On Monday, March 16, Starbucks announced a joint campaign with USA Today to promote conversations surrounding racial issues. Starbucks employees at more than 12,000 locations nationwide are writing "Race Together" on its cups and are encouraged to strike up conversations with customers about race.
Missouri School of Journalism professors Amy Simons, Earnest Perry and Mike McKean discuss the issue on KBIA-FM's weekly media criticism program, "Views of the News."
There is a discussion about race that needs to happen. I think we can all agree on that, but who should lead it?
Social media is blowing up with criticism challenging Starbucks' authority to start this conversation, mostly because it doesn't have the best representation in its leadership. Starbucks CEO, Howard Schultz says '"Race Together" can be a "primary vehicle" in getting people to understand the importance of facing racial issues.
We can again really create and elevate a conversation in our stores that can go well beyond our stores.
https://www.youtube.com/watch?v=5PgbkIA6xxY&list=PL86pPJ1H7n26AqqJ0CkFvIUoa2F6wO5fO&index=2
From a media standpoint, the question remains if this is an act of native advertising. Also, McKean brings up the question as to why USA Today isn't receiving as much backlash as Starbucks in terms of its representation in the company.
On Friday, March 20 USA Today will publish its part to the 'Race Together' campaign. The edition will be in papers and chain stores. Mike McKean questions whether the supplement will actually add something new to the conversation. Until then you can see how USA Today is covering 'Race Together' here.
