Paul Gilroy's work and analysis of media products sought to outline the ways in which subtle and not so subtle racism is encoded in media products. Gilroy argues that even long beyond it's colonial period, the UK still is inherently racist in it's discourse, and routinely presents white people as normal and acceptable, and black people as disruptive and different.
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| Much of Gilroy's most famous work was written in the 1980s, when racism in UK newspapers was barely concealed. This article in The Sun from 1987 casually suggests that black men are a sexual threat, and that the famous poet and activist Benjamin Zephaniah should not be a visiting lecturer at Trinity College, Cambridge, on the basic that he has dreadlocks (and "could do with a good shampoo"). Articles such as this reinforce the ideological perspective that black men are violent, threatening, and above all, different. |
For this activity, students analysed recent junk food adverts screened during the Super Bowl, one of the most watched sporting events in the world, with the most expensive advertising slots in the world. This is an excellent example for advertisers to demonstrate the dominant ideology of the society they are representing, and create an advert that appeals to the biggest, broadest audience possible!
Super bowl Doritos, Lays and Pepsi advert 2022
- In the Doritos, Lays and Pepsi advert, white people are represented as being boring, and 'normal'. A stereotypical white suburban setting is used. Audiences will understand this with being familiar with this stereotype, and it is anchored through the open plan staircase and the simple, straightforward furniture. The MES is neat and tidy, and a bland white colour scheme is used throughout. Their conversation is theatrically bland and boring as they discuss crisps and soft drinks.
- The first black person to enter the advert is represented as being loud, obnoxious, intrusive, chaotic, disruptive... The billowing smoke and and shattered wood resemble the conventions of an action film, which reinforces a representation of black people as being exciting, loud, and obnoxious.
- After the house is literally demolished by two black visors, the remaining white character tells the audience "I'll tell your mum" which reinforces a stereotype about white people that they are no fun, and respect. However, the binary opposition of this is that the black characters do not respect authority, and are fun and exciting.
- Another binary opposition is constructed through sound. Black characters are associated with with loud and obnoxious noises, while white characters are constructed through sudden silences. This differences reinforces a perceived difference between quite and black people
- The advert reflects commonly held stereotypes about both white people and black people. However, in doing so, the advert argues that white people are in a position of superiority over disruptive black people.
Steve Carrel Pepsi advert 2019
- In this advertisement, white people are consistently represented as being boring. This representation is constructed through the lexis, which is consistently formal throughout. This encodes the symbolic connotations that white people themselves are stereotypically formal and even dull.
- This stereotype is further reinforced through the casting of the waiter. He is physically weak looking, and has an awkward mannerism, which is made clear through how slowly he talks and is further anchored through his confused facial expression.
- The advert is set in a stereotypical American diner, which is made clear through the patriotic colours of red and white. This normal, straightforward and stereotypical setting would be instantly familiar to white working class audiences.
- However, when BME people enter, the cinematography completely changes. The previously static, formalist shots are replaced with a more fluid and energetic cinematography, where the camera moves and drifts throughout the diner. This exciting change is further anchored through the significant change in costume. Cardi B's elaborate nails and jacket match the red white and blue colour scheme of Pepsi, which reinforces Pepsi as an exciting and interesting branding.
- The deep, rolling sub bass has symbolic connotations of rebellion and excitement. The volume is excessively loud and over the top, which has connotations of both excitement and also threat. This notion of threat is emphasised through Cardi B's performance, as she assertively bursts through the door, which forms a direct mode pf address with the audience.
- Black people in this advert are represented as being loud, threatening, exciting and extravagant. In doing so, this advert constructs a binary between black and white people, where white people are represented as being 'normal' and relatable, and black people are construct as an other.
- However, black working class audiences may identify with the non-white characters in this advert, and see the white characters as 'other'