WHAT MAKES NUANCED PORTRAYAL? - Avoiding the unconscious stereotype trap
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WHAT MAKES NUANCED PORTRAYAL? Avoiding the unconscious stereotype trap
Ipsos | What Makes Nuanced Portrayal
The single story We are living through a period of extraordinary change; a global
movement sparked by the events of 2020 forced millions around the
world to step up, recognise and address issues of inequality. The
creates stereotypes, impact of COVID-19 and the tragic murder of George Floyd have
brought the topics of social prejudice and injustice to everyday
and the problem with conversations. Many brands and businesses have been compelled to
act, increasing their efforts to achieve greater inclusion and authentic
stereotypes is not that representation within their teams, practices and communications.
As such, the events of 2020 have kick-started a journey of reflection,
education and empathy that was long overdue.
they are untrue, but that
they are incomplete. Introduction inaccurate perceptions and lack of
understanding, with the potential for
They make one story The media industry has been at the
heart of this movement, playing
serious impact and harm.
Stereotypes are a notable example.
become the only story. a crucial role in the coverage of
key events, sharing commentary
They reduce the identities of
people and communities into over-
and points of view with audiences simplified versions of themselves,
– Chimamanda Adichie, across the globe. Moreover, many by focusing on single characteristics
The Danger of a Single Story media outlets have embarked that certain groups within society
on their own reflective journeys, share, whilst ignoring the nuance
challenging the role that media has and complexities that make
played in perpetuating prejudice individuals unique. In doing so, they
and inequalities. Through media create a disconnect that not only
content, audiences are given access impacts how stereotyped individuals
to depictions of people, places view themselves, but also how
and experiences that help shape others view and subsequently treat
their understanding of individuals, them.
society, and the world around them.
This comes with great responsibility. Research carried out by Ofcom
When those people, places and has highlighted the ramifications
experiences are not represented of over-simplified portrayals on the
authentically and are regularly everyday lived experiences of real
reproduced and shared at scale, people, across a wide spectrum of
those depictions can result in social and cultural identities.
2 3Ipsos | What Makes Nuanced Portrayal
As such, on behalf of the BBC, In this way, the stereotype
BBC Studios and UKTV, Ipsos (technology) was instrumental in It’s impossible to eliminate
conducted a qualitative and semiotic
study to investigate stereotypes in
the diffusion of the stereotype (the
concept of overgeneralization) them and thus a mistake to try;
media portrayals and implications
for content creators committed to
because it allowed ideas to spread
more widely and quickly. This shift in
the goal instead should be to
greater inclusion across the UK. Here the meaning of the word underlines distribute better the power to make
we will present learnings designed
to empower and equip media and
a point relevant today: global media
plays an essential role in ‘fixing’ the and contest representations of
tech brands to provide informed and
accurate representation, with a view
representation of groups, with major
consequences for identity politics
difference
to positively contributing to moving and social inequality. Representation – Sarita Malik
our industry’s understanding of these is not something passive, devoid of
topics forward. the socio-political developments. Because of this it is essential and queer relationships seen today
complexity and accuracy are built in such shows as Glee and Sex
The Context Representations actively participate into representation. Education.
in the creation of meaning in society,
and how people are seen based on Media portrayals have evolved For trans people the shift has been
The word ‘stereotype’ has its origins stereotypes have huge implications significantly over time, often in even more dramatic and recent,
in media and, more specifically, in on how we are perceived by parallel with social movements and with a shift towards more frequent
the 18th century printing press. On one another. This is particularly events. Through viewing the history portrayals (e.g., Pose and Orange
the surface, its original meaning worrying when these perceptions of Public Service Broadcasting Is the New Black) after a history of
may seem far removed from our are circulated through political (PSB) and media representations sensationalising representation in
understanding of stereotypes today: discourse, travel through school of minority communities, we can the past.
