This job talk provides a detailed overview of my dissertation research on 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. Throughout this deck, I address issues of theory and method that shaped both my approach to the topic, collection of data, and analysis of my findings.

1. REBRANDING DIVERSITY
COLOR-BLIND RACISM INSIDE THE U.S. ADVERTISING INDUSTRY
CHRISTOPHER BOULTON
UMASS AMHERST
JOB TALK

3. BACKGROUND

4. BACKGROUND

5. BACKGROUND

6. BACKGROUND

7. BACKGROUND

8. RESEARCH

9. RESEARCH

10. RESEARCH

11. RESEARCH

12. RESEARCH

13. RESEARCH

14. RESEARCH

15. RESEARCH
TEXTS

16. RESEARCH
TEXTS
READINGS

17. RESEARCH
TEXTS
READINGS
LIVED CULTURES

18. RESEARCH
TEXTS
PRODUCTION READINGS
LIVED CULTURES

19. RESEARCH
TEXTS
Rebranding
PRODUCTION READINGS
Diversity
LIVED CULTURES

20. TEXTS
PRODUCTION READINGS
LIVED CULTURES

21. TEXTS
PRODUCTION READINGS
LIVED CULTURES

22. TEXTS
PRODUCTION READINGS
LIVED CULTURES

23. TEXTS
PRODUCTION READINGS
LIVED CULTURES

24. OUTPUTS REPRESENTATION
TEXTS
CONTENT ANALYSIS
TEXTUAL ANALYSIS
DETERMINATION INTERPRETATION
POLITICAL ECONOMY CULTURAL STUDIES
PRODUCTION READINGS

25. INPUTS
PRODUCTION READINGS
INDUSTRY AUDIENCES
LABOR COMMUNITIES
SOCIAL RELATIONS
LIVED CULTURES
ANTHROPOLOGY
SOCIOLOGY

26. THE CIRCUIT REPRESENTATION
TEXTS
CONTENT ANALYSIS
TEXTUAL ANALYSIS
DETERMINATION INTERPRETATION
POLITICAL ECONOMY CULTURAL STUDIES
PRODUCTION READINGS
INDUSTRY AUDIENCES
LABOR COMMUNITIES
SOCIAL RELATIONS
LIVED CULTURES
ANTHROPOLOGY
SOCIOLOGY

27. DETERMINATION
POLITICAL ECONOMY
PRODUCTION
INDUSTRY
LABOR

28. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE

29. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY

30. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY

31. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING

32. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING
MACRO-VIEW: INSTITUTIONAL STRUCTURES

33. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING
MACRO-VIEW: INSTITUTIONAL STRUCTURES
ANALYSIS: REGULATION, CONCENTRATION, OWNERSHIP

34. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING
MACRO-VIEW: INSTITUTIONAL STRUCTURES
ANALYSIS: REGULATION, CONCENTRATION, OWNERSHIP
CRITICAL MEDIA INDUSTRY STUDIES

35. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING
MACRO-VIEW: INSTITUTIONAL STRUCTURES
ANALYSIS: REGULATION, CONCENTRATION, OWNERSHIP
CRITICAL MEDIA INDUSTRY STUDIES

36. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING
MACRO-VIEW: INSTITUTIONAL STRUCTURES
ANALYSIS: REGULATION, CONCENTRATION, OWNERSHIP
CRITICAL MEDIA INDUSTRY STUDIES
FOCUS: ENTERTAINMENT MEDIA PRACTICES

37. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING
MACRO-VIEW: INSTITUTIONAL STRUCTURES
ANALYSIS: REGULATION, CONCENTRATION, OWNERSHIP
CRITICAL MEDIA INDUSTRY STUDIES
FOCUS: ENTERTAINMENT MEDIA PRACTICES
MICRO-VIEW: MID-LEVEL FIELDWORK

