Advertising: Postcolonialism

 Introduction to Postcolonialism: blog tasks

Answer the following questions on your blog:


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

-From the 16th century onwards, European countries effectively got into a race to see how many undiscovered lands they could conquer first, and by ‘undiscovered’ I mean, ‘countries where the indigenous population didn’t have good enough weapons to fight back’.

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

- A range of theories and ideas that have come from the legacy of colonialism and slavery. It attempts to define attitudes and values that can often still persist in society today – such as an assumption of the superiority of white Western values and ideals in relation to other cultures.

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

-Postcolonial melancholia (sadness) to reflect Britain failure to come to terms with losing its empire. Britain is still obsessed with the past.

4) What is 'othering'?

-Paul Gilroy suggests non-white representations are constructed as a ‘racial other’ in contrast to white Western ideals

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

-Nigel Farage, who rode to victory in the 2016 referendum by harnessing a sense of discontent in British society and aiming it at immigrants, famously standing in front of a poster with a long line of mostly non-white migrants and the slogan ‘breaking point’.

6) What is 'double consciousness'? 

-Paul Gilroy used the term double consciousness to reflect the Black experience in the UK and USA.

7) What are '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? 

-Brooklyn Nine- Nine’s ‘Moo Moo’ episode from its fourth season, where Lt. Terry Jeffords is racially profiled by another cop.
-Nick Fury’s role as director of SHIELD in the Marvel films, striving for a time when a person’s ethnicity doesn’t make a difference to anyone.

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