a cast or mold, created from a page playgrounds and seen repeatedly gain a snapshot of the changing
of text, allowing that text to be ‘fixed’ on screen. Eventually they are politics of difference within society. It is important to note not all shifts
reprinted and reproduced. But, woven into the structures of power For example, if we consider in media portrayal are linear. As
more than that, it was a means of in society and stereotypes reflect representation of the LGBTQ+ we will see from the timeline below
shortcutting; of bringing efficiency society’s power structures and its community: which provides a potted history of
to the previously rigorous task of divisions. representation of ethnic minorities
setting and printing individual words There has been a dramatic shift of within PSB, there are moments in
on a page. The introduction of The stereotype is sometimes seen representation amongst lesbian, time where a move towards more
stereotypes enabled the information as a representational faux pas: an gay and bisexual people over the inclusive portrayal can regress
contained within those pages to be embarrassing or awkward mistake past three decades. From Ellen before progress is seen.
reproduced and shared more quickly, that should be avoided. But media DeGeneres’ show being cancelled
more easily and more widely, than scholar Sarita Malik argues that this after her character came out as
previously possible. is a limited and flawed view. gay to the normalisation of gay
4 5Ipsos | What Makes Nuanced Portrayal
A snapshot of ethnic 1980s
Concerted efforts by the media to recognise and
address ideas of representation. A political and
minority representation public policy multiculturalism project focused on
understanding the unequal power dynamics of a
diverse society resulting in more diverse shows
often produced and starring minority ethnic
communities (e.g., Desmond’s).
EARLY In the early inception of PSB there were few
minority ethnic voices on the airwaves. When
YEARS they were heard, it was for light entertainment. 1990s The birth of the ‘War on Terror’. This period saw
This would change throughout the 20th century, a regression in the representation of Muslims and
but not always for the better. South Asians, as well as a rise in anti-immigrant
rhetoric.
1950s A rise of diverse voices and faces, but through a
paternalistic ‘white gaze’. The depictions of black 2000s 9/11 provoked racial profiling causing
and Asian faces on screens were often exploring stereotypes to begin to have serious and material
racial differences as a problem white people had consequence for minorities, setting back the
to solve. Meanwhile, representations of disability progress of the 80s and 90s. There was a shift
and the LGBTQ+ community were still largely to ‘cultural diversity’; a deliberate approach
absent. to present difference due to the unique public
mandate of PSB.
1960s With the radical social politics of the 1960s
came the British Realism movement. A greater 2010s British society was seen to have succeeded
voice was given to working class communities in assimilation and become multicultural in
and regional dialects that were previously identity, causing PSB to redefine their policy
marginalised. on representation as ‘creative diversity’ (due
to the perception that the more politically
charged cultural diversity movement was no
1970s Paternalistic portrayals were toned down, but
longer necessary). However, the rise in minority
often replaced with increasing levels of satire.
Cultural discussions about racism became more appearances in content raised criticism. Despite
prevalent, but brownface and blackface were still more representation, characters lacked depth
prominent (e.g., The Black and White Minstrel allowing audiences to learn very little about the
Show, 1958-1978). minority experience. Black Lives Matter and
protests against the murder of George Floyd
changed the conversation, putting pressure on
PSB to embrace an anti-racist stance.
6 7Ipsos | What Makes Nuanced Portrayal
The Problem me regardless and can’t hide from. mainly women. Her young, spirited Where the media reinforces
Sometimes I can play around with behavior, her recklessness. Her stereotypes (positive or negative) it
them and reclaim but sometimes friendship group who are all close- causes the audience to internalise or
It is impossible to eradicate they’re the most dangerous for me.” knit.” - Female, Pakistani, 23 adapt their behaviour in response,
stereotypes altogether. Our brains - Non-binary, LGB, C2DE, 28 often in harmful ways that can
are wired to take shortcuts and The representation of disability include:
compartmentalise information, “My basic physical identity is that is a strong example of the
therefore, stereotypes are a form of I am female, middle-aged, and of harm stereotyping can have on Self-sabotage: in attempting to
shortcut that can help us navigate Chinese ethnicity. But I am also an individuals. For example, autistic subvert a stereotype the individual
the world around us by organising approachable, friendly and loyal characters are often represented might affect behaviours that are
people into groups. person.” - Female, Chinese, 60 as ‘savants’ with genius level skills, detrimental. “Being perceived as
but lacking empathy or social lazy because of my disability makes
However, as we’ve just seen, “Also, the stereotype of being a skills. This can contribute to a me often ignore my body’s needs
