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Stereotypes, Lies and Videotape
How and why the Arabs have become a scapegoat in the age of fear: I called in this way, the intervention of the international seminar Tues City, Naples, Institute of Philosophical Studies. Bel seminar, and the incredible capacity of a school on the outskirts Italian, the Tilgher of Herculaneum, to organize a great conference and to field work of the boys. Hats.If You wish, as well as time to read my speech, the full text is on the site of Lettera22 . A small part is below
"This is one of the most important advertising, cheerful, bright advertising company, Saatchi & Saatchi. Has been commissioned to sell a game that was very popular in my time, Risk, but he managed to stand the test of time, changing in parallel to changes in games of power on thisplanet.The version to advertise called Global Domination. And in this picture - which I also mentioned in the conclusions of my book, Invisible Arab - are enclosed various interpretations, all played through the stereotype: the power of the social code, gender, geopolitics. There is the stereotype of the East and that concerns our house. The stereotyping of the West is all condensed in the placewhere the image is built, and that place is not a stereotype, but rather a symbol. You can recognize, is the Oval Office of the White House, the working room of the President of the United States. Thus, the place of power par excellence. The place to be conquered.
More complex, more varied the stereotype of the East, which is a crucial Arab East. Meanwhile, the men dressed as sheiks of the Gulf,those who are supposed to be rich with oil, joke and smoke the hookah, all sitting on the ground except the one who took the bench of power, the chair of the President of the United States. And then the female figure, she sensuous dance for men, women whose veils are not the ones that cover, those of modesty, but are immodest veils that reveal her body. The woman, without power, is only there toentertain the men on the other hand the power they represent. There are chairs, sofas (Arabic), and indeed lack of camels, to complete the stereotype. The Arab lives therefore in tents in the desert, and it has nothing to technology. Most of the boys here, will tell you that I never got into the back of a camel, as they did many Italian tourists to the Pyramids. And I will also say that,unfortunately, the Bedouins were largely sedentary, and those who are still living in tents often have a nice dish antennas to look not only Al Jazeera, but also MBC TV and other generalist.
The picture is the culmination of Orientalism classic advertising, what Edward Said wrote. And Saatchi & Saatchi creative play with extreme refinement with the prince of stereotypes about Arabs, Orientalism whichhad its peak in the nineteenth and in the twentieth century, to make clear what has happened in our perception, especially after 9/11 (although hints of those dynamics were already present before the attack on the Twin Towers): The construction of fear of Arabic.
Now, it is clear that the 11/9 could not fertilize the fear of the Arabs: they were people of Arab nationality and the assassins who thenclaimed. Osama bin Laden is the leader of one of the wealthiest Saudi families, and his personal physician, and number two, Ayman al-Zawahri, is a member of the middle-upper middle class of Cairo. What happened, however, was not the normal reaction to an event so momentous. Instead success that fear has been ridden like a runaway horse in a rodeo, and then tamed, trained, led. And they were notonly politicians in the broadest sense to do so. The intellinghentsjia and information had among its ranks men and women who have made vehicle often voluntary, vehicle through which they have been notified of the new pillars, the new armor construction of the collective Western era of fear : words. In this case, and with regret, I have to say that communication with the example of the creative...