38. CRITICAL MEDIA INDUSTRY STUDIES
HAVENS, LOTZ, & TINIC (2009) IN COMMUNICATION, CULTURE & CRITIQUE
CRITICAL POLITICAL ECONOMY
FOCUS: NEWS MEDIA PROGRAMMING
MACRO-VIEW: INSTITUTIONAL STRUCTURES
ANALYSIS: REGULATION, CONCENTRATION, OWNERSHIP
CRITICAL MEDIA INDUSTRY STUDIES
FOCUS: ENTERTAINMENT MEDIA PRACTICES
MICRO-VIEW: MID-LEVEL FIELDWORK
ANALYSIS: AGENCY, POWER, IDEOLOGY

39. WHY ADVERTISING?

40. WHY ADVERTISING?
SPY

41. WHY ADVERTISING?
SPY
SPONSOR

42. WHY ADVERTISING?
SPY
SPONSOR
STORYTELLER

43. THE PROBLEM

44. THE PROBLEM
DAN WIEDEN (2009) AMERICAN ASSOCIATION OF ADVERTISING AGENCIES

45. THE PROBLEM
“IN THIS BUSINESS I ESSENTIALLY HIRE A BUNCH OF
W H I T E , M I D D L E - C L A S S K I D S , PAY T H E M
ENORMOUS, ENORMOUS SUMS OF MONEY TO DO
WHAT? TO CREATE MESSAGES TO THE INNER CITY,
TO KIDS WHO CREATE THE CULTURE THE WHITE KIDS
ARE TRYING LIKE HELL TO EMULATE, BUT IF YOU GO
INTO THE INNER CITY, ODDS ARE THESE KIDS AREN’T
EVEN GOING TO SEE ADVERTISING AS A
POSSIBILITY, AS AN OPPORTUNITY FOR THEM...I
MEAN LOOK AT THIS ROOM: HOW MANY BLACK
FACES DO YOU SEE HERE?”
DAN WIEDEN (2009) AMERICAN ASSOCIATION OF ADVERTISING AGENCIES

46. Advertising Population
15
10
5
0
Asians Latinos Blacks
70% 55% 38%
(WIEDEN, 2009)

47. COMPARING ADVERTISING
TO EQUIVALENT INDUSTRIES:
THE AVERAGE OF 28 OTHER INDUSTRIES THAT
"SHARE ADVERTISING’S FOCUS ON
PERSUASION AND COMMUNICATIONS-FOR
EXAMPLE, PUBLISHERS, LAWYERS, BUSINESS
A N D P R O F E S S I O N A L A S S O C I AT I O N S ,
ADVOCACY GROUPS, AND GRAPHIC
DESIGNERS" (BENDICK & EGAN, 2008, P. 22).

48. BLACKS IN
ADVERTISING:
UNDER-HIRED {
UNDERUTILIZED {
UNDERPAID
{
BENDICK & EGAN (2008) TABLE 7 (P. 37)

49. BLACKS IN ADVERTISING: FALLING BEHIND
BENDICK & EGAN (2008) FIGURE 4 (P. 38)

50. BLACKS IN ADVERTISING: FALLING BEHIND
BENDICK & EGAN (2008) FIGURE 4 (P. 38)

51. BLACKS IN ADVERTISING: FALLING BEHIND
BENDICK & EGAN (2008) FIGURE 4 (P. 38)

52. OUTSIDE PRESSURE

53. OUTSIDE PRESSURE

54. OUTSIDE PRESSURE

55. OUTSIDE PRESSURE

56. RACE IN
ADVERTISING
TEXTS
READINGS

57. RACE INSIDE
ADVERTISING

58. RACE INSIDE
ADVERTISING
Rebranding
Diversity
LIVED CULTURES

59. LITERATURE

60. LITERATURE
RACE IN ADVERTISING

61. LITERATURE
AGENCY ETHNOGRAPHIES

62. LITERATURE
SOCIOLOGY: RACE & LABOR

63. THEORETICAL FRAMEWORK

64. THEORETICAL FRAMEWORK
POWER
MATERIAL PRESSURES AND PRACTICES

65. THEORETICAL FRAMEWORK
POWER
MATERIAL PRESSURES AND PRACTICES
SUBJECTIVITY
IDEOLOGICAL STORIES AND SCREENS

66. THEORETICAL FRAMEWORK
POWER
MATERIAL PRESSURES AND PRACTICES
SUBJECTIVITY
IDEOLOGICAL STORIES AND SCREENS
BIRMINGHAM SCHOOL OF CULTURAL STUDIES
IDEOLOGY AND OVERDETERMINATION: ALTHUSSER (1971; 1977)
NON-NECESSARY CORRESPONDENCE: LACLAU (1977)
HEGEMONIC STRUGGLE: GRAMSCI (1971)
ARTICULATION: HALL (1985)

