Race Is A Social Construct Analysis

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According to Erasmus, (2008) race is a social construct. Erasmus continues to argue that race is not natural or not found in society. “Race is not given”. Race ideally was made by modern science. Race can be learned and unlearned over time. In the same way as Thornton would argue about culture not being real, but something that has been historically created, the same analysis can be made about race. In that case race challenges the stereotypes about it having any biological or cultural basis. Erasmus goes on to argue that race is not something you are born with but something that has been created socially. Therefore, I would agree with Erasmus about race being socially constructed. However, I acknowledge the fact that apartheid ideology still has an effect on racism in South Africa to this very day. It might not be apparent but it still exists. I would argue that it is wrong how the media and society reinforces racial ideas, after 20 years of freedom; it is time to let it go. In comparison to race is a social construct, in this essay I will analyse and compare two advertisements that were made in South Africa in post-apartheid in order to provide evidence for my argument. To begin with, firstly I will be summarising two advertisements, a Standard Bank advertisement, and on the other hand, a Nedbank advertisement. The Standard bank advertisements main character is a white male banking consultant. He is dressed in a white shirt and tie which makes him look professional. He’s body language shows him leaning forward, sort of pushy but still confident in what he is doing. From the wording in the visual advertisement I pick up that he is talking to a Standard bank client about their new product on the market, online banking. The clien... ... middle of paper ... ...sion. To move on to the Nedbank advertisement, I will start off with the target audience. I feel the audience for this advertisement is aimed at people who own businesses, people who want to start businesses or even people who want their businesses to grow and be successful. The layout of the advertisement like I have mentioned shows to men, one being the Nedbank consultant and the other the business owner. The fact that the black guy has a laptop and body language shows that he is trying to explain to the business owner, tell us that he is the more educated one out of the two. Now before post-apartheid, this racial idea would not have existed. The fact that a black guy being more educated than a white guy would not have been allowed before post-apartheid, one would rather see a white guy teaching a black guy. Lastly is the use of language in the advertisement.

In this essay, the author

  • Analyzes and compares two advertisements that were made in south africa in post-apartheid to provide evidence for their argument.
  • Analyzes the layout of the standard bank advertisement. the white banker's body language shows him leaning forward, confident, and pushy.
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