代表性和包容性对于全球媒体行业仍然至关重要，而进步的例子也在不断突破。例如，在第 81 届金球奖颁奖典礼上，首次获得提名的达文-乔伊-兰多夫（Da'Vine Joy Randolph）、阿里-王（Ali Wong）、史蒂文-杨（Steven Yeun）、莉莉-格拉德斯通（Lily Gladstone）和阿约-埃德比利（Ayo Edebiri）凭借他们在电视和电影中的表演成就摘得了奖项。然而，除部分获奖作品外，黑人观众仍有更多的期待--尤其是对真实、细致入微的黑人群体的描述。
While recent hits like Queen Charlotte, The Blackening 和 They Cloned Tyrone portrayed diverse friend groups, story lines and genres, many Black audiences view the portrayals of their identities as one-dimensional1. At least part of that sentiment stems from the perception that on-screen urban portrayals remain far more prevalent than rural and suburban portrayals.
But we know that authenticity involves more than character setting. Dimensions of diversity are numerous, spanning well beyond skin tone and narrative location. Seventy percent of Black audiences who identify as part of the LGBTQ+ community, for example, believe they are misrepresented in media, while 81% of Afro Latinos feel misrepresented1.
Dimensions of diversity will become even more important considerations in Black representation over time, as the U.S. Census forecasts that one-third of the Black population’s growth through 2060 will come from immigration, adding to the complexity of an already diverse audience. According to our recent Black Diaspora Study, powered by Toluna, an average of 47% of respondents from Brazil, Nigeria and South Africa say they wish they saw more of their identity group on TV.
From a content consumption perspective, the perceptions of representation among Black audiences are critical considerations for the media industry. That’s because they have considerably more media engagement than the general population. They also spend nearly 32% more time with TV each week than the general population2. The implications of this level of content engagement spans beyond creators and platforms. They are just as relevant for brands, especially as audiences continue increasing their time with ad-supported video content.
超过 35% 的美国黑人认为品牌在广告中对所有黑人的描述都是一样的
正确的信息至关重要，而丰富的受众角色则凸显了了解多元化社区中个人的重要性。我们最近进行的 "散居国外的黑人 "研究发现，品牌在这方面还有待提高。这是因为 35.7% 的美国黑人认为品牌在广告中总是以同样的方式表现黑人，而在美国普通人群中这一比例为 27.9%。黑人受众认为他们在广告活动中的表现方式不一致，这可能会影响品牌赖以推动增长的投资回报率。
我们知道，人们希望在广告中看到自己的身影，但受众也希望他们所看到的与他们通过自己的眼睛所看到的相符。相关性对所有媒体类型的参与度至关重要，而全球受众对哪种媒体类型的广告最相关有着不同的看法。尼日利亚、英国和南非的黑人受众希望传统和流媒体电视内容中的广告更具相关性，而巴西的黑人受众则最希望流媒体音乐中的广告更具相关性。
消费者通常会寻找那些支持他们所相信的事业和信息的品牌，因此，相关性，至少对许多受众而言，已经不仅仅代表一种品牌承诺。有亲和力的价值主张永远是至关重要的，但黑人消费者已经开始期望品牌支持他们关心的事业。当品牌不能满足他们的要求时，黑人群体--尤其是尼日利亚、英国和巴西的黑人群体--并不害怕离开这些品牌。
At its core, media is a means of connecting. The stronger the connection, the greater the engagement. Through that lens, no audience places a higher level of importance on media than Black audiences do. To maintain the engagement of this media-hungry audience, inclusion should be at the forefront of each production’s and brand campaign’s growth and development strategy in this next era of media. In an increasingly fragmenting media world, discerning audiences will be quick to move on when they land on something they don’t like.
For additional insights, download our latest Black Diverse Intelligence Series report: 全球黑人受众：塑造媒体的未来.
说明
1Nielsen’s 2023 Black Diaspora Study powered by Toluna
2Nielsen National TV Panel; Q2 2023
