"Asian Vs Caucasian Models In Singapore"

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An inquiry in the fashion industry's use of Asian and Caucasian models in advertisements and fashion shoots in Singapore. Studying the factors that result in the frequent use of Caucasian models in fashion shoots and the frequent delineation of Asian models in advertisements

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Colonialism
Sunday, January 16, 2011



Singapore was a colonial country and was under British law from 1819 to 1959   Before the colonial of British the people who left their mark on this ancient history were Chinese, Malays, Indians and others, who were essentially of the same ethnic stock as the people who constitute the racial mix in Singapore nation today.  The settlers of Singapore come from many different countries of the world and each and every one of them still practices their own culture despite settling in a new place. Singapore contains an epitome of the population of the whole Archipelago, and indeed of continental India also. Chinese Malays, Bugis, Javanese, Balinese, natives of Bengal and Madras, Parsees, Arab and Caffrees, are to be found within the circuit of a few miles, each people forming a separate community, and retaining its customs as completely as if it had never been transplanted.  Thus, before the British settles in, Singapore is a place with no identity.

In 1819, Sir Stamford Raffles, the founder of Singapore, set up a trading post for the British East India Company when he arrives in Singapore. It was then the start of colonialism and Western modernity. The British began ruling and molding Singapore using their British system, westernized and gave Singapore an identity. The establishment of Singapore as an entreport with free-port status; the building of a modern city and other infrastructures; the creation of governmental institutions, civil and legal services; the provision of education and medical services and so on were without doubt British achievements that have contributed to the establishment of a ‘modern’ Singapore. Not only is the history of Singapore inseparable from a colonial moment but its identity and cultural location are a direct result of broader discourses of imperialism and Western modernity. Thus, it is not surprising that Singapore’s culture, values and lifestyle is somehow an influence from the Western civilization.

English language was first introduced to Singapore when it was founded by the British in 1819. The schools were built by the Europeans and majority of the teachers were Caucasians. Children who went to school were all educated in English. Majority of the television programs, magazines, newspapers, books and even radio broadcast were all in English. Likewise, the six main factors that contributed to the spread of English during this time period: (1) the increase of government administration; (2) the development of infrastructure and communication; (3) the expansion of commerce; (4) an increasing population of a local English-educated elite; (5) English-language films; and (6) increased access to education. The strong demand for English that arose reinforced the English’s prestige position: During this early period in Singapore’s history, it became very apparent that one would have to learn English in order to negotiate with the higher powers of society – namely, the government and judiciary system, as well as commercial forces. As the publications were all in-charged by the Europeans, needless to say, the models featured in fashion magazines were undoubtedly Caucasians. Hence, since then the society are so used to seeing Caucasian models being featured in magazines that their eyes were trained to relate Caucasians with photo shoots for magazines. Therefore, till now, even Singapore has its own publication; Caucasian models are still widely seen in magazines.

Though Singapore is a westernized country, Singaporeans nonetheless possess Asian values. After Singapore gain independence during the 1980s, Singapore government foresees the upshot of the country’s future under the influences of the Western values – “individualism, hedonism and generally self-centered ‘anti-social’ habits”, would affect the growth of the society. Singaporeans will suffer if they become mere copies of Westerners because they will lose the edge that allows Singapore to be competitive in the international economy. The former Prime Minister of Singapore, Lee Kuan Yew noted: “If they are to develop, people in new countries cannot afford to imitate the fads and fetishes of the contemporary West. The strange behaviour of demonstration and violence-prone young men and women in wealthy America, seen on TV and newspapers, are not relevant to the social and economic circumstances of new underdeveloped countries”. In order to “Asianize” Singapore and embrace Singaporeans with Asian values, the Singapore government adopted a number of policies in an attempt to safeguard Singaporeans from the perceived influences of these so-called decadent Western values. Singaporean political leaders along with others in the Asian region began advocating the importance of the role of ‘Asian values’ in the economic, social and political development of their country. The ultimate aim is to create a culture that is not Western, is modern, and is Asian.


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