Black Women No Longer Have Their Essence
By Raynard Jackson
Essence Magazine used to be the preeminent magazine for Black women in the U.S. They, like many Black publications, have lost their relevance; and in the process become an embarrassment to the very group they claim to target.
Essence was founded in 1968 by Ed Lewis, Clarence Smith, Cecil Hollingworth, Jonathan Blount and Denise Clark. Their initial circulation began at around 50,000 per month and now is estimated to be over 1 million per month. It is a monthly publication focusing on Black women between the ages of 18 and 49. Essence was bought out by Time Inc. in 2005, thus no longer being a Black owned publication (similar to B.E.T.).
The impetus behind the founding of Essence was to show a side of Black women that was never portrayed in the mainstream media. Images of Black women were controlled by white media outlets that had little to no knowledge of the Black community. Most of these images were very stereotypical and lacking substance.
There were unique issues relevant to Black women that other publications were totally ignorant of. Black women could not wear the same makeup that white women could—there are differences in skin type. Black women have unique issues when it comes to styling their hair—there were no mainstream publications that dealt with these differences.
So, initially, Essence met a very real need and provided a venue for Black women to share common experiences with each other (remember, this was pre-internet days when you didn’t have all the instant communication we have today).
Essence portrayed Black women in the most positive of lights. They made Black women feel proud to be Black and female! That was then, this is now.
Now, Essence is just another Hollywood rag (focused on Black women), sprinkled with a few substantive, positive stories; but, that is no longer their focus!
I looked at the cover picture for the past year and each cover featured an entertainer. Isn’t this the same stereotyping that we have accused white media of—showing Blacks as only entertainers? There is nothing wrong with having entertainers on the cover, but is that all there is to offer Black women?
I can guarantee that most Black women have never heard of Sadie Tanner Mossell Alexander, Alicia Jillian Hardy, or Katie Washington.
When I went on Essence Music Festival’s website and looked at the speakers listed under “Empowerment”I was stunned and quite embarrassed!
The Essence Music Festival is the nation’s largest annual gathering of Black musical talent in the U.S. It is a 3 day event filled with cultural celebrations, empowerment panels, and nightly entertainment by some of the biggest names in music. It is held in New Orleans, LA every July. The event attracts more than 200,000 people.
One of the speakers listed under “Empowerment” is “NeNe” Leakes. She is one of the main characters of the reality TV show, “The Real Housewives of Atlanta.” The show is about the private lives of women who are dating or is married to successful men in the Atlanta area.
Leakes is a foul mouth, angry, nasty person on the show and from media accounts in real life also. She is also the founder of Twisted Hearts Foundation (which focuses on domestic violence against women). They were forced to close down last year after being suspected of money laundering. Leakes is also a former stripper.
One of the other speakers listed under “Empowerment” is Shaunie O’Neal, former wife of N.B.A. great Shaquille O’Neal. She is the executive producer of “Basketball Wives.” The women’s only claim to fame is that they either dated or were married to a pro basketball player. They have nor had no identity outside the athletes they were involved with.
Both shows portray women in the worst light imaginable—using high profile men to get fame and fortune. These women then try to exploit their former relationships to get their own TV show. They are paid to tell the most intimate details of their former relationships.
Essence, could you please tell me how these two women fit into your mission of uplifting the Black woman? What can they teach women about “empowerment?” Is this really the image of Black women Essence wants to promote? There are many women who could fit into your mission statement.
By the way, Sadie Tanner Mossell Alexander was the first Black woman to earn a Ph.D. in America (1921). Alicia Jillian Hardy is the first Black woman to earn a Ph.D from M.I.T. in mechanical engineering (2007). Katie Washington, a 21 year old, became the first Black female valedictorian in the history of Notre Dame University (2010). She gave a wonderful speech (http://www.youtube.com/watch?v=VaouUZrn2vI).
One would think that Ms. Hardy and Washington deserved to be on the cover for their achievements; and most assuredly know a little something about empowerment! Oh, I forgot, they are not entertainers, so they don’t qualify.
In times past, Black women used to look forward to reading Essence Magazine for upliftment. That was then, this is now. Black women no longer have the Essence of their mother and grandmother.
In Essence, there is no essence!
Raynard Jackson is president & CEO of Raynard Jackson & Associates, LLC., a D.C.-public relations/government affairs firm. He is also a contributing editor for ExcellStyle Magazine (www.excellstyle.com) & U.S. Africa Magazine (www.usafricaonline.com).
Black Men In America 
May 26, 2011 at 12:16, pm
When I think of Ne Ne Leaks & Shaunie O’Neil I think of 2 strong women that has gone above and beyond despite of how their own men (the Black Male) has tried to break them down. In my opinion….the African Man has adapted the white man’s thinking and is labeling his womenn to be loud mouthed or ghetto when they are assertive and have to fight for what they want.
It has always been unattractive to me when african men cheat on their wives an abandon their women and children no matter what their celebrity or income level is. I honestly think that Ex-wives of celebrities tell their stories to uplift other women…not necessarily to exploit them selves to white America. Shaunie still has to care for her children
May 26, 2011 at 1:16, pm
A woman being a stripper doesn’t diminish the fact that she is a woman. The Essence of the problem doesn’t lay with the magazine or ownership of the Magazine. It is strictly something that the better educated and financially better off Black Community has to address. American society as whole has been spiraling downward towards an baser element. We are society that shies away from high principles and high ideas.
If Black Women want to see better portrayal of themselves they have to come together and produce and marketing a magazine that will serve them.
May 27, 2011 at 1:05, pm
What I got from Mr. Jackson’s submissions was the solid assertion that the pool of positive images of black women though ever-growing is being overlooked in favor of the sensational a.k.a. that which attracts the almighty dollar. The reality genre is hot right now, so media types are feeding that fire. Can’t blame them for making money. Yet, it ought to be noted that it is not the responsibility of “others” to portray people of color in a positive manner, but our own. We should also note that is our own who are sitting in front of their flat screens watching the Nenes and Shaunies of our time. It would seem that a withdrawal of our support for the genre and its contents would force the powers that be to reconsider this putrid diet. Yet somebody seems to be getting fed thereby. It’s unfortunate that the general public is not really interested in positive feel good media or we would get a steady diet of it. The rock and a hard place are again coming into view. We must start some place — and that must be in our own community..so much more but I think the point is made..
May 28, 2011 at 5:39, pm
Yeah,and you aren’t seeing handsome black cowboys such as Yours Truly portrayed as love interests-by white Hollywod,certainly,BUT ESPECIALLY
by that cooning a**-clown Tyler Perry,who seems afraid of telegenic,non-“urban” (read:”non-stereotypically black) men such as myself!!!
April 20, 2012 at 7:48, am
i agree, not only are we losing focus on uplifting the black women’s image… But we are also losing the spirit and determination that was there…. Nowadays we are trying to become something we are not….. That is like a white person…. We are not made to be white… Were is the fire and sharp wit that black women had…. Our race cannoot go down again look at the chinese day in and day out the are evolving where are we…. Smiling in the background as usual….