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1This Santomean Scholar Wants You to Help End Racial Stereotyping in MediaMiantso Anao Hamàrana Ny Fitsaratsaram-poana Miendrika Fanavahana Any Anaty Media ity Manampahaizana Santomeana ity
2Grada Kilomba (photo used with permission).Grada Kilomba (sary nahazoana alalana ny fampiasana azy).
3This 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, .
4In 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.
5We 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.”
6Grada 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.
7According 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.
8Grada Kilomba also says:Nilaza izao ihany koa i Grada Kilomba:
9basically 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.
10And 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.
11These 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.
12Representations in the media and alienationFanehoana any anaty media sy tsy fananana ny maha izy azy intsony
13Grada 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.
14Within 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.”
15The 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.
16Racial stereotypes in advertisementsIreo hevitra raiki-tampisaka mampiseho fiaviana anaty dokambarotra
17In 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.
18In 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.
19Full bodied Devassa Negra.Feno tsara ny Devassa Negra.
20Style of dark ale of high fermentation.Endrika labiera mainty navela niotrika ela.
21Creamy and with the aroma of toasted malt”.Marihitra ary manana hanitra voanjava-maniry “malt” nendasina”
22Advertisement of the beer Devassa Negra.Dokambarotry ny labiera Devassa Negra.
23Complaints 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.
24Some 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.
25In 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).
26The 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.
27The advertisement was seen to be offensive to the members of Asian cultures.Hita ho nanafintohina ireo mpikambana ao amin'ny kolontsaina Aziatika ilay dokambarotra.
28The media can fight against racismAfaka miady amin'ny fanavakavahana ny haino aman-jery
29The 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.
30They 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.
31The 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.
32One 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.
33It 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.
34Nevertheless, 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.
35However, 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.
36Grada 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.
37This 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.