Bridging Antiracism and Equity, Diversity, and Inclusion Discourses Through Grassroots Organization Efforts

Abstract

This article centers on the voices and experiences of racialized women, which are often marginalized in organizational settings that fail to adequately address racial discrimination. Grassroots organizations play a vital role in bridging the gap between antiracism and EDI discourses. Yet, research on their communication campaigns remains scarce, despite their key role in integrating these often-conflicting narratives. These organizations are not merely supportive; they are essential in amplifying overlooked perspectives and shaping antiracism discourse in the public sphere. This paper examines the practices, tactics, and discourse of a grassroots organization that develops antiracism campaigns and initiatives with its publics. It is based on a collaborative project with FRY, a nonprofit organization founded by racialized women from the African diaspora. Drawing on the cocreational perspective, this study explores how grassroots organizations and their publics cocreate meanings around racial issues. Using qualitative methods including interviews, observations, and focus groups with nonprofit members, this research investigates how the organization collaborates with its audiences to cocreate diverse “safe spaces” and discourses tailored to the specific needs of racialized women. These spaces offer opportunities to openly discuss racism, find refuge from discrimination, foster sisterhood, and connect members with critical resources.