SXSW Carl W. Jones on "7 Stages to Decolonise Advertising & the Creative Industries"
Jones, C.W. 2025. SXSW Carl W. Jones on "7 Stages to Decolonise Advertising & the Creative Industries". YouTube
Jones, C.W. 2025. SXSW Carl W. Jones on "7 Stages to Decolonise Advertising & the Creative Industries". YouTube
| Title | SXSW Carl W. Jones on "7 Stages to Decolonise Advertising & the Creative Industries" |
|---|---|
| Creators | Jones, C.W. |
| Description | With over 350,000 attendees in Austin, Texas this year, SXSW (South By Southwest), is a multi-day event that “celebrates new ideas and innovators across the culture, science and tech industries” (Guardian). The event, which has been running for almost four decades, and invites professionals from around the world to engage in industry presentations, technology exhibitions, music and comedy showcases, film and television screenings, professional development and networking sessions, awards ceremonies, competitions, and more. On March 10th Dr Carl W. Jones spoke to a mostly industry audience of 200 people on the results of his recent PhD research titled “7 Stages to Decolonize Advertising & the Creative Industries.” Dr Jones emphasised that in order to decolonise the Creative Industries in colonised or coloniser countries, they could follow his seven steps. The research highlighted Jones’ work in Mexico, where he has already started the decolonising process by concentrating on diversity in advertising both in-front-of and behind the camera.. Advertising broadcasts 2 messages, what the client wants the consumer to see and secondary messaging that reflects colonial thinking such as racism, classism, or misogyny. This talk investigates Mexican advertising and deconstructs the creative process to see where issues such as racism can appear. The results reveal a cutting edge 7-stage strategy to remove colonial thinking from the final product eliminating hidden messaging that upset consumers. Participants will gain actionable insights to futureproof their advertising and leave with a framework for designing inclusive messages. |
| Keywords | Semiotics |
| Decolonisation | |
| Racism | |
| Diversity | |
| Advertising | |
| Year | 10 Mar 2025 |
| 2025 | |
| Place of publication | YouTube |
| Web address (URL) | https://www.youtube.com/watch?v=wwQ1Jr2Jc3M |