67. RESEARCH QUESTION
WHAT IS THE ROLE OF IDEOLOGY
IN THE MATERIAL REPRODUCTION
OF WHITE LABOR IN AD AGENCIES?

68. INTERNS: THE DIVERSITY PIPELINE

69. INTERNS: THE DIVERSITY PIPELINE

70. INTERNS: THE DIVERSITY PIPELINE

71. INTERNS: THE DIVERSITY PIPELINE

72. INTERNS: THE DIVERSITY PIPELINE
POV = PEOPLE OF COLOR

73. INTERNS: THE DIVERSITY PIPELINE
POV = PEOPLE OF COLOR
MULTIPLE AGENCIES = EXPANDED REACH

74. INTERNS: THE DIVERSITY PIPELINE
POV = PEOPLE OF COLOR
MULTIPLE AGENCIES = EXPANDED REACH
WEEKEND ORIENTATION = RECRUITMENT

75. INTERNS: THE DIVERSITY PIPELINE
POV = PEOPLE OF COLOR
MULTIPLE AGENCIES = EXPANDED REACH
WEEKEND ORIENTATION = RECRUITMENT
CLARK RESIDENCE = CENTRALIZED LOCATION

76. FOCUS GROUPS: 58 INTERNS @ 19 AGENCIES
DDB KIRSHENBAUM
DEUTSCH MCCANN ERICKSON
DRAFTFCB MCGARRY BOWEN
EURO RSCG MEC
MEDIACOM
G2
MERKLEY + PARTNERS
GOTHAM OGILVY
GREY GROUP PHD/NEW YORK
HORIZON MEDIA PUBLICIS
KAPLAN THALER TBWACHIATDAY

77. 58 INTERNS:
White
24
MAIP
34

78. 58 INTERNS:
White
24
MAIP
34
OUT OF 93 IN NYC (37%)
140 NATIONWIDE (24%)

79. BY RACE:
Black
12
White
24
Latino
11
Asian
Mixed 7
4

80. BY GENDER:
Male
17
Female
41

81. BY TOOL:
Online Survey
24
Focus Group
34

82. MAJOR AGENCY SUMMER INTERNSHIP STRUCTURE

83. MAJOR AGENCY SUMMER INTERNSHIP STRUCTURE
DURATION:
8-10 WEEKS, PAID (≈ $300/WEEK)

84. MAJOR AGENCY SUMMER INTERNSHIP STRUCTURE
DURATION:
8-10 WEEKS, PAID (≈ $300/WEEK)
ASSIGNMENTS:
CLIENT PRODUCT (JOIN AN EXISTING TEAM)
GROUP PROJECT (BRIEF TO PITCH CONTEST)

85. MAJOR AGENCY SUMMER INTERNSHIP STRUCTURE
DURATION:
8-10 WEEKS, PAID (≈ $300/WEEK)
ASSIGNMENTS:
CLIENT PRODUCT (JOIN AN EXISTING TEAM)
GROUP PROJECT (BRIEF TO PITCH CONTEST)
MAIP:
ORIENTATION, BIMONTHLY SEMINARS,
MENTORS, JOB FAIR, 1-2 PER AGENCY

86. METHOD: FIELD WORK IN NYC (SUMMER 2010)

87. METHOD: FIELD WORK IN NYC (SUMMER 2010)
PARTICIPANT OBSERVATION
WEEKLY SITE VISITS AT 3 AGENCIES
LUNCH AND LEARN SESSIONS
TRACKING GROUP PROJECTS
INTERN RECRUITING AND SHADOWING

