Advertising: Introduction to Postcolonialism

 POSTCOLONIAL TERMINOLGY


Answer the following questions on your blog:

1) Look at the first page. What is colonialism - also known as cultural imperialism? 

when one nation subjugates another, conquering its population and exploiting it, often while forcing its own language and cultural values upon its people.

2) Now look at the second page. What is postcolonialism? 

 Postcolonialism exists to question white patriarchal views with a particular reference to how they relate to race and a study on the effects of colonialism on societies and cultures. It is concerned with both how European nations conquered and controlled "Third World" cultures and how these groups have since responded to and resisted those encroachments.

3) How does Paul Gilroy suggest postcolonialism influences British culture?

Gilroy suggests that Britain has not faced up to its colonial past and that the national psyche had not quite come to terms with no longer being a global superpower, and this had resulted in the desire to still subjugate those from different races, particularly immigrants.

4) What is 'othering'?

Othering is the phenomenon whereby we identify something as being different from, or alien to our social identity.

5) What examples of 'othering' are provided by the article?

The process of othering has been the domain of tabloid newspapers such as the Daily Express, who printed 179 anti-migrant stories between 2011 and 2016, that’s roughly one anti-immigrant headline every ten days. This type of othering in the media has several negative effects.

6) What is 'double consciousness'? 

 One aspect of Double consciousness is living in a predominantly white culture and having an aspect of identity rooted somewhere else. This is used to highlight the disconnect between the black representations in the media and the actual lived experience.

7) What are 'racial hierarchies'?

Another hold over from colonialism is the idea of racial hierarchies: the idea that some races are superior to other ones.

8) What examples from recent media products challenge the idea of racial hierarchies? 


White supremacy in America, Brexit, Britain's attitude to immigration.

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