DOCSLIB.ORG

An Analysis of Black Celebrity Anti-Racist Activism

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
An Analysis of Black Celebrity Anti-Racist Activism University of Calgary PRISM: University of Calgary's Digital Repository Graduate Studies The Vault: Electronic Theses and Dissertations 2020-07-08 In the Blacklight of Media: An Analysis of Black Celebrity Anti-Racist Activism Moghtader, Shabnam Moghtader, S. (2020). In the Blacklight of Media: An Analysis of Black Celebrity Anti-Racist Activism (Unpublished master's thesis). University of Calgary, Calgary, AB. http://hdl.handle.net/1880/112284 master thesis University of Calgary graduate students retain copyright ownership and moral rights for their thesis. You may use this material in any way that is permitted by the Copyright Act or through licensing that has been assigned to the document. For uses that are not allowable under copyright legislation or licensing, you are required to seek permission. Downloaded from PRISM: https://prism.ucalgary.ca UNIVERSITY OF CALGARY In the Blacklight of Media: An Analysis of Black Celebrity Anti-Racist Activism by Shabnam Moghtader A THESIS SUBMITTED TO THE FACULTY OF GRADUATE STUDIES IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS GRADUATE PROGRAM IN COMMUNICATION AND MEDIA STUDIES CALGARY, ALBERTA JULY, 2020 © Shabnam Moghtader 2020 Abstract This thesis examines black celebrity anti-racist activism as a significant part of contemporary popular culture. Using Beyoncé’s 2016 Superbowl 50 halftime show and NFL quarterback Colin Kaepernick’s 2016 “Take a Knee” protest as case studies, I employ discursive textual analysis to thematically unpack how these celebrities and their political activism is articulated and debated within mainstream news media. My analysis reveals multiple competing discourses that situate Beyoncé and Kaepernick as both inspiring political leaders and dangerous, militant figures. Based on this analysis, I argue that news media coverage of Beyoncé and Kaepernick function as a site for negotiation over meanings around historical and contemporary racial politics, pointing to the important work that black celebrity activism does within media cultures today. ii Acknowledgments First and foremost, I would like to thank my incomparable supervisor, Dr. Jessalynn Keller for her mentorship over the last few years. Your support and guidance throughout the course of this degree made every moment more enjoyable. Having the opportunity to learn from you has been instrumental in not only my academic career but also in my personal growth. Thank you for helping me create a thesis that I am incredibly proud of. To my committee member, Dr. Samantha Thrift and Dr. Tamara Shepherd, thank you for taking the time to advise on my thesis. Your thoughtful questions, comments and feedback provided for a more insightful review of my work. Aside from being on my committee, you have both been such aspirational and encouraging figures throughout my program for which I am forever grateful. Thank you to Dr. Mél Hogan for your constant encouragement and making me feel like I was not only capable but also deserving of academic success. Our conversations are one that I will carry with me forever. I would like to thank the administrative staff in the CMF Department, specifically Megan Freeman. Thank you for your support and guidance-both academically and personally. You always made the CMF department feel warm and welcoming. My thesis could not have been complete without the unconditional and unwavering support of my family and friends. To my parents, thank you for wholeheartedly believing in me and encouraging me to continue in my academic studies. Your constant reminders of “you’re SO good, you’re SO smart, you can do anything” continue to be my daily affirmations. I love you iii more than I can ever put into words. To the best big brother, Badi and my incredible sister (in law) Catherene- your support in work and life has been instrumental. Thank you both for always making me laugh when I needed it (you’re both smart AND funny). Most importantly, to my husband and best friend, Neil. You are my rock. You are the smartest and bravest person I know. Your love and belief that I can accomplish any and everything I put my mind to has been my constant. Thank you for staying up with me and helping me proofread my work on all those late nights (even when you had work in the morning). You are the reason I was able to start and finish this degree. I love you most. Finally, to my entire world, my son, Rumi. You are my sunshine and lovely day, forever and always. I love you Pehsaram. This thesis is dedicated to you. iv Table of Contents Abstract ........................................................................................................................................................ii Acknowledgments ...................................................................................................................................... iii Table of Figures .......................................................................................................................................... vi CHAPTER ONE: INTRODUCTION ........................................................................................................ 1 Background of Events .............................................................................................................................. 4 Theoretical Framework ............................................................................................................................ 6 Methodology ........................................................................................................................................... 11 CHAPTER TWO: LITERATURE REVIEW......................................................................................... 