Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
75 Cards in this Set
- Front
- Back
|
Turn to Relevance
|
industrial context; industrial shift; industry felt the need to comment and have a voice in the issues of the day
|
|
|
Elements of the Return to Relevance (6)
|
1. Rise in shows that address social issues
2. Caused by social shift on beliefs concerning equality 3. Series of major industry changes 4. Dumping of rural shows and westerns 5. Networks adopted young, urban, and socially relevant shows 6. New Aesthetic approach emphasizing realism |
|
|
Integrated Ghetto Show: The Lovable Bigot
|
All in the Family - equality is unequal - Archie Bunker
Sanford and Son - Sanford doesnt like Puerto Ricans |
|
|
Chico and the Man industrial context
|
Racial tension in a changing neighborhood
Part of CBS's targeting of younger and more educated viewers No significant Latino representations on TV, meant to address that gap |
|
|
Beltran: Criticism and Ruptures in Chico and the Man
|
as one very few images of Mexican Americans, it carried a unique burden of representation
Ideological Ruptures -Character of CHico as challenging Hollywood stereotypes -Positioning of whiteness as strange -Privileging the Spanish language speakers |
|
|
All American Girl
|
Asian family
based on margaret stand-up BUrden of representation; latinos representation |
|
|
Industrial constraints of All American Girl
|
-a strive for more diversity on screen
- Social context pressure from activist groups - other successful black cast TV shows in mid-90's -Lets apply the concept to other minorities |
|
|
Genre
|
Generic formation
A standard formula and aesthetic -manage economic risk -manage the audience expectation TV show hegemonic belief: familiar but different ex. Family sitcoms |
|
|
Cloning
|
borrowing most elements, twist one or two elements
-characters, location, etc. ex. Friends and Living Single The Cosby Show -safest bet -Cosby with Asian bodies - All American Girl |
|
|
All American Girl transcoding:
|
Integrationalist/assimilationist strategy
Cho herself didnt fit -risky choice -Not Bill Cosby -recipe for disaster |
|
|
Institutional Racism
|
a system that perpetuates racist logic
history of not hiring Asian Americans They don't look "American", they're not seen as "American" not seen as funny |
|
|
Multiculturalism
|
an ideology that says that society should embrace the cultural difference among its people
-newer ideology that is the result of hegemonic negotiation (discourses become more of hegemonic ideas) |
|
|
Multiculturalism negatives
|
allows maintenance of traditional hegemonic hierarchies, ex. token from south park
-instead of equalities, we often get a watered down version of multiculturalism that celebrates difference without looking at inequality. (never addresses problem but uses multiculturalism as an on surface equality - Multicultural is really a stand in for racial difference |
|
|
2 major recent shifts in Industrial Change
|
Shifting demographic focus within the US market
Push for the international market |
|
|
Shifting demographic focus within the US market
|
"latino audience" becomes a crucial demo (creates films geared toward Latinos) - video From Prada to Nada (identifies Latino characters as equal in Society to draw many Latino viewers
|
|
|
Push for the international market
|
very profitable - other countries 'dying' to see hollywood films
-hollywood capitalizes on the market by shifting these movies in different contents ex. avatar 27% in domestic market - rest in foreign - Changes in film content |
|
|
Changes in film content (4)
|
1. more international and multi ethnic locations
2. promotion of racially ambiguous and minority starts - Runaway films - produced and made in other countries because it is cheaper) ex. 2 Fast 2 Furious 3. more action and less dialogue (less dialogue = less dubbing) 4. aspects of non-whiteness ex. Kung Fu Pop (asians haing a hip hop content) |
|
|
Black Eyed Peas - Where is the Love?
