Социальная реклама и визуальная наружная информация как объект антропологического исследования (на материале некоторых стран Африки)

Гл. 2, раздел 3. С. 149–177.

Banshchikova A.

The article deals with city space, visual outdoor information, commercial advertisement, social advertisement in African countries, and the ways the latter reflects social disorders and conflicts. The main source is a compilation of photos of social advertisement on billboards, taken by the author and her colleagues during anthropological expeditions to Africa. Much attention is given to such problems as violence within family and against women, corruption, AIDS and Ebola pandemics, teenage pregnancy, "sugar daddies", etc. It is clear, that one and the same problem in different cultures is perceived differently and requires different attitudes toward people’s psychology; though social advertisement mirrors societal concern in African countries, quite often this reflection is based on Western point of view and from the perspective of Western moral and cultural values. In this regard the cases of fully local advertisement (sponsored neither by international humanitarian organizations nor by government) are of most interest: this is a private initiative of people wanting to draw attention of their fellow citizens on the most acute problems of social development and using means at their disposal such as billboards.

Keywords: социальная реклама, визуальная антропология, visual anthropology, social advertisement, urban anthropology, антропология Африки, anthropology of Africa, городская антропология

Publication based on the results of: African Historical Anthropology and Diverse Directions of Social Evolution (2018)

In book

Антропология Африки: новые объекты исследования

Bondarenko D. M., Грибанова В. В., Исмагилова Р. Н., Кавыкин О. И., Пакин А. В., Песков Д. А., Татаровская И. Г., Усачева В. В. М.: Институт Африки РАН, 2018.