Special Report: Amplifying Authentic Black Voices in Television
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Diversity on screen has continued to increase in the US to reflect better the diverse population growth in the country. Nielsen released a report titled “Amplifying Black Voices in Media” as part of their Diverse Intelligence Series in order to highlight the growth in Black representation in the entertainment industry, while also noting the important areas in need of development. The report reveals that there has been a strong, steady increase in Black representation in television, but the growth has also revealed some key issues to address moving forward: the call for greater authenticity in Black representation, the inclusion of Black players on all levels of television production, and the overarching desire for higher contributions to Black communities in need.
Given that conversations around race are continuously evolving, it is essential to understand the nuance and terminology for those Black and African American identities. For the purpose of this article, Black will be used to refer to those who identify as Black alone or Black in combination with another race, per the US Census guidelines. African Americans will be used to distinguish descendants of enslaved Africans in the US.
Taking a look at the state of Black viewership in the US today shows interesting facts about the demographic. The 2020 US census found that the total Black population in the US has risen to 14% of the total population. Of that 14%, 12.4% is made up of people identifying as “Black or African American alone.” The remaining percentage is for people identifying as “Black in combination with another race,” a demographic that has grown by 89% in the last decade. 26% of the US Black population is in the 18-34-year-old demographic and is 2.3 times as likely to use social media as a platform to discuss brands, illustrating the skew to youthfulness in these communities as well as the active engagement on social media platforms. In the US, estimates expect Black buying power to grow to $1.98 trillion by 2025, making them a lucrative target audience. Black communities in the United States are important not just because of their overall numbers, but for their long-storied contributions to entertainment and culture in the country. In order to better represent the Black community in media, there are three major areas of note as outlined by Nielsen.
Call for Authenticity
One of the most important facets of diverse representation that has been notably lacking for Black audiences is accuracy and authenticity. Many of the surveyed Black audience feel that though there are a good number of Black characters on television, they often feel inauthentic and not genuine to the representation they are looking for. Even though Black actors were getting the notable spotlight, audiences felt disconnected from the writing, storylines, and portrayals of their community and its members. Without that genuine connection, the increase in the frequency of television appearances is almost moot, as inclusion can feel more like pandering rather than genuine representation.
Black Viewers' Perception of Accurate Representation (2022)
Black Viewer' Perception of Accurate Representation (2021)
A field to look at when considering how to increase representational authenticity is streaming services. One of the interesting findings from the report shows that though the share of the screen by Black actors on streaming decreased from 2021, there has actually been an increase in relevance and popularity from audiences. The growth in relevance is connected to the range and accuracy of representation that is available on streaming platforms, as the content they produce has been more relatable to Black audiences. Streaming services have been more likely to give Black creators the reigns on their own projects, allowing for greater involvement in the production of media with authentic Black voices. The success of shows like Atlanta and movies like Nope demonstrate that having Black voices spearheading the production of these media projects leads to greater relevance and connection with its intended audience.
Representation on All Levels
Having representation through all levels of production is one of the strongest driving forces for improved and accurate inclusion on-screen. An increase in Black actors on screen is not sufficient alone in ensuring that representation is accurate, abundant, and sustainable. The presence of Black players in television production is directly correlated to the accuracy and authenticity that viewers are searching for. Behind the screen, the presence of Black writers and producers is shockingly low. In 2020, Black writers made up just 15.5% of TV screenwriters, 9.7% of plot writers, and 7% of screenwriters, according to the Writers Guild of America. With representation numbers, this low, the lack of authenticity on screen is more easily understood.
Audience preference for diverse media
The absence of Black members in the production side of media is a huge, missed opportunity for both audiences and show creators. Black audiences are 50% more likely to seek out diverse-owned media than any other demographic. This is a notable jump from the next two demographics, as indigenous and Hispanic populations are 27% and 24% more likely to do the same thing. This tracks with their buying tendencies and viewing preferences exactly: Black audiences are most likely to seek out diverse-owned media (83%), trust perspectives given by diverse-owned media (56%), prioritize shopping diverse-owned businesses (83%), and buy from brands that contribute to the community (56%). Diversity on all levels is important to the Black community, and their actions thus far have demonstrated their commitment to this form of progress.
Community Contribution
The focus on Black representation in the media industry has not just been for on-screen parity, but also for improving equity for Black communities across the country. Historically Black colleges and universities (HBCUs) have been one of the most influential drivers of community contributions for Black communities. Through educational and other fundraising opportunities, HBCUs have done immense work to better the lives and conditions of Black communities. HBCUs have partnered with the NBA and WNBA—two professional sports leagues that include the greatest percentage of fans who care deeply about combatting racism. The partnership between these leagues and schools has reaped immense rewards for both parties and the communities they are serving. The NBA saw its Black fanbase grow by 29% in the last year, while the WNBA saw a 14% increase in Black fan interest and is coming off its most-watched season. Collaborations between Black-focused organizations and lucrative television organizations are proven to be greatly beneficial for all parties involved, leading to greater commitment and attention from Black audiences on all fronts.
Average NBA Viewership Increase
WNBA Fan Viewerhship Increase
Though representation and visibility of Black people are on the rise in American television, it is still important to look at the response from people from those communities to understand how effectively they are being included. Diversity in television is not achieved with just the addition of more POC characters on screen, but through a multi-faceted approach that gives an understanding of the complexities and nuances around racial groups. In American media, the call for accurate authenticity in representation, diversity on all levels of production, and a focus on tangible community contributions are the best ways for Black voices to be amplified and respected in ways that have been long overdue.
