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The United States of the United RacesA Utopian History of Racial Mixing$
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Greg Carter

Print publication date: 2013

Print ISBN-13: 9780814772492

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814772492.001.0001

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Praising Ambiguity, Preferring Certainty

Praising Ambiguity, Preferring Certainty

Chapter:
(p.192) 7 Praising Ambiguity, Preferring Certainty
Source:
The United States of the United Races
Author(s):

Greg Carter

Publisher:
NYU Press
DOI:10.18574/nyu/9780814772492.003.0008

This chapter links three phenomena that show how the future of America has always worked best when satisfying the need for quantifiable racial makeup. First, mixed-race people in advertising and marketing reversed the decades-long patterns of white standards of beauty. These prejudiced norms displayed themselves in plain sight, and minority supermodels did not appear until the 1970s and later. Second, consumer D.N.A. tests simplify mixed race via the figurative power of D.N.A., just as Census 2000 simplified mixed race via the figurative power of checking boxes. Third, Barack Obama's disclosure of his racial makeup upon entering the national spotlight proves his accessibility to everyone, rather than foregrounding the concerns of one group.

Keywords:   mixed-race people, mixed race, racial makeup, consumer D.N.A. tests, Barack Obama, prejudiced norms, white standards

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