Diversity in Advertising: Broadening the Scope of Research Directions

By Jerome D. Williams; Wei-Na Lee et al. | Go to book overview

CHAPTER SEVEN
The Transmission of Prejudice:
What Do Our Marketing Strategies
Really Reinforce?
David W. Schumann
University of Tennessee

Richard Suinn, the incoming President of the American Psychological Association, selected twotopics forpsychology to focus on during his presidency. One isthe psychology of cancer;the other isthe topic of diversity. Inthis spirit, I have selected a related topictothe latterfocus that I believe is in keeping with Dr. Suinn's agenda.

I begin by providing a historical over view of the study of prejudice. From that over view, I present what arethoughtto bethe four controlled causal underlying the existence of prejudice. One of the se processes involves the transmission of certain forms of communication that serve to reinforce prejudicial attitudes with inour society. Ithen proceed to describe, inturn, two forms of marketing communication that, I believe, serve as reinforcement transmitters. With In eachdescription, I briefly review the past and present state of social scientific investigation. I the n conclude by offering my thoughts regarding future research.

Many types of social stratification appear to influence the distribution of power andresources inour society: racism, ethnocentrism, sexism, classism, heterosexism, ageism, ableism, and other s. Each of the se stratifications has its own history, dynamics, and conditions of existence. Eachhas producedits own social movement in the 20th century.

In his 1992 American Psychologist piece entitled“Psychology and Prejudice: AHistorical Analysisand Integrated Frame Work, ” and in his 1992 book entitled The Social Psychology of Prejudice, John Duckitt, from the University of the 1

____________________
1
This chapterwas presented as a Presidential address to the membership of the Societyfor Consumer Psychology on February 19, 1999.

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