Barbie, Disney, Shanghai and the “impartial” BBC

This morning I saw a report by Chris Hogg on the BBC news website titled Chinese kids sold ‘Barbie dream‘”.

The article talks about how Mattel are  opening a new flagship store in Shanghai, hoping to encourge a whole new country to embrace the Barbie brand.  They see China being their largest market in the future.  Also, even though their are “Asian looking” Barbie on sale in this 6 floor store, it is the “blond, stick-thin, traditional model” that is being sold the most.

Of course here I could wax lyrical about the impact of representation in the media and the blue eyed, blond hair aesthetic as the indoctrinated face of beauty that has been imposed on the rest of the world by the culturally imperialist Western world.  (I do believe that but have to get a train soon so no time to really get into it now! ) It is a well trodden debate though that you can find elsewhere.  See this video for just a snippet, based on infamous experiments in the States in the 1950′s.

 

The BBC article then goes on to talk about how Disney have just launched the world’s first ever branded Disney School in Shanghai.  The school will teach Chinese Chinese children how to speak English using “the very latest audio and video technology and of course enlist the help of Mickey Mouse, Donald Duck and all the famous characters children elsewhere in the world know so well. ”

If the Barbie store is about cultural infiltration by capitalist means, then the Disney School is about the indoctrination of culture on another culture by means of not only consumer choicem but by  the imposition of an educational strategy on the youngest generation of Chinse children.  Disney will no longer be a manufacture of popular culture products, but a trusted provider and source of knowledge, information and wisdom.  A clear strategy to secure the world’s most populous country as your future customers.  (Read Naomi Klein’s ‘No Logo’ to read about the practice of multi-national corporations and their motive for ‘branding’.) 

In this blog I’m being admittedly subjective and opinionated, as that it largly the function of a blog.  Anyone expected to find impartial journalistic reporting on a blog are fooling themselves.  You would expect to find impartial journalism on the BBC though, wouldn’t you?

At time of writing this, the BBC article states in its closing paragraphs that “there is nothing sinister about it of course. The company has a long history of providing educational materials for classrooms around the world and it has put a lot of effort and research into ensuring the programme works.  But just as with Barbie, their Shanghai enterprise takes what they have done before a step further, in their case by opening and running their own schools.”

So there you have it.  The BBC’s expert critical assessment on the motives of Disney, Mattel and other multi-national that are eyeing the Chinse market.  Not even any mention that most of thse products would have been made in China in the first place and then sold back to them for astronomical prices.

And this just scratches the surface of what all of this is about.

I have a train to catch.  Ironically I’m attending an BBC ”knowledge exchange” research event in London. 

Perfect!

Media Literacy and the Power of Institutions

10 days ago I went to the Houses of Parliament with my comrades Emma Agusita and Cathy Poole, for a seminar discussing Media Literacy, hosted Danny Alexander MP and the Associate Parliamentary Media Literacy Group. After introductions by Danny, Ian Hargreaves (Dir of Ofcom & Researcher at Cardiff Uni), and Peter Packer (Strategy Adviser to UK Film Council and UK Media Literacy Task Force), there followed presentations from young people involved in news production media projects with the BBC (School Report) and Channel 4 (Breaking the News).

The Houses of Parliament, yesterday.

Both projects and presentations were impressive, and demonstrated to the audience the great things that can happen when professional practitioners work with young people, and visa versa.

BBC’s ‘School Report’ involved 11-14 year olds from 120 schools to produce video reports about stories from their local areas and issues that effect their worldviews. This project was linked with Hackney’s City Learning Centre and Vivi Lachs, (who I first came across in 2002 at a FutureLab conference at the Watershed in Bristol named ‘Contagious Creativity’. I was immediately inspired by her back then and was pleased to see her still on the front line of media literacy education). The children talked about the video reports they produced, which ranged from Muslim children discussing their responses to feeling ‘British’, a report on the ‘true picture of Hackney’ (in response to a C4 programme naming the area the worst place to live), and the abolition of the Transatlantic Slave Trade. They also interviewed Tony Blair and had 2 days support time with BBC journalists. Helen Shreeve from BBC said their aim was for this experience to be had by EVERY 11-14 year old at least once in every school across the country.

Channel 4′s ‘Breaking the News’, as described by it’s co-ordinator Adam Gee, involved 14-16 year olds from schools and community organisations to attend C4 news briefings to get a true behind-the-scenes insight, and they came up with alternative ways of producing news stories. They also set up parallel news rooms in various schools and set up an online editor which allowed the young people to edit stories in their own way. One of the big impacts of this project was the way it made the C4 producers such as Martin Fewell, (deputy editor of Channel 4 News) think differently about their audiences, and take them out of the comfort zone of always reporting certain stories in a certain way. (Time will tell as to how this will change on screen.)

In the Q&A session with the young people, the most common responses to the question, “what impact have these projects had on you?” were;

1) Self-confidence
2) Wanting to be a journalist
3) Ability to have own voice heard

Both BBC and C4 are rolling out their projects to be taken up by schools and other groups across the country, or actually anywhere in the world as the resources are web based.

There is no doubt that these were fantastic projects, though watching the presentations I had a strange sense of de ja vu, as they (especially BBC’s School Report) was identical to our (Firstborn Creatives’) 2003 – present project Channel Zer0. (Or to see the website for Channel Zer0 in text only version rather than Flash, click here) What I saw in these presentations in Parliament was Channel Zer0 again, though on a much grander and gigantic scale. Please know that with these comments I’m not being a jealous playa hata as I’m applauding them on their achievements. It was slightly strange for me though as I saw before me how an institution such as the BBC could (seemingly) effortlessly mobilise in 4 months a project that we have been trying to really galvanise over 4 years. Same with the Channel 4 project which was also quite similar.

And here in lies the opportunity for a more sustainable future for both BBC’s and Channel 4′s projects, that I fear hasn’t really been grasped as yet.

Both are relying on teachers, youth workers, etc, to visit & download their online resources and replicate the projects year after year. The BBC talked about this years schools becoming mentors for the news schools. Whilst knowing the BBC I’m sure they could make this happen, but really teachers are far too busy and already swamped by initiatives for a huge number of them to take it upon themselves to deliver an online media literacy project.

Here BBC & C4 are missing the opportunity to commission community media companies across the country to take these initiatives forward in the subsequent years after this initial pilot. Helen Shreeve quite rightly said they wouldn’t be able to give the same access tob BBC journalists, etc as they did this year, but contracting smaller media companies to take this work forward would allow access to media expertise. Here it might sound like I’m touting for work for Firstborn Creatives, which I very well might be, but much bigger than that is the unique opportunity for the big institutions such as BBC & C4 work strategically with the smaller community media companies to deliver an annual project that would have national impact, and a model globally on what is achievable in the name of media literacy.

To be fair both Adam and Helen did suggest they could link with community video outfits, but the emphasis and resources definitely were steering in the direction of their online resources. For starters, they are A LOT cheaper than getting funding to commission a load of community media organisations. Finance is obviously a huge issue here. But so is the opportunity. I’ll work my hardest to at least getting it discussed at a deeper, logistical level.

Watch this space.