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?

Gilroy suggested that Britain had not quite 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. As Gilroy puts it, Britain’s criminalisation of immigrants and their descendants especially those from the Caribbean and South Asia signifies a melancholic response to these social and political groups that are essential to late modern British life.

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?

Othering based on race- shows like Top Boy, Man Like Mobbed and I May Destroy You. Daily express - had printed 179 anti-migrant stories between 2011-2016; has negative effects

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? 

There are numerous media texts that challenge these ideas of racial hierarchies by putting people in minority groups in positions of authority. Such as Brooklyn-Nine-Nine.