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Local Muslims Hurt by Lowe's Ad Controversy

They say the home-improvement chain's decision to pull an ad from a reality TV show that followed several Muslim families reinforces stereotypes.

When Lowe’s home improvement chain bowed to pressure from a Florida conservative group last week and pulled ads from the television show “All-American Muslim,” it endorsed one of the more pernicious stereotypes in our culture—that Muslim is synonymous with terrorist.

The controversy began last week when the Florida Family Association, a small activist organization, called for a boycott because the show distorts “the Islamic agenda’s clear and present danger to American liberties and traditional values” (The New York Times).

Letters and emails to sponsors followed and Lowe’s—and later Kayak, a business travel website—pulled its ads.

"Individuals and groups have strong political and societal views on this topic, and this program became a lightning rod for many of those views," the company said in statement (NJ.com). "As a result we did pull our advertising on this program. We believe it is best to respectfully defer to communities, individuals and groups to discuss and consider such issues of importance."

The cancelation of the ad was met with shock and disappointment by local Muslims.

Heba Macksoud, who lives in South Brunswick and is a member of the Islamic Society of Central Jersey, said she was hurt by Lowe’s decision and the limited comment the home-improvement chain has made on the issue.

“It's basically like, ‘we really don't care what our customers think,” Macksoud said in an email. “I just purchased thousands of dollars in appliances during Black Friday from Lowe's but that will be the last time I ever shop there again. I know several Muslims, throughout the country, who feel the same exact way -- it's a huge mistake for them because Muslim Americans, who number over 7 million in the U.S., are one of the most affluent and educated groups in the United States.”

Altogether, she says, Muslims spend about $200 billion in the United States annually.

Macksoud’s friend, Azra Baig, is working with friends to make that economic power felt, by encouraging people to cut up their Lowe’s credit cards and stop shopping at the home-improvement store “until they apologize.” Baig, who lives in South Brunswick and is a member of the , said there also has been discussion of a protest at the West Windsor Lowe’s store, similar to the one last week planned for the Lowe’s in Paterson.

Sohaib N. Sultan, Muslim life coordinator and chaplain at Princeton University, said it was “a sad day in America when a well-established corporation caves into pressure from ignorant bigots.”

“One of the responsibilities that come with success, I believe, is to stand up against hatred and injustice rather than endorse it,” he said via email. “There are thousands of Muslims in the United States who have been loyal Lowe's customers and have contributed to its success. Lowe's position on this matter has been very disappointing to say the least.”

The Muslims I talked with told me Lowe’s decision was a tacit endorsement of the kind of anti-Muslim bias that remains far too prevalent in our society.

“The stereotype is that we are terrorists,” Baig said. “We are average Americans going through the same struggles as any American, working hard, providing for our families.”

Sultan said the argument made by the Florida Family Association—“the idea that a fair portrayal of Muslims must include terrorists and extremists”—creates a false balance and “is the most bigoted thing I've heard in a while, even in this current atmosphere of Islamophobia.”

Macksoud agreed. Assuming all Muslims are terrorists is as logical as assuming that all Christians are molesters because of a small number of Roman Catholic priests have molested boys or that all African-Americans are criminals because they make up a majority of inmates in America’s jails—which is absurd.

Sultan makes the same argument.

“It is like saying that portrayals of Christians ought to include abortion clinic bombers or the like in order to be fair,” he said. “It’s just a ridiculous argument that is based in complete ignorance. It's an argument that seeks to divide people based on our lowest common denominators, rather than untie people based on our highest common values.”

The stereotyping of Muslims in this manner, he said, contradicts the inclusive narrative that Americans offer about the nation and “contributes to a growing culture of hostility against Islam and Muslims in this country.” This “threatens some of our core values as a nation—pluralism and religious freedom.” It drives a wedge between Muslims and the rest of the nation, and this kind of “fear-mongering causes psychological harm, especially among youth, in a community that is already under a lot of scrutiny and pressure.“

The timing of the controversy is interesting, considering the attempts by Irish-Americans to bar 19th-century illustrator Thomas Nast from the New Jersey Hall of Fame because of anti-Irish illustrations (NJ.com). The Irish were seen then as dangerous invaders and a threat to American values—a charge that has been made against Catholics, Jews, Germans, Asians and now Muslims and Latinos.

In each case, the prevailing view was built on a distorted portrayal of the targeted community. That’s certainly the case with the prevailing anti-Muslim stereotypes.

“We are highly educated and doing well,” Baig said of New Jersey Muslims. “We are volunteering. We are part of the community. We love our neighbors.

“Unfortunately, these people in Florida want to promote that Muslims are not the average American,” she added. “They don’t want Islam or Muslims to look good in any way. They want to spread fear.”

Macksoud said that, having been targeted by bias in the past, it strengthened her resolve not to tolerate racist jokes or bigoted comments—even from people she knows.

