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1 | This Santomean Scholar Wants You to Help End Racial Stereotyping in Media | Miantso Anao Hamàrana Ny Fitsaratsaram-poana Miendrika Fanavahana Any Anaty Media ity Manampahaizana Santomeana ity |
2 | Grada Kilomba (photo used with permission). | Grada Kilomba (sary nahazoana alalana ny fampiasana azy). |
3 | This article was written by journalist Carla Fernandes, mentor of Afrolis Radio (“The Africanized Experience of Lisbon“). | Nosoratan'i Carla Fernandes, mpanao gazety, mpitarika ny Afrolis Radio (“Ny traikefa Lisbon natao araka ny fomba Afrikana“) ity lahatsoratra ity, . |
4 | In our everyday lives we are often exposed to stereotypical images of all kinds and, a lot of times, we do not even realize it. | Matetika isika, eo amin'ny fiainana andavanandro, no iharan'ny karazana fitsaratsaram-poana isan-karazany, indraindray tsy tonga saina ny amin'izany akory. |
5 | We have grown used to seeing women as a “sexual object”, the black person as the “criminal” and the immigrant, as “the hassle.” | Nitombo tao anaty fahazarana mijery vehivavy ho toy ny “fitaovana ara-nofo”, ny olona mainty ho “mpamono olona” ary ny mpifindra monina, ho “raharaha manahirana.” |
6 | Grada Kilomba, specialist in the study of racism and post-colonialism at the University of Humboldt, in Berlin, Germany, believes that the media plays an important role in reinforcing racial stereotypes but, on the other hand, there is no open debate on racism in the media. | Mino i Grada Kilomba, izay manam-pahaizana manokana amin'ny fandalinana momba ny fanavakavahana sy ny zavatra taorian'ny fanjanahana, avy ao amin'ny Oniversiten'i Humboldt, ao Berlin, Alemaina, fa mitàna toerana lehibe amin'ny fanamafisana ny fitsaratsaram-poana raiki-tampisaka ao an-tsaina ny media, nefa amin'ny lafiny iray, tsy misy adihevitra misokatra momba ny fanavakavahana any amin'ny haino aman-jery. |
7 | According to this scholar from São Tomé and Príncipe, mainstream communication constantly shows “images and advertising in which black people appear in the position of the unprotected, dependent, criminal, exotic”. | Araka io mpikaroka avy ao São Tomé sy Príncipe io, tsy mitsahatra mampiseho ” sary sy dokam-barotra ahitana olona mainty hoditra eo amin'ny toeran'ny tsy misy mpiahy, miankin-doha lava, mpamono olona, ary olona hafahafa” ny seraseran'ireo fampitam-baovao mnahazatra. |
8 | Grada Kilomba also says: | Nilaza izao ihany koa i Grada Kilomba: |
9 | basically we are taught, everyday, who the white people are and the place of the white guy in this society. | Ny tena marina, isan'andro, ampianarina isika hoe iza ny olona fotsy, ary aiza ny toeran'ny olona fotsy hoditra eo amin'io fiarahamonina io. |
10 | And who the black is and what place this fellow has in this society. | Ary iza ny mainty hoditra sy ny toeran'io mpiray firenena io ao anatin'ity fiarahamonina ity. |
11 | These statements have been made in a video interview about how to deal with racism in Europe, given to Chris Mckee and Tychicus Vasquez from Ragcha Media. | Natao tao anaty lahatsary tafatafa teo amin'i Chris Mckee sy i Tychicus Vasquez avy ao amin'ny Ragcha Media, izany fanambaràna izany, momba ny fomba hiadiana amin'ny fanavakavahana ao Eorôpa. |
12 | Representations in the media and alienation | Fanehoana any anaty media sy tsy fananana ny maha izy azy intsony |
13 | Grada Kilomba pointed out that the consumer market and the movie industry frequently resorted to racial and ethnic stereotypes in order to convey messages that cater to the interests of their producers, without much concern about how they represent minorities in general. | Nanamafy i Grada Kilomba fa matetika nampiasa ireo hevitra raiki-tampisaka momba ny firazanana sy foko ny tsenan'ny mpanjifa sy ny orinasan'ny sarimihetsika mba ho entina hampitàna hafatra izay mankamin'ny tombontsoan'ny mpamokatra azy ihany, tsy miraharaha firy akory ny fomba entiny anehoana ireo vitsy an'isa amin'ny ankapobeny. |
