Ontological Branding: Power, Privilege, and White Supremacy in a Colorblind World

Ontological Branding: Power, Privilege, and White Supremacy in a Colorblind World investigates antiblack racism in the United States by examining how race is used as a tool to brand persons of color as subordinate, excluding them from full participation in the rights and privileges of personhood and relegating them to ways of being in service to the white world. This white supremacist system was created through law and requires a critical race consciousness that accounts for the ontology of race to achieve ontological justice.

Format: Paperback / softback
Length: 150 pages
Publication date: 15 September 2023
Publisher: Lexington Books

In his groundbreaking book, Ontological Branding: Power, Privilege, and White Supremacy in a Colorblind World, Bonard Iván Molina García delves into the profound issue of antiblack racism in the United States. Through the lens of Heideggerian tool ontology, Molina García offers a novel and thought-provoking perspective on race and racial justice. He argues that race is not merely a biological or social construct, but rather a powerful tool used to brand persons of color, particularly Black individuals, as subordinate and inferior. This branding serves to privilege whiteness as the ideal state of persons in a world designed by and for persons, where all individuals are supposedly equal. Consequently, persons of color, particularly Black persons, are excluded from full participation in the rights and privileges of personhood and relegated to roles that serve the white world.

This white supremacist system, which was established through law, continues to shape American society despite significant changes over time. The current approach to racial justice, driven by colorblindness, paradoxically perpetuates white supremacy by disregarding the ontological dimensions of race. Racial justice, as Molina García emphasizes, cannot be achieved without a critical race consciousness that recognizes the inherent power and privilege associated with whiteness. It requires a deeper understanding of the ontological foundations of race and the ways in which they perpetuate inequality and discrimination.

To address antiblack racism and achieve true racial justice, Molina García calls for ontological justice. He advocates for a shift in societal attitudes and policies that recognizes the inherent dignity and worth of all individuals, regardless of their race. This requires a commitment to dismantling systems of oppression and discrimination, promoting diversity and inclusion, and fostering a sense of empathy and understanding between different racial groups.

In conclusion, Bonard Iván Molina García's book Ontological Branding: Power, Privilege, and White Supremacy in a Colorblind World provides a powerful and insightful analysis of antiblack racism in the United States. Through the lens of Heideggerian tool ontology, Molina García challenges the dominant narratives and exposes the underlying mechanisms of white supremacy. He offers a vision for racial justice that goes beyond colorblindness and emphasizes the need for ontological justice and a critical race consciousness. By recognizing the ontological dimensions of race and working towards dismantling systems of oppression, we can create a more equitable and just society for all individuals.

Weight: 245g
Dimension: 228 x 153 x 12 (mm)
ISBN-13: 9781666902372