I have been watching television commercials and reading newspapers and magazines for most of my sixty one years of living in the U.S. In the last two decades I have observed, particularly in t.v. ads, that the relative paucity of actors of the kind described in this essay's title is a fact and that there are less and less appearances by such actors with each passing year. That the decline of the Caucasian population, i.e. European-descended individuals (mostly those whose forefathers were from groups of the earliest colonial days all the way through the time of the last and greatest period of such immigration: 1890-1924), began, however imperceptibly in this country, in 1965 with the enactment of new legislation that enabled great waves of non-European immigrants to come to America is, in retrospect, a fact. Another fact, is that one is generally more than discouraged, by all who hold power in government and the media, to complain about this historical trend. "Trend" is, to be perfectly correct, not the right word. As an aging Caucasian American of European ancestry in 2011, who has seen the developments of the last forty six years, my characterization of the current state of affairs, would be more accurately served by the phrase "the result of ineluctable and historically profound changes of the demographics in the U.S." Well, while there is still breath in me, and while this nation remains a republic, I am going to complain and I'm going to complain long and loud.
Is racial pride permitted in today's America? If one is a white man, I think not, at least not without some form of societal opprobrium. This is an astonishing fact, particularly in view of the fact that the majority (not a plurality) of Americans (wait, let me check my watch) are still, Caucasians. The historical fact of the subjugation of non-whites and the efforts since the Civil War (and especially since the Civil Rights movement of the 1960s) to compensate for injustices related to that oppression are all well understood. The concern today, for me, is could the pendulum ever swing to a point that intolerance and unjust domination could be directed against my progeny or to be precise, those of my relatives and fellow Caucasians? The hoots of derision by so-called "liberal" or progressive whites in reaction to my fears, are not imagined sounds. Liberalism has always had a strong streak of self-criticism that all too frequently crosses over into the realm of self-loathing. But leaving aside that pathology, as those who welcome the mixing of the races: legally, socially or even more intimately are, in a free society, empowered to pursue such associations, I feel that those who incline toward the more normative aspects of human societies throughout history, i.e. natural choices of homogeneity, whether based on language, shared histories, cultural commonalities or yes, race, are, or at least ought to be, equally at liberty to follow their hearts in these exceedingly important matters. Free association is such a deeply rooted tradition and special part of the American story. Alexis de Tocqueville noted this with more than a little amazement in his travels throughout our young land and as recorded in his seminal book "Democracy in America." He was in awe of the myriad of societies and social organizations of America in the first half of the nineteenth century and of the powerful strengths of both religious fervor and a democratic spirit expressed through these wonderfully varied units of social systems, clubs, churches, etc. On first glance these might have seemed as competing forces, but not so in America, the great French historian and social scientist marveled.
There is no government policy (yet) thankfully that impinges on this fundamental freedom of association, but to view commercials in the U.S. of the 21st century, one would get the very strong impression that either: 1) every social gathering in America consists of at least one member of each major racial group (Caucasian, Negro or Mongoloid); 2)Caucasians generally do not or are not permitted to gather in groups greater than two and one or both of them are required to play a character who is a buffoon or in need of enlightenment by the other or preferably by a black or Asian actor whose character is both wise and in no way can be subjected to ridicule; 3)if a Caucasian man has a social relationship with anyone in the advertisement, it may be that of one with a female Caucasian partner, but he'd damn well better have as his male friend, a black, Asian or non-white and that person's spouse or female partner must be present.
It has gotten to the point where the more and more infrequent depiction of a Caucasian family (in perhaps an ad for a family car…this in itself is becoming a rarity) has conditioned many to view such an ad as quasi-racist. In fact, a not unimaginable situation has been reached, whereby a haughty poobah may one day soon enquire accusingly: "Is everyone in your family a white person?" Again, the historical impetus to "right wrongs" of yesteryear, when minority groups were rarely, if ever, featured in a commercial is no doubt at play here, and changing demographics (particularly in major urban centers) and the all important profit motive are all no doubt factors. However, a militant social engineering via portrayals of social relationships of exquisitely and improbably balanced and integrated groups that may not and in many cases do not correspond to reality, but resonate with and represent the fondest wishes of the powers that be in government and in advertising, is a consistent, irritating and relentlessly predictable practice. These mathematically contrived distributions of vignettes of perfect rainbows of societal bliss and harmony are either proving prescient relative to when they first appeared several decades ago or, more likely, they are the second part of the aphorism "Life Imitates Art" and are, through their mighty power of mass persuasion, causes with phenomenally major effects. After all, we did elect three years ago, not the first black man to this nation's presidency, but the first man ever, of racially mixed parentage. It is curious that this fact is almost rarely mentioned by the media.
I believe that diversity and multi-culturism as conceived and promulgated today are highly overrated world views when they seek to promote false hype that includes revisionist history to the exclusion of Western chronicles and its people's accomplishments. And I also believe that hatred towards any person by any other group or individual because they are simply different or of a different racial, ethnic or culturally alien group is both wrong and, my religion teaches me, a sin. But expressing love for one's own people, needs to be recognized as a universal right and that, consequently, means that Caucasians also retain the liberty to sing the praises of their people and teach their children and the rest of the world that ours is an illustrious history, not without chapters of failure and shame, but nearly unmatched regarding the record of contributions (and continuing blessings) made to all persons on this planet. Pride in one's own family needn't diminish another's and the love of one's own tribe needn't include the darker side of tribalism that the history of mankind has too often revealed.
So let's see more white actors and spokespersons pitching, hopefully, great American products and services and let's not be afraid to show attractive Caucasian men, relating and communicating intelligently, humorously and appealingly with each other and their audience/customers. Oh yes, let's have more than a few of them advance traditional and patriotic views. Why, they could even reveal themselves as gentlemen, heterosexually oriented, kind to little old ladies and stray animals and they could even demonstrate selflessness by not promoting the consumption of products or services rapaciously or greedily, as is so often the case when current salesmen of any race pitch food, drink, clothing or automobiles. Further, let's not be afraid to show historically correct dramatizations that may or may not include actors of entirely one race or of an integrated cast. As with the "Miss Saigon" controversy of twenty years ago, let the best qualified performer be hired for any role regardless of race, creed, color or national origin, but let's be mindful of the pleasure of an audience and the factor of believability owed to them. A theoretical casting of a Denzel Washington in an imaginary play whose protagonist is Leif Ericsson is as ridiculous as the role of Curly in "Oklahoma!" being played by a Chinese man or the lead role in Hansberry's "A Raisin In The Sun" being portrayed by a Meryl Streep. Common sense needs to trump political correctness and no group, including Caucasians, should be shackled by misguided attempts to mould and shape people according to confining ideological and sociological rules like permitting only integrated groups if white actors appear.
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