Theory
At its core, critical race theory (CRT) suggests that racism is woven within U.S. laws. It is widely believed by white Americans that, after the election of Obama, the nation is in a postracial era. This, for many reasons, is a falsehood that is consistently spread today. Racism is a central structure of U.S. society and therefore cannot be whisked away by the election of a Black president (Zamudio et al. 2010). Because the subject and confrontation of race and racism make many white Americans uncomfortable, it is easier to believe in the fabrication of a post-racial reality. So, do race and racism play a role in the televisual advertisements of the Super Bowl, one of the most popular entertainment events in the nation? CRT is essential to analyze how race and racism are presented, or not presented, in such advertisements.
While analyzing who or what is shown onscreen with CRT is important, so is analyzing and understanding how this can impact society. Gerbner et al. (1984) argue through Gerbner’s cultivation theory that what people view on television can have lasting impacts on how they view reality. Therefore, subtle or unsubtle stereotypes shown on television may influence people to believe in such stereotypes. Of course, advertisements and programs shown on television do not accurately reflect our reality, but when subjected to them with the consistency that our culture is, they are believed to be grounded in truth (Gerber et al. 1984). This, in turn, can lead to changes in advertisements, potentially creating a self-sustaining feedback loop. CRT and Gerbner’s cultivation theory will help to analyze the racial composition of Super Bowl advertisements and how they may impact U.S. culture, therefore also affecting the advertisements themselves.