Sinterklaas Brand & Product Study 2017

We are happy to announce the publication of our Sinterklaas Brand & Product Study 2017!

The second edition of this report continues to trace the evolutions of the debates around the character of Zwarte Piet as part of the Dutch festival Sinterklaas, by monitoring the protests taking place against the character, as well as its usage by brands and stores to promote certain products. Picking up from last year’s study, the 2017 report compares its findings with that of the previous report in order to demonstrate if and where adjustments have been made in the characterisation and promotion of the Zwarte Piet figure. The results are based on data  and observations collected by the ERIF team, between October and December of the 2016 Sinterklaas season in the Netherlands.

Download and read the full report here.

Performative intervention A Sint You Want by G. Holwerda and Thomas Kortvelyessy at the Returning the Gaze II: Stories of Resistance conference 2016. Photo credits go to Studio Othieno.

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