Advertisers are failing at diversity and inclusion on YouTube, so here's what you can do about it

by WarriorForum.com Administrator
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Search Engine Journal reports on a study on diversity and inclusion in media that turned up negative stereotyping. The author says that all advertisers can do better.



The study hoped to get a better understanding of cross-cultural representation in digital advertising, as well as how those characters were portrayed. It illustrates negative stereotypes reinforced through media and what that means for advertisers. The research was carried out by the Geena Davis Institute on Gender in Media, and it analyzed the most-watched ads on YouTube between 2015 and 2019. That amounted to 978 ads across eleven verticals, including a total of 4,171 characters.

Around the world, almost 40% of the characters depicted were characters of color, Latino characters were largely underrepresented. Globally, 74% of ads featured at least one woman but, of those, 61% were white. Almost all characters with disabilities were depicted as white.

The ads tended to reinforce common stereotypes. Madeline Di Nonno is President and CEO, Geena Davis Institute on Gender in Media:

"Stereotypes shape our split-second emotional responses and judgments of others in ways we may not be conscious of, so media reinforcing negative stereotypes of people of color produces real-world discrimination"
The studied ads turned up a broad range of issues, which included:
  • The fact that white characters were nearly 2x as likely to be portrayed as especially intelligent than other races.
  • Less than 1% of characters were indigenous and, of those, only 4% had speaking roles. Portrayals of people that are seen but not heard can have a tokenizing impact.
  • Latinx characters were nearly 3x as likely to appear partially nude and 2x as likely to appear in revealing clothing.
  • Compared with other groups, Latinx characters were overrepresented at sporting events.
  • Asian characters were half as likely to be depicted as driving compared to other characters.
  • Black characters were almost 2x as likely to be depicted in comedic roles.
  • White characters represented 69% of characters in media and entertainment, the least diverse vertical.
#advertisers #diversity #failing #inclusion #youtube
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  • Profile picture of the author agmccall
    But what were the results of the ad campaigns?

    al
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    "Opportunity is missed by most people because it is dressed in overalls and looks like work." Thomas Edison

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    • Profile picture of the author DABK
      Does it matter when Search Engine Journal's goal (put out one more piece of content that will draw a bunch of visitors) was achieved?


      I see a lot of this type of articles, especially about ads. Best ads. They go on an on about clever, the headline did this and that, etc., but quite often do not mention if there were more sales... Sometimes they talk about visibility was increased. Tsk.



      Originally Posted by agmccall View Post

      But what were the results of the ad campaigns?

      al
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