Academic department under which the project should be listed

RCHSS - Sociology & Criminal Justice

Faculty Sponsor Name

Dr. Daniel Farr

Abstract (300 words maximum)

The United States is considered a "melting pot" with a diverse population of citizens. Each year, thousands of Americans send out holiday cards, and increasingly these cards are ordered online in bulk and are decorated with photos for family and friends. However, evidence shows that current advertising does not typically reflect the diversity present in the United States population. This research aims to show how the advertisement of photo holiday cards through sample cards posted on the retailer's website includes mostly white heterosexual couples and families and fewer same-sex couples (with and without children), racial-ethnically diverse families. This research will explore the presentation of the sample holiday cards on retailer websites to determine if their advertising accurately represents America's socio-cultural diversity. We anticipate that the results will show that retailers more frequently cater to white Americans in their holiday card advertising by using white models for their sample cards. Additionally, we anticipate the results to show that retailers present families and couples as heteronormative and are less likely to show homosexual couples and family models.

Disciplines

Gender and Sexuality | Lesbian, Gay, Bisexual, and Transgender Studies | Race and Ethnicity

Project Type

Poster

How will this be presented?

Yes, in person

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Sample Holiday Cards: Examples to Help Visualize Your Families Holiday Card or A Reinforcement of Racism and Heteronormativity in America.

The United States is considered a "melting pot" with a diverse population of citizens. Each year, thousands of Americans send out holiday cards, and increasingly these cards are ordered online in bulk and are decorated with photos for family and friends. However, evidence shows that current advertising does not typically reflect the diversity present in the United States population. This research aims to show how the advertisement of photo holiday cards through sample cards posted on the retailer's website includes mostly white heterosexual couples and families and fewer same-sex couples (with and without children), racial-ethnically diverse families. This research will explore the presentation of the sample holiday cards on retailer websites to determine if their advertising accurately represents America's socio-cultural diversity. We anticipate that the results will show that retailers more frequently cater to white Americans in their holiday card advertising by using white models for their sample cards. Additionally, we anticipate the results to show that retailers present families and couples as heteronormative and are less likely to show homosexual couples and family models.

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