88. METHOD: FIELD WORK IN NYC (SUMMER 2010)
PARTICIPANT OBSERVATION
WEEKLY SITE VISITS AT 3 AGENCIES
LUNCH AND LEARN SESSIONS
TRACKING GROUP PROJECTS
INTERN RECRUITING AND SHADOWING
INTERVIEWS
HR/DIVERSITY STAFF AT 6 AGENCIES
11 FORMAL + 12 INFORMAL INTERVIEWS
VARIOUS ADVERTISING PRACTITIONERS

89. METHOD: FIELD WORK IN NYC (SUMMER 2010)
PARTICIPANT OBSERVATION
WEEKLY SITE VISITS AT 3 AGENCIES
LUNCH AND LEARN SESSIONS
TRACKING GROUP PROJECTS
INTERN RECRUITING AND SHADOWING
INTERVIEWS
HR/DIVERSITY STAFF AT 6 AGENCIES
11 FORMAL + 12 INFORMAL INTERVIEWS
VARIOUS ADVERTISING PRACTITIONERS
FOCUS GROUPS
MAIP INTERNS & WHITE INTERNS

90. MY POSITION: OPPORTUNITIES AND LIMITATIONS

91. MY POSITION: OPPORTUNITIES AND LIMITATIONS
PARTICIPANT OBSERVATION
ACCESS: UNDER THE COVER OF WHITENESS
MARCUS GRAHAM PROJECT RECEPTION

92. MY POSITION: OPPORTUNITIES AND LIMITATIONS
PARTICIPANT OBSERVATION
ACCESS: UNDER THE COVER OF WHITENESS
MARCUS GRAHAM PROJECT RECEPTION
INTERVIEWS
WHITE HR REGULARLY CONFIDED IN ME
BLACK DIVERSITY OFFICERS, MORE CAUTIOUS
ALMOST ALL ARE FEMALE

93. MY POSITION: OPPORTUNITIES AND LIMITATIONS
PARTICIPANT OBSERVATION
ACCESS: UNDER THE COVER OF WHITENESS
MARCUS GRAHAM PROJECT RECEPTION
INTERVIEWS
WHITE HR REGULARLY CONFIDED IN ME
BLACK DIVERSITY OFFICERS, MORE CAUTIOUS
ALMOST ALL ARE FEMALE
FOCUS GROUPS
WHITE INTERN CONFESSIONS
RACE-BASED AFFINITY GROUPS
MET MULTIPLE TIMES TO BUILD TRUST

94. ANALYSIS:

95. ANALYSIS:
DATA
25 INTERN-BASED FOCUS GROUPS
(AFFINITIES OF RACE AND GENDER)
30 INTERVIEWS WITH HR & DIVERSITY STAFF
(ACROSS 6 AGENCIES)

96. ANALYSIS:
DATA
25 INTERN-BASED FOCUS GROUPS
(AFFINITIES OF RACE AND GENDER)
30 INTERVIEWS WITH HR & DIVERSITY STAFF
(ACROSS 6 AGENCIES)

97. ANALYSIS:
DATA
25 INTERN-BASED FOCUS GROUPS
(AFFINITIES OF RACE AND GENDER)
30 INTERVIEWS WITH HR & DIVERSITY STAFF
(ACROSS 6 AGENCIES)
TOOL
NVIVO QUALITATIVE DATA ANALYSIS SOFTWARE
(ITERATIVE CODING OF RECURRENT THEMES)
REPRESENTATIVE QUOTES

98. IRB: HUMAN SUBJECTS

99. IRB: HUMAN SUBJECTS
PSEUDONYMS

100. IRB: HUMAN SUBJECTS
PSEUDONYMS
INDIVIDUALS, AGENCIES, CLIENTS

101. IRB: HUMAN SUBJECTS
PSEUDONYMS
INDIVIDUALS, AGENCIES, CLIENTS
EQUIVALENT POSITIONS AND RELATIONSHIPS

102. IRB: HUMAN SUBJECTS
PSEUDONYMS
INDIVIDUALS, AGENCIES, CLIENTS
EQUIVALENT POSITIONS AND RELATIONSHIPS
FOCUS GROUP INTERNS COULD CHOOSE THEIR OWN

