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I used this deck to offer my dissertation committee a brief overview of my argument. I also included some of the comment I received from my participants in response to an earlier draft. In short, this project examines race inequality inside the United States advertising industry. Based on qualitative fieldwork conducted at three large agencies in New York City during the summer of 2010 (including ethnographic observations, affinity-based focus groups, in-depth interviews, and open-ended surveys), I argue that the industry’s good faith effort to diversify through internship-based affirmative action programs is overwhelmed by the more widespread material practices of closed network hiring—a system that advantages affluent Whites through referral hires, subjective notions of “chemistry” or “fit,” and outright nepotism through “must-hires.” Furthermore, the discriminatory nature of White affirmative action is hidden from view, masked by ideologies of color-blind meritocracy deployed by management and interns alike. I conclude that this disconnect between practice and ideology helps normalize and reproduce historic inequalities in the workplace by rebranding diversity as an aspect of individuality rather than a social problem best addressed at the group level. At the end of this deck, I offer seven recommendations for diversifying the advertising industry. The first four are recruitment-oriented policy proposals best implemented by agency upper management; the last three are more day-to-day administrative strategies designed to increase retention by fostering a more hospitable environment for employees of color. Video available here: https://vimeo.com/44500667
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COLORBLIND RACISM INSIDE THE U.S. ADVERTISING INDUSTRY
REBRANDING
CHRISTOPHER BOULTON
DIVERSITY
THE CIRCUITOF CULTURE
PRODUCTION
THE CIRCUITOF CULTURE
LABORINDUSTRY
PRODUCTION POLITICAL ECONOMY
DETERMINATION
PRODUCTION
THE CIRCUITOF CULTURE
LABORINDUSTRY
TEXTS
PRODUCTION
REPRESENTATION
CONTENT ANALYSISTEXTUAL ANALYSIS
POLITICAL ECONOMYDETERMINATION
READINGSPRODUCTION
THE CIRCUITOF CULTURE
LABOR COMMUNITIESINDUSTRY AUDIENCES
TEXTS
READINGSPRODUCTION
REPRESENTATION
CONTENT ANALYSISTEXTUAL ANALYSIS
POLITICAL ECONOMYDETERMINATION
CULTURAL STUDIESINTERPRETATION
READINGS
LIVED CULTURES
PRODUCTION
THE CIRCUITOF CULTURE
LABOR COMMUNITIES
SOCIOLOGYANTHROPOLOGY
INDUSTRY AUDIENCES
TEXTS
READINGSPRODUCTION
REPRESENTATION
CONTENT ANALYSISTEXTUAL ANALYSIS
SOCIAL RELATIONS
POLITICAL ECONOMYDETERMINATION
CULTURAL STUDIESINTERPRETATION
LIVED CULTURES
PRODUCTION
THE CIRCUITOF CULTURE
LABOR
SOCIOLOGYANTHROPOLOGY
INDUSTRYPRODUCTION
SOCIAL RELATIONS
POLITICAL ECONOMYDETERMINATION
0
5
1 0
1 5
A s i a n s L a t i n o s B l a c k s
Advertising Population
70% 55% 38%
LITERATURE
RACE IN ADVERTISING
AGENCY ETHNOGRAPHIES
LITERATURE
SOCIOLOGY: RACE & LABOR
LITERATURE
POWER: MATERIAL PRESSURES AND PRACTICES
SUBJECTIVITY: IDEOLOGICAL STORIES AND SCREENS
THEORETICAL FRAMEWORK
RESEARCH QUESTION
WHAT IS THE ROLE OF IDEOLOGYIN THE MATERIAL REPRODUCTION OF WHITE LABOR
INSIDE U.S. ADVERTISING AGENCIES?
