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Brainwashed: Challenging the Myth of Black Inferiority

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“Black people are not dark-skinned white people,” says advertising visionary Tom Burrell. In fact, they are a lot more.

They are survivors of the Middle Passage and centuries of humiliation and deprivation, who have excelled against the odds, constantly making a way out of “no way!” At this point in history, the idea of black inferiority should have had a “Going-Out-of-Business Sale.” After all, Barack Obama has reached the Promised Land.

Yet, as  Brainwashed: Erasing the Myth of Black Inferiority  testifies, too much of black America is still wandering in the wilderness. In this powerful examination of “the greatest propaganda campaign of all time”—the masterful marketing of black inferiority Burrell poses 10 provocative questions that will make black people look in the mirror and ask why, nearly 150 years after the Emancipation Proclamation, so many blacks still think like slaves.

Brainwashed is not a reprimand; it is a call to deprogram ourselves of self-defeating attitudes and actions. Racism is not the issue; how we respond to racism is the issue. We must undo negative brainwashing and claim a new state of race-based self-esteem and self-actualization. Provocative and powerful, Brainwashed dares to expose the wounds so that we, at last, can heal.

312 pages, Paperback

First published September 1, 2009

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Tom Burrell

4 books29 followers

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Displaying 1 - 30 of 136 reviews
Profile Image for Jackie.
10 reviews2 followers
August 7, 2015
This book provided an interesting analysis of the "brainwashing" that plagues the psyche of many black Americans. Definitely essential reading for anyone who is black and living in America, this book carefully weaves in the history of the black American community, and how deep rooted insecurities reach back into the period of slavery. Burrell’s thoughtful and important analysis of hip hop music and its dangerous and damning portrayal of light skinned black women as trophies is delivered in a manner that is quite urgent, welcomed and articulated with precision.

I finished reading this book on the way home from work on a busy B train. Young black males were on the train throwing around their penises in their pants and their words. I heard them say things like "n....r" and "roll it in her p.....y” repeatedly. I shook my head in disgust, but I was too scared to tell them to shut up. Their words only served to reiterate the reality of this “black stereotype” perpetuated by a minority of blacks who are oblivious to the damaging effects that their behavior has on the perception of all black people.

In essence, just because a black president was elected in 2008, we cannot assume that the black community has moved forward. Health issues (mental and physical), poverty, disunity, lack of opportunity, deep insecurity, lack of education, and self-hatred are rampant in many black communities in America.

On the contrary, the pointers that Burrell put forward to encourage and uplift the black community were a little thin. Although Burrell delineated the problems, he wasn't elaborate in his ideas about how to fix them. Perhaps Burrell doesn’t know how to fix them, maybe the problems are too elaborate to offer a quick fix within the confines of his book. Perhaps Burrell wants to get people thinking so that the next generation can devise solutions to changing the way blacks perceive themselves, and therefore how they are perceived by others…………………

Nevertheless this was a book that kept me intrigued with the reality of the "Black Inferiority Complex" a state of mind that I explored in an essay a few years back. My essay talked about the pressures on black women to apply chemicals to their hair, wear weaves etc. to appear more "European…….."

The book highlights that black people should feel beautiful. Further, blacks should embrace their natural features and feel proud of how their appearance corresponds to their genetic roots. As I lapped up the lines about black people and their hair, I couldn’t help thinking “you tell them Burrell” and “more blacks need to read your book……………………………………………………”
Profile Image for Joi Reece.
40 reviews26 followers
May 28, 2012
I must say that I quite enjoyed this book. Provocative and thought provoking!!

This book asserts that African Americans have been subjected to mental enslavement via brainwashing. A plan so sinister, that today’s black people accept it as reality and perpetuate it.

“African Americans have been conditioned to see themselves as powerless,” writes Burrell. It's almost like a modern day Pavlov experiment. Conditioning at its saddest supported by a multitude of interesting examples. The author displays the parallelisms between the root causes and the untruths that continue to endure, complete with proposed remedies.

Some may or may not enjoy this book nor agree with its contents. Regardless of which end of the spectrum you fall within, this book will undoubtedly spark a lot of conversation and possibly self reflection.

