Mini U Brochures: Advertising Social Exclusion at a Post-Secondary Institution, Canada?

Abstract

The purpose of this research is to analyze visuals and texts from the three 2015 and 2016 Mini U (sport, recreation, and academic programs for young people) brochures at a post-secondary institution, Canada. Semiotics of the brochures is analyzed first and content analysis follows. The findings of this study are: (1) an overall impression of visuals from the brochures appears a dominant imagery of whiteness; (2) the techniques for taking pictures (e.g., size, clarity, colour, lay out, and representation of certain images) in the brochures make White figures more visible than non-White figures; (3) 87%, 88%, and 89% of figures of children and youth are White, and 87%, 94%, and 100% of the Mini U program leaders are White; (4) the offered Mini U programs tend to be designed for White-centred programs (e.g., hockey, ice programs); and (5) the images of whiteness in the brochures seemly reflect institutional social exclusion and racism on Canadian campus. A socially just and sustainable campus can be possible by changing the publication practice of Mini U brochures as a small step.