The Whiteness of Positive Images

While studying for the test I came across a power point that I hadn’t paid attention to before, it questioned whether positive images celebrate difference or if they simply celebrate similarity in a white dominated society. Celebrating difference is acknowledging that diversity exists, whereas celebrating similarity is acknowledging that the minority group is just as good as the “ideal” society, which so happens to be white. Richard Dyer writes that white is the considered norm and is presented as the ideal, in support of this Peggy McIntosh writes in her article that one of the daily white privileges she has is turning to post cards, posters, picture books, greeting cards, dolls, toys, and children’s books, toys, and magazines and seeing people of the white race appear on them (McIntosh). The dominant images in society are white, positive stereotypes are white too. You may find that in a majority of advertisements the dominant image is the white model, an example are the Tommy Hilfiger ‘The Real American Fragrance’ advertisements, the dominant image tends to be the white model who is centre; framed by other ethnic groups. Is this suggesting that the real American is white?

Benetton Adds are positive as the majority of the advertisements that they have celebrate diversity and address worldly issues. As I went through their advertisements, I found some images that celebrated similarity. In the image above we see a black model in the centre; this challenges a number of positive images that have a white person centre, dominating the frame. Although we see a model of Asian ethnicity, African ethnicity and a model of European ethnicity they seem strangely similar as they are dressed in similar clothing and have the same hair design. It shows that the Asian model and the African model are just as good as the “white” model, it is important to distinguish that the celebration of similarity is not the same as denying the “other” that would no longer be a positive image. How do such images celebrate difference when the only visible difference is skin tone and no trace of ethnic and cultural identity is visible? Assimilation requires people of colour to adopt the way of life of the Anglo culture in the midst lose their own identity in order to receive white acceptance.

On the other hand when advertisements do use imagery that belongs to non-white minority groups they are said to be appropriating aspects of their culture for their own benefit. You may have seen mainstream images of white models wearing American Indian head dress. This suggests that the indigenous are incapable of representing their own culture.

Reference List

McIntosh, Peggy. “White Privilege: Unpacking the Invisible Knapsack”. http://nymbp.org/reference/WhitePrivilege.pdf. Web.

date published 12 October