Colonialism is defined as the establishment, exploitation,
maintenance, acquisition and expansion of colonies in one
territory by people from another territory also it is unequal relationships
between the colonists and the indig
Based
on our studies in the class room it is also a form of othering and brain
washing. The colonizers change who you are, they tell you what to be, they give
you a mental picture of a new you, then that becomes you, but the catch is the
person they made you become is them and not you. Confusing? Welcome to the
colonial brainwashing and how to subvert the whole ideology of an indigenous
people, to want to change their whole concept of self to match the description
that someone half way across the world so that they would feel less inferior
and throw away what makes them who they are. The colonizers even attributed traits
and pre diagnosed analysis of why indigenous people are failure or why they
will fail. The description by the colonizers
to the orient their inferior other. They are degenerate, lazy, weak,
lustful criminals, and shady immoral character The sexes are generalized as follows
oriental male is inherently lazy and murderously violent, while the oriental
female is promiscuous, immodest and sexual licentious. These are description of
the occident to the orient and thus they implanted their image and the
influence is still seen today.
Majors products and
advertisements still feature westernized or western heavy featured celebrities
or endorsers to carry the product not because people Filipinos see themselves
in the advertisers but rather allow their inferiority or wanting to look like
them lead them to patronize these. As if they buy these products they become
part of that or they change somehow. In the Philippines white is the color of
beauty that everyone aspires to, hence the strong markets of papaya soaps or
glutha.
I was very happy to see
successful brands hiring dare I say more Filipino looking advertisers. They
have good features are on successful and popular brands such as Surf and
Tandauy Ice and have given creed that white is not the only game out there and
that Filipino beauty is and should be appreciated. Is it possible that the
western looking advertisers are the others? As of now I doubt it but we never
know in the future we may all be brown because of the hybridity and the mixing
of races and cultures so who then will be the other? How can we tell? I hope we
cannot and maybe we can live in a much more harmonious world. It never hurts to
dream so lets all just hope.
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