103. IRB: HUMAN SUBJECTS
PSEUDONYMS
INDIVIDUALS, AGENCIES, CLIENTS
EQUIVALENT POSITIONS AND RELATIONSHIPS
FOCUS GROUP INTERNS COULD CHOOSE THEIR OWN
MULTIPLE SITES
WORD GOT OUT
THE “HR MAFIA”
THREE AGENCIES

104. HR HEATHER: CONNECTIONS
"PEOPLE HAVE PEOPLE WHO KNOW PEOPLE
AND SOMEBODY KNOWS MY NAME AND
THE CREATIVE DIRECTOR TALKS TO ALUMNI
IN THEIR SCHOOL AND IT'S REALLY -- TO
GET IN IS WORD-OF-MOUTH HERE WITH
SOME SORT OF CONNECTION."

105. INTERN LAUREN: NAME DROPPING
“WE'VE ALL SUBMITTED APPLICATIONS INTO
BLACK HOLES. THEY DON'T EVEN TELL YOU
THEY'RE DONE RECRUITING--JUST A BLACK
HOLE, YOU HAVE NO IDEA. SO, HOW DO YOU
DIFFERENTIATE YOURSELF FROM THE 2,000
APPLICATIONS THAT HAVE BEEN SUBMITTED?
YOU KNOW? AND THAT'S JUST THROUGH HAVING
A NAME OF SOMEONE WHO WORKS THERE IN
YOUR COVER LETTER.”

106. INTERN LAUREN: NAME DROPPING
LAUREN’S BEST FRIEND’S FATHER IS
CEO OF INTERPUBLIC, ONE OF THE
WORLD'S FOUR LARGEST
ADVERTISING HOLDING COMPANIES,
ESTIMATED TO BE WORTH $6 BILLION
AND EMPLOY 45,000 PEOPLE.

107. HR HEATHER: “MUST-HIRES”
"THE NEPOTISM FACTOR IS REALLY, REALLY
TOUGH -- LIKE THE LENGTHS YOU NEED TO GO
TO SAY 'NO' AND THE NUMBER OF PEOPLE WHO
YOU CANNOT SAY 'NO' TO….WHAT AM I GOING
TO SAY? ‘CEO, I DON'T LIKE YOUR PICK?’"

108. MUST-HIRE INTERNS VS MAIP INTERNS:

109. MUST-HIRE INTERNS VS MAIP INTERNS:
OUT OF 75 INTERNS AT MY 3 AGENCIES:
24 = MUST-HIRES (32%) 9 = MAIP (12%)

110. MUST-HIRE INTERNS VS MAIP INTERNS:
OUT OF 75 INTERNS AT MY 3 AGENCIES:
24 = MUST-HIRES (32%) 9 = MAIP (12%)
MUST-HIRES OUTNUMBERED MAIP
BY A RATIO OF MORE THAN 2:1.

111. MUST-HIRE INTERNS VS MAIP INTERNS:
OUT OF 75 INTERNS AT MY 3 AGENCIES:
24 = MUST-HIRES (32%) 9 = MAIP (12%)
MUST-HIRES OUTNUMBERED MAIP
BY A RATIO OF MORE THAN 2:1.
ALL 24 MUST-HIRES WERE WHITE.
13 PARTICIPATED IN MY STUDY.

112. CMO JAMES: THE RELATIONSHIP BANK
“MY DAUGHTER'S BOYFRIEND’S BROTHER
REALLY WANTED TO GET INTO ADVERTISING
AND WAS LOOKING FOR AN INTERNSHIP...SO I
TALKED TO HIM AND SAID ‘SURE.’....IT'S A
RELATIONSHIP BANK SYSTEM. YOU MAKE
WITHDRAWALS AND DEPOSITS ALL THE TIME.
AND THAT'S NOT UNIQUE TO ADVERTISING,
THAT'S JUST KIND OF LIFE.”