INTERNS: THE DIVERSITY PIPELINE
INTERNS: THE DIVERSITY PIPELINE
FIELDWORK IN NYC, SUMMER 2010
58 INTERNS @ 19 AGENCIES:
Mixed4
Asian7
Latino11
Black12White
24
BY RACE:
Mixed3
Asian5
Latino7
Black9
White9
Mixed4
Asian5
Latino6
Black8White
14Mixed
2Asian
1
Latino3
Black7
White5
RACE CLASS GENDER
21 FOCUS GROUPS
Mixed3
Asian1
Latino4
Black3
White14 Mixed
1
Latino3
Black1
White10 Mixed
3
Asian2
Latino2
Black2
White12
RACE CLASS GENDER
149 SURVEYS
OTHERBill, AAE
Darius, AAE Dominique, AAEJames, CCO
Joe, StrategistRachel, AE
HR/DIVERSITYBarbara • BeCy Donna • Dorothy Elizabeth • Heather
Karey • Linda Margaret • Maria Mary • Nancy Patricia • Susan
WHITEBrenda • Carl • Carmen • Carol • Daniel
David • Gregory • Helen • Isabel • JenniferJohn • Julia • Kim • Michael • Rachael
Richard • Sharon • Thomas(must-‐hires are underlined)
ASIANKhloë • LinMichele
BLACKAmelia • April • Darshelle Felicia • Jessica • Juanita Kelly • Kioni • Lamar
Latoya • Millicent • Shirley
LATINO/AAlicia • CeciliaGeorgia • LeSLucero • Luis
Monica • Zooey
MIXEDAlyssa • Cindy • Kevin
Rynn • Sadie
PSEUDONYMS (FOR 65 QUOTED PARTICIPANTS)
OTHERBill, AAE
Darius, AAE Dominique, AAE
Senior Black Manager
HR/DIVERSITYDorothyElizabeth
WHITEDavid • Gregory • Rachael • Richard • Sharon
White Female • White Male Must-‐hire(must-‐hires are underlined)
ASIANKhloë • MAIP Male #1
MAIP Male #2
BLACKAmelia • Juanita • Kioni
LATINO/AGeorgia
MIXEDRynn • Sadie
PSEUDONYMS (22 RESPONDING PARTICIPANTS)
HISTORY: THE GHOSTS OF MAD MEN
FINDINGS:
DATA: INTERVIEWS WITH HR PRACTITIONERS
CLOSED SYSTEM OF SOCIAL REPRODUCTIONTEAM-BASED HIRES BASED ON CHEMISTRY/FIT
INFORMAL HIRING PRACTICESREFERRALS THROUGH STAFF SOCIAL NETWORKS
HISTORY: THE GHOSTS OF MAD MEN
HISTORY: THE GHOSTS OF MAD MEN
HISTORY: THE GHOSTS OF MAD MEN
AD AGE “2008 TOP TEN AGENCY A-LIST” ILLUSTRATION
HISTORY: THE GHOSTS OF MAD MEN
HISTORY: THE GHOSTS OF MAD MEN
HISTORY: THE GHOSTS OF MAD MEN
GEORGIA ON SEXISM: EARLIER THIS MONTH, EXECUTIVES AT HER AGENCY MOCKED AN ALL FEMALE CLIENT TEAM. “I VOICED MY DISAGREEMENT, BUT THE ENTIRE TABLE (INCLUDING A POWERFUL, SMART FEMALE EXEC) AGREED AND LAUGHED ALONG WITH THE [MALE] C-LEVEL EXEC THAT MADE THE COMMENT. IT IS SO HARD FOR WOMEN TO ADVANCE WHEN THESE STEREOTYPES ARE STILL ENFORCED.”
HISTORY: THE GHOSTS OF MAD MEN
DOMINIQUE ON CLASS BARRIERS: LOW SALARY CONTINUES TO BE A “BURDEN TO ENTRY FOR LESS AFFLUENT POTENTIAL EMPLOYEES" ON TOP OF PRESSURE TO BUY "HIP" CLOTHING "WHICH ADDS MORE FINANCIAL STRAIN."
CLIENT PRESSURE FADES OVER TIME
DATA:INTERVIEWS WITH HR AND DIVERSITY OFFICERS
MATERIAL PRACTICES: FAILED REFORMS
FINDINGS:
DIVERSITY AS “SMART”
RACE DISCRIMINATION LAWSUIT IS A BLUFF
MUST-HIRES OUTNUMBERED MAIP BY A RATIO OF MORE THAN 2:1.
OUT OF 75 INTERNS AT MY 3 AGENCIES:24 = MUST-HIRES (32%) 9 = MAIP (12%)
ALL 24 MUST-HIRES WERE WHITE.13 PARTICIPATED IN MY STUDY.
