In this paper, I argue that macro-theorizing in the field of Caribbean sociology is going through a crisis of transition from the third to the fourth major period in its 100-year-old process of historical development. It is a transition from a period in which the houses of earlier Caribbean macro-theorizing in the social sciences, such as creole theory, cultural pluralism and dependency theory, were blown from the center and displaced by the simultaneous arrival of two re-colonizing intellectual hurricanes from the temperate north: American neoliberalism and French poststructuralism. Battered by these two imperial storms, macro-theorizing in Caribbean sociology was caught in what the paper calls a neocolonial squeeze. After unleashing their destructive and seductive winds, Neo and Post, these two intellectual hurricanes, have been receding for some time. Their departing has been creating what the paper calls a post-neoliberal/post-poststructuralist opening. It then takes up the issue of what we should be doing in this opening to repair fallen intellectual houses and revive our tradition of macro-theorizing in Caribbean sociology.

This paper critically examines the pervasive colonial myth that associates whiteness with cleanliness and blackness with dirtiness, a myth often perpetuated through media, especially soap advertisements. Through an analysis of Frantz Fanon’s contributions to psychoanalysis and phenomenology, the paper elucidates how racial constructs are sociogenically constructed and internalized, shaping the collective unconscious. Focusing on Fanon’s phenomenological exploration of the white gaze, the paper highlights its role in overdetermining the black man, reducing them to an object embodying racial myths. The paper demonstrates the enduring influence these entrenched myths have on racialized habits of perception and advocates for their disruption. The ongoing presence of colonial mythologies in modern soap advertising demonstrates the need for a concerted effort to dismantle these sedimented habits. The conclusion focuses specifically on challenging the myth of whiwhiteness as cleanliness as it continues to operate.