15 Studying Celebrity ................................................................................................................................. 16 Visibility & Fame ................................................................................................................................ 17 Audience, Production and Consumption ............................................................................................ 19 The Important Role of Celebrity ......................................................................................................... 20 Celebrity Feminism ............................................................................................................................... 23 Famous because of Feminism ............................................................................................................. 25 ‘Are You a Feminist?’ ......................................................................................................................... 26 The Problematic Celebrity Feminist ................................................................................................... 29 Celebrity Humanitarianism.................................................................................................................. 31 Philanthropy........................................................................................................................................ 31 Celebrity Reformation: Safety in the Third World .............................................................................. 34 The Nurturing Caregiver .................................................................................................................... 37 Masculinity & Colonialism ................................................................................................................. 40 Anti-Racist Activism ............................................................................................................................. 42 Historical Black Activism.................................................................................................................... 42 The Black Athlete Activist ................................................................................................................... 45 The New Movement ............................................................................................................................. 49 CHAPTER THREE: THE POLITICAL POTENCY OF THE BLACK CELEBRITY .................... 52 BEYONCÉ: A Moment of “Political Ascent” ..................................................................................... 53 Saluting the Black Panther Party........................................................................................................ 54 Challenging Respectability Politics .................................................................................................... 59 A” Shout Out” to Black Lives Matter ................................................................................................. 62 COLIN KAEPERNICK: Kneeling for Equality and Justice -- Not Just an Anthem ..................... 74 An Athlete’s Right to Protest ............................................................................................................... 76 The Politics of “Patriotism” ............................................................................................................... 80 Deflection and Detraction Through Democratic Racism ................................................................... 86 CHAPTER 4: CONCLUSION ................................................................................................................. 92 Project Overview and Key Findings......................................................................................................
Load more

Recommended publications
  • Effect of Non-Disclosing Endorser Status in Social Media Marketing Content Toward Consumer Buying Behavior Salma Prihandani1*, Henny Marlyna1
    Advances in Economics, Business and Management Research, volume 130 3rd International Conference on Law and Governance (ICLAVE 2019) Effect of Non-Disclosing Endorser Status in Social Media Marketing Content Toward Consumer Buying Behavior Salma Prihandani1*, Henny Marlyna1 1Faculty of Law, Universitas Indonesia, Depok, Jawa Barat, Indonesia *Corresponding author. Email: [email protected] ABSTRACT Businesses have resorted to social media promotions, especially those endorsed or promoted by celebrities or influencers to gain more exposure for their product or service. It is common to find social media promotions in Indonesia, where the popular terms are “influencer”, “endorsement”, and “paid promote”. Despite the large number of social media endorsements, there seems to be no specialized guideline for both the influencers and business actors to look up to in creating their content in Indonesia yet. Many of these promotions even intentionally not disclose the influencer’s status as a paid endorser, leading the audience to believe that the content is indeed their personal recommendation. When this type of promotion doesn’t disclose the influencer’s stance as an endorser, both the business and the influencer may not notice that they have indeed violated the consumer’s rights. Having the right to be informed about the honest potency of a product is one of the essential rights that lays within every consumer. With the false impression projected to the audience, this is detrimental to the audience. Due to the fact that celebrity branding plays a significant role in determining a buyer’s purchasing intention. Keywords: social media endorsement, endorsement disclosure, celebrity branding 1. INTRODUCTION commercials to promote a product, they haven’t gone out of jobs with the rise of social media.
