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New Homes! (For The "Right" Family): Exclusionary Messages In Subdivision Advertising, Jennifer J. Heneghan

UNF Graduate Theses and Dissertations

Segregation is a large and incompletely understood problem in modern American society. By recognizing some of the ways segregation is perpetuated through print media we can gain more of an understanding into why the problem persists. This study of advertising for new subdivisions appearing in Jacksonville, Florida's major daily newspaper from 1960 through 2000 examines the use of potentially exclusionary messages such as use of the Equal Housing Opportunity logo or tagline, the race/ethnicity of human figures, and messages and images associated with particular socioeconomic statuses. Using both quantitative and qualitative data analysis this paper finds that exclusionary messages persist, …