Professor Locs, aka Charles Easley, is an educator who explores race, class, gender, sexuality, media and popular culture with humor and insight. His column is published here each Wednesday. Opinions expressed are solely his own. Click here to read his blog.

It seems the giant home improvement company Lowe’s (which is based in Mooresville, near Charlotte) is in the middle of a hornet’s nest. The controversy stems from Lowe’s decision to pull it’s advertising from TLC's reality TV series "All-American Muslim." The show follows the lives of five Muslim-Arab American families who live in Dearborn, Mich. Who knew that there is this incredible concentration of Muslim Arab Americans in Michigan of all places?

Apparently, a fringe religious group contacted several companies and strongly urged them to cease their advertising support for the show. The religious group’s efforts resulted in multiple companies, including Lowe’s, pulling their ads. 

This is not a new phenomenon; many companies are shy when it comes to courting controversy. I used to teach about the power of a handwritten letter as it relates to the advertising world in my mass communication courses. Years ago, the sitcom "Married With Children" went through a similar controversy when one Mid-Western woman wrote to the show’s sponsors and complained about the inappropriate content as it relates to family programming. Her one letter resulted in many of the advertisers pulling their support. 

The interesting thing about the "All-American Muslim" show is that its intent is to demonstrate how relatively normal these families are in comparison to any other family. I watched two episodes last night and was impressed with their dedication to faith, family and community. It would be inappropriate, but you could devise a drinking game on just how many times they say “God” in their interactions with one another.

The show also revealed all-too-familiar scenarios of discrimination — like when one Muslim couple visits a restaurant outside their community and are ignored while other patrons are seated. Does this sound familiar to some of you?

There is a strange wind blowing across this country these days, and it carries with it the stench of entitlement. This is eerily played out when you review some of the comments on the Lowe’s Facebook page. I’ll share a few:

“Excellent move Lowe's, you have my business! Maybe if Muslims tried to assimilate into the AMERICAN culture they wouldn't have such a problem.”

“God Bless America! Lowe's, THANK YOU!!!!! We are behind you.”

“Thank you LOWES for supporting AMERICA and not supporting political correctness and those that like to play psychological warfare games.”

“Thank you for pulling your Ads, LOWES, you have all TRUE American's support.”

What is a “true” American? Does assimilation into “American” culture mean absolutely abandoning your own culture, history and beliefs?

I have seen how some people unfairly treat anyone perceived to be Muslim or even of Middle Eastern descent post 9-11. I, too, come from a marginalized community and know first hand what it feels like to be invisible while simultaneously scrutinized. How many of you have been followed in stores, stopped for driving an expensive car or just plain ignored?

We live in a very diverse society, but many feel the need to not celebrate that diversity — but rather move toward a more homogenized existence. We live in segregated neighborhoods and gated communities. Malcolm X stated that the most segregated time in our country is Sunday morning. So, is our need to cluster with others just like us driven by a sense of comfort or our fear of the unknown?

Lowe’s, like many companies, will eventually weather this storm. I am more concerned about the bigotry and hatred this controversy seems to have revealed. 

I have always said that since 9-11, the Muslim community has become the new “black.” This is obviously a reverse fashion metaphor for the must-have accessory or, in this case, the most unwanted. Bigotry, like fashion, is fickle; so, just because you are not the coveted item this season does not mean you won’t find yourself on next season’s list.  

What are your thoughts?

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