Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/62424
Title: The paradox of exclusion and multiculturalism in postcolonial identity
Authors: Olivotti, F
Keywords: Advertising
Racism
Colorism
Hong Kong identity
Issue Date: 2016
Publisher: Routledge, Taylor & Francis Group
Source: Consumption markets and culture, 2016, v. 19, no. 5, p. 475-496 How to cite?
Journal: Consumption markets and culture 
Abstract: This article analyzes the discriminatory representation of ethnic minorities in Hong Kong advertisements through a semiotic analysis of a TV commercial for an insurance company. The ridiculing of a foreign domestic helper through a colorist representation is inscribed in an ethnographic inquiry that explores how the representation of the foreign other in terms of dark skin color serves to project a common conceptualization of Hongkongers' own identity. The discussion explores the paradoxical understanding of Hong Kong as a multicultural and global city, in contrast with the apparently homogenous Chinese mainland, while excluding from the concept of multiculturalism, non-Chinese ethnicities through discrimination based on skin color. Thus, the role the TV commercial plays is to shape and reinforce this paradox, perpetuating the idea of the Hong Kong identity as Chinese, but multicultural at the same time.
URI: http://hdl.handle.net/10397/62424
ISSN: 1025-3866
DOI: 10.1080/10253866.2015.1103230
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