Abstract

Race to the Bottom

This article focuses on the public relations campaigns run by Wal-Mart in the interests of expanding into urban, African-American areas, despite its ethically questionable policies. In January, Wall-Mart launched walmartfacts.com, a website to counter criticism of the kind you may have read in this magazine. The new campaign materials feature many smiling African-American faces; the website explains, accurately, that Wal-Mart is a "leading employer" of Hispanics and African-Americans. As Jesse Jackson and other black leaders have pointed out in response to this boast, the slave plantation was once a "leading employer" of African-Americans as well. But this ad campaign was only the latest salvo in Wal-Mart's fervent battle for the goodwill of black America, inspired by the difficulties the company is having as it tries to move into urban areas. Much like that of the Bush Administration, Wal-Mart's image-making strategy includes not only advertising but paying for positive media coverage from black journalists. Wal-Mart even gives money to civil rights organizations fighting racism.