113. MUST-HIRE JOHN: OPPORTUNITY HOARDING

114. MUST-HIRE JOHN: OPPORTUNITY HOARDING
JOHN: "I DIDN'T REALLY APPLY…THIS IS THE ONLY
INTERNSHIP I COULD GET” BECAUSE “IT'S ALL ABOUT
WHO YOU KNOW. SAM'S DAD KNOWS THE CEO AND
KURT'S DAD IS THE PRESIDENT OF [A CLIENT]."

115. MUST-HIRE RICHARD: SECRECY

116. MUST-HIRE RICHARD: SECRECY
RICHARD: "I'D SAY I APPLIED AND I DID!" BUT "THEY'RE
NOT GOING TO DENY THE CHAIRMAN'S NEPHEW."

117. MAIP KIONI: EMBEDDEDNESS (ROYSTER)
“IF THE CEO'S WHITE AND THE PERSON WHO
STARTED THE COMPANY, YOU KNOW, IS WHITE, THEN
HE GETS HIS FRIEND AND THE PEOPLE HE KNOWS IN
HIS NETWORK WHICH IS PROBABLY MAJORITY
WHITE, YOU KNOW IT'S NOT ANYTHING INTENTIONAL,
BUT IT'S LIKE THEY GET WHO THEY KNOW.”

118. MAIP AMELIA: MERITOCRACY
“ONE INTERN GUY, HIS BROTHER WORKS THERE AND HE
WAS LIKE ‘OH, WELL SOME OF US HAD TO INTERVIEW
WITH HR’ AND THEN HE TURNED TO ME AND SAID, ‘OH,
NO AMELIA, WE ALL KNOW WHY YOU’RE HERE. WE ALL
KNOW WHY YOU GOT IN.’ AND I LET HIM KNOW WHAT IT
TOOK FOR ME TO GET HERE. LIKE THE PROCESS THAT I
HAD TO GO THROUGH—WRITING THOSE ESSAYS,
GETTING THOSE LETTERS OF RECOMMENDATIONS, THOSE
INTERVIEWS—THAT’S MUCH MORE THAN YOU TALKING
TO YOUR BROTHER AND SETTING UP AN INTERVIEW.”

119. WHITE INTERN LAUREN: POST-HOC MERITOCRACY
JENNIFER: “A CONNECTION'S NOT GOING TO GET YOU A
FULL TIME JOB, AND IF IT DOES, IT'S NOT GOING TO
LAST FOREVER JUST BECAUSE YOU KNOW SOMEONE IN
THE COMPANY…IT'S A GOOD WAY IN, BUT YOU STILL
HAVE TO PROVE YOURSELF.”

120. MUST-HIRE JOHN: COLORBLIND
"I GREW UP IN CALIFORNIA -- ONE OF THE MOST
DIVERSE PLACES -- AND I HAVE NEVER SEEN COLOR....I
WOULDN'T GIVE OPPORTUNITIES TO PEOPLE JUST
BECAUSE OF THE COLOR OF THEIR SKIN."

121. 8 OUT OF 13 (62%) OF THE MUST-HIRES IN
MY STUDY OPPOSED AFFIRMATIVE ACTION.

122. MAIP AMELIA: INDIVIDUALITY
"THAT'S WHAT I WROTE ABOUT IN MY MAIP
ESSAY -- THAT DIVERSITY IS MORE THAN
JUST A COLOR, A GENDER, LIKE IT'S EVERY
-- EVERY PERSON IS DIVERSE -- IT'S IN
EVERY STRAND OF YOUR BEING."

123. REBRANDING DIVERSITY

124. Advertising Population
15
10
5
0
Asians Latinos Blacks
70% 55% 38%
(WIEDEN, 2009)

125. OUTSIDE PRESSURE

126. 6 INTERN GROUP PROJECTS
INDEPENDENTLY CAME
TO THE SAME CONCLUSION.

127. INTERN GROUP A
"WE ARE NOT OUR CATEGORIES; WE ARE
INDIVIDUALS. DIVERSITY IN THE CREATIVE WORLD
IS ABOUT SO MUCH MORE THAN RACE OR
GENDER. "

131. INTERN GROUP B
"WE THOUGHT THAT DIVERSITY HAD A STIGMA
ATTACHED TO IT SO WE WANTED TO FOCUS ON
SOMETHING OTHER THAN THE TYPICAL
DEFINITION--WHO THEY ARE,
THEIR INTERESTS ETC."

