The Selling of Martin Luther King

This is a reprint of an article I wrote nine years ago for a San Diego progressive paper, The OB Rag, in which I decried the distortion of the legacies of the man we honor this weekend.

It’s still relevant. Unfortunately, if anything, it’s even more so, with both corporations, and even more troubling those in the political arena clamoring to attach themselves to what they feel are the more palatable parts of his legacy and his words, while sidestepping the words and stances that MLK took that deeply critiqued and challenged the status quo.

Honoring only the selective is not true honor. Distorted and deluded ‘remembrance’ in service not of the man, but for self serving and disingenuous purposes is not remembering, rather, it is nothing more or less than propaganda which subverts the discussion, and hijacks both the message and the way forward.

For our purposes here at Lace on Race, it is a reminder that the concepts with with we wrestle, and who we are as we wrestle, are vitally important. It is a reminder for us to not fall for easily swallowed memes, and to look with a critical eye at those who would attempt to shroud themselves in at best an incomplete, and at worst, intentionally sabotaged attempt to rewrite history.

There is no way we can walk toward the vision and the promise of MLK without being utterly clear eyed. Our resolve must be to remember and then to live out, with resilient resolve that promise. We are not here to revere a neutered god, as some would have us do, because to succumb to that is to defer and deny that promise. We are here to match truth with truth.

In a picture I recently came across, there is an image I had never seen before; of a sharp eyed MLK, playing pool, getting ready to put one in the corner pocket, sitting on the table, with the cue stick behind his back, down AF.

I love that. Savvy, down to earth, utterly confident, nobody’s fool. I feel that the MLK I strive to emulate is more embodied in that slice of his life than the defanged caricature that paints him in broad and incomplete strokes. And so we must be. Savvy, down to earth, nobody’s fools. Down AF. Audacious realism. Idealistic pragmatism. Bringing our whole selves into our work and into our walk.

Chalk your cue. Let us keep walking in truth.

In more than 40 years since MLK’s death, both the man and his central messages have been distorted by those who would utilize his legacy as a putative ‘brand’ rather than the challenge to power structures and institutions that it was. It is understandable that politicians and corporations would want to align themselves with at least part of the ideals he espoused and very real conviction with which he did it—doing so lends a legitimacy and a certain gravitas to what they do, while serving as something of a deflection to what they do, or more accurately don’t do, to truly honor and serve that vision.

This co-option has been seen with corporate public relations press releases and advertisements using Dr King’s name to sell everything from cornflakes to sports cars to beer; with politicians invoking his words, using his vision of a color-blind society to rationalize policies that often hurt and oppress the very populations MLK lost his life to stand with, and, most disturbing, with the military co-option of his birth as a neutered backdrop and cover of their actions, (such as targeted recruitment of minority and working-class students), which, to many, are antiethical to what MLK stood for.

This selective inattention to both the words as well as the context in which he said them, is at best uninformed, and at worst a cynical manipulation and distortion of what he did say. It is not enough to focus on only MLK’s “I have a dream” message and not discuss or attempt to acknowledge, much less internalize and implement the more revolutionary and paradigm-changing aspects. It is not enough to treat MLK as a venerated, yet oddly (and unnervingly) ignored lovable plush toy. To say that one ‘honors’ the man while disregarding his vision and ideas is the very definition of dis-ingenuousness.

We as a community, and as a country, can and must do better. To truly honor and respect MLK and his contributions to the America he sought to redeem with his life, and ultimately, with his death must be, at minimum to truly learn, acknowledge, internalize, and strive to live out daily—not only one day a year, but make it a driving force of our own lives, and an informer, indeed a driver, of our deepest convictions.

America can and must, both individually, and in our common life in this nation, search our hearts and examine our actions. We must take a good look at the stains of racism, classism, and indifference to what our choices have done to the environment, both here and worldwide, that blot our national collective soul. Then and only then, can we even come close to the ‘content of character’ we say we want, but do so little to actually achieve.

Return to The Bistro for Discussion.


7 responses to “The Selling of Martin Luther King”

  1. Lee Carney Avatar
    Lee Carney

    You know, I need to go away and do some learning on this man and his words as I know very little of him. Welp. So, I’m going to use this post and his birthday as a call to action to do just that. Learn more.
    .
    I’m going to therefore come back to this post when I’ve learned more. In the meantime I apologise for my ignorance.

  2. Shannon Burton-Rushworth Avatar
    Shannon Burton-Rushworth

    This section struck me too, because I remember as a girl getting a biography of Dr. Rev. Martin Luther Jr from a Christian friend. This is all the way over here in Australia. And I remember thinking it was so odd because the man on the cover was black but the book was all about his struggle as a Christian. I can see very much now that this was the work of white supremacy (which in Australia is intimately intertwined with colonialism – we are a nation built on taking what we want and doing what we want with it). A complex, confident black leader reduced to a Christian martyr for white girls to, by turns, pity and be inspired by.

    While I’ve had this awareness for a while now, I haven’t really acted on it (which means I’m still on some level viewing this work as something I can get to ‘when I have time’). I know that there is so much more to the thought and action of Dr. King than what I read in that biography. But I haven’t sought to know what that is. In that lack of action, I can see that while I have accepted Lace as my knowledgeable leader, I still need to actively expand that to an awareness that there are a plethora of black leaders, past and present who us white folk need to learn about and learn from. I need to keep working and get my head around the expansiveness of black knowledge.

  3. Laura Berwick Avatar
    Laura Berwick

    I watched Selma yesterday. Two years ago, I don’t think I could have done it, so that’s some resilience I’ve gained. I have so far to go. And a lot to learn about King, and about the white problem he pointed out that I still probably fail to fully acknowledge.

    I don’t know what I don’t know, but I want to learn.

    I grew up with the MLK plushy version. And as a child, maybe the childish version was helpful, to some extent. But nope w I’m a woman, and I need to put aside childish things and take on the hard, grown up truths.

  4. Deb Chymiak-Isanhart Avatar
    Deb Chymiak-Isanhart

    “It’s very convenient to be able to quote a man so out of context that you can actually use his words to support the very system he wanted to break down.”

    That is the epitome of the way whiteness works. Take what isn’t ours and then twist it, or reduce it, to meet our needs.

  5. Danielle Joy Holcombe Avatar
    Danielle Joy Holcombe

    White Americans love his message of peace and non violence because they can use those words of his as tools designed to keep those they wish to oppress “in line.”

    We love messages of peace that don’t hold us accountable. It’s very convenient to be able to quote a man so out of context that you can actually use his words to support the very system he wanted to break down.

  6. Deb Chymiak-Isanhart Avatar
    Deb Chymiak-Isanhart

    One thing I do every year is re-read “Letter from a Birmingham Jail” to remind myself that a moderate white “ally” poses more harm than those who proudly speak against liberation for all.
    For a long time, I was guilty of only knowing his calls to love and nonviolence — and even those were understood at a surface level. There is so much to depth to his message that goes unknown, or is purposely overlooked because it is uncomfortable to wht ppl.

    Lace shared a meme on her personal page a week or so ago that is the one I will be sharing this weekend. The quote on it is: “For years, I labored with the idea of reforming the existing institutions of the South, a little change here, a little change there. Now, I feel quite differently. I think you’ve got to have a reconstruction of the entire society, a revolution of values.”

  7. Varda L Avatar
    Varda L

    I got MLK’s Where Do We Go From Here for Christmas. He described the dynamics of international crisis that we are still playing out today. There is not one corporation in America, no government institution, that can legitimately describe themselves as supporting his values.

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