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Is a pro-Romney ad racist? Five questions to ask yourself

Our Index of Racist Potential measures the degree that a political ad has the potential to evoke 鈥 consciously or unconsciously 鈥 voters鈥 stereotypical attitudes about people of color, regardless of the intent of the candidate or campaign team. To determine whether a political ad this presidential election season would score on the higher end (more racist) of our index, ask yourself these five sets of questions.

4. Does the ad create an 'us' vs. 'them' racial contrast?

In fact, another crucial question to ask is whether Mitt Romney explicitly states such a racial contrast (between 鈥渦s鈥 and 鈥渢hem鈥) by using first- and third-person language. Does he talk explicitly about 鈥渦s,鈥 鈥渨e,鈥 or 鈥渙ur?鈥 And, if so, based on the images of those portrayed in the ad, are 鈥渨e鈥 most or all white?

In the same "good and decent Americans" ad from question No. 3, the imagery of all-white supporters surrounding Romney helps to clarify who 鈥渨e鈥 and 鈥渦s鈥 are, and implies who 鈥渢hey鈥 are. If 鈥渨e鈥 are all white, by virtue of those pictured in the ad, then 鈥渢hey鈥 鈥 those who don鈥檛 love America, and so on, could be interpreted as those who are not white.

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