Essay frame (tutorial prep)

ESSAY FRAME 

Questions to ask: 

1. Not sure if i frame my essay this way is a good approach 

2. Also, As my essay will be about tokenism and focuses on anti-racism, is it okay if I theme my practical essay LGBTQ inclusive instead of cultural inclusive? Cus it would be more feasible. 

1. Introduction: Current phenomenon/ problem  the internet culture is creating uprising movements  These movements are being deviated and perceived as a trend by people to follow as a way to be “in”  PROMOTING DIVERSITY  he representation of minority ethnic groups in ads has increased significantly over the last five years or so. Anti-racism is becoming one of the uprising movements and that different kinds of businesses are making use of this phenomenon as a marketing method to earn profits  more and more brands are using models of different skin colours as a way to show audience how “culturally diverse” they are  diversity over-steer.  Are they really doing it for other cultures and being culturally inclusive? Or are they just doing it for the sake of doing under the upsurge of social media trends? FROM RESEARCH: 1 Diversity as a construct has changed over the span of time. Media has influenced and can manipulate the current and future social structure of diversity. (Medina 2019)

2. Defining  Define diversity(DEF1) Define tokenism(DEF2) Social media usage of the mass with datas  Advertisers are using token attempts to attract more consumers and maximise profits FROM RESEARCH:  2 When diversity is misrepresented in marketing, tokenism can cause negative reputation issues for brands. (Medina 2019) 2  authentic inclusion and its power versus tokenism in practice and how post-racialism theory connects society to a false idea that symbolic gestures are enough to represent a diverse audience. (Medina 2019) 2 QUOTE Minorities featured in advertising, the sentiment goes, shouldn’t look too black or brown, or sound too unassimilated or uneducated; instead, “acceptable” diversity in advertising remains middle class, unassuming and nearly invisible by being as close to “white” as possible (Shankar 2014) 2 QUOTE The problem is that, when racial difference is represented in this way, we aren’t actually acknowledging diversity: we are homogenizing it. These diverse-but-not-too-diverse advertisements create a false promise of racially normalized society. (Shankar 2014) 2 QUOTE It’s not about ensuring 10% of your workforce is non-white. It’s about giving that 10% a chance to generate ideas, speak in meetings with the CEO and always have a seat at the table. (Snell 2017) 2 DEFINITION1 diversity was never meant to focus only on numbers and skin tone or gender. The diversity movement was meant to pull ideas and strengths from a wide variety of workers. Together, these people from different backgrounds could innovate and dream up truly astonishing solutions. It wasn’t a statistics project. Diversity was supposed to have an impact. (Miles 2019) 2 DEFINITION1 The practice of inclusion is about reducing unconscious bias and truly seeking the value of having a diverse team. (Snell 2017) 2 DEFINITION1 Diversity is a number. Inclusion is a behavior. Your company needs both, but one without the other will lead to poor results. (Snell 2017) 2 DEFINITION2 Tokenism is practice of making only a perfunctory or symbolic effort to include members of minority groups. Especially recruiting a relatively small number of minority or under-represented groups to give the appearance of diversity within a workforce. ( BIZSHIFTS- TRENDS 2020)  2 DEFINITION2 Tokenism is an empty movement with no real impact beyond confusion and frustration. It gives companies a false sense of achievement. ( BIZSHIFTS-TRENDS 2020)  2 DEFINITION2 Tokenism is defined as the following: “the practice of making only a perfunctory or symbolic effort to do a particular thing, especially by recruiting a small number of people from underrepresented groups in order to give the appearance of sexual or racial equality within a workforce.” (Miles 2019)

3. Rise of social media, internet culture  virtual communities  “Individuals increasingly view culture as something to be actively created, rather than passed down from on high and passively consumed” (Rutherford, 2008, p.12) Media has influenced and can manipulate the current and future social structure of diversity.  The idea of post racialism and being racial inclusive is becoming appealing to the mass  consumers’ behaviour being shaped subconsciously by these “new trends” FROM RESEARCH: 3 research indicates society has a habit of providing slight figurative gestures (Medina 2019) Squires book The Post-Racial Mystique  3 QUOTE  “Media discourses and imagery help us to map the contours of change in society’s understanding of race (Squires, 2014, p.2).”  3 QUOTE Studies of mass communication indicate that, while mass media does not tell us what to think, it does shape our unconscious biases and how we prioritize what is important to us. They influence how we think about society and how we respond to diversity in our workplaces, college campuses, and everyday interactions. (Shankar 2014)