That said, for those mentally prepared for some truth, this is a book to pick up and read.
Profile Image for Brian TramueL.
120 reviews16 followers
June 26, 2011
Thought provoking, capable of starting a social revolution. Mr. Burrell goes beyond exposing the problems infecting our mental psyche by providing us with the why; Why we feel, think and believe the myth's, stereotypes and generalizations presented to us. Brainwashed provides many teaching moments. For me the BIGgest take away is to not become overly attached to an idea, thought, phrase or image; Because someone or something you trust says it, writes it or prints it doesn't make it real. Remain somewhat skeptical from time to time.
Profile Image for ne.
9 reviews25 followers
November 23, 2022
This book has definitely enlightened me. I can definitely understand all of the propaganda used to brainwash young African American minds. This stuff is real and has been going on for years. I really just love the fact that Tom Burrell uses historical evidences. He is absolutely right, we do need to wake up and try our hardest to break free from our slave like minds. I would read this book again and recommend for anyone no matter what race to read it and help others to understand what's going on because it is very real.
Profile Image for Arvis.
2 reviews
February 22, 2015
Overall, I was not disappointed with this book...I actually quite enjoyed reading it. It highlighted key aspects of African American (rather American) history that I did not know, particularly the meticulously calculated and systematic deprecation of people of color by way of the media. I really appreciate this insight and I am now more conscious of the black inferiority beliefs still affecting many people (of all skin colors and nationalities). However, I disagree with a few of his methods to combat the effects of being 'brainwashed' - to me they are too puritanical. For example, I think it would be unrealistic to only have positive images of people of color portrayed/displayed in movies and music...art should reflect life, and life can be shitty. But I do agree with him that some black people often don't acknowledge their persistent inferiority complexes - and the root cause of it - because they are afraid of being labeled as non-progressive and 'stuck in the past'. And this in turn prevents awakening, which can eventually lead to change. I happily recommend this book to anyone curious or interested in learning more about the influence of propaganda in the portrayal of African Americans.
Profile Image for Jeremy.
4 reviews2 followers
September 11, 2012
One of the best work of Black people that I have ever read. This book should be a wake up call to stop the inferiority of Black people. I applaud Thomas J. Burrell for having the courage to write this book. A must have book collection!
Profile Image for Tanya Jackson.
168 reviews1 follower
October 11, 2014
Is it wrong to suggest that all African-americans read this book? The roots of hurtful stereo-types and negative images of blacks in depth. Must read for sure.
Profile Image for Drick.
904 reviews25 followers
August 20, 2013
Tom Burrell is a successful marketing executive who turns his attention to the challenges and struggles in the African American community. He speaks as African-American to other African Americans, so for me as a white person it was like listening in on a conversation that most whites do not ever have a chance to hear. From Burrell's perspective many of the problems plaguing poor, urban black communities (such as gun violence, high school drop out rates, overly sexual musical lyrics, teenage pregnancies, broken and dysfunctional families, high incarceration rates etc) have their roots in the legacy of slavery. While these problems are not confined to the black community they are particularly destructive to the black community,. and Burrell challenges African American leaders and thinkers to "re-brand" the African American community so as to begin to change culture and ways of thinking.

His last chapter outlines a "Campaign to Change Black Minds" that is parallel to Tavis Smiley's Contract with Black America. In the end Burrell stresses that many of the challenges facing the black community, while in large part due to systemic and institutional racism, can only be overcome once the black community unifies around a common vision for change.

This is a book that is designed for discussion groups of all kinds both within and outside of the black community, and an important piece of work.
Profile Image for Stacy-Ann.
169 reviews32 followers
September 12, 2018
This was a wonderful book. I recommend everyone to read this book, I find it to be very important. It not only tells you about the challenges we face in the media and but it also tells us how we as people can deal with them. It also goes into talk about we as yourself need to make some changes for our young people. It asks some very important questions on each chapter of the book, for example, 'Why do we keep killing each other?

There is also another book in which linked to this one and its called ' What mama couldn't tell us about love by Brenda Richardson and Brenda Wade' this book I also recommend to read.
Profile Image for Beverlee.
260 reviews41 followers
August 22, 2017
I read Brainwashed with the expectation that Mr. Burrell would offer a concise yet thorough analysis of why Black America is in a perpetual state of frenzy. Some of us experience vast wealth, others are firmly established in a "middle class", others have yet to break the chains of crippling poverty. My feelings were mixed at some points during Brainwashed because I felt it was placing a large share of blame on the individual for simply being who they are- especially the chapter that dealt with spending money on luxury items. I don't think it's wrong to buy nice things though not all the time and neglect essential responsibilities. It could be me feeling particularly sensitive, but I felt Mr. Burrell's tone is one that is more supportive of respectability politics, especially the chapter which detailed "black on black" crime as more harmful to our community rather than murder committed by police and/or white people. Balance is important! A lot of the chapter on religion was obvious to me that the messenger was wrong to tell the people to wait for the hereafter for their reward or that because of our skin color we're cursed to be slaves to white people. I also have to remember I'm reading this as an adult living in the 21st century not the 19th century.
Brainwashed is not only an expose on what's wrong, there are some solutions to eradicating inferior belief. Some solutions I think are more evident depending on social media following or personal tv/movie viewing preference. It is my hope that people who aren't readers will be the ones to read and absorb the knowledge shared. I had to put aside my personal feeling that Brainwashed is in agreement with respectability politics, which can be stifling and divisive. I may not agree with some of the message, particularly in the delivery. I do agree that something needs to be done and we (each African American) had a duty to reverse the curse of inferior thinking in everyday life. From being example of the change that's needed, to showing others the way without being condescending or expecting an immediate return on investment, if we all work together, we can view us as worthy, capable people that do not need validation from anyone ( white or otherwise).
Profile Image for Colleen.
1 review
Read
January 31, 2013
This book is very insightful and speaks about many of the issues that plague the African American and even Afro-Caribbean societies. I must agree that our mindset and lifestyles has to change, in order to affectuate positive changes. In order to change behavior, we have to change our belief system - placing more attention and priorities on our families and the importance of positive and beneficial changes - not to forget our neighbors. We can no longer continue to blame others for our current state (no offense to many). We must WANT to uplift our mind, body, and soul. We have to want BETTER for ourselves and then seek it...no longer waiting for someone else to give it to us.
5 reviews
April 28, 2018
More Than a Book

