I find it hard to believe that so many of us still refuse to accept that mass media, and movies in particular are the main pedagogical agents of culture. The “magic” of Hollywood continues to approach representation in a motivated way. Racial, gender, and SES stereotypes are constantly reenforced as a result of “effective marketing.” Some Hollywood choices manifest into “funny black people” or the “gay fashionista.” The type of representation that provides either whites or heterosexuals with “humor,” the type of dehumanization that encourages the tokenism and entertainment quality of queerness or blackness.
Through technological advances, and the Hollywood strive towards the ultimate spectacle, movies in the Sci-Fi world want to remove us from our social condition, and have us arrive in the “distant world,” where our social condition is no longer relevant. Ironically enough, this distant world is very close to home.
In Lisa Nakamura’s Digitizing Race, she reports this observation: "However, as the popular Matrix sequels and other millennial science fiction films demonstrate, the massification of the Internet has not damaged the market for traditionally racialized representations of people of color as primitive and sexual if black, and machinic and inherently technological if Asian. White people are still depicted as the users that matter in these narratives that are so influential among popular audiences, especially young audiences" (208).
No where can this claim play out more accurately then in the poorly executed, white messiah glorifier, imperial celebrating, nature romantizizer 2010 Sci-Fi thriller -- Avatar. This dirty little film might have cool special effects, but the representation remains very problematic.
To start: The undertones of colonization are disturbing. It is no accident that the plot is the “civilized” person’s interest in the “barbarians’” resources. This organic capital that they posses is the new diamonds the British where so interested in in Africa. Although the Na’ve people were at times portrayed in a good light, they were still portrayed as being noble in terms of nature, not humanity, they are there for the gaze of neo-thoreauians objectifying them as exotic artifacts.
Jake is one of the most problematic characters in this Sci-Fi-Imperial thriller. After he decides to be a covert agent and trick the Na’vi into letting him into their society, he decides that he likes them and does not want anything to do with the corporate fascists that had first encouraged him. David Brooks starts of his stellar Op-ed on Avatar by saying that “every age produces its own sort of fables, and our age seems to have produced The White Messiah fable.” He then continues in his fabulous David Brooks way to highlight how after Jake redeems himself, his messiah status is celebrated: “The white guy notices that the peace-loving natives are much cooler than the greedy corporate tools and the bloodthirsty U.S. military types he came over with. He goes to live with the natives, and, in short order, he’s the most awesome member of their tribe. He has sex with their hottest babe. He learns to jump through the jungle and ride horses. It turns out that he’s even got more guts and athletic prowess than they do. He flies the big red bird that no one in generations has been able to master”
Another popular critique to attack this horrid film was Federick Meade. He brilliantly encapsulates the destructive nature of these films, and calls for a radical defining of a movement to oppose this type of film making. “If such a phenomenon fails to emerge, those transmissions designed to maintain and reinforce existing inequitable social arrangements and attending precepts will continue to flourish. Such is the net effect of the movie industries’ latest instrument--Avatar.”
"...he's the most awesome member of their tribe." I noticed that about Jake right off the bat the very first time I watched this movie. I actually did enjoy this movie and I do have it on my shelf at home, but the notion that white people (displayed as the human race in this film) are the superiors in every way needs to be challenged. In this film a human tricks his way into the Na'vi world and can suddenly do things better than the native tribe members can, the same way that in the real world white people (who claim to be allies) think they can go into different racial groups and be a better advocate and tell them how to change themselves to avoid discrimination from white people. And this happens in all social constructs (race, gender, sexual orientation, class, etc). Maybe these people need to learn how to be allies instead of using their already established superiority to take over and further the oppression!
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