JOMEC Journal Journalism, Media and Cultural Studies Published by Cardiff University Press From Chop Suey to Chop-Socky: The Construction of Chineseness in British Television Adverts Paul Bowman Cardiff University Email:
[email protected] Keywords Chineseness Adverts Stereotypes Orientalism Racism Semiotic Clichés Abstract Edward Said’s theory of orientalism proposes that Western European culture has overwhelmingly tended to (mis)represent non-European cultures, societies, regions, and ethnic groups via mythic, romantic, simplistic and simplifying sets of binaries. This article asks whether orientalism remains present or active within contemporary media, by analysing the representation of ‘Chineseness’ in British television adverts between 1955 and 2018. It argues that a predictable, recurring, limited set of aural, visual and narrative clichés and stereotypes have functioned – and continue to function – as the principal resources to evoke ‘Chineseness’ in British television adverts. The analysis suggests that caricatures, clichés and stereotypes of China, Chinese people, locations, artifacts and phenomena are so common that there can be said to be a glaring seam of unacknowledged, uninterrogated orientalism functioning to maintain a kind of ‘invisible’ racism in British advertising. Contributor Note Paul Bowman is professor of cultural studies at Cardiff University. He is author of eleven academic monographs on a range of topics in cultural theory, film, media and popular culture, most recently Deconstructing Martial Arts – published free online by Cardiff University Press in 2019. His next monograph, The Invention of Martial Arts: Popular Culture Between Asia And America is forthcoming from Oxford University Press in December 2020. Citation Bowman, Paul (2020), ‘From Chop Suey to Chop-Socky: The Construction of Chineseness in British Television Adverts’, JOMEC Journal 15, ‘Advertising China’, ed.