Carl Jones, Senior Lecturer in the School of Media and Communications at the University of Westminster, recently spoke on the results of his recent PhD research titled Seven Stages to Decolonize Advertising & the Creative Industries at South by South West (SXSW) in Texas, US. This is a multi-day event celebrating new ideas and innovators across the culture, science and technology industries.
This year's SXSW event took place between 8 and 17 March. On 10 March, Dr Carl Jones spoke to an audience of 200 industry experts on the results of his recent PhD research, which sets out to redefine the concept of advertising through his analysis of the political economy of race in Mexico, and its manifestation through the spectacle of advertising. During the talk, he uncovered hidden colonial biases like racism, classism and misogyny. He also emphasised that in order to decolonise the creative industries in both colonised and coloniser countries, they could follow his seven-step approach, using Mexico as an example where he had already begun the process by focusing on diversity in advertising, both in front of and behind the camera.
SXSW is renowned for being one of the most influential events in the world, celebrating innovation across the culture, technology and creative industries. Initiating as a music festival, it has since evolved into a multi-disciplinary gathering that attracts a global audience of over 350,000 people. SXSW is a hub for cutting-edge ideas and groundbreaking trends, providing a platform for entrepreneurs, creatives and industry leaders to share insights, showcase new technologies and foster discussions on diversity, inclusion and global change. SXSW will be hosting a conference in London in June for the first time.
Over the years, diversity and inclusion have become central themes at SXSW, reflecting the global push for more equitable representation across industries. The event has increasingly served as a platform for discussions on how to tackle systemic inequalities and amplify underrepresented voices in the media. Carl Jones' talk on decolonising advertising fits seamlessly into these themes, as it focuses on creating more inclusive, diverse narratives within the creative industries. His seven-step strategy provided attendees with actionable insights on how to break down barriers and design messaging that resonates with today’s diverse audiences, aligning perfectly with SXSW’s commitment to driving progressive change.
About the talk, Carl Jones said: “The unique aspect of SXSW 2025 is that it gives researchers access to the latest global trends within the culture industries, and I was excited to share the seven-stage strategy for decolonising advertising so that attendees left with actionable insights and a framework for designing inclusive messages that resonate with today's diverse audiences. I created this solution thanks to support from the University of Westminster.”
Carl Jones’ talk at the event directly contributes to the United Nations Sustainable Development Goal (SDG) 10: Reduced Inequalities. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Learn more about the School of Media and Communications at the University.
