Choose any popular culture media representations of Sikhs in the US or elsewhere. This can be a representation like films, television/serials, performances, a music video, visual art, or
advertisement or advertising campaign. First, assess the audiences of reception. Who is this
media representation meant for and why? (Examples: people within the Sikh community and if
so, who; the larger American public, other national governments like India, a mainstream
White gaze)? Second, assess the producers of the media. Can you find out anything about who
created the media representation and why?
Attempt a critical analysis of the media representation. Analyze visuals, discourse (words),
content and messaging using an intersectional analysis of secularism/religion, (neo)liberal
capitalism, nationalism, class, caste, race, gender, sexuality, etc.
What kinds of meanings are being conveyed by the media example you chose? How do you
understand this media representation in relation to Halls representation theory and Saids theory of Orientalism, as well as what you have been learning about Sikhs and Sikh communities in
class? How do you understand the relationship between media representation and on-the-ground
social practices and reality?
500 words minimum-post online with the popular culture example (links are fine)!
Please respond to all questions in order to receive full credit. Remember that the media memo is
20 percent of your grade, so please attempt your best effort on this assignment.
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