RewindReframe.org
is available for sale
About RewindReframe.org
Former domain of a platform for young women to identify and challenge racism and sexism in music videos.
Exclusively on Odys Marketplace
$3,780
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Domain name RewindReframe.org
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blog-post-jashmin-patel-when-did-cultural
I often reflect on my position in a ‘multicultural’ society as a young South Asian woman born and raised in London and still getting the dreaded question “But where are you really from?”
The daily battle of fighting against racist and sexist stereotypes unfortunately still lives on. But recently, the much needed heavy debates around the representation of women of colour in mainstream media, has got me thinking about the portrayal of (and lack of) Asian women in music videos.
I remember in 2004 the hype over Gwen Stefani going solo from No Doubt and everybody talking about her new style and vision for her album ‘Love.Angel.Music.Baby’. I respected Stefani; I even put up with the bindis, but this respect was soon lost when I saw her music videos for the album. Repeatedly seeing a successful white pop star using four nameless Asian women as props to show her ‘admiration’ for Japanese culture and fashion is just another example of the unquestioned sense of entitlement that white people have over women of colour.
Sadly, Stefani wasn’t the first and isn’t the last person to fashion this appropriation of Asian cultures into mainstream music videos. More recently we have Iggy Azalea. We all know that she’s a blatant racist and homophobe, but her video for ‘Bounce’ was the icing on the cake for me. In this video we see Iggy in a “fantasy” world (India), dressed in sarees, riding an elephant, dancing Bollywood style whilst singing “Shake it, break it, make it bounce”. What’s the big deal I hear you say? Isn’t it just a bit of harmless fun or even a celebration of Indian culture by mainstream society? Actually it achieves quite the opposite. By making South Asian women invisible and ‘otherising’ them to the extent that the only representation of them left is cultural symbols like sarees and bindis, this highly-sexualised white-dominated industry further exotifies and objectifies them.