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Rebranding Diversity: Colorblind Racism Inside The U.S. Advertising Industry, Christopher Boulton

Open Access Dissertations

This dissertation 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 …