On the surface, we can see that progress has been made towards creating a more inclusive media industry. However, once you start to look more closely and measure the representation of on-screen talent by gender, race, ethnicity and sexual orientation, itโs clear that there is still much more work to be done. According to Nielsenโs Being Seen on Screen: Diverse Representation and Inclusion on TV report, women make up 52% of the U.S. population but comprise only 38% of top recurring cast in popular broadcast, cable and streaming programming. Additionally, people of color account for 40% of the broader U.S. population but are present in only 27% of top TV roles.
While there is a strong industry push towards a more inclusive entertainment future, brands are in a unique position to really help drive forward progress. Maryl Widdows, VP, Product, Analisis Inklusi, Nielsen, met with Madeline Di Nonno, President & CEO, Geena Davis Institute during Nielsenโs Cannes LIONS Live 2021 virtual experience to discuss how brands can get involved to not only positively impact the industry, but society as a whole.
Bersama-sama, mereka mengeksplorasi pentingnya mengukur konten untuk mengupayakan representasi yang lebih akurat, termasuk:
- Apa nilai visibilitas kelompok yang kurang terwakili dalam konten bagi pemirsa, dan peran apa yang dapat dimainkan oleh merek?
- Bagaimana Anda dapat menggunakan data untuk menghilangkan kesalahpahaman yang banyak dipegang tentang representasi dalam hiburan?
- Di manakah peluang terbesar untuk memajukan tujuan menciptakan kesetaraan, mendorong inklusi, dan mengurangi stereotip negatif dalam media hiburan?
Tonton rekaman sesi ini secara on-demand untuk mengetahui lebih banyak wawasan tentang peluang bagi merek untuk membantu mendorong representasi yang lebih baik di media.
Pastikan untuk melihat rekaman sesuai permintaan dari sesi lainnya dari pengalaman virtual Cannes LIONS Live 2021 dari Nielsen:
