By whiteness — as an institution, as discourse and as the invisible norm –– I am referring to the entitlements provided to most professors by virtue of a white academic institution that privileges cultural norms of formal communication, professionalism and appropriateness.
The prose is very bad and hard to decipher but it sounds like this fellow is saying that non-white people are rude, unprofessional and inappropriate.
Of course, the guy is a sociologist, so what can you expect? But I still hope a diversity committee looks into him because a white guy like him insinuating such racist ideas is definitely suspect.

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