Orientalism & Sterotyping Flashcards
What sparked the rise of Orientalism?
During the Enlightenment Era in the 18th and 19th century there was a rise in curiosity about the world.
Western Cultures were eager to learn about the east and European Cultures began to study them.
What did Edward Said (1978) say about Orientalism?
The European scholars learning about the orients do so on their own terms which led to bias and skewed perceptions of resulting in stereotypes.
This knowledge is constructed on the unrecognised assumptions of European Racial and Cultural Superiority.
“The White Mans Burden”
To know about them = to have power over them… Foucault.
What did Marx 1852 say?
“They cannot represent themselves, they must be represented.”
This explains the rein scribing and representation of ‘the orient’ in colonial narratives.
- European literature creating assumptions and stereotypes.
- Similar narratives.
The world is split into ‘subjects’ and ‘objects’ what are the differences between them?
Subjects have a subjective experience of the world, they have an active position int he world.
Objects do not have a subjective experience of the world. They are observed, understood and used by subjects.
What is Objectification?
Turning a subject into an object.
A process that goes on culturally and scientifically in Empire building.
Denys their subjectivity
They are reduced down to having one specific function
What are Foucalt’s 3 Modes of Objectification?
Michel Foucalt, a french philosopher argues that we become objects within a ‘regime of truth’.
1) Dividing Practises; excluding people viewed as a threat to the community
2) Scientific Classification; ‘Scientifically’ classifying what is normal / abnormal and threatening them accordingly
3) Subjectification; Influencing individuals to define themselves in away that is consistent with dominant discourse
How does Bhabha (1983) describe stereotyping in colonial discourse?
- Fixed and rigid
- Cannot be changed
- Unchanging order
However, stereotypes depend on constant repetition to cement the idea. A stereotype cannot be proven but Western media repeats these values and ideologies in order to keep them fixed and rigid.
Examples of Oriental Sterotypes
- Vague , diversity issue.
- White American Supermodel Karlie Kloss posed as a Japenese Geisha Girl
Modern Orient
- perpetual foreigners, Geeks/Nerds
- 13 year old Texas girl was awarded ‘most likely to become a terrorist’
What are the 5 aspects of Stuart Hall’s “Signifying Practises”
- Essentialism / Naturalism
Taking specific things about a streotype and deeming them natural, women are weaker than men because its like a natural thing - Othering / Exclusion
splitting creating binary opposites, man vs woman , good vs bad - Power
using stereotypes to create hierarchy, slavery
How are women presented in the media?
Mulvey 1975 The Male Gaze Theory
- women are objected and sexualised within the media and are viewed from eyes of heterosexual male
Examples:
Tom Ford Perfume Ad
Victoria Secret Ads, underwear etc
How is it challenged in the media?
Money Supermarket advert
Gill 2007 Postfeminism - She says postfeminism isn’t a thing, she says theres just been a shift and women self surveillance themselves so feminism has not been reached.
