Over at Americas Quarterly, Lina Salazar writes about the Sony Pictures revenge flick, Colombiana, starring Zoe Saldana, and how the perpetuating of a stereotype about a place as a failed state has real costs for people living there. Excerpt:
Rebranding lesson: piggy back a counter campaign on Hollywood's dime; re-purposing the same material aimed to make a profit at your expense.Colombiana’s title is a brazen attempt by Hollywood producers to capitalize on the decades-old reputation of a country that has made tremendous progress in recent years. It is a purely commercial strategy grounded in fantasy, not reality. And what producers don’t realize is that perpetuating the myth that Colombia is a violence-ridden failed state can have real costs for people living there, and that negative perceptions can have serious negative real world consequences, such as an impact on tourism.This is good reason to support organizations such as Por Colombia—a group of volunteer students and friends of Colombia in the U.S. and Canada—and initiatives like Colombia, the Other Side of the Coin—a pacifist campaign lead by Carlos Plaza, a Colombian community leader in New York. The latter is leading efforts to distribute materials on premiere night in theaters throughout New York City that shed a more positive (and realistic) light on Colombia.When they first saw the trailer early this summer, Por Colombia launched #ColombiaisBeautiful—a grassroots social media campaign on Facebook and Twitter designed to counteract overly negative depictions of Colombia in pop culture. The campaign’s banner is a digitally altered poster of the movie: instead of a gun, the “Colombiana” on the film’s poster holds a bunch of flowers, and the tagline "Vengeance is Beautiful" is replaced by "Colombia is Beautiful." This simple campaign has attracted thousands of followers and received coverage from national and international media outlets, including Univision and Huffington Post.Bogotá-born Carlos Macías, the president of Por Colombia, argues that Sony Pictures is making a profit at Colombia’s expense. Colombians are not against talking about the conflict, says Macías. “If you’re going to talk about the Colombian armed conflict, go ahead, we’re the first to start the conversation," he points out. We don’t deny that violence remains a problem, but we demand balance. We want to provide people with actual facts, while at the same time remembering to include the country’s positive side—which is all too often left out.















