representation to its margins, and even to its center. Second, while lauding this development, Hall said that despite seeing more difference, which is a gain for ethnic groups struggling to be represented, constantly see ourselves represented in frames we don't want. In analyzing images of African-Americans, every attempt was made to maintain a sense of contradiction within what Stuart Hall calls the of representation.' Articulated one way, the increasing number of African-Americans shown in advertising and other media is a political victory in the struggle for ethnic representation. An advertisement for an AfricanAmerican hair care product, for example, portrays a successful two-parent family (Fig. 1). The semi-formal, business dress of the mother, the furniture, the large, framed art image on the wall, the basket of fruit, the stylized, no-curtain window blinds, and the father's golden neck chains all indicate a strong, affluent home and work life. This is the kind of positive portrayal of African-Americans that the media are beginning to present, and as such represents a gain in the politics of representation. But the copy, Being Number One Is Up to You, is an appeal to individualism as the root of success and therefore contradicts the
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