The Team

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A presentation given at the Diversity Works For London crative event on the 02 Dec 2009 in the Design Museum, London, UK.

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  • Slide 1 The images we choose in visual communications contribute to re-enforce or re-define the representation of social norm and can back or undermine common stereotypes. In my short presentation I would like to address the way in which race is represented and misrepresented in the choice of images. On one side, in a quest for the ‘diversity dividend’, the choice of images depicting individuals from ethnic minorities has become prominent. On the other side, natural bias and implicit associations are important factors in the selection of images featuring non-white individuals, who are often picked not because of being representative of the ethnic diversity of our society but because they can more easily be assimilated to the features and style of a western, white population (they are the 'acceptable face' of diversity).
  • Slide 2 I know this is out of date, the 2001 as census is almost already a historic document, but I think looking at these numbers help to form a useful context for the particular strand of diversity I wish to talk about. - Having spent a lot of time living in both Whitechapel and Lewisham, it surprised me to see this number so high.
  • and combined with the “White Other” which accounts for non-British nationals like USA, French, Italian you soon realise that why the term ethnic minorities is such an accurate term. In conversation leading up to this talk, people assume that this number would be much lower.
  • The third biggest ethnic community are the Indian population
  • Followed quickly by the Pakistani
  • Interestingly enough, Black Caribbean...
  • ...And black African only account for less than 2% combined
  • The last national census counted 680,000 mixed race people, accounting for 1.2% of the overall population and nearly 15% of the ethnic minority population. The fastest growing ethnic group
  • According to Professor Santa Ana “Racially mixed people are a hot commodity in todays consumer market. To be mixed race is in, as an ideal of global culture that is everywhere”
  • So for years I thought Bob Marley was a black man
  • Do we make assumptions on about the portrayal of cultures without fully understanding them?
  • Noemie Lenoir,
  • Noemie Lenoir,
  • The Implicit Association Test (IAT) is an experimental method within social psychology designed to measure the strength of automatic association between mental representations of objects (concepts) in memory. Tof various easier pairings (and faster responses) are interpreted as being more strongly associated in memory than more difficult pairings (slower responses
  • Do we make assumptions on about the portrayal of cultures without fully understanding them?
  • Have we contributed as visual communicators, on the basis of our bias a new aspirational model of race. Do we over compensate? An in our over compensation do we make a new set of truths?
  • Do we make implic associations of out own
  • Actually matches the demography the 2001 census
  • Lenny Kraviz
  • Is the use mixed race or racial androginy a becoming of cynically expressing a new idealised view of internationalised taste? for example the lightening of Beyonces Skin for a campaign in the far east.
  • The combination of the increasing awareness of the value of the "diversity dividend" to enhance a company's and businesses creative capacity... However, it would appear that while this is in many ways a positive development, advertisers still seem reticent to commit to featuring simply “black” people. A convenient alternative is to employ mixed race individuals who serve the need to represent diversity but are still, unthreatening, acceptable faces of blackness whose presence is less likely to alienate the white consumer market. Emma Dabiri - Mixed race people in advertising
  • The Team

    1. 1. INTRODUCTION
    2. 2. 85.7 % White British* * 2001 CENSUS DATA
    3. 3. 5.27 % White Other* * 2001 CENSUS DATA
    4. 4. 1.8 % Indian* * 2001 CENSUS DATA
    5. 5. 1.3 % Pakistani * * 2001 CENSUS DATA
    6. 6. 1.0 % Black Caribbean * * 2001 CENSUS DATA
    7. 7. 0.8 % Black African* * 2001 CENSUS DATA
    8. 8. * 2001 CENSUS DATA 1.2 % Mixed race* * 2001 CENSUS DATA
    9. 9. CULTURAL ASSUMPTIONS
    10. 15. IMPLICIT ASSOCIATION
    11. 18. GOOD ? GOOD ?
    12. 19. ATTRACTIVENESS BIAS
    13. 21. 94.9 % White* * 2005 IPA CENSUS DATA
    14. 22. 1.9 % Asian * * 2005 IPA CENSUS DATA
    15. 23. 1.8 % Black * * 2005 IPA CENSUS DATA
    16. 24. * 2001 CENSUS DATA 0.9 % Mixed race* * 2005 IPA CENSUS DATA
    17. 25. “ I wish I had a light-skinned boyfriend with real nice hair...”
    18. 27. DIVERSITY $ DIVIDEND $
    19. 30. CONCLUSION

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