god.
Jesus wouldn’t approve of this savior guy. As Dr. Amy Laura Hall would say, “that job’s been taken.”
I’m no expert, but I don’t recall Jesus performing any miracles on hair, or nails, or make-up. He never invited a prostitute to the table to eat and fellowship with Him in order to extend an ambiguous hand to her and in His best Barry White voice, explain how this product will work wonders on her hair.
Jesus certainly performed bodily miracles like healing (my favorite parable is in John 9), but the purpose extended a bit deeper than looking or even feeling good. He gave people back their lives and introduced them to a new life centered on believing in Him. He never wanted the focus to be the miracle itself, but the provider of the miracle. He wanted the people He encountered and loved to focus on Him.
He did not advocate focusing on one’s “problems” or “shortcomings” in order to fix them for three weeks at a time or one $800 sew-in at a time. Jesus never miracled a relaxer or a hair weave.
Jesus advocated love outside of the normal understanding of aesthetic. He lived a new aesthetic where things like love and charity, mercy and grace were the trends people were in awe about and in need of. He painted pictures that had no picture except through human action and genuineness.
Dr. Miracle does miracles, and Jesus does miracles. I guess the difference between them is that Jesus jumped over the hoops instead of jumping through them (or perhaps Jesus destroyed the hoops that have been re-constructed by the greedy platform of the black hair market). Plus He didn’t have money to gain. Plus He loved us so much, black women and white women, black men and white men alike that He only cared what our souls looked like and not our hair.