Initially, the trailer starts with a parallel music which provides the audience a harmonious setting of the citizens carrying on with their daily routine jobs. Significantly, the voice over of the black male protagonist is effective in highlighting that the narrative of the film is going to focus on his brutal journey. He is represented as a wealthy man, by his smart clothing which is similar to his white middle class friends. However, as the trailer progresses, the music drastically changes which establishes the turning point of the protagonist life, thus highlighting the disequilibrium (Todorov Narrative Theory). Significantly, the variety of the montage of the male protagonists being chained in a isolated room, undoubtedly makes the audience sympathise with the character. This is because, he is unaware of the fact that he has been taken away and the dim lighting further makes the audience pity him. Thus, the audience would acknowledge that the black people are made a slave to the upper class and therefore they are all treated in a inhuman way.
In relation to Alvardo's racial representations, the protagonist is portrayed to be pitied by the audience, based on the way he is treated by the middle class white men. An example of this is through the medium shot of the white male slapping the protagonist, thus encouraging the audience to feel contempt for the upper class. As a result, the audience would pity the protagonist as he is has to obey the rules he has given. Moreover, there is clear class division between the white (upper class) and black (working class) ethnic groups. This is establishes when the chief states that they are "his property", thus conveying that the black people are submissive to the white, inferior group.
DJango Unchained
The trailer begins with a group of black men being chained up together in a line to a horse, which immediately makes the audience sympathise towards them. The fact that they are controlled by white men, establishes the class division between the white and black ethnic group during this time period. Thus, this links to Alvardo's racial representation as the black people are represented as being inferior to other ethnic groups based on their race. Undoubtedly, this would make the audience pity the black males as they are treated in a cruel manner by their freedom being taken away. Moreover, the film fits in the genre western through the iconography of the characters being dresses as cowboys, using guns, and the setting. As the trailer progresses, the parallel music creates a light-hearted atmosphere for the audience, when the protagonist and his white friend work together. As a result, in terms of Alvardo's typification the protagonist is represented as being humorous but also dangerous. This is because, towards the end of the trailer he speaks in a artistic way towards the white character and the fact that he shoots some people, portrays him as being a threat. One the other hand, Alvardo's racial representation is highlighted again through the black female character. For instance, she is represented as being exotic by her tight-fitted revealing clothing whilst she lays on the sofa. It could be suggested that she also fits into Mulvey's male gaze theory, as she is portrayed to be sexually appealing in order to be gazed at by the male audience.
By comparing both of the trailers, it can be argued that the black male protagonist are represented differently. For instance, in '12 Years A Slave' the male character is portrayed in being helpless and inferior to the white middle class men, based on the way he is been treated in a inhumane way. As a result, the audience would undoubtedly feel sympathy for black ethnic groups as they are now part of the slave trade. Whereas, in DJango Unchained the protagonist is not held as a captured throughout the trailer as he works alongside with his friend. Notably, there are elements of humour included in the narrative and therefore the audience would not entirely pity the character. However, at beginning of the trailer of the black ethnic group are tied together by chains, which links to the time period of the slave trade. Significantly, this is shown in both of the trailer which highlights the class division between both social groups.
Examples (Referring to Alvardo's four racial types of representations for members of the black community & Fanon 'Black Skin, White Mask' theory)
Broadcast - Perfume Advert (Exotic)
This perfume advert focuses on the British supermodel Naomi Campbell who is dominantly represented to look seductive and glamorous. It can be argued that advert is a good example to link with Alvardo's portrayal of ethnic minorities being shown as exotic. This is because, Campbell's short dress with a deep neck represents the model as a object which men may desire to have. Similarly, the use of direct contact is effective in luring the audience in and therefore making them watch the advert throughout. This would also fit into Mulvey's male gaze theory, as even though she is represented in looking glamorous she is also stereotypically portrayed as a sexual object. As a result, Campbell is presented to be gazed at by the heterosexual male audience, thus resulting to a sexual objectification through a illusionistic narrative.
Print News Article: (Dangerous)
The Daily Express newspaper front cover focuses on the 2011 London riots. The headline 'Flaming Morons' followed by 'Thugs and Thieves Terrorise Britain's Streets' sends a clear message to the readers that most citizens during the time was blaming the young youth for this chaos. Significantly, the newspaper represents the mixed race delinquent as being a criminal and a threat to society by the drastic headline and the dramatic background scenery. Thus relating to Alvardo's racial representation of black's being dangerous and associated with crimes.
Film - Rush Hour 3 (Humorous)
Film Trailer- Precious (Pity)
This movie focuses on the journey of a 16 year old teenage girl named Precious, who lives with her abusive and unemployed mother. The protagonist wants to accomplish her dream to become a singer and hopes to lead a new life with her son. Undoubtedly, the audience would pity the protagonist by watching her mother constantly putting her down and beating her up. The fact that the female character is pregnant as well, makes the audience sympathise with the protagonist further as she has her own mother is not supporting her. Notably, Precious is gains support by talking to her social worker Mrs Weiss (Mariah Carey) which links to Alvardo's concept of black characters being looked after by the white power.
Print (Black Skin White Mask)
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This magazine cover of Michael Jackson highlights Fanon's theory of a 'Black Skin, White Mask' as he singer became obsessed with plastic surgery, which caused him to change his entire appearance. According to Fanon, the universal criteria for beauty tends to be white in many countries and therefore many black people would change their appearance to fit this white ideology. Michael Jackson drastically changed his body features and skin colour, which made him look nothing like a black male. As a result, he created a 'white mask' to fit in with mainstream ideologies.
Examples which challenge these representations:
1. BBC News Article - Young Black men fight to get work in bath
This BBC article focuses on two young black youths, Chinu and Freddie trying to find jobs after they left college. The video they produced highlights their struggle to find a job and significantly, 56% of black men under 24 are still without a job. This is a example of a countertype for black youths which goes against Alvarado's racial representation of black people being dangerous. This is because, the positive representation conveys that not all black youths are dangerous, instead some are determined to become successful and have a stable job.
2. Film - Battleship (starring Rihanna)
This clip is from the science fiction film 'Battleship' which focuses on Rihanna (Cora Raikes) and John Paul Fires, launching on the alien ship. It can be suggested that this masculine representation of Rihannna's character, challenges Alvardo's racial representation of black women being portrayed as being exotic. This is because, she is not stereotypically portrayed as being feminine or a sexual object to be gazed at by the male audience. Notably, her clothing is significant in reinforcing the idea that the female character is alternatively represented, which would be effective on the female audience in highlighting that women are capable of taking on male traits.
3. BBC One show: Miranda
This clip is from the BBC One comedy programme Miranda, which focuses on the character trying to cancel her gym membership. This example of a comedic scene could challenge Alvardo's racial representation of black males being represented in a humorous way, which takes away the threat from white individuals. This is because, Miranda Hart is a white female comedians which highlights that it is not only black males who are predominately comedians or portrayed in a humorous way.
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