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Sourcing Diversity, Shifting Culture: Building “Cultural Competence” in Public Media

Abstract This study looks at the “cultural competency” efforts of one U.S. public media station as it attempts to shift a culture of whiteness and increase the representation of people of color within both staffing and online and broadcast coverage. Using a field theory framework and a combination of ethnographic observation and interviews, it follows a project that seeks to change sourcing and community engagement practices. The study charts where colorblind ideology and traditions of journalistic objectivity are and are not disrupted—and the challenges of moving from a project to an institutionalized process of culture change that embraces reflexive journalism.