Fay:

Analysis of the representations of ethnicity in moving images and print media. 

 

Looking closely at print media, there has been an ethnic representation. Starting off with the name Asian Women straight away identifies which cultures and ethnics it will be about. For example the model is shown wearing a stereotypical Asian clothing, it also follows the cultural featuring a modest young female who doesn’t show much skin unlike other magazine covers which have girls underdressed. She shows the empowering female which us shown through the way she is posing, some maybe see it as an sexual way however I would highly think that the purpose of the pose was to show another cultural feature which is their traditional henna patterns. The main aim would be for women who can relate and agree to what is mentioned on the magazine cover.

Moving onto the model herself, she in fact is a famous figure who can be seen as very successful in what she does and in her life.  Despite the fact that she is portrayed as an Asian woman, this is when exoticism is used showing the opposite, which she is not Asian but nonetheless half English and half Jamaican. Alesha Dixon appears to be wearing a traditional sari and bindi, which shows tokenism which can be linked with the empowerment and enthusiasm within females for example the magazine consists of statements like “tweet yourself a job” stating that you should post and make known about her success. However there are stereotypes within the text of the magazine cover like Alesha’s statement of “Maybe I should marry an Asian man” this can be understood in the concept that all Asian women have to get married to start their own lives as a family and better off, find an Asian man who has wealth (interpreted by the line “Make your BOSS love you”) appreciates beauty and the women herself.  Another aspect where wealth is also shown is this time from the female’s perspective; by the amount of gold jewellery she wears.  

The other type of media ethnicity is used is in moving images for example "Run the World" by Beyoncé. She shows a clear understanding of feminism, patriarchal resistance and female empowerment which has a link to the magazine cover. Alongside ethnicity the video also shows aspects of sexuality and gender. This is shown as there is a division between both males and females however the females are shown more which can represent their power and over the top performance. 

Beyoncé herself achieves to show herself as a successful African-American woman who is adamant in her decisions but also fearless which "who run the world? The girls" conveys by stating not commenting but stating that they women/girls are also powerful and useful in life just like men, showing equality between genders.