Urban- Out of the Ghetto and Into the 'Burbs
By Dr. Neal Burns, Professor, College of Communication, UT Austin

The American legacy concerning equal opportunity is – at best – complex, checkered and for many embarrassing. And, the issues of racial equality, employment, status and advancement have been addressed in every professional field. The communication agencies in the United States have recently faced the issue of de facto segregation and the absence of minority staff in their ranks. Leading news stories involving New York Governor Eliot Spitzer (then Attorney General), New York City's Commission on Human Rights and racial discrimination on Madison Avenue have served as a challenge for other cities and advertising agencies. The Urban Media Symposium (UMS), April 7, is part of Austin’s response to this issue.

Examining the urban influence among our youth, the impact on fashion, the changes in the audience for music, high profile performers in entertainment, sports and film are all major parts of the discussion and emphasis that will take place during UMS. Equally important is the size and economic importance that African-American and Latino markets represent; reaching those audiences with the appropriate rational and emotional messages requires a better understanding of their values and attitudes than has frequently been demonstrated.

The UMS is the first of what our community believes will be a regularly presented event that keeps Austin and Texas in a leadership role regarding the understanding, education and respect for minority talent and the marketing opportunities they represent. During a busy holiday weekend and in the midst of Texas Relays and Music Festivals, the Urban Media Symposium serves as an important opportunity for those concerned with equal rights and employment and cultural expression. Many thanks to the sponsors for making this important event possible – The University of Texas at Austin, The Austin Advertising Federation, GSD&M, Sanders/Wingo, Enviromedia, The Urban Music Festival and MPOWER Ventures.

Interested parties may register at www.urbanmediasymposium.com.