Colonial images in global times: consumer interpretations of Africa and Africans in advertising
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
I draw on 93 consumer interpretations of advertising images to suggest how North American consumer perceptions of Africa are linked to socio‐historical facilities that support ideological notions of inferior African “otherness.” I seek to make salient the unacknowledged denial of colonial discourses’ import into contemporary reproduction of African inferior otherness, toward revealing the durability of the racial divide rooted in colonial history and ideology. I find that discourses on Africa are attached to colonial tropes of savagery, exotica and rhetoric of benevolence. The related consumer tensions and ambiguities fund powerful ideological work that perpetuates colonialism in globalization. I conclude that although the physical instruments of brutality associated with imperialism are no longer in direct use, these colonial instruments live on in contemporary advertising and related discourses.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.001 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it