Why do corporations fund cultural organisations and events? In Black Culture, Inc: How ethnic community support pays for corporate America Patricia Banks, Professor of Sociology at Mount Holyoke College, explores the role of corporate funding in shaping cultural life, from historical examples of tobacco advertising and media, through to contemporary social media businesses’ presence at music festivals. The book draws on a wealth of examples and scholarship on Black culture in America, alongside analysis of diversity policy and practices. Most crucially, the book introduces the idea of ‘diversity capital’, showing the costs of corporate influence on culture, as well as the ambivalence and enthusiasm of cultural producers and audiences. Moving beyond simple explanations and analysis of race, corporate funding, and culture, the book is essential reading across the arts, humanities and social sciences, as well as for anyone interested in the arts today.
Dave O'Brien is Professor of Cultural and Creative Industries, at the University of Sheffield.
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