A Visual Analysis and Discussion on Neoliberal Multiculturalism in Advertising
Total Page：16
File Type：pdf, Size：1020Kb
COMMODIFYING CONSCIOUSNESS: A VISUAL ANALYSIS AND DISCUSSION ON NEOLIBERAL MULTICULTURALISM IN ADVERTISING BY JASMINE L. MOULTRIE THESIS Submitted in partial fulfillment of the requirements for the degree of Master of Science in Advertising in the Graduate College of the University of Illinois at Urbana Champaign, 2019 Urbana, Illinois Advisor: Professor Michelle R. Nelson ABSTRACT Brands are employing neoliberal multicultural strategies to target and depict marginalized communities. These strategies are seen as indicative of positive social change that has been fueled by a growing consciousness among those who desire, and demand, inclusion and authenticity. An industry argument is that “diverse” ads speak to everyone, especially marginalized peoples who are encouraged to consume the brands advertised. The purpose of this study is to first critically and visually analyze an ad featuring Black, Latina and Asian women, and to then facilitate space for perceptions of ads featuring women of their same race via semi-structured interviews. This study operates through a womanist lens and utilizes both critical discourse analysis and visual grammar theory as its theoretical framework. A social semiotic analysis of an Urban Decay Instagram ad revealed communications of neoliberal discourse as well as the inclusion of postfeminist and postracial discourse, which are categorized as co- optations of consciousness. These co-optations in no way substitute for ongoing efforts to dismantle oppressive systems. They in fact serve as subtle reinforcement. Semi- structured interviews among 33 women were conducted, including 11 who self-identified as Black, 11 as Latina and 11 as Asian. Various other identities, including class, nationality and sexuality were captured via an identity questionnaire. A thematic analysis of interview data revealed that participants’ intersecting identities of race and gender contributed to their interpretation of the ads and to their awareness of being (mis)represented, or absent, in advertising. Self-awareness of their identities and mine (as a Black woman researcher) facilitated a safe space for open discussion and ii revealed opportunities for organizing around difference. Consideration should be given to the dominant ideologies that are materialized in ads featuring women of color. Though, at times, seen as “authentic,” the ads project the false narrative that we live in a postracial or postfeminist society, and women of color question the intention behind these “new and improved” representations. Unique contributions provided from this study include a highlight of the negotiation of perceived authenticity towards brand influencers and mediated representations of women of color; an engagement with the problematizing of representation via the process of social media reposting--a strategy that contributes to the spread of indistinguishable advertising and enables brands to claim “diversity” and “inclusion” without doing the actual work; and an assessment of how, through appropriation, women of color become accessories to the brand themselves, in a subtle, yet equally powerful form of dehumanization that is replacing the overt stereotypical depictions of the past. Key words: neoliberal multiculturalism, advertising, critical discourse analysis, womanism, visual grammar theory, intersectionality, social semiotics iii ACKNOWLEDGEMENTS I want to start by thanking my thesis advisor, Dr. Michelle R. Nelson, for your continuous support and feedback throughout this journey. You challenged me, held me accountable, mothered me with encouragement and gave me the space I needed for critical exploration. One hundred times thank you. I also want to extend gratitude to my committee members, Dr. Angharad N. Valdivia and Dr. Jason Chambers. Anghy, thank you for opening your home to me. It was during those Friday afternoons in the writer’s group that I felt most energized and committed to write this thing. Dr. Chambers, thank you for pushing me to be realistic in my goals, for helping me ground my study in the literature and for affirming my desire to conduct research with those of Us in the margins. To the women who contributed their time, energy and voices to this study, thank you for being open to having this conversation, for trusting me with your vulnerabilities and for our shared humanity. To my core, thank you for being there when I needed to vent. For motivating me when I became discouraged. For loving me for me. Right Deuce, thank you for providing balance, for seeing me when I did not see myself, for being you. Lola, thank you for joy. Baby OWL/SOL, thank you for choosing me. iv I dedicate this to Us and Our becoming. v TABLE OF CONTENTS CHAPTER 1: BACKGROUND ....................................................................................... 1 1.1 Introduction ............................................................................................................ 1 1.2 Defining Advertising ............................................................................................... 8 1.3 Multiculturalism - A Dominant Perspective ........................................................... 15 1.4 A Critical Approach .............................................................................................. 17 1.5 Intersectionality .................................................................................................... 30 1.6 Representations In Advertising ............................................................................ 37 1.7 Research Questions ............................................................................................. 41 CHAPTER 2: VISUAL ANALYSIS ................................................................................. 43 2.1 Social Semiotics ................................................................................................... 43 2.2 Design & Analysis ................................................................................................ 44 2.3 Discussion ............................................................................................................ 59 CHAPTER 3: INTERVIEWS .......................................................................................... 62 3.1 Interview as Method ............................................................................................. 62 3.2 Recruitment .......................................................................................................... 62 3.3 Sampling & Design ............................................................................................... 64 3.4 Advertisements .................................................................................................... 68 3.5 Participant Identities ............................................................................................. 72 vi 3.6 Analysis ................................................................................................................ 76 3.6.1 Black Women ................................................................................................ 78 3.6.2 Latinas ......................................................................................................... 106 3.6.3 Asian Women .............................................................................................. 136 3.7 Discussion .......................................................................................................... 164 CHAPTER 4: FINAL THOUGHTS ............................................................................... 177 4.1 Implications for Theory and Practice .................................................................. 177 4.2 Limitations for Future Research ......................................................................... 179 4.3 Conclusion ......................................................................................................... 182 REFERENCES ............................................................................................................ 185 APPENDIX A: RECRUITMENT FLYER ...................................................................... 207 APPENDIX B: IDENTITY QUESTIONNAIRE .............................................................. 208 vii CHAPTER 1: BACKGROUND 1.1 INTRODUCTION Neoliberal multiculturalism functions as a commodifier of difference. Consider Nordstrom’s “An Open Mind Is the Best Look” ad (Fig. 1), which seemingly celebrates humanity, our differences and different ways of living and seeing the world. Figure 1. Nordstrom “An Open Mind Is the Best Look” Ad. Neoliberalism refers to the current global form of power that is “both an economic rationality that solicits contention and a form of governmentality that cultivates compliance” (Bayat, 2017, p. 20). Within this model of power, social institutions (i.e., universities) operate as business enterprises, collectivist ideals are dismissed and the redistribution of wealth, land and opportunity is never considered (Bayat, 2017). At the same time, and in spite of the repression of the following, neoliberal normativity succeeds in its ability to “incorporate ideals of freedom, the common, caring, sharing 1 (economy), or hospitality into its logic,” and commercializes, or co-opts, “activism, human rights, civil society, gender equality, sustainable development, and poverty reduction” (Bayat, 2017, p. 23). Grace Hong (2015) expands this economic-based definition of neoliberalism and further posits it as an epistemological structure of disavowal, a