Acknowledging ignorance and the lack of diversity in media

 Erin Ashley

ea350918@ohio.edu

    The lack of diversity in news coverage is something that has plagued the media since its existence. While there have been attempts from large companies to shift the norm to be inclusive of people from various backgrounds and lifestyles, it seems that the attempts are either lacking or resort to stereotypes.

    Representation across all platforms has proven to improve consumer satisfaction or approval. According to Horowitz Research's "State of Consumer Engagement 2019" study, 55% of multicultural consumers stated that if a company were to feature people of their race or ethnicity in advertising, it would positively improve the likelihood to purchase from that company.

    Companies have also prioritized having spokespeople and actors who come from diverse backgrounds. JCPenney back in 2012 had Ellen Degeneres, who is openly gay, as a spokeswoman, and Chevrolet started its "Find New Roads" campaign in 2014 to include gay and interracial couples.

    While many groups of people celebrated this long-overdue representation, there were still people who were not in support of companies for reflecting diversity. This is something that companies are required to withstand in order to uphold their celebration and their inclusive views.

    Producers still have lots of improvements and adjustments to make. Stereotypes and carelessness afflict advertisements and have, in return, done more harm than good.

 

Image taken from Facebook user Megan Blair

The Washington Post writes of how a 2017 Dove advertisement has been compared to historically racist soap advertisements that would depict people of color using their soap products to "wash the melanin right out of your (their) skin". This comparison reveals that modern-day companies still neglect care behind their attempt to represent people of color and, at times, still show ignorance.

    Even in the workplace, a lack of diversity continues to torment. Perry Simpson sheds light on this issue, as even in 2017, there are cases where people of color are "the first or the only" person of color in the room.

    Advertising is arguably the last facet of media coverage to reflect societal advancements and open-mindedness. According to author Jason Chambers,  this is because there is a "natural tendency to speak to where consumers are rather than lead them where they should go".

    While it is important that diversity be celebrated in advertisements and news coverage in general, it is equally important to uphold this celebration in the face of disapproval. Employers and companies must consider ignorance when constructing their content, and adapt to this rapidly changing and inclusive society.