Abstract:
Developing and developed countries recognise the importance of the creative industries
as a factor of economic development. Literature proposes that there is a common belief
that cultural and creative industries are void of traditional discrimination and social
inequalities due to their high reliance on employee talent, talent which is not necessarily
linked to class, gender or ethnicity; therefore, these industries present a place of equal
opportunity for anyone with talent. Literature has for years affirmed the need for diversity
in organisations as a means of driving performance and addressing social injustices. In
context of the creative industries, inclusion practices are said to not only create
environments that support individual employee growth, they also promote the
psychological safety that allows employees to experiment, which often leads to
innovation and increased creativity
To fully realise the potential within these industries a concerted effort is required in
understanding diversity and inclusion. Therefore, this qualitative study, sought to explore
the perceptions of diversity and inclusion amongst South African advertisers. This study
explored the manner in which these perceptions influenced recruitment and the
inclusionary practices adopted in agencies. This study also explored the experience of
inclusion within these agencies through the lived experiences of black employees.
While many key insights present in this study correlated with the literature reviewed. A
number of new ideas emerged. In this study it was found that diversity in the South
African context was an emotionally fueled subject as a result of the apartheid legacy.
Added to that was the idea that the production line process that many agency’s
adopted in producing creative had inherit social injustices that exacerbated the issue.
South African practitioners emphasised the role of physical structures in inclusionary
practices, an emphasis that was not noted in literature. Finally, identity of the black
creative both owned and perceived, plays an extraordinary role in the way these
employees experience inclusion.