    [Show full text]
  • Constructing, Programming, and Branding Celebrity on Reality Television
    UNIVERSITY OF CALIFORNIA Los Angeles Producing Reality Stardom: Constructing, Programming, and Branding Celebrity on Reality Television A dissertation submitted in partial satisfaction of the Requirements for the degree Doctor of Philosophy in Film and Television by Lindsay Nicole Giggey 2017 © Copyright by Lindsay Nicole Giggey 2017 ABSTRACT OF THE DISSERTATION Producing Reality Stardom: Constructing, Programming, and Branding Celebrity on Reality Television by Lindsay Nicole Giggey Doctor of Philosophy in Film and Television University of California, Los Angeles, 2017 Professor John T. Caldwell, Chair The popular preoccupation with celebrity in American culture in the past decade has been bolstered by a corresponding increase in the amount of reality programming across cable and broadcast networks that centers either on established celebrities or on celebrities in the making. This dissertation examines the questions: How is celebrity constructed, scheduled, and branded by networks, production companies, and individual participants, and how do the constructions and mechanisms of celebrity in reality programming change over time and because of time? I focus on the vocational and cultural work entailed in celebrity, the temporality of its production, and the notion of branding celebrity in reality television. Dissertation chapters will each focus on the kinds of work that characterize reality television production cultures at the network, production company, and individual level, with specific attention paid to programming focused ii on celebrity making and/or remaking. Celebrity is a cultural construct that tends to hide the complex labor processes that make it possible. This dissertation unpacks how celebrity status is the product of a great deal of seldom recognized work and calls attention to the hidden infrastructures that support the production, maintenance, and promotion of celebrity on reality television.
    [Show full text]
  • Celebrity Endorsement As a Marketing Tool by Lim Siew Foong & Rashad Yazdanifard Southern New Hampshire University, Malaysia
    Global Journal of Management and Business Research: E Marketing Volume 14 Issue 4 Version 1.0 Year 2014 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Celebrity Endorsement as a Marketing Tool By Lim Siew Foong & Rashad Yazdanifard Southern New Hampshire University, Malaysia Abstract- This paper explores the potential of celebrity endorsements as a marketing tool. In today’s competitive market, companies and brands strive to distinguish themselves from the rest and gain leverage. Celebrity endorsement has been the popular choice for them to connect with potential customers and create awareness for them in the market. Here it is discussed how and why celebrities’ influence and power is used to reach their targeted consumers. Keywords: celebrity endorsement, celebrity culture, influence, press, brand. GJMBR-E Classification: JEL Code: M39 CelebrityEndorsementasaMarketingTool Strictly as per the compliance and regulations of: © 2014. Lim Siew Foong & Rashad Yazdanifard. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non- commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Celebrity Endorsement as a Marketing Tool Lim Siew Foong α & Rashad Yazdanifard σ Abstract- This paper explores the potential of celebrity II. Celebrities as Pinion Leaders with endorsements as a marketing tool. In today’s competitive ocial edia market, companies and brands strive to distinguish S M themselves from the rest and gain leverage. Celebrity When we go out to make a purchase, our endorsement has been the popular choice for them to connect decisions on which items to buy are usually influenced with potential customers and create awareness for them in the market.
    [Show full text]
  • ©2020 Fredrika Thelandersson ALL RIGHTS RESERVED
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`!+/(!1/V+&(0Z!,1! N/('&0M+/(!V-+M!M-)0!)/Q&'+0'!.11*'(!.)*'!5!']+P)/'(!M-&''!0)M'0!a!V1P'/C0!P+S+b)/'0E! R'P+.'!Q'.'O&)M)'0E!+/(!01Q)+.!P'()+!a!+0!XN&U'K1&0!1R!0Q&)XM0!R1&!-1V!V'!Q1P'!M1!M-)/*! +O1NM!+/(!']X'&)'/Q'!P'/M+.!-'+.M-!+/(!)../'00Z!5!Q1/(NQM'(!+!M']MN+.!+/+.K0)0!1R!M-'!
