The rise of black and minority ethnic (BME) populations in the UK and US in recent years has led to the introduction of cultural diversity communication strategies within the advertising industry. These strategies draw on beliefs, and cultural and religious values to specifically target BME audiences. This thesis examines the processes involved in creating these strategies, by analysing the discourse and working practices of advertising practitioners. By drawing on interviews and ethnographic observations in eight advertising agencies in the UK and US, it compares the differences in producing cultural diversity communication strategies between a) the general market agencies targeting mass audiences, and b) the emerging cultural diversity agencies only targeting BME audiences. I argue that the creation of these strategies is subject to powerful constraints and institutional racism, limiting market opportunities for advertising. The thesis starts by bringing together Bourdieu's theories of habitus and field theory (1977; 1984; 1993) with contemporary studies of the relationship between 'race' and media practices. This union sets the foundation for my adaption of field theory to analyse contemporary advertising practices and to examine how discourse, working practices and 'professional advertising organisations' reinforce racist ideologies and audience exclusion. In the second part of the thesis, this theoretical framework is applied to the fieldwork. Firstly, my analysis evidences the manifestation of racism across the field and how racial stereotypes are developed. Secondly, these attitudes shape the exclusionary practices that affect how CD communication strategies are executed, particularly in the UK. Lastly, I examine two 'diversity' events run by 'professional advertising organisations', analysing how they set 'good practice' standards and the power they have in shaping working practices across the industry. Ultimately, this thesis goes beyond existing studies on racial representations, and investigates the relationship between racism and intentionality amongst the industry's powerful constraints.

Made available in DSpace on 2015-05-14T13:27:00Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 4948519 bytes, checksum: b5333868c666e8d8e76fc9b1a1db6d64 (MD5) Previous issue date: 2012-03-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The objective of this work is to interpret the performance of José Américo de Almeida from a sociological viewpoint, in a context which comprises the period between the years 1920 and 1960. This period was marked by the modernization of industry, political and artistic transformations, and the shaping of Brazilian social thought. We have sought to highlight aspects of the writer s intellectual trajectory which signify contributions to the Social Sciences, expressed both through his writings and actions in the literary, political and scientific fields. The discussion has originated in the dialogue struck up between the interpreters of the National in the process of the institutionalization of Social Sciences in Brazil, and the intellectual from Paraíba, and involves the analysis of his works, including scientific texts, novels, autobiography, speeches, interviews, memoirs and letters, dealing with themes related to a modern, democratic Brazil where there is a mixture of races. The conclusion was reached that the contribution of José Américo towards the shaping of Brazilian social thought , in the scientific field, lies in his proposal of an anthrosociology, which defends positivities (creativity, resistance and diversity)in the mixed-race national identity, and its disassociation from social and economic backwardness. The lack of development is understood by him as the effect of the lack of a democratization of power and capital. This inspired his disclosure and social criticism in the novels, which have become his innovative contribution to the literary field In the political field his contribution is his idea of democracy. The theoretical and methodological foundation on which the present work is based is the theory of reflexivity of Pierre Bourdieu, highlighting the concepts of Field and Habitus. This research belongs to the ambit of studies of intellectual trajectories, more specifically, in the field of Brazilian social thought. / O presente trabalho tem o objetivo de interpretar sociologicamente a atuação de José Américo de Almeida, num contexto compreendendo os anos de 1920 a 1960, período marcado pela modernização industrial, pelas transformações políticas e artísticas e pela formação do pensamento social brasileiro, buscando destacar aspectos de sua trajetória intelectual que denotam contribuições para as Ciências Sociais, expressas por meio de obras e ações nos campos literário, político e científico. A discussão é feita a partir do diálogo travado entre os intérpretes do Nacional no processo de institucionalização das Ciências Sociais no Brasil e o intelectual paraibano, envolvendo a análise de obras deste, a saber, textos científicos, romance, autobiografia, discursos, entrevistas, memórias e cartas, girando em torno de temáticas relativas ao Brasil moderno, democrático e miscigenado. A conclusão é que a contribuição de José Américo para a formação do pensamento social brasileiro, no campo científico, reside em sua proposta de uma antrossociologia, na qual defende positividades (criatividade, resistência e diversidade) na identidade nacional miscigenada e sua dissociação com o atraso social e econômico, entendendo a falta de desenvolvimento como efeito da ausência de uma democratização do poder e do capital, o que inspirou sua denúncia e crítica social no romance que veio a se tornar sua contribuição inovadora no campo literário e, no campo político, sua ideia de democracia. O referencial teórico e metodológico do trabalho se apóia na teoria da reflexividade de Pierre Bourdieu, destacadamente os conceitos de Campo e Habitus. A pesquisa se insere no âmbito dos estudos de trajetória intelectual, mais especificamente no campo do pensamento social brasileiro.