Advertising: Introduction to Postcolonialism

1) Look at the first page. What is colonialism - also known as cultural imperialism? 

This is control by one power over a dependent area or people.
2) Now look at the second page. What is postcolonialism? 
This is the political or cultural condition of a colony. 

3) How does Paul Gilroy suggest postcolonialism influences British culture?
Paul Gilroy uses postcolonialism melancholia to reflect the collapse of the British Empire.

4) What is 'othering'?
Seeing a particular group of people as different to yourself and the people you interact with.

5) What examples of 'othering' are provided by the article?
Black representations were constructed as threats to the "white" British society.

6) What is 'double consciousness'? 
One aspect is living in mostly white culture while having your own culture either at home or a different country. This is shown as a liquidity of culture.

7) What are 'racial hierarchies'?
It suggests that all people from the same heritage are the same.

8) What examples from recent media products challenge the idea of racial hierarchies? 
The black makeup suggest that people can be whoever they want rather than their heritage defining them.

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