SOCL 2270 Lecture Notes - Lecture 7: Noble Savage, Kerchief
31 Oct 2016
School
Department
Course
Professor
Document Summary
How labels on products and brand names reinforce long-held stereotypical beliefs about native. Items meant for daily use so they constantly and subliminally reinforced stereotypical beliefs. White images of na similarly constructed through kids games, tales, art, and theatre: maintenance of these kind of beliefs satisfies human need for psychological equilibrium, giving us support and reinforcement in the form of ideology. Ideologies provide frame of reference for understanding world: racist ideologies serve several social functions operating to reproduce racism by legitimating social inequalities, thereby justifying inequalities constructed around race, racist ideology used in following ways: Organize specific social attitudes into an evaluative framework for perceiving otherness. Provide basis for coordinated action and solidarity among whites. Define racial and ethnic identity of dominant group. Them dichotomy, where us is white (positive, modern, tolerant) and them is minorities (problematic, deviant, threatening) I(cid:374)dia(cid:374) (cid:373)aide(cid:374) (cid:373)as(cid:272)ot of fi(cid:272)tio(cid:374)al (cid:862)la(cid:374)d o lakes,(cid:863) (cid:449)hi(cid:272)h (cid:396)ep(cid:396)ese(cid:374)ts pu(cid:396)ity a(cid:374)d naturalness of the product.