14 | Within the European context, where the black people are a minority, “this is the great trauma for black individuals because they have to constantly identify themselves with white heroes and reject the black characters because they personify evil and criminals. | Raha ny Eorôpeana izao no resahana, izay vitsy an'isa any ny olona mainty hoditra, “mampikorontan-tsaina be ireo olona mainty izany, noho izy ireo tsy maintsy mampitaha foana ny tenany amin'ireo maherifo fotsy hoditra, ary manary ny maha mainty azy, noho izy ireny entina milaza olon-doza sy mpamono olona.” |
15 | The collective unconscious of blacks is pre-programmed to be in a state of alienation from depersonalization,” argues the expert in the field of racial studies. | Manamafy ny manam-pahaizana, mandalina manokana ny momba ny fihavian'ny olona” fa efa nomanina mialoha ny tsy fahatsiarovan-tena miaraka mitranga eo amin'ny olona mainty, mba ho tonga eo amin'ny toetra tsy fananana ny maha izy azy intsony. |
16 | Racial stereotypes in advertisements | Ireo hevitra raiki-tampisaka mampiseho fiaviana anaty dokambarotra |
17 | In the field of advertising, examples of offensive stereotypes can be found across the world. | Ohatra maro amin'ny hevitra raiki-tampisaka mahatohina no hita maneran-tany, eo amin'ny sehatry ny dokambarotra. |
18 | In Brazil, towards the end of 2013, the Ministry of Justice filed a lawsuit against the enterprise Brasil Kirin (former Schincariol) because of its advertisement of the beer called Devassa Negra [Licentious Black, in Portuguese] which displayed the drawing of a black woman with the following sentences: “It is through the body that one recognizes the true black woman. | Ao Brezila, tamin'ny faran'ny taona 2013, nitory ny orinasa Brasil Kirin (Schincariol taloha) ny Minisitry ny Fitsaràna, noho ny dokambarotra nampiasain'io orinasa io ho an'ilay labiera antsoina hoe Devassa Negra [Mainty misetrasetra ara-nofo, amin'ny fiteny Portigey], izay nampiseho sarina vehivavy mainty miaraka amin'ny soratra hoe :” Amin'ny alalan'ny vatana no ahalalàna ny tena vehivavy mainty. |
19 | Full bodied Devassa Negra. | Feno tsara ny Devassa Negra. |
20 | Style of dark ale of high fermentation. | Endrika labiera mainty navela niotrika ela. |
21 | Creamy and with the aroma of toasted malt”. | Marihitra ary manana hanitra voanjava-maniry “malt” nendasina” |
22 | Advertisement of the beer Devassa Negra. | Dokambarotry ny labiera Devassa Negra. |
23 | Complaints and protests from consumers started appearing from early 2010, when the campaign was first launched. | Niseho tany amin'ny fiantombohan'ny taona 2010 ny fitarainana sy ny fanoherana avy amin'ny mpanjifa, vantany vao navoaka ilay dokam-barotra. |
24 | Some of the black feminist organizations denounced the advertisement in the Brazilian press, complaining that the advertisement reinforced the image of a hypersexualized black woman. | Sasantsasany amin'ireo fikambanana vehivavy mainty hoditra no nitory io dokambarotra io tao anatin'ny gazety Breziliana, nitaraina fa nanamafy ny fomba fijery ny vehivavy mainty ho faran'izay fitaovana ara-nofo indrindra io dokambarotra io. |
25 | In Portugal, Zon - an enterprise that offers telecommunication and multimedia services, prepared an outdoor campaign in which a man of oriental features, would say “aplovado” (apploved) instead of “aprovado” (approved) or “o melhol pleço de semple” (the best plice ever) instead of “o melhor preço de sempre” (the best price ever). | Ao Portiogaly, orinasa antsoina hoe Zon, manome tolotra momba ny fifandraisan-davitra sy ny serasera, nanomana fampielezan-kevitra natao teny ivelany izay nahitàna lehilahy iray manana endrika tandrefana, niteny hoe “aplovado” (apploved) raha toa ny tena izy ka hoe “aprovado” (approved) (niaiky) na koa hoe “o melhol pleço de semple” (the best plice ever) raha tokony hoe “o melhor preço de sempre” (the best price ever) (ny vidiny tsara hatrany). |