“Hate is a very dangerous emotion and our society needs to learn how to stop seeing those with different religious identities as alien and threatening,” she said. “Today it’s Muslims, tomorrow it could be anyone—even you! In the end, our share

Amir Chaudhary December 21, 2011 at 07:22 PM
Sohaib Sultan do you know how you muslims treat Christians in muslim countries. Look at your face in the mirror. all muslims are terriorist there is not doubt at all.
Amir Chaudhary December 21, 2011 at 08:13 PM
Watch this, In Saudi Arabia what they teach in 9 and 10 grade is that how to cut the hands and feet of Jews and that the end of the world will not come until all the Christians and Jews are killed on earth. Is this islam. And is this islam that quran says that by killing any non muslim you go to heaven. More important why do muslims leave their own countries where there is sharia law and come to United States. Shame on you muslims.
Patrick December 22, 2011 at 02:23 AM
Wait one second... This is about people that live in the United States. Who chose to leave their families and culture and live here. So before you cast an ignorant shadow on one religion, you best consider the dark side of the others. Islam is hardly a perfect religion, but neither is Christianity ( since you brought that one up). If you have read about the show in question, saw clips, you think these where the people living next store. Not some radicalized brainwashed idiots. They wake up work hard, take care of their families and hope just to be happy. And lets not forget Lowe's pulled ads because a radical Christian group was upset that they did not show just how radicalized Muslims in Michigan are. Where are these radicals in Michigan? Where are they in New Jersey? ANSWER. THEY DON'T EXIST. They are in Yemen et al. Not here. I for one am open to persons of different cultures coming to America working hard and making our nation better. And that is just what Muslims in Michigan are doing.
Marc Perna December 22, 2011 at 04:39 AM
If you are muslim and "hurt" by this action, you need to get over it. One of the dynamics that makes up our country is the freedom to legally spend your dollars where you like. Lowes was strong enough to stand up and make a choice that this was not a wise place to spend advertising dollars. So if you are THAT hyper-sensitive, I suggest you exercise your freedom to spend your dollars at Home Depot.
Linda December 22, 2011 at 06:25 AM
I love to shop at Lowes. And Patrick THEY DO EXIST IN NJ, AND I AM SURE THERE ARE PLENTY. I will stop yelling now. I wish the moderates would speak up more about the radicals, but the silence is always deafening. With that said I do believe there are good and bad people of all kinds.
Bill December 22, 2011 at 12:21 PM
Linda (who is SURE): Identify the PLENTY. Specifically. Speak up.
PFSTHV December 22, 2011 at 06:48 PM
Here is a headline for you "Locals Killed by Muslims" How many people from NJ were killed in by muslims in the Sept 11 Attacks? How many servicemen from NJ have been killed by muslims in the name of "the religion of peace"? I dont care if they "leave their families and culture". They still bring their "religion of peace". Do a search for sharia law or honor killing in the US. They want their laws and culture here. Christianity has evolved over the last century, islam had devolved. There is no such thing as a peaceful muslim. Not all muslims are terrorists, but all terrorists are muslims. Just as their was no peaceful German or Japanese. "And lets not forget Lowe's pulled ads because a radical Christian group was upset" These radical Christian's must be the same ones who flew planes into the WTC and Pentagon, went on a shooting rampage at Ft. Hood, tried to attack the Army/Navy Game (Ftt Dix 6), detonated a bomb in times square, blew up a van in the WTC before using planes, the Christmas Day underwear bomber, and the two packages on separate cargo planes of plastic explosives. Thank God they left their culture and families behind, and thank God their in some far off land in the middle east. Who knows what would have happened if the radical ones came here or brought their religion and culture. We should all give thanks we don't have those problems here. Their not those kind of muslims. Lets all go after Christians who protested an Ad
Bill December 23, 2011 at 12:04 PM
PFSTHV, I didn't realize that Timothy McVeigh, The Unabomber and all those abortion clinic bombers were Muslims. I didn't know that the IRA was a Muslim organization. It's also good to learn that Christianity has evolved. Thanks for educating me.
Patrick December 23, 2011 at 03:53 PM
Tim McVeigh was not Christian. He was just a nut ticked at the ATF. Nichols may have been, but its besides the point. But he is an interesting example, after the Oklahoma City bombing many labeled him as Christian and rightly so Christians pushed back on that assertion. Much like Muslins in the US after 9/11 did. You can dig up dirt on ANY religion. But this is America. Founded by people who came here for religious freedom. And we can't now redraw the lines in the sand. I have issues with the way Muslim women are treated.... I have issues with the way the Catholic Church has dealt with pedophile priests, etc etc etc... This is America. in god we trust.... any god you choose or don't. If we lose that principle, we lose what we are about. bottom line.

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