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Public Relations, Racial Injustice, and the 1958 North Carolina Kissing Case

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Public Relations, Racial Injustice, and the 1958 North Carolina Kissing Case View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Carolina Digital Repository Public Relations, Racial Injustice, and the 1958 North Carolina Kissing Case Denise Hill A dissertation submitted to the faculty at the University of North Carolina at Chapel Hill in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the School of Media and Journalism. Chapel Hill 2016 Approved by: Barbara Friedman Lois Boynton Trevy McDonald Earnest Perry Ronald Stephens © 2016 Denise Hill ALL RIGHTS RESERVED ii ABSTRACT Denise Hill: Public Relations, Racial Injustice, and the 1958 North Carolina Kissing Case (Under the direction of Dr. Barbara Friedman) This dissertation examines how public relations was used by the Committee to Combat Racial Injustice (CCRI), the National Association for the Advancement of Colored People (NAACP), North Carolina Governor Luther Hodges, and the United States Information Agency (USIA) in regards to the 1958 kissing case. The kissing case occurred in Monroe, North Carolina when a group of children were playing, including two African American boys, age nine and eight, and a seven-year-old white girl. During the game, the nine-year-old boy and the girl exchanged a kiss. As a result, the police later arrested both boys and charged them with assaulting and molesting the girl. They were sentenced to a reformatory, with possible release for good behavior at age 21. The CCRI launched a public relations campaign to gain the boys’ freedom, and the NAACP implemented public relations tactics on the boys’ behalf. News of the kissing case spread overseas, drawing unwanted international attention to US racial problems at a time when the country was promoting worldwide democracy. In response, Gov. Hodges launched a public relations campaign to defend the actions of North Carolina authorities, and the USIA employed public relations tactics to manage the country’s reputation overseas. iii This dissertation analyzes the public relations campaigns of the CCRI and Gov. Hodges, focusing on public relations strategies and tactics, as well as public relations outputs and public relations outcomes. This dissertation also analyzes the public relations tactics implemented by the NAACP and USIA. In addition, it examines frames in the public relations material and frames in letters written by members of the public. Using racial formation theory as a foundation, this study also explores how race was reflected in the four groups’ public relations efforts. This dissertation adds to the scholarship on public relations history, illustrating public relations practice of the 1950s and providing an example of how public relations was used for social change, specifically how public relations was used to help African Americans gain civil rights. iv ACKNOWLEDGEMENTS The writing of a dissertation is a solitary endeavor, but its overall completion is not. There were many who assisted me along the way, offering reassurance, inspiration, and a boost if I needed it. My first thank you goes to my dissertation chair, Dr. Barbara Friedman, for her guidance and direction throughout this process. I also am grateful to the other members of my committee: Dr. Lois Boynton, Dr. Trevy McDonald, Dr. Earnest Perry, and Dr. Ronald Stephens. I appreciate their valuable insights and interest in my work. I also must acknowledge Dr. Rhonda Gibson and Dr. Anne Johnston for taking a chance and believing that I could actually do this on a part-time basis while working full time as a corporate communications and public relations vice president. This journey has been incredibly gratifying and rewarding; I am so grateful I had the opportunity. I offer a special thank you to Rhonda Gibson for always being available to listen and for offering helpful advice along the way. My husband has been a great support as I pursued this goal, and my family and friends have provided wonderful encouragement. v TABLE OF CONTENTS CHAPTER 1: THE TABOO OF KISSING .................................................................................... 1 Introduction ................................................................................................................................. 1 Background ................................................................................................................................. 4 The Racial Environment in the American South .................................................................... 5 Miscegenation ..................................................................................................................... 7 North Carolina .................................................................................................................. 11 Monroe .............................................................................................................................. 17 Public Relations in the 1950s ................................................................................................ 23 Public Relations and Propaganda.......................................................................................... 28 Literature Review...................................................................................................................... 29 Theoretical Framework ......................................................................................................... 29 Racial Formation Theory .................................................................................................. 30 Frame Analysis ................................................................................................................. 34 Framing Analysis and Public Relations ............................................................................ 40 African Americans in Public Relations History.................................................................... 46 Justification ............................................................................................................................... 59 vi Research Questions ................................................................................................................... 62 Method ...................................................................................................................................... 63 Limitations ................................................................................................................................ 67 Chapter Outline ......................................................................................................................... 67 CHAPTER 2: THE NAACP and the CCRI ................................................................................. 70 The News Spreads..................................................................................................................... 71 The Formation of the CCRI ...................................................................................................... 77 The NAACP and Kissing Case Public Relations ...................................................................... 85 The Frame in the NAACP’s Public Relations Material ........................................................ 92 The CCRI’s Public Relations Campaign .................................................................................. 94 Public Relations Objectives, Strategies, and Tactics Defined .............................................. 96 The CCRI’s Public Relations Strategies and Tactics ............................................................ 98 Engaging Opinion Leaders ............................................................................................... 98 Engaging Youth .............................................................................................................. 101 Call to Action .................................................................................................................. 103 Face-to-Face Communications ....................................................................................... 107 News Media Strategy ...................................................................................................... 113 Frames in the CCRI’s Public Relations Material ................................................................ 117 Shock/Outrage................................................................................................................. 117 Racism............................................................................................................................. 119 vii CHAPTER 3: GOVERNOR HODGES, THE USIA, AND THE CCRI .................................... 126 A Deluge of Letters: The Public Voices Its Opinion .............................................................. 126 The Letters and Their Frames ................................................................................................. 130 Shock and Outrage .............................................................................................................. 130 Disbelief .............................................................................................................................. 132 Racism................................................................................................................................. 133 Reputation ........................................................................................................................... 136 Hodges Reacts ........................................................................................................................
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