Today, no matter where you look, countries everywhere have been affected by European colonialism. Modern North America is a result of European colonialism. And, wherever there is colonialism, there is assimilation, because there is the belief that European culture is better in every way. And wherever there is Eurocentrism, there is post-colonialism, which is racism against the indigenous peoples of colonized countries. Post-colonialism developed as a result of European behavior against the natives of colonized countries. It consists of the belief that European mannerisms and culture are superior to those of the assimilated races'.
An example of post-colonialism in media is the following advertisement:
An example of post-colonialism in media is the following advertisement:
Here we have a "white" child talking to a "black" child. The black child is dressed in rags, poor, and is standing in a shy, position with his head tilted down. The white child is well dressed and wealthy. This conveys the message that black symbolizes poverty, inferiority, and shame, while white is superior and godlike. The question on the advertisement asks, "Why doesn't your mamma wash you with fairy soap?" This makes the black child seem dirty, while the white child is made dreamlike, a fantasy, because he is washed with "fairy" soap. The advertisement discloses the message that to be like the white child, clean, well dressed, wealthy, your child must be washed with this "fairy" soap. The advertisement also discreetly inserts the assumption that everyone wants to be like the European white child, that the "black" look is unwanted. Ultimately, the advertisement announces that "white" is good and "black" is bad.
Unfortunately, when I first looked at this photo, I couldn't help but think that the "Black" child was dirty also.
ReplyDeleteIt's actually pretty frightening to think even something you don't believe in (racism) can somehow find its way inside your head without you even noticing.
I completely agree with your statement on how the European look is so wanted. The black child's eyes appear almost jealous, as if she wants what the white child has, just like how the colonized countries are perceived to want what the European countries have. This is a very manipulated view, because the colonized country's opinions are often told from a European point of view, showing that what we "know" about these countries may not be true. The white child also seems to be accusing the black child, which connects to how the European countries accuse the colonized countries of having a different culture, and how they believe it's wrong just because they don't believe in it.
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