{"id":42822,"date":"2015-09-21T02:28:11","date_gmt":"2015-09-21T02:28:11","guid":{"rendered":"http:\/\/www.mixedracestudies.org\/?p=42822"},"modified":"2015-09-21T02:28:11","modified_gmt":"2015-09-21T02:28:11","slug":"looking-at-shirley-the-ultimate-norm-colour-balance-image-technologies-and-cognitive-equity","status":"publish","type":"post","link":"https:\/\/mixedracestudies.org\/wp\/?p=42822","title":{"rendered":"Looking at Shirley, the Ultimate Norm: Colour Balance, Image Technologies, and Cognitive Equity"},"content":{"rendered":"

Looking at Shirley, the Ultimate Norm: Colour Balance, Image Technologies, and Cognitive Equity<\/a><\/strong><\/em><\/p>\n

Canadian Journal of Communication<\/a>
\nVolume 34, Number 1<\/a> (2009)
\npages 111-136<\/p>\n

Lorna Roth<\/a><\/strong>, Professor of Communication Studies
\nConcordia University, Montreal, Quebec, Canada<\/em><\/p>\n

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 \u201cShirley\u201d norm reference card<\/a> 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 \u2018technological unconscious\u2019 (Vaccari, 1981), \u2018dysconsciousness\u2019 (King, 2001), and an original concept of \u2018cognitive equity,\u2019 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.<\/p>\n

Jusqu\u2019\u00e0 r\u00e9cemment, en raison d\u2019un pr\u00e9jug\u00e9 favorisant la peau claire dans les films couleurs et dans la conception des cam\u00e9ras num\u00e9riques, la reproduction des couleurs de peaux non-caucasiennes a \u00e9t\u00e9 tr\u00e8s d\u00e9ficiente, exigeant le d\u00e9veloppement de diverses techniques de compensation et d\u2019am\u00e9lioration. Utilisant la carte de r\u00e9f\u00e9rence normative \u00ab Shirley \u00bb comme m\u00e9taphore pour refl\u00e9ter l’\u00e9volution des rapports entre les races et leurs pratiques esth\u00e9tiques, cet essai analyse les processus d\u2019ajustement de la couleur dans les industries de la repr\u00e9sentation visuelle et identifie certains prototypes de changements dans le domaine. L\u2019auteur situe ces changements historiquement en se rapportant \u00e0 trois concepts th\u00e9oriques : \u00ab l\u2019inconscient technologique \u00bb (Vaccari, 1981), la \u00ab dysconscience \u00bb (\u00ab dysconsciousness \u00bb \u2013 King, 2001), et un concept original, \u00ab l\u2019\u00e9quit\u00e9 cognitive \u00bb, propos\u00e9 comme strat\u00e9gie intelligente pour cr\u00e9er et promouvoir l’\u00e9quit\u00e9 en inscrivant un plus grand \u00e9ventail de couleurs de peau dans les technologies et produits de l’image et dans les pratiques \u00e9mergeantes des industries visuelles.<\/p>\n

Read the entire article here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Looking at Shirley, the Ultimate Norm: Colour Balance, Image Technologies, and Cognitive Equity Canadian Journal of Communication Volume 34, Number 1 (2009) pages 111-136 Lorna Roth, Professor of Communication Studies Concordia University, Montreal, Quebec, Canada Until recently, due to a light-skin bias embedded in colour film stock emulsions and digital camera design, the rendering of […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,24,8413,8,20],"tags":[21146,2672,147,21147],"class_list":["post-42822","post","type-post","status-publish","format-standard","hentry","category-articles","category-arts","category-communications","category-media-archive","category-usa","tag-canadian-journal-of-communication","tag-lorna-roth","tag-photography","tag-shirley-card"],"_links":{"self":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/42822","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=42822"}],"version-history":[{"count":1,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/42822\/revisions"}],"predecessor-version":[{"id":42823,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/42822\/revisions\/42823"}],"wp:attachment":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=42822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=42822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=42822"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}