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Essay / Research Paper Abstract
A 5 page essay that analyzes an article relative to how it portrays multiculturalism in American. This article offer a transcript of a CNN financial news broadcast hosted by Valerie Morris, which aired April 21, 2004. The topic under discussion for this broadcast was the fact that a magazine Diversity, Inc. announced its top 50 companies for diversity, with PepsiCo "shooting up" the list from 25 last year to number 5 on the new list. Examination of this article demonstrates that the media--and mainstream culture in general -- tends to characterize the diversity of the US population through stereotypical images that offer little to towards a better understanding of that diversity. Bibliography lists 1 source.
Page Count:
5 pages (~225 words per page)
File: D0_khpordiv.rtf
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Unformatted sample text from the term paper:
for this broadcast was the fact that a magazine Diversity, Inc. announced its top 50 companies for diversity, with PepsiCo "shooting up" the list from 25 last year to number
5 on the new list. Examination of this article demonstrates that the media--and mainstream culture in general -- tends to characterize the diversity of the US population through stereotypical
images that offer little to towards a better understanding of that diversity. The article begins with Morris pointing out that Pepsicos newest products have come from an advisory board
of minority-member employees. Morris says, "Its using some of its minority workers to produce soda and chips for their communities, and that has translated into bigger sales. The broadcast then
switches to Fred Katayama reporting from Pepsico headquarters in New York City. Katayama then explains that Pepsico enjoyed huge success this year with its introduction a new product, Mountain
Dew Code Red, which was promoted via hip hop music at "street basketball games" in order to appeal to urban youth. This approach resulted in Code Red becoming the first
soft drink in two decades to sell 100 million cases in its first year (Morris, et al). As this description indicates, from the beginning of the broadcast, the orientation
of the news item is that companies that specifically target ethnic groups can enjoy great success. However, the point is stressed that minority workers developed specific products for their communities.
There is no sense of inclusion for a wider consumer base. This is clearer something that was done for ethnic communities. Even the name of the soft drink suggests a
counter-culture connotation as "code red" suggests danger. Steven Reinemund, chairman and CEO of Pepsico, states this overtly, saying that over $250 million in growth for his company came directly from
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