THE EDITOR, Sir:
I WRITE in response to the letter published in The Sunday Gleaner June 12, 2004 entitled 'Racism in Jamaica', which makes reference to the Sunshine Snacks advertisement on Waterloo Road.
While I concede that due to our colonial heritage, Jamaicans may at times be unduly fixated on the concept of the "browning", and the billboard in question may appear to fall in this category, this is by no means the case.
The Sunshine Snacks billboard was produced by a Jamaican Advertising Agency using Jamaican talent and crew and is a representation of the wide spectrum of races and mixed races that make up the Caribbean and is part of its uniqueness. This is in fact the message which the advertisement intends to convey, that of young Jamaican children of all shades enjoying Sunshine Snacks. The advertisement seeks to highlight that the product is not confined to any single grouping and is to be enjoyed by all.
RACISM
The billboard is in keeping with our own Jamaican motto "Out of Many One People". Jamaicans who are brown, black, white or any other but are all Caribbean people. When you single out individuals of a particular complexion, you are doing with respect to the children on the billboard, you may be guilty of what you are arguing against and this is in essence a form of racism. Instead of criticising the advertisement we should in fact praise it, as it uses Jamaicans who are reflective of the wider Caribbean population.
While I agree with the writer that there is racism right here in the Caribbean, let us not look for it under every 'nook and cranny'.
I am, etc.,
JOHN STOKES
Portland Cottage
Portland
