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Postcolonialism

Postcolonialism. Edward Said (1978) argues that non-Western cultures are represented through Western eyes and perspectives. They are seen as variously Exciting Exotic Dangerous Romantic Mysterious Threatening

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Postcolonialism

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  1. Postcolonialism • Edward Said (1978) argues that non-Western cultures are represented through Western eyes and perspectives. • They are seen as variously • Exciting • Exotic • Dangerous • Romantic • Mysterious • Threatening • So complex cultures such as Islam are reduced to a few stereotypical characteristic. • These cultures are then “measured” against our own, often unfavourably. • Watch this advert and consider which of the above list could be applied to these representations of Eastern cultures… • Turkish Delight http://www.youtube.com/watch?v=Uo-_LKp-xCg • Sharwoods http://www.youtube.com/watch?v=B9cBAswZHpw • Can you think of any other media texts which represent a different culture? • James Bond’s enemies (and therefore the enemies of the British Secret Service) is a good place to start. Spooks …

  2. How accurate do we think representations of British are in non-British media texts? • From ‘Emily’ in Friends; • ‘Basher’ in Oceans 11; • the British helicopter pilots rushing to save the Queen in Day After Tomorrow • What others can you think of? • If a Western audience (you!) think these are hugely stereotypical, how accurate do you think the representations of Eastern cultures that we are given are?

  3. How can you use this information? • In the past for the unseen exam texts, students were given a Sky News report on the ‘War on Terror’. This phrase was projected behind the newsreaders in the studio who framed the beginning and end of the report. • Look at the title. Doesn’t it suggests something about how the West views Islamic countries? • The ideology in the report was that the West was striving to bring democracy there, at great personal sacrifice – a wholly altruistic (selfless) ideal. • A later text used for the MEST 4 exam was “Battle for Haditha” (2007) trailer. This explored the binary oppositions of East vs West in a postmodern way, blurring the usual presentation of ‘hero (West) vs. villian’ (East) • What opportunities exist for alternative viewpoints to be voiced in the Western world?

  4. How can you use this information? • An advert you’re considering may offer consumers a “taste of the East” • A film may use a location to suggest to the audience the “exotic” or the “dangerous” • You may feel that these simplify a complete country / culture in one reading.

  5. Cultural Imperialism • Is the media the new “weapon” of imperialism? • Are we exporting the Western culture via our media texts? • The USA imports only 5% of its media. • The worldwide average is 30% • Some small, developing countries import more than 90% of their media • Most of these imports are sourced in the United States.

  6. Export the text and you export the ideologies

  7. Supergirl Voice, based on Pop Idol • Attracted audiences of 400 million in China. • Girls are copying the short, moussed-up, western-style hair of the winner. • The State Administration of Radio, Film and Television has issued new rules governing such shows. • They state that the show should contribute to “constructing a harmonious socialist society… and must not make a hubbub about things as they please and must avoid creating stars”. • They must also “avoid vulgar or gross styles” and protect the morals of the youth of China. • The officials had a problem with the fact that Li Yuchun was chosen in a democratic, text-message voting process. • China is not a democracy – the people do not get to vote for their leaders, so voting for your favourite is a new phenomenon. Perhaps those in power are worried that this Western ideal of people’s choice will have further-reaching consequences?

  8. This is Cultural Imperialism via the media:exporting Western values via media texts

  9. Useful Texts • The Constant Gardener (2005) • Blood Diamond (2006) • Avatar (2009) • Watch these films, look up related articles on them, and discuss/write about how they explore issues of one culture imposing its cultural ideologies on another. • Do they see this ‘sharing’ of ideologies as a positive or do they challenge the appropriateness of this?

  10. Bibliography • Nelson Thornes: • AQA Media Studies AS Student Book Julia Burton, Elspeth Stevenson 2008 978-0-7487-9814-8 • AQA Media Studies A2 978-0-7487-9816-2 * • A2 Media Studies Peter Wall, Peter Bennett, Jerry Slater 2005

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