MATERIAL PRACTICES: MUST-HIRES
MUST-HIRES ARE SECRET FORMS OFWHITE OPPORTUNITY HOARDING
IDEOLOGICAL SCREENS: MERITOCRACY AND COLORBLINDNESS
DATA:INTERN FOCUS GROUPS & SURVEYS
FINDINGS:MERITOCRACY AS DEFENSE
RACE CLOAKS CLASS (ELIZABETH)WHITE ANTI-AFFIRMATIVE ACTION BACKLASH
(8/13 OF THE MUST-HIRES IN MY STUDY)
IDEOLOGICAL SCREENS: MERITOCRACY AND COLORBLINDNESS
MY ARGUMENT: I D E O L O G I E S O F M E R I T O C R A C Y UNDERMINE DIVERSITY EFFORTS BY CONCEALING THE UNDERLYING MATERIAL PRACTICES OF FAVORITISM TOWARDS WHITES WHILE FRAMING AFFIRMATIVE ACTION FOR PEOPLE OF COLOR AS UNFAIR.
IDEOLOGICAL SCREENS: MERITOCRACY AND COLORBLINDNESS
GREGORY ON FAVORITISM: AN AGENCY IN MINNEAPOLIS HAD 12 TOTAL INTERNS (1 MAIP, HIS WHITE CLASSMATE FROM OUT-OF-STATE) AND 10 MUST-HIRES. "THE MAIP INTERN WAS PUT UP IN AN EXPENSIVE, FULLY STOCKED APARTMENT FOR THE SUMMER AND MY FRIEND LIVED IN THE BAD PART OF TOWN WHERE SHE COULD MAKE RENT WITH HER $10/HR INTERN SALARY. ALL OF THE MUST-HIRES STAYED WITH FAMILY."
CASE STUDY:DIVERSITY AS INDIVIDUALITY
REBRANDING DIVERSITY AS “INCLUSION”
DATA: AGENCY D’S INTERN PRESENTATIONS
FINDINGS:CONSENSUS THAT DIVERSITY IS “TABOO”TARGETING THEMSELVES AS COLORBLIND
CASE STUDY:DIVERSITY AS INDIVIDUALITY
MY ARGUMENT: A FUNDAMENTAL DISCONNECT BETWEEN MATERIAL PRACTICES AND IDEOLOGICAL SCREENS: PERSISTENT RACE INEQUALITY ON THE STRUCTURAL LEVEL VS. "POST-RACIAL" ATTITUDES ON THE LEVEL OF INDIVIDUAL SUBJECTIVITIES.
CASE STUDY:DIVERSITY AS INDIVIDUALITY
KHLOË ON REBRANDING: “IF DIVERSITY = ISSUE, AFFIRMATIVE ACTION = A SOLUTION, MY THOUGHT IS THAT DIVERSITY ISN'T THE WORD THAT NEEDS A NEW DEFINITION OR FRAMING. IT'S AFFIRMATIVE ACTION.”
BLACK IDENTITY: INTERSECTIONS AND CONTRADICTIONS
STEREOTYPE THREAT UNDERMINES MENTORING
DATA: FOCUS GROUPS WITH BLACK INTERNS
FINDINGS:COMPLEX AND ASPIRATIONAL IDENTIFICATIONS
CLASS FRACTIONS (THE RACE OF LIFE)
BLACK IDENTITY: INTERSECTIONS AND CONTRADICTIONS
MY ARGUMENT: THE CONCEPT OF “INDIVIDUALITY,” T H O U G H P R O B L E M AT I C , I S POPULAR, TRUE, AND CONTAINS WITHIN IT THE RADICAL POTENTIAL TO CHALLENGE WHITENESS WITH CROSS-RACE AFFILIATIONS.
MERITOCRACYCONCEALS THE MATERIAL PRACTICES OF
MUST-HIRES (WHITE AFFIRMATIVE ACTION)
SOME KEY FINDINGS
DIVERSITY = INDIVIDUALITYUNDERMINES ATTEMPTS TO CORRECT
SYSTEMATIC DISCRIMINATIONAT THE GROUP LEVEL
BEST PRACTICES:
7. ADMIT GENERAL MARKET = WHITE
1. STOP MUST-HIRING2. EMPOWER HR (ENTRY-LEVEL HIRES)3. SPEND MONEY (HIGHER WAGES)4. EXPLAIN MAIP (IN THE PRESENT)5. BUILD CROSS-RACIAL MENTORSHIPS6. HONOR INDIVIDUALITY (WITHIN RACE)
BEST PRACTICES: DOROTHY
THANK YOU
CHRISTOPHER BOULTONCBOULTON@COMM.UMASS.EDU
WWW.CHRISBOULTON.ORG
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