Project Description

I would like to continue with the topic that I worked with for the minor—the misrepresentation of Asian cultures on brand identities found in local supermarkets, linking the cause of this phenomenon to the concept of Orientalism. I had previously produced a short documentary, accompanied with reverse Orientalist brand identities.

To critique on this phenomenon, providing cultural and historical context, exploring the extent that it perpetuates an Orientalist framework within Western society.

From what direction/perspective do I want to address these issues?
(Should I educate, or critique? Or both?)

What format/style/tone do I work with for the film?
(e.g: Documentary, educational, speculative, personal, humourous?)

How closely should I interpret the contents of my research paper into the film?
(Should I follow the structure and points made specifically, or a more abstract, artistic interpretation?)

Are there possibly other mediums that can compliment the film?

At this point, I feel that I have exhausted the research component for this topic. However, I would still like to refine it further while continuing to work with this relatively unexplored medium of film. My plan is to explore;

The sociological/psychological aspects of this phenomenon
I believe it is possible to attribute the causes and effects of this phenomenon beyond the realm of post-colonial theory. I wish to carry out research in this regard through online sources or to contact researchers or professors in social/political sciences.

Possible directions I will take with the storytelling/narration aspect
Research cinematography, construction of narratives, and works of artists/filmmakers with how they approach topics in the context of moving images.

Inclusion of other mediums into the film
Learning/brushing up certain skills for the technical aspects for the film (e.g: animation/video editing). This will be done in between periods of my research.

Metahaven, IDFA, Non Native Native (NNN)

What?

As an international student that made a transition from an Asian society like Singapore, to a Western society in the Netherlands, I began to develop a heightened awareness or sensitivity to how my cultural identity is represented and viewed by society. This phenomenon that makes up the main focus of my project started when I came across an advertisement for Javaanse Jongens back in my first year here. It caught my attention as I first recognised the batik patterned sarongs the 'mascots' were wearing, their facial appearances (I am of Javanese descent). I had first thought that it was advertising for an Indonesian restaurant or a museum collection about colonial history. But in fact, I learned that the depictions of my people were for a local tobacco brand.

It made me ponder as to why my people were used as mascots for smoking, an unhealthy habit? I began to notice other peculiarities as well when I observed how Dutch/European products tend to wrongfully portray Asian cultures (e.g: using stereotypical Chinese visual elements or typography to portray another distinctively different Asian cultures).

With the minor project I did, I managed to link these misrepresentations to the concept of Orientalism, by postcolonial theorist Edward Said. In essence, it is the West's way of depicting the Orient (or the East) that makes generalisations, stereotypes, false perceptions, exoticisation, dehumanisation over its peoples and cultures in order for political control, in the context of imperialism/colonialism. He argues that while colonialism is a far cry from present times, certain Orientalist structures still do exist within society.

Why?

While these brand identities may not be seen as problematic for most people, I do believe that they have some part to play in enabling or perpetuating certain stereotypes or misconceptions about Asians or their cultures in general. From an outsider perspective, it is truly absurd to me the way that this phenomenon seems to be rampant across supermarkets in this country, and how it seems to have been overlooked. As subtle as these brand identities may be in terms of their impact on society, it is my premise that they contribute somewhat to the "Othering" of Asian communities here in the Netherlands.

Who?

I see this project as a way to create a bridge between the East and West, therefore my intended audience is for everyone regardless of ethnic identity. This will benefit the Asian communities more as I strive to explain and educate my audience the various cultural misunderstandings that we see in consumer culture.