Wow. This book has changed my life. I started with an open mind, and finished with a new purpose for the betterment of our people. Truly a gem in disguise.
Profile Image for Tiffany.
26 reviews1 follower
September 2, 2018
Simply amazing! As I journey past each page I find myself highlighting and taking notes! This I worth every page. I am grateful for the work of Mr.Burrell as he had drawn the lines of our past, to our reactions and responses of today. As a Socual Worker,and solution focused person, knowing that ideas and reprogramming solutions are provided at the end of each chapter. I never realized I was as brainwashed until opening the pages of this book. I was able to identify my own behavior and ideas and where I am in the cycle that was created for me before I was born.

Why we can't stop shopping? Why we can't form strong families? Why Do We So Willingly Give Up Control Over Our Lives? Are just a few deep topics covered in this 272 page game changer!

If you want mental freedom start with this book! If you are ready to see a change in our community start with this book. I thank Karen Hunter of Sirius XM Urban View (channel 126) for recommending this book to her audience. This book has changed my MIND, and the resolution will not be televised!
Profile Image for Jake.
301 reviews45 followers
June 6, 2013
I wanted this to be better than it was - it seemed more like a long and complicated pitch rather than an academic argument. I found it to be pretty disappointing but still found plenty of great points.
Profile Image for Erica.
25 reviews5 followers
Read
March 4, 2014
Excellent. A MUST read.
Profile Image for gabrielle v.
72 reviews
February 5, 2025
I have some mixed feelings about this book, but I do feel it altered my thinking and viewing for the better.

Burrell's lenses - linking present-day moments, images and patterns to their origins in the colonial era, and transformations through the Reconstruction / Civil Rights eras; evaluating a pattern's short term benefits v long term costs; approaching racism as a 'Black Inferiority' marketing campaign, broken down into concrete themes - have clarified my own analytic process of racism in the US. It's much easier for me to identify and articulate the patterns of racism and their roots in our history than it was before picking this one up. As a teacher, the speed of identification and accuracy of articulation is pretty crucial in the day-to-day and I would recommend to fellow educators. These lenses are also supportive tools for anyone conducting sociohistorical research.

Burrell definitely had some takes I disagreed with. A central idea is well-explained here:
"People with an external view attribute their experiences to outside forces. People with an internal orientation believe they control their own destinies. Due to our historical state of "powerlessness," too many of us believe that our destinies are dictated by the whim of outside (read "white") forces, which dovetails conveniently with a system that reinforces black inferiority."
However, at times Burrell shortens / spins this into the concept that internal attitudes around racism are the greater issue than racism itself. Wasn't necessarily feeling that or the aligned arguments.

This book is addressed directly for a Black audience but was rec'd to me by a professor for a class about teaching Black male students. Def would share my copy w any other teachers!
Profile Image for Jessica Groff.
13 reviews13 followers
December 28, 2011
This book introduces many interesting ideas. However, as all propaganda does, it skews the information presented in one direction -- the direction of "black as victim." There are so many wonderful books out there that show the plight of the black Americans as success stories, that should be read right alongside this book in order to get a real clear view of black society. I read this with my 10th graders, and all they seemed to pull from it were bad ideas about their culture. I paired it with The Blacklist, and for ever story of hurt and pain Burrell introduced, I introduced the students to a prominent black American who came out on top.

Additionally, in each chapter you can find blatant plugs for Burrell's advertising company, Burrell Communications. Ugh.
Profile Image for Cecile.
323 reviews4 followers
September 7, 2010
Although a bit repetitive, Burrell provides the kind of language and history that would make this book a good text for our youth, of any race.

Too many think that because slavery ended in the mid 1800s, the psychic and economic scars are also in the past.

Not enough time has past, and not enough people of all races have learned that the rationalizations for whites being so dehumanizing has been as well integrated into our society as is Christianity.

