Missing mosaic

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Behold the plight of federal agencies who can’t seem to think for themselves.

In August, Canadian Press writer Dean Beeby reported that the Bank of Canada modified the image of a female scientist on the back of the new $100 bill because focus groups didn’t like the fact she looked Asian. Beeby got access to documentation from a number of focus group sessions held across Canada in 2009.

Last month, Beeby got his hands on more survey material, this time assessing the depictions of Canada on new passports unveiled with great fanfare last week by Foreign Affairs Minister John Baird.

This time, it appears Passport Canada decided to ignore the advice it was getting.

Here’s what Baird said about the imagery: “It tells the world who we are: a nation built on freedom, democracy, human rights and the rule of law.”

The watermarks on the passports include mostly historic images such as the Bluenose schooner, the Last Spike, Niagara Falls and the Parliament Buildings. But as Beeby found out, focus groups had some problems with them.

“Participants routinely suggested that the set of images should be more representative of Canada,” said the report by Phoenix Strategic Perspectives Inc., “with emphasis on including more women and better reflecting Canada’s multicultural character and heritage.”

A watermark depicting the RCMP came under particular criticism: “What tended to elicit most critical reaction in this image was the absence of a woman in the picture depicting the RCMP. Part of this evolution surely includes the introduction of female officers.”

Beeby notes many of the images that reference ethnic diversity are devoid of people, such as an empty Pier 21 in Halifax representing immigration.

“The image of the Last Spike, completing Canada’s transcontinental railroad, may show some Chinese labourers in the background, though the picture is unclear,” he writes. “And a totem pole and Inukshuk refer to aboriginal cultures.”

While historical heritage is important, the passports clearly fail to depict modern or even historical Canada demography. On a whole, wrote Beeby, the focus groups felt the images were “exclusionary.”

As a Telegram editorial noted in August, the Bank of Canada came under fire for taking a handful of raw remarks from across the country and treating them all as sound advice. Now, Passport Canada is getting grief for ignoring focus groups.

It’s true that depicting diversity can get a little ridiculous. Some agencies go out of their way to depict at least one of every colour, race, gender and age group imaginable.

But sometimes a little common sense goes a long way. Here’s a rule of thumb: if your government-issued material is practically devoid of women and non-Caucasians — you just may have a problem.

Organizations: Bank of Canada, Passport Canada, Canadian Press RCMP Phoenix Strategic Perspectives

Geographic location: Canada, Niagara Falls, Halifax

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Recent comments

  • True Diversity
    November 02, 2012 - 14:57

    I thought that we were an advanced people that looked beyond gender or colour. But, it seems as if we are not. When you see a group of white men, you see sexism and racisim. When you see a group of black women you see acceptance and inclusion. This is wrong. A group of people, regardless of the make up of the group should be seen as just a group of people. All groups and all people are equal and good, even if they are not so-called diverse. Even the meaning of diversity in pictures like these can ve debated. In a group of white men, how can you tell that not one of them is gay, disabled, religious, or poor.

  • Gwendolyn
    November 01, 2012 - 14:47

    It's scandalous that Canadian history is so full of white males. Until our history books show that several of our first Prime Ministers were members of The Mosiac, I think we are a disgrace as a society. Canadians will not be able to think of ourselves as a truly inclusive society until and unless that offensive "Last Spike" picture is edited to show a Polynesian Hispanic left-handed lesbian in a wheelchair weilding the hammer; not yet another white male.