Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising

Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising

In the following analysis we will present a pdf that talks about the different representations of Afro-descendant children, adolescents, and adults in Peruvian advertising. In this way, this essays shows theoretical constructs such as racism, structural racism, dividing line, representation, stereotype and discrimination will be used to qualitatively analyze advertising spots for Peruvian trademarks broad-cast. We choose this essay because it make us questioning the role of advertising in the Afro-Peruvian struggle is a way to start a path to take a position and be an ally of change.

This essay shows us a survey, “Perceptions and Attitudes on Cultural Diversity and Ethnic-Racial Discrimination”, made by the Ministerio de Cultura del Perú, indicating that 53% of those surveyed consider Peruvians racist or very racist and only 8% perceive themselves as very racist or racist. Likewise, 60% of those surveyed perceive that the Afro-Peruvian population is discriminated due to their skin color, their facial or physical features, and because they are associated with crime.

According to this essay, the representations made by advertising of Afro-Peruvians are four types: discriminatory, with an evident racism disguised as humor; proud, which classify Afro-Peruvians in spaces such as art, cooking or sports, the only spaces where they have qualities; wannabe, who replicate foreign positive views in which Afro-Peruvians do not possess the positive qualities; and disruptors, who present positive views towards Afro-Peruvians.

This leads us once again to reflect and to realize that the advertising can affect and influence this issue; and it's time to take this problem to all spaces, with all agents available to break with structural racism, not an easy task but more necessary than ever.

REFERENCES:

Mendoza Cuéllar, H. J. (2021). Structural Racism, Dividing Line, Representations, Stereotype and Discrimination Against Afro-Peruvians in Advertising.

Ministerio de Cultura. (2018). I Encuesta Nacional. Percepciones y Actitudes sobre Diversidad Cultural y Discriminación Étnico-Racial. Principales Resultados. https://centroderecursos.cultura.pe/sites/default/files/ rb/pdf/primeros-resultados-encuestra-discriminacion.pdf