WGS101 Lecture Notes - Lecture 5: Urban Outfitters, Simone De Beauvoir, Erving Goffman
25 Oct 2016
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Women are posed, smaller/eager, submissive while men are more dominant (standing) Race is a modern construct used to divide people based on skin pigmentation. Idea was born in british colonial context, it was first used in the late 17th century. Used to distinguish themselves from the indigenous people and the slaves. In the 19th century, scientists elaborated that idea into a system of race classification. Used for imperialist purposes and colonialism legal subordination of biologically inferior people. Benetton claimed its goal was not to promote products but confront racism and promote peace and harmony. Creating a positive association in the mind of a consumer. Benetton is selling an identity i"m wearing benetton, therefore i"m not a racist . Creates a world of make believe (22:00) Benetton misappropriates social consciousness as a way to bring attention to himself. Campaign puts focus on product under the pretense of social justice, deflecting interest. Entire critique from the pov of a white consumer.
