Television Commons^™

Exploiting Non-Western Women In Media Representations, Gabrielle Miller

sprinkle: an undergraduate journal of feminist and queer studies

Media representations and advertisements serve as visual mediums through which cultural values are projected and reinforced. Western capitalism relies on Eurocentric media representations that exploit perceived differences of non-white and non-western cultures to sell western products. This paper analyzes recent advertisements from Kellogg’s and Suit Supply as examples of media representations that employ Eurocentric perspectives of non-western cultures to uphold white masculinist and colonial power structures. Therefore, I suggest that the non- western cultures in the Kellogg’s and Suit Supply advertisements exist within a western capitalist vacuum. This way of consuming and representing serves to reinforce western ways of knowing …