Blog Post One

I recently watched Telecia Kirkland deliver a better lives lecture and I was introduced to the idea of representation. I’ve always been interested in this topic, specifically representation in the media. She began by introducing the idea of monoculturist marketing, suggesting that advertisers use one type of person aimed at a certain demographic to sell products. She indicated that Western history is monoculturist because of capitalism, meaning we’ve become used to only seeing one type of ideal person in mainstream media. This is an idea I’ve never been introduced to before. The concept of using one ethnicity, one body type, one ideal type of person to sell products and set the ideal standard for the individual person may mean that people who are mis-represented in the media also see themselves as undesirable and creating an issue that brands and advertisers should be more aware of. Learning this theory and idea has influenced the way I interact with advertisements and media, being more critical and aware of underlying hidden messages that are passed onto the viewer subconsciously. Using what I have learned from the lecture, taking it forward into the work I will do in the future, I will be more aware of media mis-representation and the dramatic impact it has on the viewer. This is because it leads people who do not fit into the ideal category to feel undesirable and dislike aspects of what makes them who they are, therefore I will be working to make sure there is no media mis-representation in any of my future projects.

Kirkland then went on to introduce more ideas like Eurocentric culture, the idea of focusing on European culture or history to the exclusion of a wider view of the world, therefore implicitly regarding European culture as preeminent. Consequently, making non-Europeans align themselves to European ideals, leading to treatments like skin bleaching. Also the idea of model minority – the suggestion that people belonging to groups of colour, who then gain significant power signals: wealth, popularity and fame – sees consumers try to remove themselves from the stereotypical mis-representation of a person of colour, seen in media, aligning themselves to Eurocentric culture. I have taken this idea forward, reflecting more on examples of this within the media, discovering that lots of black rappers gain wealth and believe this elevates their social class and status, aligning to Eurocentric culture, and example being P-Diddy Millionaires Lunch.

The lecture ended by exploring cultural appropriation and cultural appreciation. The definition of cultural appropriation is “the use of one’s culture’s symbols, artefacts, genres, rituals, or technologies by members of another culture- regardless of intent, ethics, function or outcome” (Rogers, 2006). Cultural appropriation is something I have been aware of, and have seen many examples of, examples being Louis Vuitton and Marc Jacobs. Kirkland paired the idea of cultural appropriation with outrage marketing, when brands use racially sensitive topics to stir controversy drawing attention to themselves. Taking this forward into my work, I will try to ensure that my projects come from a place of cultural appreciation, guaranteeing it is a conversation that is respectful, coming from a place of understanding instead of personal gain.