It will take centuries, unfortunately, for the centuries of rationalizing dehumanization to go away.

In the meantime, we all need to understand the predictable symptoms of be at the receiving end of such dehumanization.
Profile Image for Raya Fagg.
40 reviews11 followers
September 6, 2012
One of those books that makes you question the choices that seemed so innocent. After reading this book I have eschewed most reality TV (do I really want my child to think it's acceptable to throw punches when she doesn't agree) and been more conscious about how and what I say around my children.

This book isn't easy to read and covers some things that other tomes related to race cover (relationships, sex, employment) but this book presents the information as a sell so that Blacks can see how far we really aren't.
Profile Image for Kasongo Nkhoma.
1 review9 followers
June 19, 2019
Amazing Book. You know he tackles everything wrong with most Black people without flirting with religion. From how white dolls mess up a girl child and boy beauty perspective, to how black people make fun of themselves on serious problems. To think being ' in love' is not cool.
On why black people can't form strong families etc, his tackled everything. This book will be a manual in my house, I'll live by it, it's gospel.
Profile Image for Monica.
33 reviews3 followers
November 4, 2018
Solution Focused

Excellent and throughout examinatiom of current circumstances with emphasis on how we got here. I love the solution oriented writing that propels the reader into action. This is recommended reading for all black Americans, especially during the current climate in the United States.
Profile Image for Rotosca Gray.
102 reviews
February 13, 2021
I’ve had this book for a while & was putting it off. I have to say it was very insightful & gave me a lot to think about. While reading this book, I thought of so many things I want to change about myself to become better & set better examples for my 2 daughters.
7 reviews
October 23, 2010
Poor writing and weak explanations of problems facing the black community. Good suggestions at the end of the book that should have been more developed.
Profile Image for Momiette.
6 reviews2 followers
November 12, 2018
A bit repetitive butn ot bad overall...
Couldbe a great tool for black folks to learn how to control their image in the medias..
2 reviews
June 29, 2020
This book is a master class in unemotionally articulating the situation of black people (never just in America), from a sober professional and progressive point of view. The book demands we must move away from our victim mentality of all shades, and urgently learn to QUESTION, ANALYZE, UNPLUG, & REPROGRAM events around us and how our perceptions being molded by them.

In my new found life mission of improving the image and dignity of black people, this book is like a much loved bible and Tom Burrell has bought himself GREATNESS with his work here. I particularly treasure the last chapter, along with the quotes of Deborah Cowell .. Finally, I found my manual and some positive inspiration.

I would go as far as to demand that this book is a must read for every adult and teenage black person world wide, and even honest fair-minded white people too (because the brainwashing crosses racial boundaries) ... It is of most relevance to conscious black people who are overwhelmed by the amount of LOUD ignorance that confronts them every step, and who struggle to come up with clear strategies for their community based discussions, activities, and writings.

If "The New B Wonder Awards Ceremony" and the "Black Brains Think Thank" ever come to exist, Tom Burrell should be anointed as patron and messiah ..
413 reviews5 followers
January 17, 2021
A friend recommended this book to me last year, suggesting it would be a good primer on the challenges Blacks face in America. I’d say he was right, and probably from a perspective different than most. Burrell is a legend in advertising having founded one of the largest advertising firms on the planet and the gold standard in multicultural advertising and marketing. (To my knowledge he is still alive and would be about 81 years old. The book was published in 2010 although I don’t think the date significantly changes any of his assertions.) The book establishes that the myth of Black Inferiority is the root problem. He talks about why and where that myth originates and how it is reinforced. He does a pretty good job with it. I don’t care who you are, there is culpability here according to Burrell. He doesn’t lay it exclusively at the feet of white people nor exclusively at the feet of Black people, but rather everyone has things that need corrected. Given his career he understandably spends a good bit of time on the role of advertising, media, celebrity in this dysfunction. It’s not heavy reading, and is replete with internal summaries and charts. Importantly, I gained many insights from reading it that I previously had not considered.
Profile Image for Vannessa Anderson.
Author 0 books225 followers
December 10, 2022
Black people are not dark-skinned white people,” says advertising visionary Tom Burrell. In fact, they are a lot more.

What I liked about the book:

1) Author Burrell explained how one can win by changing a losing mindset to a winning mindset.

2) Easy to read.

3) Written in a language where those with comprehensive reading skills and who possess critical and logical thought will understand the message.

4) Written through a sales, marketing and advertising point-of-view.

5) Lots of valuable information of how one can change a negative mindset into a positive mindset.

6) I was able to learn much without realizing I was being taught.

7) Brainwashed: Challenging the Myth of Black Inferiority is to be studied and not just merely read.

8) A great book to refer to again and again.

Brainwashed: Challenging the Myth of Black Inferiority
by Tom Burrell is a book for those striving to become intellectuals.



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