McNair/Gateway Scholars Program USC

Anthony Agbasi

Major and Classification

Business Administration

Faculty Mentors

  • Professor Rakesh Niraj

Department

  • Business, Marketing

McNair Project

"Marketing Social Stereotypes: How Marketing Practices Shape The Career Choices of African American Adolescents from Low-Income Families"

The proposed research seeks to address the issue of low minority representation in highly selective careers in academic and business institutions by examining the marketing practices of various media directed at young African American males from low-income families. The main objective of the project is to explore whether the social stereotypes used and promoted by these media practices have career-shaping influences on young African American males from low-income families. In exploring these issues, the research will try to identify the forms of media and corporate marketing practices/images that can potentially shape career choices in the target group; and whether these images are being used to market careers in music and sports entertainment.