Juneteenth: From a Personal Celebration to a Mainstream Controversy
On June 17, 2021, President Joe Biden signed a bill into law, making Juneteenth an official U.S. holiday. This decision came almost a year after the murder of George Floyd, and it was seen as a significant step forward in recognizing the wrongs of the past. Senate Majority Leader Chuck Schumer praised the move, emphasizing the need for equal justice and the fulfillment of the Emancipation Proclamation and the Constitution.
Growing up in Houston, Juneteenth held a special place in my heart. It was a Black holiday that commemorated the day enslaved Black people in Galveston, Texas, learned of their freedom, more than two years after the Emancipation Proclamation. I have fond memories of spending summers in Galveston, witnessing the Jubilee parade with its decorated cars and live music. The aroma of barbeque filled the air, and the red soda flowed as the Juneteenth flags waved proudly.
Juneteenth was our Fourth of July, a celebration that reminded us that the South had a unique history and that Black people didn’t need validation from our white peers to honor our heritage.
However, since the racial uprisings of 2020, Juneteenth has undergone a transformation. It has become mainstreamed, whitewashed, and highly performative. What was once personal and meaningful has been diluted on the national stage.
Last year, Walmart released a Juneteenth ice cream flavor with a Pan-African decorated carton, attempting to be progressive. However, Juneteenth has never incorporated African-themed colors or designs in its official flag. Walmart’s move was seen as pandering and led to controversy, resulting in an apology and the discontinuation of the ice cream line.
Other instances of cultural appropriation and insensitivity have occurred. The Children’s Museum of Indianapolis faced backlash for including a watermelon salad in its Juneteenth menu. A non-profit organization in South Carolina used an image of a white couple in a banner promoting a Juneteenth event, causing outrage.
Furthermore, the rise of far-right conservatism has made it even harder for Juneteenth celebrations to take place peacefully. Organizers in Pittsburgh have accused Pennsylvania legislators and the city government of discrimination, while legislators in Tennessee have threatened sponsors of Juneteenth festivals with public retaliation.
The desire to mainstream Juneteenth has resulted in pandering and controversy, reminiscent of the commercialization of Black History Month or the monetization of Pride month. While more people may now be aware of Juneteenth, it does little to address the racial disparities and white supremacy that still exist.
Symbolism alone will not liberate a marginalized group. Instead of simply jumping on the Juneteenth bandwagon, powerful institutions should take concrete actions to support Black communities. Let Black people celebrate Juneteenth in peace, without commercialization or controversy.
In conclusion, the current infatuation with Juneteenth is causing more harm than good. Less is more when it comes to observing this important holiday. It is time for our nation to move beyond performative gestures and focus on real change and progress.
