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NAACP says Richards' comments are indicative of deeper racism in America

      The action comes on the heels of Richards' expletive filled racial tirade at a Los Angeles night club last Friday night. The incident was caught on a cell phone video and later exposed via multiple media outlets starting with TMZ.com.

     In the video, Richards is seen hurling racial epithets at two black men who told him he wasn't funny. Now Richards has hired Howard Rubenstein, whom the AP reports as having "strong ties to the black community." Maybe we're on the late freight, but we're not that familiar with him. We were able to find out, via his website, that he and his firm have repped or currently rep some African Americans, most notably weatherman Al Roker and Russell Simmons' Rush Communications. Still, we're not sure how this qualifies Rubenstein as having "strong ties to the black community."  In any event, he did set up calls between Richards, Jesse Jackson and Al Sharpton, which almost any publicist could've done. But we digress.

      "Michael apologized profusely," Rubenstein told the AP. "He wants to heal the tremendous wound that he's inflicted on the American public, and on the African-American community. ... I think it was a positive discussion."

      Jackson said Richards called "expressing his remorse and his confusion."

      Jackson also said of Richards: "Clearly he needs some race sensibility training, and some psychiatric help. His anger is volatile and dangerous to himself and others," Jackson said. "I hope he gets the help he needs. But the culture that's producing this kind of animosity toward blacks must be addressed. ... We're increasingly facing cultural isolation in Hollywood, in the movies and in TV."

Meanwhile, the NAACP has spoken out on the issue:

      "Race and racism are complex, emotional issues in America -- ones we are still reluctant to confront and address," said Vicangelo Bulluck, director of the NAACP's Hollywood Bureau. "Obviously there is an underlying current of racism in America. He's [Richards] a symptom of a much bigger problem.

      "What is so disconcerting is these recent racist outbursts are coming from notable personalities that have benefited from the support of millions of minority fans around the world. Their behavior is totally inexcusable because they should know better," Bulluck added. "Mr. Richards' commentary was clearly racist and revealed racist thinking. His declaration that he "...is not a racist..." is indicative of the type of denial that too often accompanies racist rhetoric. Too many Americans are living in what has been called the 51st State, the state of 'denial'. Before Mr. Richards and lamentably millions of other Americans can confront and correct the cancerous disease of racism that is hidden in their hearts, they must first acknowledge that it exists and that they have it."

      The NAACP believes that racism is taught. Media, particularly television, has proven to be a powerful teacher.  The NAACP recognizes that when it comes to forming ideas and establishing norms, nothing is more influential than the images and concepts delivered into our lives on a daily basis by radio, television, film and the Internet.

      When required, the Association directly confronts racism, the use of defamatory language and racist actions. Those that are given access to the public through mainstream media must be put on notice that they have everything to lose by spewing racist ideas and rants.

      The NAACP Hollywood Bureau has placed calls to Richards' representatives and awaits a response.