133. INTERN GROUP C
"WE WANTED TO RELIEVE THE TENSION
ASSOCIATED WITH DIVERSITY BY BROADENING
ITS DEFINITION TO INCLUDE ALL ASPECTS OF
INDIVIDUALITY."

138. HR REACTIONS
"CELEBRATING INDIVIDUALITY WITHIN AN AGENCY
IS NOT DELIVERING A LOT OF THE OBJECTIVES
THAT WE NEED."
"THEY WANTED TO BE LIKE 'HOW YOU MAKE YOUR
COFFEE IS WHAT MAKES YOU DIVERSE!' BUT...
TRADITIONALLY IT IS STILL VERY MUCH MAD
MEN…I MEAN LOOK AROUND YOU."

139. THEORETICAL FRAMEWORK
POWER: MATERIAL PRESSURES AND PRACTICES
SUBJECTIVITY: IDEOLOGICAL STORIES AND SCREENS

140. THEORETICAL FRAMEWORK
POWER: MATERIAL PRESSURES AND PRACTICES
SUBJECTIVITY: IDEOLOGICAL STORIES AND SCREENS
RESEARCH QUESTION
WHAT IS THE ROLE OF IDEOLOGY
IN THE MATERIAL REPRODUCTION
OF WHITE LABOR IN AD AGENCIES?

141. SOME KEY FINDINGS

142. SOME KEY FINDINGS
MERITOCRACY
CONCEALS THE MATERIAL PRACTICES
MUST-HIRES (WHITE AFFIRMATIVE ACTION).

143. SOME KEY FINDINGS
MERITOCRACY
CONCEALS THE MATERIAL PRACTICES
MUST-HIRES (WHITE AFFIRMATIVE ACTION).
INDIVIDUALITY
UNDERMINES ATTEMPTS TO CORRECT
SYSTEMATIC DISCRIMINATION
AT THE GROUP LEVEL.

144. THEMES FOR CRITICAL MEDIA INDUSTRY STUDIES

145. THEMES FOR CRITICAL MEDIA INDUSTRY STUDIES
AGENCY AND STRUCTURE
WE MAKE OUR OWN HISTORY, BUT INHERIT THE CONDITIONS

146. THEMES FOR CRITICAL MEDIA INDUSTRY STUDIES
AGENCY AND STRUCTURE
WE MAKE OUR OWN HISTORY, BUT INHERIT THE CONDITIONS
SUBJECTIVITY MATTERS
HOW WE EXPLAIN THE WORLD HAS MATERIAL CONSEQUENCES

147. THEMES FOR CRITICAL MEDIA INDUSTRY STUDIES
AGENCY AND STRUCTURE
WE MAKE OUR OWN HISTORY, BUT INHERIT THE CONDITIONS
SUBJECTIVITY MATTERS
HOW WE EXPLAIN THE WORLD HAS MATERIAL CONSEQUENCES
BEYOND AND BEHIND REPRESENTATION
THE CIRCUIT REVEALS HIDDEN ABODES OF PRODUCTION

148. FUTURE DIRECTIONS

149. FUTURE DIRECTIONS
EXTENDING THE DISSERTATION
SURVEY TO GENERALIZE FINDINGS
AD AGE EDITORIAL ON “MUST-HIRES”
TRACK MAIP SUBJECTS OVER TIME

150. FUTURE DIRECTIONS
EXTENDING THE DISSERTATION
SURVEY TO GENERALIZE FINDINGS
AD AGE EDITORIAL ON “MUST-HIRES”
TRACK MAIP SUBJECTS OVER TIME
CRITICAL MEDIA INDUSTRY STUDIES
MONETIZING SOCIAL MEDIA (NCA)
FUN ON THE JOB: LABOR/LEISURE (NCA)
LUNCH & LEARN + ETHNOGRAPHIC DATA

151. THANK YOU
CHRISTOPHER BOULTON
CBOULTON@COMM.UMASS.EDU
WWW.CHRISBOULTON.ORG