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Anti-racism has been practiced in various ways, with varying degrees of effectiveness. This chapter engages with the body of scholarship that focuses on approaches aimed at promoting anti-racist actions, policies and social change. It discusses some of the main anti-racism strategies that have been deployed across different countries and examines anti-racism practices in interpersonal, intergroup and community settings. These approaches encompass civil rights campaigns, legislative and policy interventions, affirmative action, diversity and inclusion training, prejudice reduction, intergroup contact, organisational development and holistic anti-racism approaches. Some anti-racism practices and policies, such as awareness campaigns, social marketing and diversity training, also extend to digital platforms, with social media and multimedia networks deployed to broaden the reach and impact of anti-racist endeavours. This chapter specifically engages with local anti-racism movements and draws principles for broader implementation of anti-racism policy and practice. It concludes with a brief discussion of the effectiveness of contemporary anti-racism approaches.

The current piece summarizes five critical points about racism from the point of view of Black scholars and allies: (1) Black people are experiencing exhaustion from and physiological effects of racism, (2) racism extends far beyond police brutality and into most societal structures, (3) despite being the targets of racism, Black people are often blamed for their oppression and retaliated against for their response to it, (4) everyone must improve their awareness and knowledge (through both formal education and individual motivation) to fight racism and (5) anti-racist policies and accountability are key to enact structural reformation.

The first three of these points detail the depths of the problem from the perspectives of the authors and the final two lay out a call to action.

This viewpoint is the joint effort of 14 authors who provided a unified perspective.

This was one of the most original experiences the authors have had – working with 13 former/current students on joint perspectives about police brutality and racism more generally. The authors thank for the opportunity.

This concluding chapter summarises the main themes and topics discussed in this book, synthesising the key issues facing contemporary anti-racism efforts. It reflects on a possible anti-racist future(s) in a context of greater sociocultural affiliations and more interconnected local and global environments. Ideas about race and ethnicity have adapted, and racial hierarchies, structures and processes continuously shape the way social groups engage, interact and live with difference. This raises questions regarding the enduring influence of race and racism. What will the state of multiracial societies be in the evolving digital economy that has transformed the structural and institutional environment affecting everyday life? What kind of an anti-racist future can be imagined that will contribute to ensuring greater social equity? This chapter ponders on a range of possibilities to chart directions towards an anti-racist future that fosters increased intercultural understanding for relational engagements across difference. It draws conclusions and lessons for an anti-racist future and lays out some directions for future research.

This chapter is one of five chapters dedicated to anti-racism, specifically focusing on its conceptual foundations. Drawing from critical scholarship on ideas that have inspired political debates and policies about racism, I address key questions pertaining to anti-racism as an idea, policy framework and as a catalyst for sociopolitical action. This chapter engages with the fundamental principles that underpin anti-racism endeavours, ranging from community engagement to political activism and civil rights movements. It critically examines the ongoing debates on whether the goals of anti-racism, such as racial justice and dismantling of institutional racism/privilege, align with existing sociopolitical order. In addition, this chapter contributes to anti-racism scholarship that has evolved over the past five decades, by synthesising how anti-racism relates to various societal goals. Furthermore, this discussion incorporates themes such as the promotion of tolerance, equality, social justice and recognition within the context of anti-racism.

This work critically investigates online fan responses towards the implementation of the affirmative action policy, the Rooney Rule, within English professional football. It explores systemic and structural racism and the history of the Rooney Rule, before analysing football fans' Twitter comments concerning the policy within English football across an 18-month period.

This research utilised a bespoke search programme to identify and analyse Tweets which focused on the Rooney Rule in English football. A total of 205 posts were thematically analysed and a series of codes were created.

The findings illustrated that fans were generally divided over the Rooney Rule. Over half of the participants welcomed counter measures against structural racism although many caveated responses by critiquing the Rule's approach and scope. For others, however, the policy is yet another example of ‘reverse racism’ and ‘political correctness gone mad’. The findings illustrate that there is an undercurrent of hostility towards anti-racist action and a belief that sport is inherently meritocratic and fair.

