Campaign development task 03

23 May

In this post I will analyze the three chosen topics for my campaign more in depth.

Additionally I have chosen to change the third topic Child Abuse to Child Soldiers.

Topic 1: Racism and discrimination in fashion and beauty industry:  addressing the topic of power-laden ideals of whiteness dominating the beauty and fashion industry.

On the NFB.ca blog I found the article ‘The Colour of Beauty: Exploring racism in the fashion industry‘ and a featured video, focusing on the topic Racism and discrimination in the fashion industry. Particularly this video explains how the fashion industry perceives beauty and how ethnic models are classified in this industry. Sadly it is not surprising that this video, illustrating the struggles of an Afro-American model in the industry, reveals that e.g. black models with caucasian facial features represent ‘real beauty’ and are more likely to be successful in the fashion and beauty world, than models with so-called typical ‘African’ features, witch are not enough convertible and commercial. The video also shows the results of a 2008 survey of New York Fashion Week, presenting shocking data: 87 % of models where white, 6% where black, another 6% where asian and the remaining 1 % where latina. It is obvious that the expectations of a black model are much higher to be absolutely  ‘flawless’ regarding skin, hair texture, facial features, than the expectations of caucasian model. Ethnic models have to fight with constant rejection because of their skin tone and features, they constantly have to justify their worth and what they can contribute to business. The main reason for all this racism is that the media industry, particularly the fashion and beauty industry, do not perceive ‘black as their demographic’, as ‘black does not sell’ and  the main focus should only be on the white population as most frequent purchasers of  major products – ‘only white buys’. Unfortunately fashion is stuck in 1955, where racism had its peak!

MORE DIVERSITY PLEASE!!

http://blog.nfb.ca/2010/05/12/the-colour-of-beauty-exploring-racism-in-the-fashion-industry/

My research also revealed the fact that when a none-white woman is a spokeswoman for major product campaigns, she is mostly a singer, or an actress,  – someone with another role in the media like e.g. Beyonce.

Referring to Beyonce, as an Afro-American singer representing the black, asian an latin community, I also found disturbing information on the tendency of fashion and beauty media being racist.  The preference for European features is pervasive enough that no matter the process, when an image is declared ideal it’s likely going to play up to that preference. In 2008 a L’Oreal ad campaign lightened up Beyonce’s skin tone to make her more approachable to a wider audience. This was a very controversial incident causing a lot of anger from especially the black community towards the industry. I found a article on this occurence on: http://www.guardian.co.uk/media/2008/aug/08/advertising.usa

 

 

 

 

 

 

 

 

 

 

Available at: http://ll-media.tmz.com/2008/08/06/0806_beyonce_side2side-1.jpg

Although this skin color issue caused so much uproar, Beyonce herself took it to another level and showed how many ethnic women with a celebrity status also have this self-hating notion that ‘light is right’ and reflects wealth, beauty and a higher status in society, by publishing promotional pictures with unusual pale skin and a caucasian look.

Regarding this topic, I found information in the article ‘Beyonce Caught In Yet Another Skin-Lightening Controversy, Is This an Inevitable Part of a Black Woman’s Fame?’ availabe on the website:

http://www.clutchmagonline.com/2012/01/beyonce-caught-in-yet-another-skin-lightening-controversy-is-this-an-inevitable-part-of-black-a-womans-fame/

Topic 2: Finding my identity: As I am a child of a bi-racial relationship between my parents (father from Africa and mother from Europe), I always had difficulties finding my own identity. I would like to work on a campaign addressing the struggle of finding one’s identity. This topic links to my own research.

Half-breed, mulatto, mixed,eurasian, mestizo, amerasian– are considered as the “others” biracial individuals, who do not have a clear racial reference group and do not have control over the way they are perceived by society, like myself and my two siblings.

To my surprise I actually found quite a lot of sources, even academic works, approaching the topic of identity issues of biracial individuals. The book ‘Diversity and Complexity inFeminist Theory’ addresses the topic and analyzes it quite well, by illustrating good examples I can identify myself with. This book is also available online at:

http://books.google.co.uk/books?hl=de&lr=&id=–nluHKUqucC&oi=fnd&pg=PA185&dq=identity+issues+of+biracial+people&ots=7A02wldlmB&sig=zID49nRoAUxHlKC2X2cuhBbu7X0&redir_esc=y#v=onepage&q=identity%20issues%20of%20biracial%20people&f=false

As I experienced it myself as a child up to now, multiracial children are often forced to choose a single-race identity. They tend to suffer from this inauthentic expression of self. In my opinion it is really unfortunate that society often pressures mixed-race individuals to choose just ONE race because of the outdated “one-drop rule” which especially mandated that Americans with any African heritage be classified as black. It wasn’t until 2000 that the U.S. Census Bureau allowed citizens to identify as more than one race. That year the Census found that about 4% of children in the U.S. are multiracial.

Rather than having to choose a race to identify oneself with being forced into a category, those individuals like myself who are mixed or biracial. “I came across this information from an article also emphasizing the importance of parents raising their biracial children proactively and sensitively to their needs as the children surely face certain challenges within society while growing up (discrimination, exclusion, etc.).

this provided information is available at: http://racerelations.about.com/od/raceconsciousparenting/a/RaisingBiracialChildrentoBeWellAdjusted.htm

To my surprise I actually found quite a lot of sources, even academic works, approaching the topic of identity issues of biracial individuals. The book ‘Diversity and Complexity inFeminist Theory’ addresses the topic and analyzes it quite well, by illustrating good examples I can identify myself with. This book is also available online at:

http://books.google.co.uk/books?hl=de&lr=&id=–nluHKUqucC&oi=fnd&pg=PA185&dq=identity+issues+of+biracial+people&ots=7A02wldlmB&sig=zID49nRoAUxHlKC2X2cuhBbu7X0&redir_esc=y#v=onepage&q=identity%20issues%20of%20biracial%20people&f=false

Furthermore I also found information from an online book ‘Beyond Black: Biracial Identity’, based on the research of a sociologist of biracial identity herself.

http://books.google.co.uk/books?id=dGRpWjOURn4C&printsec=frontcover&hl=de&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

Topic 3: Child Soldiers – this topic also links to my own research.

I changed the idea of my campaign to the issue of child soldiers, as I came across a certain video called KONY 2012, posted on Facebook, which quite shocked me and raised my interest in this topic. the video deals with the the LRA, a Ugandan military group under the command of Joseph Kony abducting and recruiting children as child soldiers.

The two parts of this campaign in form of videos are available at:

http://youtu.be/c_Ue6REkeTA

More information on the campaign program, managed by the organization called ‘Invisible Children’ i found on:

http://www.invisiblechildren.com/programs.html

 

 

 

 

 

 

 

 

 

 

This is one of the images used for the ‘Stop KONY 2012’ campaign. I saw it on:

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: