Sony - "White is Coming"
The launch of Sony’s White PSP console was mired in controversy as Dutch billboards for its ‘white is coming’ campaign was recognised as invoking racist ideology.
Does Sony’s ‘white is coming’ ad deliberately promote the idea of white supremacy and African inferiority?Click here to speak out and share your perspective on this article.
The ‘white’ campaign has drawn wide criticism from across the media and gaming industry for its overt racist connotations.
It is nothing but ignorant to claim that the marketing company behind this advert had no idea about the offensiveness of an aggressive media campaign asserting violent white supremacy. The static image chosen for the billboard was one strategically chosen to cause maximum provocation at the expense of African people. Many claim that this image is one of a series, however if the intent was not to portray ‘white’ as the victorious, superior oppressor over ‘black’ then one of the more equitable poses portraying the struggle would and should have been used.
The reality of the situation is that Sony were deliberately taking advantage of the socio-political inequality afflicting African people in Holland, which could hinder them from successfully challenging a billboard which is designed to fuel anti-African ideology.
Is this an act of exploitative commercial racism?