Advertising: Introduction to Postcolonialism

Introduction to Postcolonialism

Read ‘The Theory Drop: Postcolonialism and Paul Gilroy’ in MM75  (p28). 
Answer the following questions on your blog:

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

Colonialism is when a powerful country goes into another country and takes control over its land, people and resources. Cultural imperialism is when that same country forces its own culture, values and beliefs onto the people there, making its culture seem better than theirs.

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

Postcolonialism is about the effects of colonialism after it has ended, and how it still impacts countries, culture and identity today. It looks at how power and ideas from the past are still present, even though the country is no longer controlled.

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

4) What is 'othering'?

Othering is when we see someone as different from us and treat them like they don’t belong in our society. It pushes people to the edges of society and can be dehumanising because they get reduced to labels instead of being seen as normal people with the same hopes and dreams as everyone else.

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

6) What is 'double consciousness'? 

Double consciousness is when someone has two ways of seeing themselves at the same time — how they see their own identity, and how they think society sees them. It can make people feel like they’re constantly aware of stereotypes and judgement from others while still trying to be themselves.

7) What are 'racial hierarchies'?

Racial hierarchies are when different racial groups are ranked in society, with some seen as better or more important than others. This creates inequality because certain groups are given more power, status or respect than others.

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