4. Social media uplifting ads exposure  Quote data tot support  even the most conservative figures estimate that the average person is exposed to over 600 ads per day  Marxist criticism, capitalism, how big companies are stealing data and tracking users’ online activities in order to create the best advertising and marketing solutions The Social Dilemma, 2020 Virtue signalling  Admittedly, thoughtfully representing diversity is not the goal of advertising –branding and sales are – nor is advertising the medium in which to solve our racial disparities. But, given the influence of advertising in our lives, isn’t it worth trying to do both? FROM RESEARCH: 4 In the media driven society, marketing and communications professionals are confronted daily with ethical dilemmas (Medina 2019) 4 According to the American Marketing Association, ethical norms for marketers include: Do no harm, foster in the marketing system and embrace ethical values. (Medina 2019) 4 Media has become a marketplace to compete to stay on top of trends rather than showcasing the most authentic forms of communications possible. (Medina 2019) 4 campaigns focused on the idea of capitalizing on the differences that are supposed to bring people together, but instead are produced only for the benefit of the brand (Medina 2019) 4 DATA After all, even the most conservative figures estimate that the average person is exposed to over 600 ads per day (Shankar 2014) 4  DATA According to Shutterstock survey of 500 major companies; about one-third said they were using fewer white people models and heterosexuals in their advertisements, and doing it to ‘prevent perceived discrimination’. 4  DATA According to The London Times report, half the advertisers said ‘they were using fewer white people because they no longer represented ‘modern society’, which seems a somewhat peculiar, and certainly metro-centric, viewpoint.

5. How the situation is a product of tokenism + explain tokenism  5 over-representing these issues and stepping into ‘woke/ purpose washing’ or tokenism? And how can we tell?  5 As reported by Ipsos MORI, Australians believe that our population is 12% Muslim. The actual population is 2.4%. With many marketing campaigns putting token Muslims in their advertising, we are likely over-representing a segment of the population, which would lead Australians to believe more Muslim people are here than there really are.  We also know from Western Sydney University that nearly one in three Australians have negative feelings towards Muslim Australians, with 63% saying they would be concerned if a relative married a Muslim. This is very scary. Tokenism impacts perception, and could be a cause of this backlash and racism. (Miles 2019)

6. Counter argument  It is a good profit gaining strategy for advertisers  Short term wise  A way of trying to be inclusive  FROM RESEARCH: 6 DATA 96% of survey participants feel it is important for the media to be diverse and inclusive. (Medina 2019) 6 DATA When survey participants were asked the questions: how often do you feel authentic methods of inclusions are practiced in the media? Approximately 72% of participants felt that only sometimes does the media promotes authentic methods of inclusion in their marketing practices. (Medina 2019)

7. Rebuttal  Long term wise  Will damage brand reputation  Snowball-effect, sales increasing, further creating fake statistics  Further offending minorities culture without even realising  FROM RESEARCH:  7 The effort of including a ‘token’– worker, manager or leaders (usually race, religion, sex…) in organization is intended to create illusion of diversity to deflect potential accusations of discrimination. —> Instead of solely following the trends like what people do, they are afraid of being accused of not following the trend  7  Tokenism: Result of Diversity Without Inclusion by Tonie Snell writes: There’s a mad dash in the business world to improve diversity. Every high-profile company is working to boost the statistics in hopes of favorable public profile– one in which people from every group, background, ethnicity are welcome.( BIZSHIFTS-TRENDS 2020)  7 And ‘fake’ statistics is exacerbating the matter– it’s masquerading the real issue of token representation and tokenism. ( BIZSHIFTS-TRENDS 2020)    ripples of tokenism are being felt in all directions, e.g.; some corporations hire female executives as a way to avoid criticism– instead of hiring them for their talents… —> 7 Secondary effect of tokenism: people got hired because of there race instead of their talents and ability 7 Tokenism isn’t solving any problems- it’s masking them and only making them worse.

