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Multiracial families in television commercials
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Bedley, Crystal. Multiracial families in television commercials. Retrieved from https://doi.org/doi:10.7282/T30V8H1D

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TitleMultiracial families in television commercials
NameBedley, Crystal (author); Lee, Catherine (chair); Cerulo, Karen (internal member); Roos, Patricia (internal member); DaCosta, Kimberly (outside member); Rutgers University; School of Graduate Studies
Date Created2018
Other Date2018-01 (degree)
SubjectSociology, Racially mixed families
Extent1 online resource (vii, 182 p. : ill.)
DescriptionFamilies with parents who identify with different racialized groups and their multiracial offspring, especially Black/White interracial families, have come to symbolize the pinnacle of racial harmony by representing racial unity through interracial intimacy. At the same time these families also symbolize racial tensions and reflect the racist attitudes of those who disapprove of interracial unions. This project explores how the media shape dominant views of the family in response to increasing racial and ethnic diversity and the growth of interracial unions and families. Secondarily, this project addresses the role of the media as it informs the ways people think about multiracial people. Using multiple methods including content analysis of three television commercials portraying interracial families and news and industry reports pertaining to these commercials, as well as focus group interviews with viewers, I show how advertisers reliance on multiculturalism engages the framework of detached difference by treating diversity as uniform and decontextualizing it from the political, historical, economic and social forces that in reality make ethnoracial difference meaningful. Moreover, through the portrayal of these families in television commercials, a multiracial trope may be emerging as uniform phenotypical appearances that portray a preferred biracial look of racial in-betweeness. Finally, I discuss how the commercials evoke a positive emotional response in viewers, the notion of hot cognition, which serves to render interracial families as an aspirational family form.
NotePh.D.
NoteIncludes bibliographical references
Noteby Crystal Bedley
Genretheses, ETD doctoral
Persistent URLhttps://doi.org/doi:10.7282/T30V8H1D
Languageeng
CollectionSchool of Graduate Studies Electronic Theses and Dissertations
Organization NameRutgers, The State University of New Jersey
RightsThe author owns the copyright to this work.
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