Title

What’s Behind Those “Happy Diversity” Smiles? A Social Semiotic Analysis of Representations of “Diversity” In Stock Photography

Purpose

Examining the common photography practices for depicting “diversity” in organizational and diversity management contexts

Description

Researchers have identified patterns in the “diversity rhetoric” organizations use to discuss the importance of diversity. While similarly criticized, there has been less critical attention to the photographs used to illustrate support. This critical social semiotic analysis draws on Critical Race Semiotics, visual rhetoric, and past examinations of stock photography to examine popular representations of “diversity” in stock photography to demonstrate how they support problematic ideologies, practices, and expectations. It concludes with recommendations for application in the doing and teaching of public relations.

Research type

Mixed methods research, visual analysis, content analysis, semiotics

Research format

Presented as a poster at the University of Oregon’s Graduate Student Research Forum (May 10, 2024)

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