THU 4.21.2022 | Keynote Address | 6:30pm
Preceded by Reception, 6:00pm
Smith Memorial Student Union
SMSU RM 296/298
1825 SW Broadway
From Advertising to Public Relations: Sugar and the Case for Capitalism at the End of Empire
This talk examines how and why the British sugar refining industry turned to public relations during the economic and political crises that followed the Second World War. While previous scholars have focused on how advertising served as form of imperial propaganda that shaped consumers' understandings of imperial commodities, global markets, and racialized labor systems, this paper emphasizes how public relations became a tool of empire during the era of decolonization. Using advertising, but also less visible techniques, corporate public relations often suppressed the very ideals of empire companies had promoted for decades. Instead of empire, global industries like sugar promoted neoliberal ideals of development and partnership to maintain the power and profits that empire had afforded in the past.