|
Trading off idea of Multiculturalism as a marketing strategy
|
|
|
multiculturalism
|
should celebrate the differences of the cultures, and be aware of the political potential; celebrating the differences but not looking at the equality
- it leads to casting people who are different races under the banner of multiculturalism |
|
|
Wii commercial with 2 asian men; hows multiculturalism expressed
|
even though we are all different we will all enjoy playing the Wii; normative whiteness with the family in the suburbs and the deviant whiteness with the rural family
|
|
|
what are some of the racial and ethnic signifiers you can recognize - wii commercial
|
The abuela was cooking for the HIspanic family and the Asian guys are driving the smart cars. the hispanic family was playing baseball and boxing while the normative white family was playing doubles tennis and bowling
|
|
|
Use of Racially Ambiguous actors; how Kotex Commercial uses racial ambiguity to sell a product
|
trying to sell tampons through exploiting and getting laughs by being unidentifiable
|
|
|
Niche Marketing
|
targeting of a smaller and more specialized audience
(minimize risk and maximize potential profit) |
|
|
ex. niche marketing
|
movie- Collateral (one cover sold with Jamie Foxx and one cover sold with Tom Cruise to reach different audiences)
black commercial- conan (black people wearing white, acting sophisticated, drinking wine) |
|
|
Mainstream vs Niche advertisements ex.
|
ex. New 2013 Ford Commercial ft. American Idol 11 contestants (mainstream) at the end showed rainbow colors to signify all ethnicities as unified
VS. ex. Brand New: stanley, Bag Boyz, vince and the Browns - Ford Escape (niche advertisements) narrating as African American, the music was upbeat, language |
|
|
Constructing the Audience and Minority Markets
|
Markets are not naturally occurring phenomena, they must be created
based on constructivism all minority markets constructed as both different and the same seen as very oriented - Latinos (paint them as more conservative and simple; traditional) |
|
|
Contradictions in construction of racial/ethnic markets (3)
|
1. Minorities are seen as small but important groups
2. whether or not they are affluent, they have to be sold as good consumers 3. they are like "us", but have important differences |
|
|
multiculturalism in the mainstream
|
celebrating differences without looking at inequality
celebrating culture, but still having conversations about race *using multiculturalism to sell to mainstream audience |
|
|
Asian-American Markets
|
"model minority" succeeding in white culture- becomes the "model consumer"- have more money than other minority markets, easy to target, distinct culture, wont assimilate, able to target them specifically, located in concentrated areas, target geographically, coming with money and good intentions, don't disrupt power structures in US, respectful- very appealing to advertisers
|
|
|
ex. asian american advertising
|
Toyota Camry commercial aimed at asian-americans - Korean drama, action movie feel, Asian languages available on their website, assumes that asian-americans are mostly immigrants and non-english speaking
|
|
|
African american markets
|
-notion that African Americans have no distinctive culture but..
-African american ad agencies lagged behind other minority industries -most commodified market in US0 easily recognized in items for purchase, tension between whether we should advertise to a market that is not distinct or commodify it to make money |
|
|
"Hispanic"
|
hispanic- people from Spanish speaking countries, rooted in spain
problems: not all speak english, no longer associated with spain, mostly used in industrial/commercial terms |
|
|
"Latino"
|
Self-identification based on associations of those from the Spanish Caribbean or latin America; more geographic vs. language
|
|
|
Pan-ethnicity
|
"a grouping of different identity groups into one over-arching category, based on an assumption of shared ethnicity." Notion of a pan ethnic market.
