The cover of the upcoming summer issue features a middle class white American woman holding several items that represent work and family life in a multi-armed Hindu deity’s pose. I get the juggling metaphor, and the sour look on her face informs that she’s not too pleased with her conflicting situation. What I’m conflicted and not pleased about is the frequency with which American media and pop culture icons are co-opting South Asian religion to suit their aesthetic fancy.[bitch]This cover reminds me of the Sotomayor cover that the National Review did (and that Abhi covered here). I’m conflicted in both these covers. On the one hand, neither cover excessively pokes fun at the religion but uses the iconography to express some deeper message they are trying to convey. I believe deeply that art should be given the freedom to express. But on the other hand, can we really call the Ms. Magazine cover ‘art’? It is the advertising front page of a magazine for commerce. And truthfully, I am discomforted by the fact that Ms. Magazine caters to a middle class liberal white women clientele. Question is, would I have felt different if they had depicted a brown woman in the same image, or if it had been a different magazine? Probably.
It’s completely inappropriate to utilize Hindu iconography in this context, mocks the religion, and diffuses the imagery of its “true” meaning. When a cultural or religious symbol is used for marketing purposes by cultural or religious outsiders that fail to convey respect for and understanding of the intricacies of that culture or religion, it is offensive.[bitch]
What we wind up with is more Orientalist perspectives circulating through movies, magazines and stores, more South Asians having to answer for an entire group of individuals about everything from food to yoga, and more ignoring national, gendered, class and sexual differences within the community…I also find it completely unacceptable for a feminist publication to blatantly marginalize women of color as a result of their appropriation of culture. It is a reminder of the divided nature of the feminist movement, and the continued tendency of white feminists to participate in the exoticization or “Othering” of women of color. [Feministing]What does your gut tell you when you see this image? Continue reading