At first glance nothing about this advertisement drew my attention. However, after the 14th of such advertisements I realized something was missing from a majority of billboard, television, and magazine advertisements. The models portrayed are mostly white, and the adverts are almost completely void of actors and models that reflect Lima’s ethnically diverse society. This struck me as odd, and some quick research revealed that only about 10 percent of the entire Peruvian population consider themselves white. This makes me wonder how much of a role the media plays in facilitating the marginalization of indigenous and colored people in Peru.
I brought this question up to Dr. Celle in one of our nightly meetings and discovered some interesting facts. The media in Peru really does influence the way people think and facilitates racism in many different ways. In Peru almost all television characters are white, and a large proportion of advertisements use whites. Also, white women are portrayed as idolized house wives, immaculate professionals, and beautiful sex objects in bikinis. White men are portrayed as professionals as well. Blacks and indigenous people are portrayed as maids, cooks, doormen and servants in advertisements and television. In many instances they are eroticized and portrayed as exotic and mystical.
I think that the media’s portrayal of one race being superior to another has greater influences society more than most of us think. It is logical then to suspect that the racial discourse in Peru between the white minority and indigenous/colored people in Peruvian society is only strengthened by media and advertising.
I brought this question up to Dr. Celle in one of our nightly meetings and discovered some interesting facts. The media in Peru really does influence the way people think and facilitates racism in many different ways. In Peru almost all television characters are white, and a large proportion of advertisements use whites. Also, white women are portrayed as idolized house wives, immaculate professionals, and beautiful sex objects in bikinis. White men are portrayed as professionals as well. Blacks and indigenous people are portrayed as maids, cooks, doormen and servants in advertisements and television. In many instances they are eroticized and portrayed as exotic and mystical.
I think that the media’s portrayal of one race being superior to another has greater influences society more than most of us think. It is logical then to suspect that the racial discourse in Peru between the white minority and indigenous/colored people in Peruvian society is only strengthened by media and advertising.
Jason Melton: BA Political Science & Speech Communication
It's amazing that in this day and age that many racial issues are still present. I agree that the media helps fuel a lot of the racism that takes place. It will be a slow moving process, but I have hope that someday everyone will be accepted regardless of the color of their skin, religous beliefs,their place in society, sexual preferences, etc...
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