Now, one can argue that this is a cartoon and a satire, and that the whole point is to exaggerate the ridiculous to satirize society. But having wracked my brains, I can't see what is being lampooned by creating this character as such, other than the fact that immigrants "talk funny" which adds great value to the general culture, I'm sure. As an Indian in America, it's hard enough having to fight to be taken seriously in mainstream society. These irritating obstacles certainly don't make that task any easier.
Even if we assume for one second that Apu is nothing more than a bad joke, should we really take this joke into the real world? I think not. That the 7-Eleven company has actually done it and further, paid desis to say "Thank you, come again" and other silly lines is downright repulsive. Manish compares it to Aunt Jemima and Uncle Ben.
Pancake mascot Aunt Jemima and rice maven Uncle Ben survived only after being softened and morphed into avuncular friends. Apu too has been grandfathered into America’s affections after 19 years on television. But as Slate magazine wrote, ‘It’s worth remembering what these spokescharacters truly are: a final, living vestige of Jim Crow America.’I don't know if I would go that far, but I do shudder to think of the consequences. And while several desi store-owners are enjoying the increased profits of the promotions, not all have agreed to convert their stores to Kwik-E-Marts.
Back home in India, you get quite used to hearing about these sorts of inequities and exploitations in society, but I was under the impression that we were in the "enlightened West". At times like these, I can only remember Mahatma Gandhi's response when he was asked what he thought of Western civilization. He said, "I think it would be a very good idea."
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