While much research has focused on examining online reactions to ‘trigger events’, this chapter provides an empirical insight into contemporary football fan responses towards anti-racist action in the ‘beautiful game’. It demonstrates that there are a series of common misconceptions and misunderstandings towards affirmative action policies in sport. Once we become aware of such misunderstandings, we can attempt to remedy them in order to aid the efficacy of anti-racist action.

The struggle for racial justice has always faced significant challenges and controversies across interpersonal, intergroup and structural levels. As racism continues to evolve and adapt to new social, political and technological developments, researchers, activists and practitioners grapple with complex and intersecting issues. This chapter discusses some of the ongoing challenges anti-racist endeavours face today. It engages with contemporary global issues, such as international migration, globalisation and the digital revolution that have implications on the fight against racism. The chapter covers topics such as the recent backlashes against anti-racism, the emergence of the ‘colour-blind’ ideology and the challenges anti-racism faces in the realm of technological advance and digital spaces. Additionally, this chapter explores the discourse of decolonisation as a radical approach to anti-racism. It concludes with a critical discussion of the idea that mainstreaming and expanding anti-racism to include racial majorities may enhance its effectiveness.

This paper illuminates the mechanisms through which marketing practice and institutions produced, normalized and institutionalized systemic racism in support of imperialism, colonization and slavery to provide impetus for transformational change. Critical race research is drawn on to propose paths toward decolonial and anti-racist research agenda and practice.

The paper integrates multidisciplinary literature on race, racism, imperialism, colonialism and slavery, connecting these broad themes to the roles marketing practices and institutions played in creating and sustaining racism. Critical race theory, afro pessimism, postcolonial theories, anti-racism and decoloniality provide conceptual foundations for a proposed transformative research agenda.

Marketing practices and institutions played active and leading roles in producing, mass mobilizing and honing racist ideology and the imagery to support imperialism, colonial expansion and slavery. Racist inequalities in market systems were produced globally through active collusion by marketing actors and institutions in these historical forces creating White advantage and Black dispossession that persist; indicating an urgent need for transformative anti-racists and decolonial research agendas.

Covering these significant historical forces inevitably leaves much room for further inquiry. The paper by necessity “Mango picked” the most relevant research, but a full coverage of these topics was beyond the scope of this paper.

Marketing practitioners found themselves at the epicenter of a crisis during the Black Lives Matter protests. This paper aims to foster anti-racist ad decolonial research to guide practice.

This paper addresses systemic and institutional racism, and marketplace inequalities – urgent societal challenges.

To the best of the authors’ knowledge, the paper is the first in marketing to integrate multidisciplinary literature on historical forces of imperialism, colonization and slavery to illuminate marketing’s influential role in producing marketplace racism while advancing an anti-racist and de-colonial research agenda.

This chapter on anti-racism struggles applies an anti-racist activist framing, both critically examining and recognising the milestones achieved through centuries of pro-justice and anti-racism struggles. It delves into the arduous journey that the global fight for racial equity has undergone and highlights the significant progress as well as setbacks experienced during this lengthy struggle. The earliest history of the fight against racial oppression and domination goes back to anti-slavery and anti-colonial movements. Scholars have analysed the emergence, development and state of global anti-racism struggles in a variety of ways. I approach this subject from a sociological perspective, highlighting the role of social structures, groups and institutions that have contributed to shaping the outcomes of anti-racist initiatives. While recognising the role of individuals and leading political activists, this chapter emphasises anti-racism as a collective social justice struggle. To do this, I explore various local and global anti-racism endeavours and examine how they may influence discussions on race, racism and racial equity and their evolving trajectories across different societies.

As a team of eight scholars at the University of Texas, we collaborate to research issues that directly focus on the development, training, and experiences of anti-racist and social justice leaders in urban secondary schools. Each of us considered a personal event, or series of events, that significantly influenced our thinking about social justice. We share experiences of personal and institutional racism, and reflect on how these experiences continue to shape our awareness of race. Our perspectives capture how issues of race and racial discrimination persist in a status quo educational system and how past experiences directly influence our work.