26 | The campaign, launched in 2013, was considered racist, as it played with the idea of the Japanese businessman, specialized in technology, who is taken in awe for the technological advances of the brand, but who, at the same time, has a hard time speaking Portuguese. | Nataon'ny olona toy ny niendrika fanavakavahana ilay fampielezan-kevitra nalefa tamin'ny taona 2013 satria nampisehoana mpandraharaha Japoney iray nisahana ny momba ny teknolojia, izay taitra tamin'ireo fandrosoana teknolojika, fa kosa, eo ankilany, sahirana mafy miteny portigey. |
27 | The advertisement was seen to be offensive to the members of Asian cultures. | Hita ho nanafintohina ireo mpikambana ao amin'ny kolontsaina Aziatika ilay dokambarotra. |
28 | The media can fight against racism | Afaka miady amin'ny fanavakavahana ny haino aman-jery |
29 | The media can inform, educate, inspire and connect people to unknown realities. | Afaka mampahafantatra, mampianatra, manome hevitra sy mampifandray ny olona amin'ireo zava-misy tsy fantatry ny maro ny haino aman-jery. |
30 | They are a mirror of the world that surrounds us and they simulate experiences one has, or could have, as one lives in it. | Izy ireo no fitaratry ny tany manodidina antsika, ary izy ireo no misary ny traikefa ananan'ny tsirairay na afaka hananany satria samy miaina amin'izany ny tsirairay. |
31 | The messages which are conveyed by the media are codified in a fashion that the majority of people can decodify them so as to understand them. | Misy hevitra fonosiny ireo hafatra alefan'ny haino aman-jery ireo, ary natao ho afaka voavahan'ireo olona maro an'isa izany mba ho azon'izy ireo ny tiany ho lazaina. |
32 | One of the most effective ways of codifying information is by the use of stereotypes. | Ny fampiasana ireo hevitra raiki-tampisaka hanehoana hevitra no fomba iray tena mety, entina hamonosam-baovao. |
33 | It is tantamount to fixing meaning and identity so that they become recognizable and familiar. | Atao izay hampitovitovy ny dikany sy ny doko mba ho afaka fantarina ary ho toy ny zavatra mahazatra izy ireo. |
34 | Nevertheless, stereotypes are no more than over-simplification of the real, and this may lead them to become dangerous allies of racial prejudices as the examples cited above well illustrate. | Na dia izany aza, fanatsorana fotsiny ny tena zavatra misy ireo hevitra raiki-tampisaka ireo, ary mety ho lasa sakaiza ratsin'ireo hevi-disoara-piaviana, araka ny anehoan'ireo ohatra maro voatanisa etsy ambony azy tsara izany. |
35 | However, in the same time that media helps reinforce racial stereotypes, they can also aid in the fight against racism. | Nefa, na dia manampy manamafy ireo hevitra raiki-tampisaka momba ny fiaviana aza ny media, afaka ihany koa izy manampy amin'ny ady amin'ny fanavakavahana. |
36 | Grada Kilomba advocates the idea that black people in Europe could start “taking up the word, remaking books, registering our history, speaking, making films, etc.,” so as to rebuild a positive auto-image, with the help of the same media which denied them this image. | Manohana hevitra i Grada Kilomba hoe ireo olona mainty hoditra ao Eorôpa, afaka manomboka “mandray fitenenana, mamerina manoratra ny boky, mamerina ny tantarantsika, maneho hevitra, mamokatra sarimihetska, sns., ” mba hanamboarana indray, sary tsara avy amin'ilay tena ihany, miaraka amin'ireo media izay anisan'ny nandà io sary io. |
37 | This article was written by journalist Carla Fernandes, mentor of Afrolis Radio (read also: “The Africanized Experience of Lisbon“). | Nosoratan' i Carla Fernandes, mpanao gazety, mpitarika ny Afrolis Radio (“Ny traikefa Lisbon natao araka ny fomba Afrikana“) ity lahatsoratra ity. |