Jones, C.W. 2022. Decolonising Advertising through content creation, broadcast on social media, to inspire social transformation. Kate Hamburger Kolleg Aachen: Cultures of Research.
| Title | Decolonising Advertising through content creation, broadcast on social media, to inspire social transformation |
|---|---|
| Authors | Jones, C.W. |
| Abstract | I argue that Advertising in Mexico is a means employed by the ruling class in order to colonize Mexican society. It re-enforces a colonial thinking that started to be imposed five centuries ago by invaders of what is currently called the nation state of Mexico. My argument is based on a theoretical framework that maps the history of key concepts such as Post-colonisation and Decolonization. Anzaldua and Drussel’s definition of colonization from a Latin American point of view, and Mignolo’s observations on decolonization through ‘delinking knowledge’ are applied to advertising to reveal how this field can possibly be decolonized. The basis of the practice part of my PhD by Practice that is discussed in this article are theories of Detournement and Guerrilla semiotics. An important part of the strategy for this practice is using social media to search for solutions that can be reflected back at Mexican citizens in order to inspire a social transformation within the advertising industry. |
| Keywords | advertising, decolonization, Mexico, racism, semantics |
| Journal | Kate Hamburger Kolleg Aachen: Cultures of Research |
| Year | 2022 |
| Publisher | Käte Hamburger Kolleg: Cultures of Research – RWTH Aachen University |
| Publisher's version | |
| Web address (URL) | https://khk.rwth-aachen.de/2022/12/02/5074/5074/ |
| Publication dates | |
| Published | 02 Dec 2022 |
| Supplemental file | File Access Level Open (open metadata and files) |