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- W4312524979 abstract "This article provides insight into the media as ‘reproducers’ of racist ideologies in an African postcolonial context. In South Africa, a ‘racist’ Clicks TRESemmé advert, released in September 2020, triggered public outcry and protests and exposed pertinent issues to consider about a lack of diversity and transformation as well as colonial tropes of Blackness still circulating in the post-apartheid media. This article locates the ‘racist’ Clicks advert historically within apartheid-era constructions of Blackness, as well as globally and locally within a wider pattern of Blackness representation. I problematize the advert as a manifestation of systemic weaknesses in the media transformation agenda in terms of race, specifically (1) racial substitution, (2) racial hierarchy and (3) beyond policies of non-racialism. I argue for a need to adopt decolonial visibility () of Blackness to strengthen the media’s transformation efforts and dismantle the embedded racial hierarchy that emanated from capitalist modernity ()." @default.
- W4312524979 created "2023-01-05" @default.
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- W4312524979 date "2022-09-01" @default.
- W4312524979 modified "2023-09-30" @default.
- W4312524979 title "Racism and the post-apartheid media: Problematizing the racist Clicks advert as a manifestation of token transformation" @default.
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- W4312524979 doi "https://doi.org/10.1386/jams_00082_1" @default.
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