Media advertising during the 'multicultural' London 2012 Olympics and London 2012 Paralympics focused on crossing demographic boundaries with British Citizens unified behind the Union Jack. There's multiculturalism and there's agenda driven multiculturalism, the latter is a visionary yet artificial representation of British society. Two examples include the middle class interracial Black White family in the Olympic opening ceremony and the Abbott Mead Vickers BBDO advertisement 'BT Bringing Us All Together,' this advert will be played throughout the London Paralympics until September 15th.
In the advertisement, a lower class Black family share a barbecue with their White middle class neighbours, they sit in unison Black-White-Black-White-Black in support of Great Britain. British Blacks are not always portrayed as inter racially dating Whites (Black families in Eastenders are a further example), however the same rule does not apply to East Asians, typically British Chinese are represented as multiculturally integrated (and inter racially dating) with Whites, Blacks and Indians, but segregated from their Chinese peers.
'BT Bringing Us All Together' advertisement attempts to normalise the segregation of the Chinese female from her Chinese community, segregation from her Chinese family, segregation from her natural partner - the Chinese male and segregation from her Chinese heritage (hence support for Great Britain not China), whilst calculatingly circumventing representations that run contrary to the interests of British Multiculturalism - three invisible examples in the British media are Chinese with a group of Chinese friends, Chinese male/Chinese female same race couples, ethnic Chinese families in the UK, not the Far East. This is media agenda driven multiculturalism through stealth, subliminal representations with designs to erase the traditional ethnic Chinese family. (BBCZeitgeist)