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Presentation for language, discourse and power
1. The use of racism in the media and in advertising. Intentional or not? Written and presented by Rachel Harrison
2. Racism: examples used in everyday situations intended to represent “power” over another. Examples: An interview by Paul Henry implying the Governor General’s nationality based on his looks And Racist advertisement intended to assert power over employees by using the use of African American men.
3. What is racism? “A social system of domination” (Van Dijk, 2005, pp. 1-2) “based on a hierarchical construction of groups of people, according to their appearance, cultural practices, customs, traditions, language or socially stigmatised ancestors.” (Reisigl & Wodak, 2001, p.10)
5. First example: Interview with Paul Henry Paul Henry (host of TVNZ Breakfast show)in 2010, made racist remarks against the current Governor-General, Sir Anand Satyanand who is of Fiji-Indian descent. In an interview with Prime Minister John Key, Henry asked who would be selected as the new Governor-General and whether they will look and sound more like a New Zealander. Is he "even a New Zealander".
6. Problems: Henry’s ignorance to the fact that the Governor General was actually a New Zealand-born New Zealander. John Key’s ignorance to laugh it off. In his apology to the public he refers to himself as a “gippo” another racist term for Roma people.
7. How does this relate to power? Is Henry entitled to say that someone doesn't "look or sound" like a New Zealander on National television? Because he (Henry) is white, is he more “Kiwi” than others? Is John Key (also a white man) agreeing by laughing? Is it implied that “anyone of Indian or Asian descent cannot be a New Zealander and should not hold public office unless they look or speak like one".http://tvnz.co.nz/national-news/tvnz-suspends-paul-henry-3818718
9. Example two: Advertisement for Intel Intel launched a national campaign in 2007. The advertisement consisted of a white manager (master?) who stands over six African American athletes who bow in perfect symmetry before him.
10. Potential problems. All sprinters were African American. The body language of the white man. Intended to show power? “…but also appearing to all bow down before the smug white dude.” Willy Feret, 2007, http://www.theinquirer.net/inquirer/news/1004060/intel-racist Why are sprinters used in the first place? Is this in-fact just a pun? Why must the business man be Caucasian?
11. Linguistic elements to both examples. 1st example: “... are we going to go for someone who is more like a New Zealander this time?” a) more- as if to say that someone can look more New Zealand than the Governor General. b) this time- implies that the Governor General does not look or sound like a New Zealander. Shows syntactic choice
12. Linguistic elements in both examples. 2nd example: Ambiguity/ pun: “multiply performance”- six male sprinters. “maximize power”- white man standing above men looking powerful with his arms crossed as they bow down.
13. Interrelationship between language, discourse and power. Henry has a high paying job, high level of power in his workplace, does this mean he has the power to speak about whoever to whoever? Did he think John Key would find it amusing? Two power people on television laughing about our Governor General looking and sounding less like a New Zealander.
14. Interrelationship between language, discourse and power. No spoken language used, however body language says a lot. Arms crossed- Powerful? Position of six men- bowed down.
15. What does this mean for the “others” Are people of different descents not aloud to consider themselves New Zealanders? Are African American’s not likely to own business’?
16. For markers only: All constructive criticism is welcome, feel free to give me ideas on how to improve my final project… Thank you Rachel Harrison
17. References www.adsavvy.org www.mellowyellow-aotearoa.blogspot.com Reisigl & Wodak, 2001, p. 10 (class readings) www.theinquirer.net www.tvnz.co.nz/national-news Van Dijk, 2005, pp.1-2 (class readings)
Editor's Notes
Hi there, my name is Rachel Harrison and my presentation is based on the use of racism in both advertising and the media.
The two examples of racism used in the media and advertising are firstly, an interview… and secondly a racist advertisement…
To begin with.. What is racisim? How do we define what is racism and what isnt? The term race simply used to mean type of person or thing, however it has changed over time. Racism can defined as a social system of domination, or based on a heirachial construction of groups of people, acroding to their appearance, cultural practices, customs, traditions, language or sociall stigmatised anscestors.
My first example is an interview between Paul henry and Prime minister John key
It was in an interview with ….Where henry askedHenry in the same interview asked the ingnorant question is he is even a new zealander.This caused an uproar amongst many New Zealanders who had been assumed not be an actual New Zealander because of their skin and accent.
Problems with this interview was basically the ignorance that Henry had about the Govenor general. He was so ignorant that he didn’t even realise that he was actually born in New Zealand, Unlike Henry himself who was born in England. Another problem I noticed about the interview is the laughter made by Key as henry says these racial remarks. Does this make John Key just as ignorant? In Henry’s formal apology to the public he makes another derogatory remark calling himself a gippo, which for those who are unaware, is a derogatory term for gypsie.
How does this relate to power?Well I feel that this would not have happened if henry did not have the amount of power in the workplace. I think he has too much ego for television. This can relate to power by the idea that henry obviously thinks he does not qualify as less of kiwi than many others in New Zealand. The thing that ponders my mind however is the question ‘who does he think he is?” Does he feel he is entitled to judge who is more new zealand than others? Is it because he is caucasian? Does that make it okay for him to say? From my understanding the uproar created by this interview was because of what henry (purposly or not) said implying that andyone of indian or asian decent cannot be a new zealander and should not hold public office unless they speak like one. You can see here, I have quoted that statement by an article posted on TVNZ.
Seondly, this is my second example showing racism, this one being in advertising. This is an ad for intel advertising their new campaign.
What the advertisement consisted of was a white manager standing over six africanamerican athletes who are bowing in perfect symmetry before him. This advertisement can be seen as sterotypical, however I feel it has been done in a derogatory manner.
Problems I found with this advertisemtn was that all sprinters were africanamerican. The way the caucasian man is standing, is this to represent power?In an article, the six sprinters are described as appearing to all bow down before the smug white dude. Another problem that I have thought about is, why are runners used in the first place? Or is it simply just a pun to go with the written part of the advertisement.
Henry intended to say what he saidare the words used by successful executives, journalists, politicians and master communicators to communicate with clarity, poise and impact
The way I see it, henry has been on television for a long time, in the public eye for a long time, he is in a high paying job and has a lot of freedom to present his own opinions. However does all this power mean he has the power to speak about whoever to whoever? I don’t think so. I think that Henry simply felt that whether it was true or not, he was powerful enough to say it in the first place. Others I don’t think would dare say such ignorant things. I have also wondered, whether henry felt maybe John Key being another white man, would actually find it funny laughing about a person who looks and sounds less Kiwi.
In this advertisement there is no spoken language to listen to, although I feel body language says it all. If you look at the Caucasian man first, who is nicely dressed and standing with his arms crossed, he looks like a business man, who is powerful and most likely wealthy from what he is wearing? Then you look at the six men who are all dressed the same and are imitating the beginning of a race. However is the use of six africanamerican men who are crouched down before a caucasian man appropriate?
