Perceptions of diversity and inclusion among South African advertisers

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.