Looking at Shirley, the Ultimate Norm: Colour Balance, Image Technologies, and Cognitive Equity

Roth, L 2009, ‘Looking at Shirley, the Ultimate Norm: Colour Balance, Image Technologies, and Cognitive Equity’, Canadian Journal Of Communication, 34, 1, pp. 111-136, Communication & Mass Media Complete, EBSCOhost, viewed 31 May 2014.

http://ezproxy.deakin.edu.au/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=ufh&AN=37295652&site=eds-live&scope=site

Screen Shot 2014-06-01 at 1.17.10 PM

Abstract (English): Until recently, due to a light-skin bias embedded in colour film stock emulsions and digital camera design, the rendering of non-Caucasian skin tones was highly deficient and required the development of compensatory practices and technology improvements to redress its shortcomings. Using the emblematic “Shirley” norm reference card as a central metaphor reflecting the changing state of race relations/aesthetics, this essay analytically traces the colour adjustment processes in the industries of visual representation and identifies some prototypical changes in the field. The author contextualizes the history of these changes using three theoretical categories: the ‘technological unconscious’ (Vaccari, 1981), ‘dysconsciousness’ (King, 2001), and an original concept of ‘cognitive equity,’ which is proposed as an intelligent strategy for creating and promoting equity by inscribing a wider dynamic range of skin tones into image technologies, products, and emergent practices in the visual industries. [ABSTRACT FROM AUTHOR]

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s