• December 2019: Additional funding of $36,000 awarded

Through original survey data and in-depth interviews, sociologists Cristina Mora and Tianna Paschel will examine how the political attitudes of Asians, blacks, Latinos, and whites in California are shaped by place. They will study the extent to which racial and political attitudes vary across groups and regions across California and explore how local attributes (demographic, political, economic, cultural) are associated with political identities and ideas about race and class.

As mainstream advertising firms have sought to capture the growing racial and ethnic consumer market, the demand for black representation in the industry has increased. Sociologist Corey Fields will examine the context and salience of black identity among advertising industry professionals, examining both firms with a minority focus and mainstream firms. He will investigate the extent to which turning “blackness” into an economic good strengthens or inhibits African American advertising professionals' sense of racial identity.