Zumba och den Andre: En visuell studie av Zumbas marknadsföring från ett postkolonialt perspektiv
(2014) KOVK02 20142Division of Art History and Visual Studies
- Abstract
- It can be seen as if though Zumba has taken it upon themselves to mend the growing gap between humans of different ethnicities and cultural backgrounds in the world. Zumba and the Other investigates Zumba from a postcolonial perspective and questions the methods which Zumba use to reach their supposed ambition of uniting the world in one dance class.
Zumba and the Other asks the question of who Zumba really target in their marketing and inquires about their methods of doing so. Subsequently it addresses the question of how Zumba uses cultural appropriation in relation to their market group. It is contemplated that hybridization in liminality could be a means to reach world peace. The material mainly includes posters but also videos and... (More) - It can be seen as if though Zumba has taken it upon themselves to mend the growing gap between humans of different ethnicities and cultural backgrounds in the world. Zumba and the Other investigates Zumba from a postcolonial perspective and questions the methods which Zumba use to reach their supposed ambition of uniting the world in one dance class.
Zumba and the Other asks the question of who Zumba really target in their marketing and inquires about their methods of doing so. Subsequently it addresses the question of how Zumba uses cultural appropriation in relation to their market group. It is contemplated that hybridization in liminality could be a means to reach world peace. The material mainly includes posters but also videos and the dances, these are later seen through the filters of happiness, orientalism, stereotypization and fetishism.
The results reveal that Zumba indeed try to expand their market and in means of doing so they continuingly use a constructed picture of the Other. Due to Zumba's Latin-American origin they convey the correct content of some dances but mostly take on the representation of cultures in a way which recalls the concept of the white man's burden. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8932818
- author
- Svensson, Madelene LU
- supervisor
- organization
- course
- KOVK02 20142
- year
- 2014
- type
- M2 - Bachelor Degree
- subject
- keywords
- Zumba - Fitness - Semiotics - Cultural Appropriation - Orientalism - Hybrid - Happiness - Marketing - Postcolonialism
- language
- Swedish
- id
- 8932818
- date added to LUP
- 2024-02-20 15:53:15
- date last changed
- 2024-02-20 15:53:15
@misc{8932818,
abstract = {{It can be seen as if though Zumba has taken it upon themselves to mend the growing gap between humans of different ethnicities and cultural backgrounds in the world. Zumba and the Other investigates Zumba from a postcolonial perspective and questions the methods which Zumba use to reach their supposed ambition of uniting the world in one dance class.
Zumba and the Other asks the question of who Zumba really target in their marketing and inquires about their methods of doing so. Subsequently it addresses the question of how Zumba uses cultural appropriation in relation to their market group. It is contemplated that hybridization in liminality could be a means to reach world peace. The material mainly includes posters but also videos and the dances, these are later seen through the filters of happiness, orientalism, stereotypization and fetishism.
The results reveal that Zumba indeed try to expand their market and in means of doing so they continuingly use a constructed picture of the Other. Due to Zumba's Latin-American origin they convey the correct content of some dances but mostly take on the representation of cultures in a way which recalls the concept of the white man's burden.}},
author = {{Svensson, Madelene}},
language = {{swe}},
note = {{Student Paper}},
title = {{Zumba och den Andre: En visuell studie av Zumbas marknadsföring från ett postkolonialt perspektiv}},
year = {{2014}},
}