By BAR managing editor Bruce A. Dixon
Carter G. Woodson once declared that Harvard had ruined more black minds than bad whiskey. While there might be some dispute about Woodson's numbers, there is no doubt that the tradition still continues. Among Harvard's latest victims to rise to prominence is Dr. Peniel Joseph, whose establishment-friendly narrative of black history legitimizes Barack Obama and similar black politicians as “unforeseen consequences,” and perhaps lineal descendants of the mid 20th century Freedom and Black Power Movements. In truth, they are no more “descendants” of these indigenous popular movements than lung or colon cancers are “descendants” of the people who contract them.
Dr. Peniel Joseph Peddles Slick Marketing Constructs As “Black History”
By BAR managing editor Bruce A. Dixon
“...branding is not history, branding is not policy. Branding is the manipulation of images, words and symbols to call up real and imagined memories that evoke a particular emotional response from an audience.”
The job of historians in the service of democracy should be to explain and clarify historical trends for ordinary people, to help us better understand where we are, where we came from, and where we're headed. But not all historians serve democracy. As long as there have been intellectuals a great many have made their careers spinning fables which obscure more than they reveal, histories that reinforce rather than challenge illegitimate power, ill-gotten wealth, and undeserved privilege.
Dr. Peniel Joseph is a young and highly acclaimed scholar. He's the author of Dark Days, Bright Nights, From Black Power to Barack Obama . But Dr. Joseph is no peoples' historian. In a recent appearance on Dr. Jared Ball's Jazz & Justice show on WPFW-FM in Washington, Joseph declared one of the main threads of his most recent book was explaining the campaigns and career of Barack Obama as part of what he called the “radically transformative” outcome of the Black Power movement , which he traces through Malcolm X, Kwame Toure, the former Stokely Carmichael, and the 1980s electoral campaigns of Jesse Jackson and Chicago's Harold Washington.
Actually, for black politicians campaigning inside the black community, trying to brand your campaign as the fulfillment of the Freedom and Black Power movements is pretty standard stuff. The Obama campaign managed the neat trick of turning itself into two separate brands, one fungible inside the black community and another outside it as the multiracial apostle of “there is no black America, there is no white America.” When you went to Obama's campaign web site you were greeted with a gorgeous fuzzy photo of Barack, Michelle and the kids with the slogan underneath “Join the Movement. ”
“When black historians accidentally confuse branding with history, they are fools...”
But branding is not history, branding is not policy. Branding is the manipulation of images, words and symbols to call up real and imagined memories that evoke a particular emotional response from an audience. Branding is the tool of marketers who sell us everything from new cars and prescription meds to lifestyles, whatever those are. When black 2008 Brand of the Year Award .
Dr. Joseph himself said that a nuanced view of Barack Obama's place relative to the Black Power movement would necessitate examining his policy positions, issue by issue. But when the show's host used the word “imperialism” to describe the actual policies to which Barack Obama subscribes, Dr. Joseph pronounced it a “totalizing” term, called it “sloganeering” which he said puts an end to any useful dialog. So in Dr. Joseph's world we can prattle on about the “radical transformations” of democracy engineered by the Black Power movement which resulted in the Obama presidency. But with fleets in every ocean and hundreds of military bases scattered across every continent, we can't talk about empire. What's wrong with that picture, huh?
When Dr. Joseph awards Barack Obama status as a direct descendant of the Freedom and Black Power movements, which were fundamentally pro economic justice and anti-imperialist he abandons the clarifying role of peoples historian for a comfy seat in the establishment chorus. Dr. Joseph is reselling black people somebody else's marketed image, somebody else's brand name screed as our history. Dr. Joseph is the fake Wizard of Oz telling us to pay no attention to that wealthy handful of corporations behind that curtain.
UPDATE: Dr. Joseph contacted us, and took strong exception not only to what was written above, but to the notion that his brief appearance on Dr. Ball's Jazz & Justice show adequately conveyed either the book's thesis or the direction of his work. He graciously offered to send us copies of two of his books, which we intend to read, review here on BAR, and afterward donate to our local public library. And if it looks like we misjudged his work, we will not hesitate to say so, here or anywhere.
bd
Bruce A. Dixon is managing editor at Black Agenda Report, and based in Atlanta. He can be reached at bruce,dixon(at)blackagendareport.com.
The genocide in Gaza, the threat to Venezuela, and the targeting of Iran are not isolated crises. They are coordinated fronts in a single war effort attempting to enforce imperial dominance.
“Africans, as a last resort, may have to appeal to force in the effort to achieve Freedom, even if force destroys them and the world.”
“I do not have a dollar in the United States. There is no account to freeze for me.” - Colombian President Gustavo Petro, solidarity rally in Bogota, 10/24/2025
"Hourly, Hate America Rallies Stampede Through heads of Cruel Reich Cultists" is the latest from BAR's Poet-in-Residence.
The world's worst humanitarian crisis just found a new epicenter. The capture of El-Fasher signals the start of a worsening chapter in the history of Sudan.
