MCGRUDER VS. PERRY: Which Side Are You On?

Aaron McGruder has taken Tyler Perry to task. Seemingly not for who Tyler Perry is, but for what Tyler Perry does. In the recent “Pause” episode of The Boondocks, we were introduced to a grandma-like character named “Ma Duke”, and then “Winston Jerome”, a playwright who is a closeted gay man, hiding behind the curtain of Christianity. It was then evident that McGruder was taking aim at Tyler Perry, his films, their themes, and his most notable character, “Madea”.

Some are on the fence about Tyler Perry movies. However, most have polar opinions of his work. On one side, you have significant figures like Oprah, who support Perry, with some touting him as a great filmmaker who produces quality black movies, which shed light on the sometimes less-publicized African-American experience. On the other side, they say he’s a terrible filmmaker who puts out the same movies with different titles and recycled characters, which paint black men and women in an inaccurate and stereotypical light. Notable filmmakers like Spike Lee say Perry’s films are essentially akin to modern day minstrel shows. Renowned advertising executive Tom Burrell also takes issue with his films, saying the images they contain foster the continuous disturbing media trend of being “brainwashed”, buying into the myth of black inferiority.

Both opinions are valid. Perry is a rags to riches, “I am the American Dream” success story. Last month, he came in at #25 on Forbes’ Celebrity 100 list. His movies have grossed $400 million worldwide, and he demands creative control and final ownership of his finished products, which he says is imperative to building wealth. He also opened Tyler Perry Studios in Atlanta, where he provides jobs for a significant number of black employees, both in front of and behind the camera. So, it’s clear that he has a large audience, with whom the formulaic messages in his movies, plays and sitcoms clearly resonate. At the same time, the formula his works follow could also be deemed as repetitive storylines, and many are opposed to the way he portrays both older and younger generational black men and women. Some, such as Jamilah Lemieux, have said that his films reinforce mainstream stereotypes of the African-American community.

Some may argue that the same could be said for Aaron McGruder, his show The Boondocks, and its characters. The difference is, that his show is satirical, political and social commentary on the d’evils that have infiltrated the African-American community. Nonetheless, to focus on this alleged “feud” between McGruder and Perry, is to lose focus of the actual issue. In the wake of this controversy, the passionate debate that those of us in the worlds of PR, advertising, and marketing are often engaged in, has been reignited—the debate over media imagery and the on-screen portrayal of various underrepresented segments, in this case, African Americans. But let’s take it even further—how accurate is the media imagery and on-screen portrayals of various ethnicities in general? From African Americans, to Hispanic Americans, to Asian Americans, and so on, many of us believe that we are often not accurately visually depicted—from film and TV, to print ads and commercials.

When brands are reaching out to a multicultural audience, if the imagery and messaging is not right—and worse, can be construed as offensive—the window of opportunity will close quickly, and the brand will be left on the outside looking in. As a multicultural integrated marketing agency, we are brought in to provide this type of counsel to companies and brands on a daily basis. It’s critical that our insights are not just taken into consideration, but are respected and incorporated into plans, strategy and messaging, because we know how to effectively reach these audiences, because we are these audiences. And, that’s the real issue here—it’s not about Huey vs. Madea—it’s about accurate vs. inaccurate imagery and depictions of multicultural segments. You can’t effectively engage an audience if the imagery and messaging meant to reach them, doesn’t resonate with them. Which still begs the questions everybody’s asking, just in a larger scope: Did Aaron McGruder go too far in his commentary on Tyler Perry and his movies? Or, did Tyler Perry and his movies deserve this scathing critique? Almost everyone has an opinion on this situation. Leave us a comment, and let us know yours.

Tony Balasandiran | New Media Specialist