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ERIC Number: EJ829548
Record Type: Journal
Publication Date: 2008
Pages: 9
Abstractor: As Provided
Reference Count: 41
ISSN: ISSN-0010-0889
Selling Exclusion: Images of Students of Color in Bowl Game Advertising
Harris, Michael S.; Bourke, Brian
College and University, v84 n2 p18-26 Fall 2008
Each winter, the best collegiate football programs compete in the Bowl Championship Series. in addition to showcasing their prowess of the field, each school is afforded opportunities to highlight other aspects of their institution in the form of advertising spots. The current study analyzed each of these spots for the 43 university participants using orienting concepts of critical race theory and iconography. The messages and symbolism within each advertisement reveal a great deal about each institution, both through what is included, and what and who are excluded. Through this paper, the authors provide an analysis of how the dominance of whiteness is communicated, as well as how the token multiculturalism that is shown sends a message about each institution.
American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A