Florida State University Libraries Electronic Theses, Treatises and Dissertations The Graduate School 2014 Overcoming the Diversity Ghetto: Determining the Effectiveness of Network Broadcast Diversity Initiative Programs Leah P. Hunter Follow this and additional works at the FSU Digital Library. For more information, please contact [email protected] FLORIDA STATE UNIVERSITY COLLEGE OF COMMUNICATION AND INFORMATION OVERCOMING THE DIVERSITY GHETTO: DETERMINING THE EFFECTIVENESS OF NETWORK BROADCAST DIVERSITY INITIATIVE PROGRAMS By LEAH P. HUNTER A Dissertation submitted to the School of Communication in partial fulfillment of the requirements for the degree of Doctor of Philosophy Degree Awarded: Spring Semester, 2014 Leah P. Hunter defended this dissertation on April 2014. The members of the supervisory committee were: Jennifer M. Proffitt Professor Directing Dissertation Valliere Richard University Representative Stephen McDowell Committee Member Davis Houck Committee Member The Graduate School has verified and approved the above-named committee members, and certifies that the dissertation has been approved in accordance with university requirements. ii To Momma and Daddy. All that I am is because of you. iii ACKNOWLEDGEMENTS Thank you Jesus!!! First, I would like to thank my family: My Mom and Dad, Ricky, Nori, Billy, Robin, Lori, Stanley, Holly, Marisa, Nozomi, Duke, Jordan, and all of my aunts, uncles, and cousins. I am so fortunate to have a family that is supportive of me. We lost my Mom at the end of my second year in the doctoral program and I was absolutely sure that I would not be able to go on. She was my best friend and was the one who encouraged me to go back to school in the first place. But, with unwavering support and love from my family, I did it! I love you all!! Next, I have to thank my dissertation committee: Dr. Jennifer Proffitt, Dr. Steve McDowell, Dr. Davis Houck, and Dr. Valliere Richard for their support and invaluable insight through this entire process. A special thanks and a big hug go to Dr. Jennifer Proffitt who lovingly guided (and pushed) me through this process. The scholar I am today is because of you. My life changed the day I first heard you discuss political economy of media. I can only hope that I will be half the professor, scholar, and mentor to an up-and-coming scholar that you have been for me. Additional thanks to Dr. Felecia Jordan Jackson, Dr. Aaron Thomas, and Dr. Hernan Ramirez for your guidance and friendship. I definitely could not have done this without all of you! A very special thank you goes to my classmates/colleagues who were in the trenches with me. We laughed, cursed, partied, and cried together. I will always value my time at Florida State University because of the time I spent with all of you. Thanks to Michael Chouinard, Shea Smock, Tamaria Williams, Shawna Patterson, Herlanda Hampton, Deanna Harris McKoy, Michelle Flood, Emilola Apayomi, Clyde Lemon, John Williams, LaFarin Meriweather, Ebony Okafor, Christine Willingham, Agata Wlodarczyk, Kaleena Burkes, Estee Hernández, Jeremiah Campbell, Sophie Janicke, Andy Ellis and Jennifer Toole. To my girls! Thank you for holding me up and listening to me rant about any and everything. Thank you for always checking on me and making sure I wasn’t going crazy in this one-horse town. Erika Kegler, Karen Stewart, Karyn Wheat Powers, Jamille Nicholas, Amber Dykes, and Cynthia Slavens. To the Gallerkas: Noah Gallico, Sarah Kuscerka, Will, and Gus. I cannot thank you enough for your friendship and kindness! Thank you for opening up your home to me so that I could afford to conduct my interviews in Los Angeles. You will always have a place in my heart! Very special thanks to all of the men and women who agreed to participate in my interviews, and my friends who referred me to you. I cannot say your names (you know, confidentiality), but your input was invaluable to my work. Thanks to Donald Bogle! Before I even thought about going back for a PhD, our discussions helped me to be critical and thoughtful about our role and history in TV. Finally, thanks to my SOTA sisters, especially Dr. Felicia Moore Mensah and Dr. Tamara Bertrand Jones. Your input and guidance has been invaluable. iv TABLE OF CONTENTS Abstract ........................................................................................................................................ viii 1. DIVERSITY INITIATIVES AND THE RISE OF THE COALITION ..................................1 1.1 Threats of Boycott..........................................................................................................1 1.2 The Broadcast Networks Respond .................................................................................1 1.3 The Root of the Problem………………………………………………………………5 1.4 Political Economy of Media and the Public Interest .....................................................6 1.5 Goals of the Study …………………………………………………………………… 8 2. EXAMINING MEDIA DIVERSITY ....................................................................................14 2.1 The Political Economy of Media .................................................................................14 2.2 The Cornerstones of Political Economy of Media .......................................................18 2.3 A Brief History of Political Economy .........................................................................18 2.3.1 Marx – The Importance of Class and Labor Value in Economics .....................19 2.3.2 Neoclassical Economics......................................................................................22 2.3.3 Neoliberalism ......................................................................................................23 2.3.4 Marxian Political Economy ................................................................................25 2.3.5 The Frankfurt School & the Culture Industry ....................................................27 2.3.6 Dallas Smythe and the Blindspot Debate ............................................................28 2.4 The Role of Advertising in Media – Race and Audience Segmentation .....................30 2.5 Types of Media Diversity ............................................................................................34 2.6 Why Diversity Matters in Media .................................................................................40 2.7 Using Critical Race Theory to Assess Media Diversity ..............................................45 3. THE METHODS TO MY MADNESS .................................................................................53 4. A HISTORY OF BROADCAST DIVERSITY INITIATIVES ............................................65 4.1 President Truman’s Attempt “To Secure these Rights” ..............................................66 4.2 NBC and the Continuity Acceptance Radio/Television Department ..........................68 4.3 Joseph V. Baker: Special Counsel to NBC ..................................................................71 4.4 NBC and its Integration without Identification Policy ................................................74 4.5 A New Industry Bound by Old Ideals ..........................................................................81 4.6 Produced by and Starring in .........................................................................................87 4.7 The FCC and the Establishment of EEO Regulations ..................................................92 4.8 WGPR – Where God’s Presence Radiates ...................................................................98 v 4.9 Initiatives to Increase Minority Ownership: Tax Certificates and Distress Sales ......103 4.10 Freedom of the Press is Guaranteed Only to Those Who Own One ..........................106 4.11 Adarand and the End of Government Mandated Diversity Policy .............................108 5. SOME PEOPLE HAVE WAITED OVER 300 YEARS TO BE HEARD: THE TELECOMMUNICATIONS ACT OF 1996 AND ITS EFFECTS ON DIVERSITY116 5.1 Media Concentration through Horizontal and Vertical Integration ...........................118 5.2 Concentration and Diversity .......................................................................................124 5.3 Clueless, Careless, or Both – Diversity Initiatives are Established ............................127 5.4 New Directions or the Same Old Direction? ..............................................................135 5.5 Representation in Network Television .......................................................................138 6. A BROTHER’S GOTTA BE A COMMODITY: FIRSTHAND ACCOUNTS OF BROADCASTING DIVERSITY INITIATIVES...............................................................153 6.1 Demographics .............................................................................................................155 6.2 Interviews ...................................................................................................................160 6.3 Themes of Significance ..............................................................................................161 6.3.1 The State of Diversity in Broadcasting .............................................................161 6.3.2 The Stigma of Being “Diverse” .........................................................................166 6.3.3 The Importance of Mentors ...............................................................................176 6.3.4 Program Improvements .....................................................................................181 6.3.5 Fear