Racial representation in the Albert Heijn

By: Renee de Keijzer

Resit - 28/01/2021

Why is this of importance to me?

Research question: Are Albert Heijn customers and employees able to relate and feel included ?

When I chose this topic it was because this was one of the places I was able to continuesly visit and be able to observe. The reason that I have shifted my research is because I realised during my previous project that I am not very aware of the discrimination in media and I wanted to investigate how this was handled in the Albert Heijn.

I myself work in a store with a lot of different cultures so I thought it would be interesting to include my colleagues in this process because I am a caucasion young female and I learned from the theory part that I am priviliged and not aware enough to talk about different cultures being portrayed in commercials or advertisements. Which my collegues could inform me a lot better about because they are experencing it instead of only looking at it or researching it.

With this new research I therefore have included experiences and thought of my colleagues regarding representation of cultures in the media. This gave me clearer insight of the situation and also allowed me to view it from another point of view which was very helpfull.