advertisers at a publication’s criticised for perpetuating than not, are light- bel hooks and Heidi Safia sensationalist headlines
disposal. Cover price, stereotypes. In the UK skinned. Singer Beyonce Mirza are theorists who and popular stereotypes
therefore, tends to be the main contenders Knowles and actor Kerry write from this perspective. (see Gordon and Rosenberg’s
a more crucial revenue are Hawker Consumer Washington, featured Supermodel Naomi Daily Racism). These types
for Black publications, Publications Ltd, which in L’Oreal advertising Campbell has recently of depictions assert the
since the more ‘up-market’ prints Black Beauty and campaigns, both have launched a campaign to need for an alternative
percentage of their readers Hair; Ethnic Media Group long flowing straightened highlight the lack of role representation and a
they have (ABC1s for which prints New Nation hair (even if they haven’t models in the media. Black Black press moves towards
example) is lower than and Pride Media printing grown it all by themselves!). models rarely feature on the providing this.
mainstream, despite what Pride. The Gleaner This particular ideal of front cover of mainstream Research reveals that
the magazine’s ad pack no Company Ltd owns The beauty is contentious as it magazines; financial ‘ethnic minorities’ are still
doubt states! Weekly Gleaner and perpetuates a particular arguments are used as woefully under-represented
London Extra. There are beauty standard. This ideal reasons for exclusions. in the media work-force.
A fourth estate?
others, but they are even is often replicated in other Another problem is Former director general
Ownership of Black
more private! areas, i.e. with X-Factor that some Black British of the BBC, Greg Dyke
magazines is complex
star Leona Lewis and in publications still hanker famously said the BBC was
which, in part, explains Do we need a retailer Marks & Spencer’s after African American ‘hideously white’ (2001),
the lack of publications in Black press? current advertising stars, rather than Black highlighting the lack of
existence – and of course This is a contentious campaign featuring French Britons. In their defence Black people working
a Black publication is not question but we’ll model Noemie Lenoir. they argue that these at the institution. Many
necessarily Black owned. look at some of the Black magazines then, stars are the ones whom of the eminent Black
You could investigate arguments. Interestingly, often reinforce ideas of a audiences want to know journalist and broadcasters
questions about how it can be argued there are particular type of beauty. about. such as Trevor Phillips
ownership might affect problematic issues around Germaine Greer, and When depictions started their training on
publications. Through the representation of Angela McRobbie are of Blacks take place in Black publications, an
investigating context Black women in Black amongst theorists who the mainstream, the opportunity that white
you might highlight why publications. Many adverts discuss ideas of femininity, representation is often media withhold.
Black ownership is scant. are from American hair and consumerism. For Black problematic. They are
For example, Essence was companies, featuring women what is deemed sometimes rendered as
bought up by Time Inc.; women with straightened beautiful is often judged threatening and this
its editorial has since been hair who, more often by white European ideals; portrayal is supported by
english and media centre | February 2008 | MediaMagazine 29
MM23S&
G13.02.08.indd 29 14/2/08 12:31:33
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