This National Hispanic Heritage Month, AIMM Highlights the Importance of Authentic Cultural Representation in the Entertainment Industry
LOS ANGELES, September 20, 2022 /PRNewswire/ — As National Hispanic Heritage Month kicks off, a time of celebration, culture and pride, a new report from the Cultural Insights Impact Measure (CIIM)™, released by the Alliance for Inclusive and Multicultural Marketing (AIMM) shows that Hispanics feel more invisible and stereotyped than any other group when it comes to their portrayal in TV shows and movies.
The latest news from AIMM Cultural Inclusion Accelerator™ Review leverages information collected by CIIM™, which has become an industry standard used by more than 160 major brands to gauge viewers’ perceptions of advertisements based on cultural attributes. CIIM has tested nearly 800 TV shows and movies with over 69,000 ratings from Hispanic viewers. Participants rated shows and films on 10 key cultural attributes: cultural values, representation, celebrations, pride, respect, identification, authenticity, fairness, respect and positive role models.
Major Hispanic discoveries include:
- 59% of Hispanics said they felt invisible or underrepresented in the media.
- 75% said they had seen stereotypical depictions in shows and movies.
- Bilingual Hispanic media viewers are 23% more likely than white non-Hispanic viewers to rate content with a D (culturally deficient) grade.
- The Latino-themed content pipeline in English continues to be dismal.
- Only three networks earned an A rating (culturally authentic): Univision, Telemundo and ESPN, followed by 6 networks with a B rating (culture above average): VH1, Peacock, CBS, ABC, CW and NBC.
- 10 networks scored C (Culture Below Average): Bravo, Fox, HBO, YouTube, OWN, FX, Hulu, Showtime, Disney+ and BET.
- 3 streaming platforms: Netflix, Prime Video and Apple TV were rated D (Culturally Deficient).
- The most culturally relevant genres are live sports, novels, current affairs, game shows, talk shows, reality, and comedy/drama.
AIMM’s findings align with broader industry trends. The most recent example: This year’s Emmys failed to champion diverse talents and stories. Of the 25 Emmy Awards, only seven have honored non-white talent, including three performers and four behind-the-scenes directors and writers. Looking specifically at Emmy-nominated shows, the AIMM Cultural Inclusion Accelerator™ newsletter also revealed:
- Hispanics are 30% more likely than non-Hispanic whites to give Emmy nominees a D (Culturally Deficient) rating.
- Emmy nominees are more likely to be Grade A (Best-In-Culture) for every multicultural segment except Hispanic Bilinguals.
- The most culturally relevant Emmy categories among Hispanic bilinguals are Variety Sketch Series, Short Form Comedy/Drama/Variety Series, and Structured Reality Programs.
Despite great promises to invest in diversity and inclusion, the entertainment industry still has a long way to go. AIMM is committed to and has a history of holding industry accountable. During the 72n/a Annual Primetime Emmys, AIMM released a powerful, award-winning public service announcement titled “here“, featuring celebrities such as Lin- Manuel Miranda, Billy Porter, Daniel Dae Kimand other A-list celebrities declaring their intention to remain both visible and vocal on screen to ensure all identities are authentically represented.
“While we are excited to see some progress being made, we are unfortunately not surprised by our new findings, given that we too feel stereotyped and underrepresented in the content we consume every day. industry to see us, see us and see ALL, and we are committed to holding the industry accountable to make real change,” said Lisette Arsuaga, co-founder of AIMM. “As a Latina, I’m tired of being invisible on screen – or seeing Latinos and Latinas portrayed in a way that demeans our segment. It’s time to end this. As a marketers, we have the power to invest in programming that celebrates us and doesn’t denigrate us.”
Overall, according to the Cultural Inclusion Accelerator Tracker, various audiences (Asian American, Black, Hispanic, Indigenous, LGBTQ+, and people with disabilities) are 20% more likely to rate content as culturally challenged and 26% less likely to rate content. as culturally authentic. Alarmingly, diverse audiences are also 1.5 times more likely to see stereotypes in content and 1.3 times more likely to feel invisible or underrepresented, signaling that it’s time to see real change.
To learn more about the report or get involved with AIMM, visit anaaimm.net.
the Cultural Inclusion Accelerator™ report card methodology
The Cultural Inclusion Accelerator report card is based on AIMM’s proprietary measurement tool, CIIM™ (Cultural Insight Impact Measure) which tested nearly 800 shows and movies, most of which were selected using the latest Nielsen audience composition data, while other shows/movies were included from trade publication reports based on inclusivity and storylines. This ongoing study has more than 275K individual assessments of CIIM content across 7 segments (47K Asian, 64K Black, 5K Indigenous communities, 69K Hispanics, 53K LGBTQ, 60K people with disabilities, and 84K non-Hispanic whites). Respondents themselves selected movies and/or shows they are currently watching or have watched. From there, respondents had to answer a series of questions about each of their selected shows or movies based on 10 key cultural attributes: cultural values, representation and celebrations, pride, respect, identification, authenticity, impartiality, respect and positive role models. Cultural attribute scores are aggregated in a proprietary algorithm that determines their ultimate CIIM cultural relevance and score/rating.
About the Alliance for Inclusive and Multicultural Marketing (AIMM)
ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) was established in 2016 to provide businesses with viable solutions for growth by addressing the opportunities of multicultural and inclusive marketing. Over the past five years, AIMM has tackled cultural and societal issues ranging from Black Lives Matter to anti-Asian hate crimes to threats against the LGBTQ+ community – elevating conversations, codifying support and having an impact to ensure all groups are treated fairly through its #SeeALL with a mission to ensure our screens reflect the diversity seen on our streets.
AIMM includes high profile advertisers, media/publishers, research and data companies, advertising agencies and trade organizations, to shine a light on the missed growth potential in the Asian-American, Black, mainstream, Hispanic, Indigenous, LGBTQ+, and people with disabilities . This extraordinary task force of industry leaders is transforming the way multicultural and inclusive marketing is viewed and understood via an industry-wide reboot – the largest ever in this space. Beyond simply identifying growth potential, AIMM shows its members (and the industry) how to best maximize that potential for a positive bottom line impact. AIMM is the leading authority in the space.
ANA’s SOURCE Alliance for Inclusive and Multicultural Marketing (AIMM)