Crossing the Sonic Color Line: Strategies for Sonic Diversity
While brands and advertisers work to avoid visual symbols and language that can perpetuate racism, we need to recognize that there are sonic markers that are just as powerful in defining how we hear (and represent) the world around us. These are sonic color lines: invisible but pervasive barriers that can impact our marketing and messaging decisions. Crossing these sonic color lines requires us to retrain the way we listen and to diversify the sonic spaces we inhabit. In this thought-provoking presentation, Steve Keller (Sonic Strategy Director | Studio Resonate) examines the history of sonic racism and its impact on the speaker and the listener alike, offering ground breaking new research and making the case that practicing sonic diversity is not only the right thing to do – it’s sound business practice, too.
After this session, you’ll be able to:
- Understand how sound shapes our perception and influences our behavior, and how technology and advertising have played a role in perpetuating sonic color lines
- Gain insights from new research into how racialized listening can impact ad favorability and effectiveness
- Take steps to cross the sonic color line, advocate for sonic diversity, and strengthen brand connections to all audiences
This session is for digital marketers who have a role in creating, producing, and approving audio-only/audio-first advertising and brand communications.