Abstract

The relationship between diversity, equality, and inclusion (DEI) in the beauty industry and the emergence of anti-DEI laws nationwide is examined in this thesis. Using MAC Cosmetics' Viva Glam campaign as a case study, this research highlights how public relations tactics in the beauty industry have traditionally supported inclusive values, embracing representation across lines of color, gender, sexual orientation, and health. On the other hand, new legislative initiatives in states like Florida, Texas, and Kentucky demonstrate a burgeoning political movement that seeks to eliminate DEI initiatives in public institutions and education. This thesis examines the ramifications of such through a comparative analysis and emphasizes the critical role that public relations plays in reflecting and influencing cultural ideals.

This research argues that PR is in a unique position to mitigate the impacts of anti-DEI backlash through purposeful, open, and values-driven communication, drawing on academic sources, legislative records, and cultural opinion. The conversation urges institutions and practitioners to see DEI as a professional and moral necessity rather than a business fad, particularly during periods of political opposition. In the end, this thesis provides a critical analysis of public relations' ability and duty to maintain equity in a divisive cultural environment.

Semester/Year of Award

Spring 5-12-2025

Mentor

Abra Endsley

Mentor Department Affiliation

Communication

Access Options

Open Access Thesis

Degree Name

Honors Scholars

Degree Level

Bachelors

Department

Communication

Presentation

https://docs.google.com/presentation/d/1-_jKaGzZf_6hGdgjQyaYOV6Y6F04pD1jajWk1X5d0qY/edit?usp=sharing

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