    [Show full text]
  • Malawi's Orphans
    CHAPTER FOURTEEN MALAWI’S ORPHANS: CHILDREN’S RIGHTS IN RELATION TO HUMANITARIANISM, COMPASSION, AND CHILDCARE Andrea Freidus1 My first reaction is the feeling of helplessness, and hopelessness. Seeing so many eyes of the orphans, innocent and pure makes me feel a little over- whelmed…Poverty and HIV/AIDS, malaria, are now all over southern Africa… Without a heart of compassion and love, without a true passion in helping and offering Madonna could not do this. So I give more credit to her now than before, and I see this as a gift to Malawi rather than a tool of celebrity propaganda. —MSU undergraduate after viewing Madonna’s documentary on Malawi. As an assignment for a women’s studies undergraduate course, students viewed the film “I am Because We Are.” Produced by Madonna to raise awareness about her organization, Raising Malawi, it focuses on the situa- tion of orphans and AIDS in Malawi. Students were asked to respond to the content of the documentary including their perceptions of orphans in Malawi, their overall reaction, and the film’s impact on their desire to be connected or involved with these issues. The above quote is one of many that captures the ability of humanitarians and the organizations they sup- port to use the media to foster an emotional response. This response is based on the recognition of a common humanity and the need to address suffering. The student’s reaction highlights the power of the image of the orphan to bring about a sense of compassion drawing on the innocence of children.
    [Show full text]
  • Celebrity Endorsement in Advertisements and Its Impact On
    CELEBRITY ENDORSEMENT IN ADVERTISEMENTS AND ITS IMPACT ON WOMEN’S SELF-ESTEEM IN THE UNITED KINGDOM By Syeda Rubia Kazmi Draft thesis submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy Cardiff School of Management Cardiff Metropolitan University, Cardiff, UK Under the Supervision of Dr Seema Sharma Dr Michael Oyelere ABSTRACT The foremost aim of this research study is to investigate and understand the underlying factors for the inclusion of celebrities in advertisement, followed by its impact on the women’s self-esteem in the United Kingdom. The research problem identified in this study was that celebrity endorsement’s inclusion and wrongful portrayal have somehow negatively affected the self-esteem and attitude of women in the globalised era and this study identifies those factors. Quantitative method of research design along with primary method of data collection has been adopted by researcher. The sample size was 300 and tests applied include: correlation and regression. The independent variable was celebrity endorsement whereas dependent variable was self-esteem. Both the variables were further broken down into sub-variables. The findings of the study revealed that significant correlation exists between both the variables as the Pearson correlation values obtained were more than 50%. On the other hand, regression results revealed that all the variables in the study that are expertise, physical attractiveness, similarity, respect and trustworthiness have a strong relationship with objectification. Also, it can be seen that all of the variables have a significant impact on the dependent variable of body image It is recommended that advertising agencies are required to consider the celebrities who have an aspirational and positive image.
    [Show full text]
  • Madonna Denies Malawi Adoption
    Lifestyle FRIDAY, JANUARY 27, 2017 Former Baghdad conductor's music is his message for unity hen a bomb tore through a restaurant the start of the Egyptian Revolution that over- or business in Baghdad, Karim Wasfi threw President Hosni Mubarak - the "Arab Wand his cello would often appear with Spring" that sparked a wave of self-determina- the urgency of a medic to promote his message tion across the region. "It created lots of change, of healing through music. The former conductor not only in Egypt but in the Middle East," he of the Baghdad Symphony often drew a crowd recalled, acknowledging that the struggle con- of curious onlookers as he played - others des- tinues today. "The experience I also have from perate for peace and unity. On Wednesday, Iraq is creating calmness, creating tranquility Wasfi brought that message to the White House, and creating better ways to prevent tension or This file photo shows Co-founder and drew a similar crowd of onlookers facing radicalization, to help people to find better ways and President of Tibet House New their own challenges. to convey and to interact," he said York, Philip Glass. — AFP The half-Iraqi, half-Egyptian cellist and Wasfi himself immigrated to the US in 1995 founder of the organization Peace Through Arts and as a dual citizen divides his time between played serene classical tunes in Lafayette Park in the US and Iraq. He acknowledged the impor- Carnegie Hall plans Washington, across the street from the new tance of addressing the global refugee crisis home of President Donald Trump.
