The communications field has been shaped by the hard work and dedication of Black leaders in the communications industry. From radio and TV to journalism and public relations, Black professionals have made long-lasting contributions to the communications industry that have had a monumental impact on the way we communicate and share information.
In the age of the printing press, African Americans were among the first to use the technology to spread messages of equality and justice. Throughout the 19th century, Black American newspapers began to appear and, for the first time, provided a public outlet for them to share their stories and experiences.
The first African American newspaper, The Freedom’s Journal, was founded in 1827. The paper’s primary focus was the campaign to abolish slavery in the South and counter anti-Black sentiments in the North (BlackPast). Black Americans were also pioneers in the booming radio and television age by creating television and radio shows that brought attention to the struggles of the Civil Rights Movement and other societal injustices.
Legendary Radio Broadcaster and Social Activist, Richard Durham, created two groundbreaking radio series in the 1940s: “Here Comes Tomorrow,” the first radio soap opera with an all-Black cast and critically acclaimed docudrama, “Destination Freedom”. Durham’s scripts were known for their politically outspoken content that highlighted Black historical figures who fought for their rights and championed freedom and equality (Google Arts and Culture).
Before WWII, negative, derogatory images of Black Americans, as well as other racial minorities, predominated the advertising industry. It was not until Black professionals were in the industry that these depictions became more realistic and reflective of the Black American experience (Illinois News Bureau).
Tom Burrell, renowned marketing communications pioneer, is credited with transforming the use of positive and realistic depictions of Black Americans in television advertising. In 1961, Burrell became the first African American to work at a Chicago advertising agency, and a decade later he established Burrell Communications.
His agency pioneered targeted advertising and coined the phrase, “Black people are not dark-skinned white people.” Burrell and his team advocated for the incorporation of black culture and positive images of black people in advertisements and commercials. By persuading leading advertisers such as Coca-Cola and McDonalds to emphasize the positive aspects of Black culture, Burrell forever transformed American advertising (One Club).
