This paper will prove that there are certain issues in society that need to be addressed and made public especially, because people are being exploited and devalued by big successful companies. An analyses will be made of two images in which culture jam takes place- one of the images involve Fair and Lovely and the other involves Nike. I will unpack hegemonic discourses in society and the ways they are reconfigured through culture jamming to present counterhegemonic discourses.
Before going further, it is important to understand and know the meaning of the main topics that are going to be outlined and discussed in this essay. These topics include hegemonic discourses and culture jamming. Culture jamming is the “the act of resisting and re-creating …show more content…
“Fair & Lovely, the largest selling skin whitening cream in the world, is clearly doing well. Fair & Lovely is marketed by Unilever in 40 countries in Asia, Africa and the Middle East, with India being the largest single market. Fair & Lovely is certainly doing well financially.” (Karnani, 2007) This just shows the severity of women not being able to be comfortable in their skin and wanting to change something that they were born with and should embrace. “Not surprisingly, HLL claims Fair & Lovely is doing good by fulfilling a social need. They argue that 90 percent of Indian women want to use whiteners because it is “aspirational…. A fair skin is like education, regarded as a social and economic step up” (Luce and Merchant, 2003). (Karnani, 2007) This is what is so wrong with today’s society-Women think that they are better if they change certain aspects of themselves. There have been adverts in the past by Fair and Lovely that were not accepted. “Brinda Karat, General Secretary of the All India Democratic Women’s Congress (AIDWC), calls the Fair & Lovely advertising campaign “highly racist” (BBC News, 2003). The Air Hostess “advertisement is demeaning to women and it should be off the air.” Karat calls the advertisement “discriminatory on the basis of the color of skin,” and “an affront to a woman’s dignity.” (Karnani, 2007)
It is certainly a shame that the white women also happens to be the skinniest, because not only could it make the black “bigger” women feel ashamed of their bodies, however they could also feel as though they have to start using the Fair and Lovely products to look as light as she does. Is she more lovely because she’s fairer? Is that the message the company is trying to portray? It certainly seems like it. With that being said, it makes us think about women who are not valued or accepted in
Before going further, it is important to understand and know the meaning of the main topics that are going to be outlined and discussed in this essay. These topics include hegemonic discourses and culture jamming. Culture jamming is the “the act of resisting and re-creating …show more content…
“Fair & Lovely, the largest selling skin whitening cream in the world, is clearly doing well. Fair & Lovely is marketed by Unilever in 40 countries in Asia, Africa and the Middle East, with India being the largest single market. Fair & Lovely is certainly doing well financially.” (Karnani, 2007) This just shows the severity of women not being able to be comfortable in their skin and wanting to change something that they were born with and should embrace. “Not surprisingly, HLL claims Fair & Lovely is doing good by fulfilling a social need. They argue that 90 percent of Indian women want to use whiteners because it is “aspirational…. A fair skin is like education, regarded as a social and economic step up” (Luce and Merchant, 2003). (Karnani, 2007) This is what is so wrong with today’s society-Women think that they are better if they change certain aspects of themselves. There have been adverts in the past by Fair and Lovely that were not accepted. “Brinda Karat, General Secretary of the All India Democratic Women’s Congress (AIDWC), calls the Fair & Lovely advertising campaign “highly racist” (BBC News, 2003). The Air Hostess “advertisement is demeaning to women and it should be off the air.” Karat calls the advertisement “discriminatory on the basis of the color of skin,” and “an affront to a woman’s dignity.” (Karnani, 2007)
It is certainly a shame that the white women also happens to be the skinniest, because not only could it make the black “bigger” women feel ashamed of their bodies, however they could also feel as though they have to start using the Fair and Lovely products to look as light as she does. Is she more lovely because she’s fairer? Is that the message the company is trying to portray? It certainly seems like it. With that being said, it makes us think about women who are not valued or accepted in