Essay -- 23/24 Thinking Ecologies
Ecologies of Computational Images:
Analyse the Connection Between Your Interpretation of Ecology and Photographic Images in the Context of Their Current Online Circulation and Ability to Be Networked
This essay critically examines the concept of ‘mistranslation’ in visual culture through the case study of Dior’s controversial 2021 advertising campaign in Shanghai, China. It explores how cultural misinterpretations, rooted in historical stereotypes and Western orientalism, fueled accusations of racism and ignited widespread backlash on Chinese social media.
Using visual semiotics, the essay dissects the imagery’s connotations—such as long nails, dark skin, and feline eyes—which unintentionally evoked historical prejudices against East Asians. The analysis extends to the legacy of orientalism and techno-orientalism, tracing the deep-seated fears and biases embedded in Western representations of Chinese identity.
Furthermore, it reflects on the economic implications of such cultural missteps in a market where China holds significant power as a luxury consumer base. Ultimately, the essay highlights the need for greater cultural sensitivity in global marketing practices and offers insights into how misrepresentations in visual culture can reinforce harmful stereotypes.