Hispanic vs. Latino Markets* |
|
|
Pan-ethnic market
|
homogenizing process that erases actual historical backgrounds/cultural differences, but makes it easier for govts/advertisers, can also unite a group to gain more political power, ex. : Pan-Asian
|
|
|
one result of Pan-Ethnicity
|
defining a "look"- the Latin look
ex. Modern Family - Naturally blonde columbian asked to dye her hair darker to have the Latin look |
|
|
Miscegenation
|
racial mixture in the form of marriage, childbearing, or co-habitation
built around notion of racial purity, white supremacy, and scientific racism one part of the mix is white, thus losing purity - fear/taboo Asian and black mix, not considered miscegenation written into law- anti-miscegenation laws in some states today ex. Save the last dance (movie, based on shakepeares othello) Race mixing can lead to disapproval, alienation, violence, tragic ending ex. Hayes Code (hollywood self-censoring code) |
|
|
Multiracial
|
"an identity vategoty that acknowledges a combination of various racial heritages"
other historical terms: mulatto, creole, half-breed, mestiza, and mixed race- many are slurs not the same thing as multicultural ex. Mal Hall- Half asian/half black - comedy clip -society has very rigid catefories based on a white/black binary.. multiraciality does not fit neatly in these categories |
|
|
"bi-racial"
|
implies white/other binary - limiting, does not address most mixed-race individuals. ex. Mulatto documentary clip "Mixed Race in America"
-focus on reactions to term "mulatto" and attitudes towards mixed race -some associate mulatto as a very negative term based on "mule" -some are adopting the term mulatto and resignifying it -a very contested categorization |
|
|
multi-racial/ multi-cultural
|
multi-racial is about identity - body/people/identification
multi-cultural is about a strategy for representing difference - result of hegemonic struggle within discourses |
|
|
*hybrid vigor and hybrid degeneracy
|
1. mixed race as making the person better - best of both worlds
2. Mixed race as making the person weaker - less than either parent ex: Sh*t Mixed Race People Say they are constructed ideologies that often contradict each other rooted in ideas of scientific racism - evolutionary |
|
|
*complexity of Mixed-Race Representation
|
grounded in notions of blackness - historically race in US is understood through the black/white binary
ex. President barack obama - mixed race - white mother, kenyan father -but in US he is characterized as African American - blackness has tainted his whiteness, and has taken over his whiteness -US law was often dictated by the One Drop Rule |
|
|
One Drop Rule
|
if you have one drop of black blood, you are black
ex. UK clip - President's race is categorized differently - more historical recognition of mixed-race heritage and multi-racial identity |
|
|
Mixed-Race and Latina/os
|
Latina/os also can be viewed as mixed-race or embodying "in-between" racialization - there is a certain assumption that all Latinos come from a mixed heritage - seen as inherently mixed-race - intermediate racial category - They dont fit on either side of the racial binary - challenges black/white binary
|
|
|
Mixed-Race and Asians
|
mixed-race people of Asian descent often are framed under the logic of the one-drop rule, as well
ex. Jo Koy on "Chinese People" comedy clip |
|
|
Recall: The Tragic Mulatto
|
warning of danger - tragic endings
ex. Carmen Jones |
|
|
Passing
|
passing for white or other race to gain acceptance of benefits
|
|
|
Historical practice of passing
|
-plays with anxieties over the invisibility of one's "true" race
-Refutes notions that race is read on the body -Race might not be biological if you can't identify it on the body |
|
|
Ambiguity and the Marketability of Mixed-Race:
2 hollywood trends in mixed-race representation |
1.Commodification of mixed raceness
2. a project of promoting facelessness as opposed to post-raciality ex. Vin Diesel "his image enacts America's desired 'other': multiracial, de-politicized, and lacking any serious racial allegiance." an 'other' that we dont have to feel "bad" about liking |
|
|
Vin Diesel as a Floating Signifier
|
Homi Bhabha: multiracial as a floating signifier
drawing from Hall, he argues that race is a floating signifier because it only makes sense in its cultural and historical context so, mixed race is even MORE of a floating signifier - he's 100% "Diesel" |
|
|
Racial outing
|
internet sites for speculation and identifying with mixed race figures- great places to witness the terrain of hegemonic struggles
our society is obsessed with categorizing someone by race |
|
|
Marginal Latinidad
|
those groups who have a Latinidad identity, but reside on the margin, or dont fit into the Hispanic marketplace - not represented, or not dressed by the media targeted to them
|
|
|
Latn/o identities challge the white/black binary
|
challenge traditional hegemonic notion of what race is in the US
|
|
|
Mestizaje
|
spanish term that means mixed
"Latin American and Spanish Caribbean based concept that acknowledges the racial and ethnic mixture of its populations" Identity politics vary across Latin America |
|
|
ex. of identity politics
|
In Dominican Republic - people align their identities in relation to who they are against - Domincan vs Haitian