8. Brand example 1 (Braindead)  How do you know if a brand is doing good for the sake of fame?(tokenism?)  How do you know if they really care about the issue?  Educating people about the issue Donating Raising awareness Passing down stories Bringing people together After reading the article, I think knowing about the initiative of the act is important.  Braindead tagged other big brands in an instagram post and called them out to do a collab that helps to raise money and awareness to the cause.  They made good use of their social media platform, gathering people to create something for the lgbtq and black communities They raises awareness among their followers By tagging other brands, followers from the tagged brands would also be aware of it. They are building a virtual community of people who are being supportive to black communities and causes. They know very well about what they could do to help the situation in their position All proceeds from the tee shirt sales are being donated to the movement for black lives and the LGBTQ freedom fund, they did not get a penny from the whole project. I think this is already one of the biggest proof that they are really doing it for the black and lgbtq communities. What brands would not like to earn profit from their products?  RESEARCH: Charity tees Tee print “if you love the black culture protect black lives” raising money to support black communities Brain Dead made the request in a recent Instagram post, tagging big-name brands like The North Face, Converse, and Carhartt WIP. "If you talk with us, walk with us ... we have collaborated with so many amazing brands since the day we started," Brain Dead wrote. "We are now asking these brands to team up with us in creating new ways to help out the cause at hand. We ask @thenorthface @carharttwip @converse @reebokclassics to match our donation or work on a project with or without us to raise money or awareness for this cause. I reach out to these brands because we back them and we know they do amazing things! Lets stop strategizing and just activate the fucking voltron! Let’s go!" “to raise money and awareness for the cause” All of the proceeds will go to The Movement for Black Lives, Black-Owned Business Relief Fund and LGBTQ Fund. In just 24 hours, total sales of the tee is over half a million dollars,

9. Brand example 2 (

10. Conclusion  It’s time to move on from activism and focus on actually doing something. It’s important to note that diversity and inclusion are not the same thing. Diversity is a statistic; inclusion is so much more. an immerse of different cultures, people from different places of different cultural backgrounds could innovate and create truly astonishing solutions  FROM RESEARCH: 10 REDEFINE Tokenism, and the misguided diversity attempts it stems from, simply gives the appearance of equality without achieving it. Think of the person who tries to prove they aren’t a racist by pointing out their one black friend. Or another person who thinks having a lone gay friend makes them a supporter of the LGBTQ community. (Miles 2019) 10  Tokenism and token representation is a misguided attempt at social diversity in order to deflect criticism and simply give the appearance of diversity without achieving it. ( BIZSHIFTS-TRENDS 2020)  10 Creating a more welcoming environment for cultural and inclusion to have a place does not through token attempts but through blasts of courage to be difference in a mainstream driven society.  (Medina 2019) 10 —> especially when social media is becoming such a big part in our daily lives, people are highly exposed to brand advertisements, it is essential that brands are aware of how impactful they are to audiences’ mindsets and perceptions to cultures (Shankar 2014) 10 There is a time and a place for activism and speaking up about topics that are being ignored, but there is a time where we should move onto just living and breathing what we fight for, rather than making lots of noise or falling into tokenism. (Miles 2019) 10 We need to be working on ways to equal the balance. The consequence for getting so much of this wrong is that we aren’t representing the actual customer and we’re causing brand damage along the way and creating new bias. (Miles 2019) 10 It’s time to move on from activism and focus on actually doing something. (Miles 2019) 10 It’s important to note that diversity and inclusion are not the same thing. Diversity is a statistic; inclusion is so much more. (Snell 2017) 10 Diversity is important, but by no means is it the final step. Once companies have assembled a diverse team, there’s still work to be done. Inclusion is an ongoing process that must continue long after these diverse employees have joined the team. (Snell 2017) 10  However in business, diversity and inclusion are imperative, and it cannot/or should be faked. Tokenism and token representation, in all forms, are neither viable or acceptable. (BIZSHIFTS-TRENDS 2020)