Advertising: Introduction to Postcolonialism

Create a new blog post called 'Advertising: Postcolonial theory blog tasks'. Read ‘The Theory Drop: Postcolonialism and Paul Gilroy’ in MM75  (p28). You'll find our Media Magazine archive here - remember you'll need your Greenford Google login to access.

Answer the following questions on your blog:

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

This is the idea that the native people were intellectually inferior, and that the white colonisers were the ones who held more knowledge as they considered themselves more "civil" than the natives.

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

It exists to question the white patriarchal views and how they relate to other races

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

In his 2005 book, he suggests that Britain has "not quite faced up to its colonial past,

that the national psyche had "

4) What is 'othering'?

It suggests that it 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?

They show an example of Nigel Farage in 2016 where he "rode to victory"  by harnessing a sense of discontent in British society.

6) What is 'double consciousness'? 

It is how people struggle to reconcile two nationalities or identities, such as how predominantly white cultures have minorities and have an aspect of identity somewhere.

7) What are 'racial hierarchies'?

This is the idea that some races are more superior to others in which people who normally say this, are promoting their white supremacist ideas

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

In newer movies, they will introduce the main character, and instead of them being a strong white characters they will be either black, Asian, etc. this can be seen in media such as the second black panther movie, Mulan, etc. in both these movies they protagonist is a woman in which they represent them to be a strong character as the antagonist is usually a male in which may empower the woman and their race.