Puerto Rico- identify with an identity that is essentially mixed la gran familia puertorriqueña: Spanish+Taino Indian+African= Tres Razas ex. Jessica Wild - Puerto Rican drag queen performance as Pocahontas - appropriation or not? we dont know intents or Jessica's background |
|
|
Marginal Latinidad
|
"A Latino identity and representational trend that lies outside generic constructions of those considered the "normal" Latina/os or Hispanics" - Goin
-Addresses role of blackness within constructions of Latinidad -Those of Caribbean and Afro-Latino heritage and origin -In US we understand race within the white/black binary - one drop rule -Those of African descent, but identify as Latino, confuses US discourse -Because Afro-Latinos don't fit well means that 1.They confuse us 2. Their racialization can be flexible/ambiguous |
|
|
ex. afro-latinas who dont fit in the us black/white binary
|
Christina Milian - afro-cuban but cast as african american
|
|
|
Generic vs. marginal latinidad - sin city poster
|
Rosario Dawson - Afro-Latina - Marginal representation
Jessica Alba - Classic Latina - Generic representation markedly different promotion |
|
|
Generic
|
usually an assumption of implied origin in Mexico, regardless of national heritage
|
|
|
Marginal
|
too dark or too culturally different to be considered Mexican
|
|
|
Cultural Racialization
|
"an individual is racialized based on perceived cultural factors that are, in turn, associated with a specific racialized category." (beltran)
-accent, skin color, wardrobe, neighborhood - signifiers to racialize ex. walt disney cartoon "the three caballeros" - part of the :good neighbor campaign" - bird characters - no human bodies to read, but cultural factors are present to assign race donald-american rooster-mexican parrot-cuban - ex of racialization |
|
|
Performativity
|
gender is something we do, same goes for race/ethnicity
ex. marginal latinidad performance Scarface - Al Pacino - Italian performing Cubanness accent, posturing, scenery, in Miami - e recognize the racialization as Cuban |
|
|
Flashback to the foundational premises for the class
|
1. Racism is not neutral, natural or inevitable
2. Race, racial thinking and racial representations are inventions 3. Race matters 4. Racial thinking is pervasive in societies where race matters 5. Representation matters 6. Understanding Race and Representation requires understanding other aspects of identity |
|
|
Racism is not neutral, natural, or inevitable
|
its ultimately destructive
its not benign its not inherent in humans its not just the way things are |
|
|
Race, racial thinking and racial representations are inventions
|
we have created these things to understand the world around us
not naturally occurring not based on fact, based on social and historical contexts changes over times and geography |
|
|
Race Matters
|
race doesn't just matter in extreme situations
it matters in the everyday for everyone its painful and awkward, so we dont like to think it matters |
|
|
Racial thinking is pervasive in societies where race matters
|
its not limited to certain groups or people
everyone politically participates in it |
|
|
Representation matters
|
representation = words, images, media text
different components of social communication are important they influence the way we think they are a way to preserve or change social order |
|
|
Understanding Race and Representation requires understand other aspects of identity
|
intersectionality
different components are inter-related all parts must be studied and understood as a big picture |
|
|
race and representation
|
is very potent, very powerful, very influential and worth an entire class
|
|
|
what now?
|
class is often more than what you bargained for - often causes different emotions/reactions - our hegemonic understanding is disrupted
start to mourn the "loss of innocence" - "media is ruined for me now!" - but you now have a more complex relationship with media - you were never really innocent before - you were always a player in racial politics, it was really ignorance price of the ticket- giving up the fantasy of innocence in order to get educated and learn about race |
|
|
gain
|
new ways of seeing, talking
analysis skills - become critical media consumers |
|
|
"Up All Night" movie clip
|
cultural capital you now have that others don't
value given to friend who knows words like "cultural hegemony" |
|
|
now what? Individual level
|
1. be cognizant of your own media consumption
- have the asset of analysis - be conscious of how you are being sold/ sold to 2. Beyond media: strategies for incorporating what you now know into your daily lives - identity and alliance politics: politics of shared identities and ideals - about solidarity - be wary of appropriation not everybody can speak up - so do it Share political views - understand and recognize discrimination and those who have been disadvantage -its not that you understand what it means to be them, but you stand with them as an ally |
|
|
"The Personal is Political"
|
slogan that enables you to incorporate new knowledge into everyday life
slogan emerged from 2nd wave feminism - 60's opponents belittled their stance as complaining and insignificant but they refuted this by asserting that our lived realities no matter how seemingly insignificant, are the very stuff of politics "any time you interact with power relations in any way, it is political" |
