Adelaide Serongwa

How “Social Construction” Portrays The Image Of “Whiteness” (An Emerging Concept Of Cultural Theory) As An Inclusion Of Advertising Tool During Campaigns: In Context To Use Of Black Females

The research deals with the portrayal of the image of “whiteness” the social construction and its use in the advertisement tools that are used in promotional campaigns. The issue is studied in the context of the use of the black females in the advertisements. It has been identified that the image of whiteness has created a certain kind of partial situation in the advertisement industry that enables white models to gain an upper hand in featuring in the advertisements compared to the black models. In recent times, as well the models are discriminated in accordance with their skin tones. The research aims is to evaluate the ideology that is present in the society and can be analysed with respect to the western stereotype. The appearance of a dark skinned female can be made better with the concept of “whiteness”. The concept that has been prevailing in the society is that women who are white or are fair are more successful. There is a general urge in the society that these women are more beautiful than black women are. They are more successful in their life. The study has revealed that the black models reflect to the social construction of the blacks in general as the advertisements and the promotional campaigns are designed in accordance with the culture of the target community. Business organisation assume the kind of approach that may generate positive perception for the product of the organisation in the target market. Thus, observing the trends of featuring white models more that the black models in the promotional campaigns indicate that the business organisations identify the customers to be preferring to see the white models in the advertisements more than the back skinned models. This is based on the idea of “whiteness” emerged primarily in European counties

Eliana Hajicosta

The Sound of Media

Evidently throughout the years, the 21st century is known to open up a dispute towards the representation of females within the media. The music video industry plays a dominant role in portraying this gender stereotype in a sexualised manner. Therefore, this project demonstrates these significant features within the music world through music video cinematography and lyrical analysis based on relevant artists’ currently involved in impersonating this image towards the female gender. Through conducted research, including the analysis of music videos such as Robin Thicke’s Blurred Lines, The Weeknd’s Often, Beyoncé’s Run the World (Girls), and Nicki Minaj’s Anaconda, there will be an established objectified state of women shown. Additionally to this, research methods including an essential interview with professional dancer Suzannah Ruth will guide this project further to reinforce professional mind-sets and their reasons as to why this representation is controversial within the music world. The case study of Robin Thicke’s Blurred Lines is evaluated in this project, as it is one of the most known music videos to create controversy based on its explicit role in displaying women in an objectified address. Forward to this case study comes relevant theorists such as Laura Mulvey, whose theory of the ‘male gaze’ (1975) relates to the female body being ‘objectified’ through camera cinematography conventions. These conventions are present within music videos of today’s generation, and will be analysed based on prominent music genres and lyrics as well as cinematography techniques including costumes and settings.