ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Can Advertising Save Race Relations?

Updated on November 15, 2017
ColleenDonald profile image

M.A. candidate with a specialty in cultural intelligence/integrated communication: Public relations, TV media, planning and research.

Possibly? Maybe?



As some of my friends and family know, I am seeking my Master’s in Integrated Global Communication at Kennesaw State University. My undeniable interest in race relations and cultural interest undoubtedly stem from my own multiracial genetic make-up. It’s inevitable that my research would be done on such a “taboo” topic. I pose the question and would like to introduce to you the beginnings of my research paper.

Can commercial advertising help to improve attitudes about race relations by implementing more diverse images of interracial people and families?


Commercial advertising and its disposition in race relations is arguably black and white. America houses a “melting pot” of ethnicity and nationalities from all over the world. According to Jones and Bullock (2013) and their collection of data from the 2000 and 2010 U.S. Census, “in 2010, 9.0 million people, or 2.9% of the total population, reported multiple races.” “This was up from 6.8 million people, or 2.4%, who reported multiple races in 2000” (pg. 9).









Do you think advertising can save negative views on race relations?

See results

There is an increase of people identifying themselves as multiple races, but we aren’t seeing an increase of this representation in our advertisements. We aren’t seeing ads that represent multicultural backgrounds. Other than the occasional interracial African-American and Caucasian-American families, the only families and people that we see in our advertisements are of a singular race or ethnicity. George Gerbner theorized cultivation theory: “mass production and rapid distribution of messages create new symbolic environments that reflect the structure and functions of the institutions that transmit them” (Gerbner, 1970, p. 69). America produces audiovisual media that transmits all over the world. Which means, American advertisements are also projected to people in different countries. Mass messages “form a common culture through which communities cultivate shared and public notions about facts, values, and contingencies of human existence” (Gerbner, 1969b, p.123). In short, with the use of cultivation theory, producing more (positive) mass diverse images (advertisements) can improve how people think about race, and race relations.


Sounds good, right?

I will let you know how my study and my research goes, but for now, what are your thoughts?

References

References

Gerbner, G. (1969b). Toward ‘cultural indicators’: The analysis of mass mediated public

message systems. In G. Gerbner, O. Holsti, K. Krippendorff, W. J. Paisley, &P.J. Stone

(Eds.), The analysis of communication content: Developments in scientific theories and computer techniques (pp. 123–132). New York, NY: John Wiley & Sons.

Gerbner, G. A. (1970). Cultural indicators: The case of violence in television drama.

The Annals of the American Academy of Political and Social Science, 388, 69–81.

Jones, N. A., & Bullock, J. J. (2013). Understanding Who Reported Multiple Races in the U.S. Decennial Census: Results From Census 2000 and the 2010 Census. Family Relations, (1), 5.

Potter, W. J. (2014). A Critical Analysis of Cultivation Theory. Journal Of Communication, 64(6), 1015-1036. doi:10.1111/jcom.12128

Cast your vote for This article

© 2017 Colleen Donald

Comments

    0 of 8192 characters used
    Post Comment

    • profile image

      ahorseback 

      10 months ago

      You are kidding right , media does nothing but increase through negativity the cracks , creases and cavities in race relations but you already know this , it's you that has the actual M.A.. Although you may have the point that you in media and media communications has a responsibility and that responsibility is to fix that which your profession has worked to destroy ; race relations in America Media , no matter how we look at racism - has not been a friend to positive progress.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)