It's more than ironic that the flap over Golfweek's controversial race-bating cover would fall around the same time our nation takes a moment to remember civil rights leader Martin Luther King. Despite the suspension of a Golf Channel announcer who made a racist comment on air, as well as the sacking of the Golfweek editor who approved the illustration above, nothing seems to escape the fact that our predominantly white-controlled media remains, at times, clueless when it comes to reproducing offensive stereotypes. Playing fast and loose with stereotypes, and in this case a visual metaphor, only serves to remind us how much work we need to do in order to come to terms with our legacy of cruelty and inhumanity toward blacks and peoples of color in this country.
From a Piercean semiotic perspective, it is possible to see the relationship between icon, index, and symbol in action as they construct meaning. The icon, a swinging noose, points toward a powerful symbol -- one that resonates memory and emotion. The visual language operates through symbolic action -- pictures trigger emotion, and emotions trigger beliefs. This explains some of the failings of Golfweek's editorial process. The editors knew they were working with a powerful symbol by selecting a noose to illustrate the TV commentator's lynching remarks, but they failed to make the deeper connections between the symbol, the emotions this symbol conjures up for people, and the belief systems behind the emotions.
I wonder what Dr. King would have to say about the controversy?
Clearly some strides toward reconcile and reform have been made since Dr. King's day, but the sad truth is that we still have a lot work to do in understanding just how powerful words and images are in shaping public perception and constructing our social reality.
