- rise in artistic output of second and third generation Asians, we are undergoing a cultural and artistic revolution:
- music- Asian identity beening expressed by artist such as Cornershop, Talvin Singh, Asian Dub Foundation etc, as they have become more mainstream, they are no longer placed under the catergory of 'Asian Underground'.
- T.V- 'Goodness Gracious Me' being the first Asian comedy on BBC was very successful. Films such as 'Bend It Like Beckham' and 'East is East' have recieved much support and acknowledgment from mainstream.
- musical- 'Bombay Dreams' was a success in the west end, demonstrating that Asians are expanding into high culture as well as other ares of the media.
- Nitin Sawhney is an example of the new hybridity.
The colour of money
- 7.9% of the UK population is made up of people from ethnic minorities and the advertising industry is not representative of this.
- 2001 census shows that ethic minority communities have grown by over 50% since the last census in 1991 but are still not targeted in advertising
- British Asians are seen as aspirational, hard working and economically powerful.
- younger generations are brand conscious, technologically savvy and proud of their culture
- Although targeting the ethic minorities may increase profits, some people feel it is best to leave well alone, rather than risk getting the message wrong.
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