Marketing Ethnic Diversity: Creating Urban Landscapes of Inclusivity and Shared Identity

Amber LaBerge
Communications, Royal Roads University
April, 2007
 

Abstract

This paper explores the way that Canadian cities utilize civic ritual, public art, marketing campaigns, and cultural initiatives to encourage shared identity among ethnically diverse urban populations. Common identity in the midst of diversity is a challenge to achieve. This research explores the methods used by cities to work toward a common civic purpose in a multi-cultural reality; some of which work toward this goal, and some of which maintain an identity based on whiteness as a social norm. Social capital and trust have an important role to play in the creation of positive community experiences, but these characteristics have been debated as being somewhat difficult to establish amongst ethnic and culturally diverse communities. Additionally, Canadian identity, symbolic landscapes, the media, and policy each have a significant function in giving validity to marketing shared identity and inclusivity of ethnic and immigrant groups.
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We wish to acknowledge the financial support of the Social Sciences and Humanities Research Council for their financial support through theAid to Scholarly Journals Program.

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