College of Arts and Sciences
Master of Science in Applied Sociology (MSAS)
Dr. Krista E. Paulsen
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, though they can take subtle forms. Symbolic cues alert readers of the newspaper that that some neighborhoods are affluent and potentially racially exclusive. The content of these cues, and the locations of the neighborhoods they describe, change over time and across place. Concluding remarks situate this study within the larger literature on segregation and propose directions for future research in the field.
Heneghan, Jennifer J., "New Homes! (for the "right" family): Exclusionary Messages in Subdivision Advertising" (2009). UNF Graduate Theses and Dissertations. 239.