PUBLI : Milena Doytcheva, « Governing racial justice through standards and the birth of ‘White diversity’: a Foucauldian perspective », Journal of Marketing Management, 2020

Drawing on a longi­tu­dinal qual­i­ta­tive approach to corpo­rate diver­sity poli­cies in France, based on more than 80 in-​depth inter­views (N = 86), this paper exam­ines the paradox conveyed within these poli­cies by the rise of ‘race­less’ diver­sity concepts. This is what I term White diver­sity, exploring its construc­tion and appro­pri­a­tion in the light of tech­nolo­gies of normal­i­sa­tion, referred to in English as stan­dards. Building on a Foucauldian approach to normal­i­sa­tion, the paper engages with the case study of the French Diversity Label. It explores the ways in which market-​based mech­a­nisms of regu­la­tion have shaped the manage­ment of race differ­ence. It demon­strates in partic­ular how normal­ising antidis­crim­i­na­tion through volun­tary social certi­fi­ca­tion has contributed to upholding white­ness in organisations.

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