    [Show full text]
  • How Chinese Internet Celebrity Influences Consumer Attitude to Purchase on E-Commerce
    How Chinese Internet Celebrity Influences consumer attitude to purchase on E-commerce In the case of internet fashion celebrity Dayi Zhang Master’s Thesis 15 credits Department of Business Studies Uppsala University Spring Semester of 2019 Date of Submission: 2019-06-05 Ying Li Qian Cai Supervisor: Pao Kao Abstract Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. Method: The Primary data is collected by semi-structured interviews with consumers who followed the internet celebrity and bought products from her online stores. Meanwhile, word frequency analysis of posted context and comments on the internet is proceeded to conduct secondary data to support findings. Findings: Our findings show that the traditional source attractiveness, expertise, and involvement of celebrity are important to impact on the consumers’ attitude and drive to purchase behavior. However, source trustworthiness is not essential, and the perceived trustworthiness is limited in specialized fields (e.g. fashion) and is hard extend to other areas (e.g. cosmetics). Furthermore, perceived authenticity will reinforce trustworthiness and intimacy, and perceived interconnectedness will result in frequent and regular buying habit. Implementation: This research can serve to internet celebrities who are running or intend to start their E-commerce in China. Moreover, it is hoped this study of internet celebrity E- commerce in China can serve for future comparative studies of internet celebrity globally. Keywords: Internet celebrity, Source credibility, Consumer attitude, Purchase intention Table of contents 1.
    [Show full text]
  • How Can Luxury Fashion Brands Use Hip Hop Artists to Mix and Master Their Influencer Marketing Campaigns?
    28th of June, 2019 How can luxury fashion brands use hip hop artists to mix and master their influencer marketing campaigns? With the rise of hip hop’s popularity in pop culture and influencer marketing as a strategy adopted by companies, how can luxury fashion brands employ both to market their products? Student: Karl Huggenberger S1832832 Supervisor: Ruud Jacobs, PhD Program: Communication Science Abstract Influencer marketing is now an integral part of successful marketing campaigns, with companies across all markets adopting this strategy. Luxury fashion brands have been using various personalities to market their products for years, and are also aligning their strategy to current trends. The rise in popularity of hip hop personalities sees a growing trend of luxury brands working alongside them. Endorsements from these celebrities vary from being included in adverts by the brand, receiving products from the brand and putting them up on their social media account, and wearing them to public events. This research aims at clarifying which method appeals to the consumer the most and could possibly lead to an improvement of brand behaviour, recognition and intention among consumers. A sample of 107 respondents were subjected to a survey showcasing three posts of a single type of endorsement, traditional, active, or passive depending on the group they are in. Then the effect of these influencer marketing efforts on the respondents’ intentions concerning the brand in question was measured. Results showed that the difference in groups only had an effect on brand recognition, as participants were more familiar with the brands presented by traditional and passive endorsements.
