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.

Orientador: José Horta Nunes / Banca: Claudia Castellanos Pfeiffer / Banca: Fabiana Cristina Komesu / Banca: Silmara Cristina Dela Silva / Banca: Suzy Maria Lagazzi / Resumo: Este trabalho dedicou-se à compreensão da constituição dos sentidos de bairro e de sujeito-morador da Zona Norte de São José do Rio Preto, mobilizando para isso o dispositivo teórico e analítico da Análise de Discurso. O corpus foi composto a partir de redações produzidas por alunos moradores da Zona Norte e por recortes de dois jornais (Jornal Região Norte e Diário da Região). Verificamos como eixo organizador a tensão entre dentro e fora, periferia e centro, ordem e organização. Nas redações, os sujeitos-moradores salientam o conflito entre socius e hostis, contrapondo em vários momentos a imagem que os de fora têm do bairro, em geral negativa e criminalizante. Opõem-se a esses sentidos em movimentos de resistência, inclusive contra a polícia, num funcionamento que chamamos de virar do avesso as relações de sentido no espaço urbano. Já os jornais, assentam-se num desejo de controle da polêmica, com a figura do jornalista atuando na posição de mediador entre a populção e o poder público. Os sentidos negativos do espaço urbano vão sendo relativizados até que os problemas do bairro cedam espaço a particularidades. Há, pois, uma sobredeterminação da idealização da organização urbana sobre a ordem na Zona Norte / Abstract: This work was dedicated to the understanding of the meaning constitution of neighborhood and occupant-subject of São José do Rio Preto north region, using the analytic and theoric aspects of Discourse Analysis. The corpus was composed from writings produced by students living in the north region and newspaper clippings (Jornal Região Norte e Diário da Região). It was verified as the organizer axis the tension between inside and outside, suburb and downtown, order and organization. In the writings, the occupant-subjects highlighted the conflict between socius and hostis, opposing the image that outsiders have of the neighborhood, in general negative and criminalizing. They oppose to these assumptions by means of resistance movements, even against the police, in a reaction the we called "turning inside out" the relationships meanings in the urban space. The newspapers demonstrate a desire to control the polemic, with the journalist acting in a mediator position between the population and the public power. The negative meanings of urban space are minimized until the problems of the neighborhood give space to particularities. There is thus a overdetermination of the idealization of the urban organization in the north region order / Doutor

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