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This black man will not be participating in anymore boycotts until further notice. Every other week there is a call for boycott because some company did something racist or treated a black celebrity less than they desire (what’s up, Monique). But I’m not interested in boycotting H&M so that they will become more culturally sensitive in their public dealings. I don’t care to skip House of Cards in order to secure bigger paydays for a select number of celebrities. If you are asking me to boycott anything with the end result being black people — collectively — are no more wealthy or powerful than before I inconvenienced myself for the cause, count me out.

If black people boycott Netflix en masse until the company offers comedian Mo’Nique $30 million for a standup special, she will be $30 million richer. Netflix — already worth over $100 billion — will be further enriched because of  her celebrity and talent. None of those outcomes will change the fact that black unemployment is still double that of whites. KweliTV, a black owned streaming service, is actively seeking to pay black filmmakers and curate content for black audiences. Boycotting Netflix for the sake of Mo’Nique will not help KweliTV fulfill its mission and in doing so, ensure Mo’Nique and other black entertainers will not face discrimination because of their color. If you are asking me and millions of black people to boycott Netflix so one black celebrity can get a check, I’m simply not interested.

Dr. King asked masses of black people to boycott white companies the night before he died. Coca-Cola and several other companies were called by name. King wanted black people in Memphis to boycott those companies because the very serious grievances of black city workers had gone unaddressed. Further, the city of Memphis had ignored many other problems specific to the black community. Rather than continue to beg the city of Memphis to do justly, King reasoned that Coca-Cola, Sealtest Dairy and other companies could be so damaged by a boycott that they would carry the grievances of black people to local government. King also insisted that a boycott should build up black institutions. He called on his audience to pull their money from white banks and deposit into black owned banks and insurance companies. King’s boycott sounds hopelessly distant from the boycotts of today.

Some boycotts have more merit than others. I thought it fitting that we boycott the NFL, if for no other reason than their blackballing of Colin Kaepernick — he stood up for us and it was right that we stood for him (in a perfect world we would start our own league with the wealth of black talent we have but that’s a discussion for another day). If the purpose of boycotting Dove or H&M was to force them into polishing their marketing strategies so that we as black people would felt better about making them rich, I have better things to do. Merit can vary and so we should use King’s proposed boycott as a measuring stick. Does the proposed boycott substantively change conditions for many black people? Does it help build black institutions such that black people will no longer have to deal with racists? Think long and hard before you call for another boycott.

 

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