    [Show full text]
  • Advocates Organizations Went Into Court to Oppose Her First to Comment Specifically on Madonna’S Recent Adoption
    doption dvocate No. 013 a publication of the National Council For Adoption June 2009 A Six Views on Intercountry Adoption Recently, the New York Times invited six international adoption. Some 67 children’s rights renowned academics and child welfare advocates organizations went into court to oppose her first to comment specifically on Madonna’s recent adoption. Unicef calls regularly for restrictions attempt to adopt a second child from Malawi and, limiting international adoption to at best last- more generally, on intercountry adoption. Their resort status. Romania was forced by similar comments were published on May 10, 2009 on pressures to outlaw such adoption as a condition the “Room for Debate” page of the New York of joining the European Union. Times’ online opinion section. NCFA is pleased To fix this problem we need to focus to reprint all six contributors’ comments below as policymakers on the real human rights issues for well as their recommendations for further reading children. The judge who granted Madonna’s first in the interest of stimulating debate on the topic of adoption got it right in ruling that Malawi’s intercountry adoption. Inclusion in this reprint in residence requirement must be read in light of the no way constitutes an endorsement of an author’s Convention on the Rights of the Child, and that view. NCFA’s own stance on intercountry required allowing the child David to grow up in adoption can be found in its recent publication, A the nurturing home that only international Case for Ethical Intercountry Adoption. adoption would provide. Many millions of children worldwide are Elizabeth Bartholet living and dying in orphanages or on the streets, with no possibility of finding homes in their own Author of “Family Bonds” and “Nobody’s country.
    [Show full text]
  • Brad D. Rose Partner
    Brad D. Rose Partner New York, NY [email protected] 212.326.0875 Partner Brad D. Rose is a member of Pryor Cashman's Executive Committee and chair of the firm's Intellectual Property Group. He is a prominent and widely known litigator and transactional attorney in the music, entertainment, digital media, fashion and consumer products industries. Brad helps clients, along with their key advisors, to build and protect brand value and intellectual property assets, both domestically and internationally, through a variety of forward-thinking initiatives and, when necessary, litigation. He is consistently recognized by ranking organizations such as Chambers, Super Lawyers "Top 100", The Legal 500 US, World Trademark Review as well as The American Lawyer as one of the leading attorneys in the U.S. for both contentious and non-contentious intellectual property matters. One client enthuses in Chambers USA 2021, "Brad is an exceptional attorney and our experience working with him is incredibly positive," with another calling him, "a terrific client counselor." Brad excels in such areas as: • Strategic planning and counseling across all legal, business and financial platforms and businesses • Crisis management and public relations integration for high net worth individuals, brands and celebrities • Litigation - namely, prosecution and defense of intellectual property rights as well as all forms of corporate, commercial and employment litigation • Asset monetization transactions including licensing, corporate structuring, secured lending and
    [Show full text]
  • Brand Endorsement by Celebrities Impacts Towards Customer Satisfaction
    Vol. 7(35), pp. 3630-3635, 21 September, 2013 DOI: 10.5897/AJBM11.2571 African Journal of Business Management ISSN 1993-8233 © 2013 Academic Journals http://www.academicjournals.org/AJBM Full Length Research Paper Brand endorsement by celebrities impacts towards customer satisfaction C.S. Jayanthi Prasad School of Management Studies, Jaya Prakash Narayan College of Engineering, Mahabubnagar. Accepted 3 January, 2012 In India today, the use of celebrity for advertising in companies has become a trend and a perceived winning formula of corporate image-building and product marketing. This phenomenon is reflected in the recent market research finding that 8 out of 10 TV commercials scoring the highest recall were those with celebrity appearances. Today 'celebrity endorsement' has attracted immense debate on whether it really contributes to the brand building process or whether it is just another tool to make the brand more visible in the minds of the consumers. For example, with the Cadbury's worm issue, the brand wanted to build a trust amongst the customers in order to regain its market share. They chose Amitabh Bachchan as an endorser to build that trust and in order to regain their market share. According to the sales data, it was found out that the right celebrity selection gave the right results to them. Firms invest huge amounts as advertising expenditure for hiring the right celebrity. However, there lies uncertainty with respect to the returns that the company might be able to garner for the brand. For example, the Bachchans were endorsing Maruti Versa but this campaign, in spite of the Bachchans being there, was a failure and indirectly the brand was a failure.
    [Show full text]