Advertising: Introduction to Postcolonialism

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Advertising: Introduction to Postcolonialism


1) What is colonialism – also known as cultural imperialism?

Colonialism is when powerful countries such as Britain, France, Spain, Portugal, and the Netherlands claimed land that was already inhabited by people who often lacked the power to resist. The colonisers believed that the native populations were intellectually and culturally inferior, so they justified their actions by claiming they were ‘civilising’ these societies.

2) What is postcolonialism?

Postcolonialism is the critique of colonialism and its lasting effects. It challenges the traditional white, patriarchal views established during the colonial era and questions how these attitudes continue to shape modern society and culture.

3) How does Paul Gilroy suggest postcolonialism influences British culture?

Paul Gilroy argues that Britain has not properly confronted its colonial history and as a result, there remains an underlying desire to keep control or superiority over certain racial or ethnic groups

4) What is 'othering'?

‘Othering’ refers to treating a person or group as different to the dominant social group. 

5) What examples of 'othering' are provided by the article?

One example is Nigel Farage using a campaign poster showing what he claimed was a line of immigrants under the slogan “Breaking Point.” This image reinforced fear and division, presenting migrants as a threatening ‘other.’

6) What is 'double consciousness'?

‘Double consciousness’ describes the internal conflict experienced by people who belong to two different cultural or national identities.

7) What are 'racial hierarchies'?

Racial hierarchies are the beliefs that place certain races above others, suggesting that some are naturally superior or more powerful. These hierarchies have historically justified inequality and discrimination.

8) What examples from recent media products challenge the idea of racial hierarchies?

Many modern media texts challenge racial hierarchies by placing minority characters in powerful or authoritative roles. For instance, the Brooklyn Nine-Nine episode “Moo Moo” explores racial profiling through the character Lt. Terry Jeffords, challenging racial stereotypes.

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Industries: Ownership and control

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