{"id":27696,"date":"2012-10-23T00:00:00","date_gmt":"2012-10-23T05:00:00","guid":{"rendered":"https:\/\/www.dejusticia.org\/how-does-skin-color-taste\/"},"modified":"2017-04-11T07:51:26","modified_gmt":"2017-04-11T12:51:26","slug":"how-does-skin-color-taste","status":"publish","type":"post","link":"https:\/\/develop.dejusticia.org\/en\/how-does-skin-color-taste\/","title":{"rendered":"How does skin color taste?"},"content":{"rendered":"

“Para el le\u00f3n, un helado de lim\u00f3n” dice la ronda infantil. Y parece ser que para las personas tambi\u00e9n hay un sabor especial.<\/p>\n

Hace unos d\u00edas estaba en un supermercado cerca de mi casa, en la secci\u00f3n de helados, cuando vi esta imagen<\/a> Para quienes no puedan verla, son las tapas de unos baldes de helado con el nombre del sabor del helado y la foto de una persona. El de brownie y el de chocolate muestra a un hombre afro; el de vainilla a una mujer blanca, como el de arequipe; el \u2018veteado de caramelo\u2019, como el de pistacho con nueces, a un hombre blanco. De inmediato me puse a pensar: \u00bfpor qu\u00e9 poner a personas a \u2018representar\u2019 el sabor de un helado? Claro, a simple vista parece haber una asociaci\u00f3n entre el color del helado y el color de piel de los de la foto y parece, dir\u00edan algunos, que es una asociaci\u00f3n inocente u objetiva.<\/p>\n

Yo digo que no, que no es para nada inocente. Es una conexi\u00f3n que trae consigo un mont\u00f3n de representaciones racializadas que buscan diferenciar con base en un discurso de lo \u201cnatural\u201d, \u201cobjetivo\u201d. Que la piel de una persona y la superficie de un helado reflejen un mismo color particular del espectro de luz no quiere decir que sean lo mismo, o que tenga uno que pensar en uno y en otro al mismo tiempo. Yo no s\u00e9 ustedes, pero cuando como helado, no me evoca para nada un color de piel. Ni viceversa. Yo no tengo nada en contra de que haya diferentes personas en la publicidad. Con lo que s\u00ed tengo problemas es con la asociaci\u00f3n de tipos de personas con ciertas im\u00e1genes porque esto reproduce justamente esos imaginarios que vienen desde hace d\u00e9cadas.<\/p>\n

Estoy casi seguro que los de Mimo\u2019s o los de su agencia de dise\u00f1o de productos no quisieron ofender a nadie. En realidad, la estrategia de publicitar con modelos de distintos colores de piel<\/a> (o etnias o razas) no es nueva. Benetton<\/a> lo hac\u00eda desde hace a\u00f1os, Michael Jackson tiene un video as\u00ed<\/a> y hasta en Tumaco, un municipio mayoritariamente afrocolombiano, en sus supermercados aparecen im\u00e1genes como estas<\/a> en las entradas (muy distintas a las del \u00c9xito, \u00bfno?).<\/p>\n

Algunos dir\u00e1n que estas im\u00e1genes no son ofensivas o que nadie dice que la vainilla sea mejor que el chocolate o viceversa. Yo podr\u00eda estar de acuerdo con esto, pero lo que me molesta es el hecho de \u2018pintar\u2019 una asociaci\u00f3n que resalta el color de piel bajo una especie de manto de naturalidad. En otras palabras, bajo un discurso biol\u00f3gico (\u201c\u00a1es que fenot\u00edpicamente son distintos!\u201d), se reproducen unos ideales de raza que no tienen nada que ver con la biolog\u00eda sino que, por el contrario, se han construido socialmente y que terminan juntando sabores de helados con colores de personas. Y esto no s\u00f3lo pasa con la raza; piensen en los productos de limpieza que aparecen \u2018destinados\u2019 a las mujeres, amas de casa, blancas y en sus cuarentas, en los comerciales de detergentes y jabones.<\/p>\n

En una sociedad tan pendiente de la clase social y la raza como Colombia (\u00bfalguien recuerda la pol\u00e9mica foto<\/a> de la revista Hola de hace un a\u00f1o?), tener una ley de acciones afirmativas para poblaciones hist\u00f3ricamente excluidas y discriminadas es un paso hacia el derrumbe de barreras \u2018objetivas\u2019 en el acceso a la educaci\u00f3n, al mercado laboral, etc. El paso siguiente es el derrumbe de las barreras subjetivas, de los estereotipos, de pensar que el chocolate es \u2018negro\u2019 y la vainilla \u2018blanca\u2019.<\/p>\n

En Brasil, por ejemplo, uno de los temas de las leyes de acciones afirmativas es tener una \u2018cuota\u2019 de personas afrobrasileras no s\u00f3lo en cargos p\u00fablicos sino tambi\u00e9n en las novelas, los cat\u00e1logos de ventas, etc. El nuevo proyecto de ley de oportunidades para afrocolombianos no contempla estas cuotas en los medios de comunicaci\u00f3n pero al menos intenta reconocer otro tipo de cuotas en otros espacios (con los problemas que tiene esto tambi\u00e9n).<\/p>\n

As\u00ed que la pr\u00f3xima vez que vaya a comer helado, creo que voy a pedir de mora, fresa o lim\u00f3n, que parece ser que no tienen esta carga simb\u00f3lica. A menos que pensemos en la ronda de Sammy el heladero, el ping\u00fcino feliz y gordito, y ah\u00ed s\u00ed que se enreda la cosa al juntar animales con personas y helados.<\/p>\n","protected":false},"excerpt":{"rendered":"

“For the lion, a lemon ice cream”, says the children’s song. And it seems that for people there’s also a special flavour. <\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1022],"tags":[],"class_list":["post-27696","post","type-post","status-publish","format-standard","hentry","category-uncategorized","subcategory-racial-discrimination","medium-semana-en","post-scope-aaa-not-blog"],"acf":[],"yoast_head":"\nHow does skin color taste? - Dejusticia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/develop.dejusticia.org\/en\/how-does-skin-color-taste\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How does skin color taste?\" \/>\n<meta property=\"og:description\" content=\""For the lion, a lemon ice cream", says the children's song. 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