A seasoned marketing strategist with over a decade of experience in digital campaigns and brand development across various industries.
We are in Black History Month in the UK, and it seems it’s time for a re-evaluation. As time has passed, an celebration that began as a celebration and reminder of history, culture and the connections between Black populations worldwide, has developed a business-like atmosphere, broadening to incorporate functions where African descendants are paid to talk to white audiences about implicit prejudice and “allyship”. The 2020s Black Lives Matter protests generated a rise in the business of demonstrating racial awareness. Yet, that phase is now over. The surge has crested, producing a diluted aftermath of what promoting consciousness is for.
First commemorated in the US and Canada, Black History Month was created in 1962 as an observance of African American heritage by historian of African descent Carter G. Woodson with multiple days of remembrance and recognition in the middle of February. Black History Month evolved from this initiative and was officially launched in 1970. Now it is celebrated not only in the North America in winter, but also in the tenth month in the United Kingdom, the Federal Republic of Germany, Éire and the the Kingdom of the Netherlands.
The observance has transformed since its inception, focusing less on the histories of the slave trade across the Atlantic and civil rights battles, and more on notable African descendants in government, the arts, and social movements, and widely honoring the impact Black people have made to influence the nation. It is in educational institutions where Black History Month is most regularly observed, with talks and cultural events. But the manner the celebration is commemorated is a indication of the political moment. How it develops is a instructive case in how co-option leads to erosion: the restructuring of Black History Month has stymied the point of it, which is to tackle embedded and established prejudice.
Hardly anything shows how crucial it is to rethink Black History Month more than the particular moment in which it takes place this year. In the Britain, a revitalized conservative movement in the shape of the Reform organization is ahead in surveys. In the summer we saw the biggest extreme right demonstration in the UK's past. Kemi Badenoch, the Black leader of the Tory party, is a firm opponent of the racial justice movement, and we are in a situation where a legislator feels emboldened to state that “not seeing any white faces” in specific city neighborhoods is a source of worry. Meanwhile, far-right parties are growing in the EU as a complete entity.
In the America, a massive attack against inclusion programs and preferential policies has been brought, often successfully, to the top legal institutions of the state. A drive to erase the history of people of color and experience from the records is ongoing. One of the political figure's first executive orders targeted the institution dedicated to Black heritage, and the prestigious establishment, alleging that they of a coordinated and broad attempt to change the national past” by depicting the United States “as inherently racist”.
In this context, the observance symbolises how minimally it can be effective if it is restricted to either routine organizational acknowledgments, or stripped of political content festivities of former accomplishments, rather than confronting the realities of the current era. It also shows how its restricted time span means that it is detached from the broader ongoing work that is needed. An academic expert, a educator at an educational institution, put it best when she raised concerns about the short-term symbolic gestures of the month. “The problem with embracing a superficial method”, she commented, “is that it typically leads to that Black History Month becomes a brief show rather than a catalyst for change.”
Figuring out how to adapt, revise and extend initiatives for equal rights and acknowledgment in such times of discouragement and concern is a treacherous thing. There is a inclination to just eliminate things like Black History Month completely, thinking they are inadequate for current needs, or are relics of an time that has failed to deliver.
Yet, in spite of all this, Black History Month, and in fact the whole broad system and tradition of campaigns for equality – grassroots Black Lives Matter organisations, diversity equity and inclusion initiatives, and certainly, even commercial engagements – form an infrastructure that a significant effort has been invested in. It is there not just to decay as the situation evolves (and in fact, regresses), but to be a living breathing thing.
So what would a new dynamic Black History Month appear as? Well, first, it would be not just one concentrated month: something that is spread out throughout the annual calendar (as various establishments are already beginning to do), parts of its content (particularly around notable African descendants) incorporated into school curriculums. It would also be a time that does not shy away from governmental matters, and allows opportunity for people, particularly the younger generation, to air their fears and experiences. What use is simple recognition of the history when it ignores the present reality of ultra-nationalist gatherings in the public spaces? Institutions who celebrate it should not be reassured with the neutral terminology of implicit prejudice and alertness to “microaggressions”, but faced with the threats that face all if opposition to discrimination is not approached earnestly. Briefly stated, Black History Month should be made contemporary, pressing, and adaptive. It could be that an total re-identification is in order – Black History is Now Month.
A seasoned marketing strategist with over a decade of experience in digital campaigns and brand development across various industries.