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Channel / Source:
TEDx Talks
Published: 2013-09-17
Source: https://www.youtube.com/watch?v=hemD116ipcg
ndem ndem so I think by the way that I'm interests you've probably figured out that I'm the kind of girl who has said if Kate says Africa playing as the soundtrack to my life that's under it really does and under this hit Dr fost what type rules that have been seen a chemical relaxer and I don't know how many years things will of hearts is my
favorite book only sick into I write what I like by Steve cool I was born in nineteen ninety one so I just miss the nineteen ninety four boats but I'm still considered part of the born free generation free from political repression free from racial discrimination free to live the life that I want to live I'm surely the definition of what it is to be a liberated
African but when I see if a black person lates my first or what I think sometimes as blacks and I really gates to African time when I hear English words mispronouncing tongues off in the black people you guys sometimes cringe or a maybe even lost when I see a wealthy black person my first instinct is to think what kind of empowerment deal got them that watch
or that because so despite all of my if it's at liberates Agnes I have the stubborn bolts remaining at the back of my mind so what's informs these be stubborn thoughts where does this message come from something that when thinking about a quite awhile and to my hypothesis or what I believe the source of this message is a three hundred year old narrative that it's really
some good side inside of sound itself inside of my mind my mind is one that still colonize and its struggle to remove itself from this narrative that painted me and my African culture as inferior one of the most or one of the integral parts all the colonialism and more recently a pot states regime will project was messaging and the control of media to ensure that my
African culture and its aspirations will undermine today the media in post apartheid South Africa still plays into the serotypes for example the media marketing projects took a psalm full of news pieces and radio TV and prints and evaluated them to see which ones are how many of them supports it racist notions vessel exists in our society it's important to note that the aim of the study
was not to Leeds racism but rather to provide constructive batik as to how these kinds of racist stereotypes this'll perpetuated in the media so all the fourteen propositions that were monitored seven of them were shown to have more than fifty percent other news pieces supporting those notions the strongest of those notions were one that lacks the criminals two blacks are irrational and three the people act
according to their ethnic identity so why all of these myths important why do we need to pay attention to what happens in our media the media's powerful because the unavoidable they save the perceptions of what we see as our reality because of these negative stereotypes as it's been proved by Columbia university's buffets applaud still there is a significant performance gap between different social groups this phenomenon
that he studied is called serotype treats serotype threads is basically the experience of anxiety when a person is confronted with a situation where they're going to confirm a stereotype about the social group so for example the simple act of asking African American students indicate their race on the answer sheet of a say T. reasoning Theis sport because them to school Hafer what they've scored when they
didn't have to indicate their base serotype rates also pays lots in other groups for example women and the so called stem subjects science technology engineering and math because you know we womankind cots so while this is all very worrying I think this represents a real opportunity I'm very excited about what we can do with media and harnessing this kind of power and shaping our minds it's
doing good I'm particularly excited about my chosen medium which is to White Sea VM as of Africa we only have about forty percent of the population to acts of readers where as he watches the bonds in millions that you get about thirty six million off the population so I don't think we need that we don't need another I write what I like but rather we need
a more effective means of spreading this message two examples of this in action and the eighties Steve Biko and that's the Rico say in the eighties Bill Cosby provided a strikingly positive image of the African American family in the face of the many negative stereotypes of African Americans the because these were educated middle class and most importantly they were normal but they just happen to be
black inside Africa we have our own examples think soul city soul buddies user easel and even more recently in sections they produced some of the most well the development community has produced some of the most entertaining and popular local content because many of the US was all many of these used content pieces were relatable they focused on issues such as love heart break friendship things that
we can all relate to him they realize that this is more or this is more powerful than any kind of finger wagging or lecturing can be at people change people's perceptions Seoul city for example has been shown to calm for positive changes and perceptions Ron tabby issues such as HIV and aids actuality and domestic violence so it's important understand the kind of structures that ultimately affects
the media that we see on all screens many of us artisans of Africa dominated by a handful of large corporations and of course many of these corporations are still lodged male dominates our so we clearly need a lot more diverse you would need a lot more women we need a lot more people of color in those rats but before we point to the man is sort
of our troubles I think it's important that we take some dates some agency why because power is taken it's not given so in this day and age with his increased number and access to things like YouTube vimeo you can do something both as a constant consumer and as a Clinton produce a diversity as a hunting consumer you can do two things a you can dumont pizza
so poultry block face with email let everyone know that person organization ex is doing a bad job with program why for example I was very excited this year when the canyons which Rossi use the hashtag someone's house in in to get them to apologize for exaggerating vixen violence the second thing that you can do is support pizza when you get it so whole blog to Facebook
treat let everybody know that person organization ex is doing a great job with program why even more exciting than complaining let's do this create let's be content produced I give you two examples of how we can do this in this exciting time for clients of my name is Jay and I mockery and black someone once told me those were the two worst thing anyone could be
that someone was right well I can tell you that %HESITATION so if this is the local black goo we've seen resistors had over one million views %HESITATION on you two per episode it was creates a bison ray who stars in this because she identified the lack of black nude female characters on screen so she called on a friends and they shot the fifth episode and they
put it on YouTube the series went viral and they through traditional and social media they've actually raise money for it through Kickstarter and season two it on for all Williams I'm other you tube channel lost jobs another example she is a young children to she's you sound now the machine is seen %HESITATION unpleasant matter shall you will be no thanks you know this time that you
were here %HESITATION there's nothing wrong with yet from this %HESITATION so Jesus is hung guy and guards more than one hundred thousand views on YouTube and a month his animation channel guards up to one point five million dollars and you too bye June twenty twelve lost him subsequently was picked up by Comedy Central Africa with these two examples show us is that eight people love content
that is new once that is local and that depicts the daily experiences and beat he does need the permission of the crappy TV execs gets your audiences you can do it yourself and leaving I close well in closing I leave you with this my call to action we need many varied narratives we need many different stories I didn't think I'd ever find myself saying something like