stereotypes are also shaped by Bristolian is a fairly embarrassing view of the condition as exotic and and over strain myself because I feel
societal and cultural events, along one. Most people hear the accent ‘beyond’ the world of human feeling, worthless and want to prove that I
with the media output around us. and again don’t think you are which can lead to mistreatment or am not a burden. This has actually
It is these representations of the intelligent.” - Female, Pakistani, 23 misunderstanding of people with made my disability worse.” - Non-
world that inform our unconscious disabilities. binary, Black African, Heterosexual,
biases. So, although it is impossible In contrast, how audiences identify Physical Disability, C2DE, 26
to overcome the act of stereotyping is based much more on values, Similarly, Ipsos research shows
itself, we can and must be more personality traits and beliefs, which us there are other examples Code-switching: conscious or
conscious and aware of it. some feel they have more agency of stereotypes creating subconscious changes to behaviour,
over. These elements show the misconceptions; many of those in mannerisms, accent or other
Ipsos research has uncovered complexity that makes up who we their seventies and above, are often aspects of identity to fit in and
how audiences identify and see are as individuals. misrepresented as ‘doddering’ avoid discrimination. “I change
themselves can be markedly different and ‘mentally incapable’ as one queer to gay or lesbian, it doesn’t
from how they are portrayed. The “Some people presume that I am participant noted, or those without encapsulate my whole situation,
stereotypes they experience are demure, a pushover and overly polite formal qualifications are seen as but it stops awkward questions
based almost entirely on visible, due to my race. They expect me ‘dumb’ or homemakers depicted and people being rude about my
societal and demographic markers, to be subservient and very quiet. as ‘lazy’ mums impacting levels gender stuff. I’d change femme
elements that are often out of The truth is I am the opposite of of self-esteem and confidence. “I in some circles. I feel like I have
people’s control. what they think I am.” - Female, often hear the stereotype that Welsh to “butch” up to be respected or
Chinese, 60 people are thick or uneducated, taken seriously.” - Non-binary, Black
“The black and fat stereotypes affect or older people are not good with Caribbean LGB, C2DE, 28
me the most, because I can’t take “I relate to Anita Rani in Countryfile, technology. I feel like at times it has
off my skin and can’t unzip my body, you can relate to the issues identified got in the way of people seeing me Belief: whilst some stereotypes
it’s the identities I carry around with in the drama, issues that affect for me”. - Female, White British, 70 can be motivational, others can
8 9Ipsos | What Makes Nuanced Portrayal
lower confidence and impact self- Whilst it may not be possible to
image. “My son, he was told when eradicate stereotypes, these could
young that Asian people should be be diluted through varied and
good at maths, and now he’s older complex characters portrayals
he’s a maths teacher because he which can help audiences recognise
believed what he was told.” - Male, themselves in the content they
Bangladeshi, 65 watch, listen to and read. Accurate
portrayal is vital; portrayal can hold
Feeling pressure: living up up a mirror to viewers, reflecting
to expectations in order to be their lives, experiences and cultures
recognised or accepted. For showing them people they can
example, the ‘all gay people are relate to, and providing a sense of
flamboyant’ stereotype: “Seems identification and inclusion. It can
positive and harmless but it’s actually also work like a window revealing
not great, it hurts gays growing other people to us and providing
up without seeing the widespread visibility of ourselves to others, which
representation that they don’t have to can encourage mutual understanding
change to recognise who they are.” and break down barriers.
- Non-binary, Black Caribbean, LGB,
C2DE, 28
Emotional stress: experiencing
stereotyping can lead to feeling
frustrated, upset and conflicted at
being pigeonholed into one particular
narrative.
“I felt extremely upset and
sometimes I felt vulnerable as if it
was them against me. I would also
feel anger because they did not try
and get to know me, they just made
a judgement.” - Female, Black
African, 71
10 11Ipsos | What Makes Nuanced Portrayal
The Implications 01. Personality Traits the environment and climate change 04. Their Situation
resonates across ages as many can
Portraying audiences as nuanced relate to his dedication and tenacity Telling stories that go beyond
While this research is not individuals with different character as well as this caring and kind relying on just specific demographic
prescriptive, there are steps traits who evolve and develop over nature. markers is essential, as this is often
media owners and brands can time. Within the research many stereotypical portrayal. Instead,
take to develop a strategy for spoke about the growth their identity 03. The roles telling stories that many can relate
more inclusive and well-rounded and personality had gone through to is key, such as:
portrayal. In becoming familiar with throughout their lives, shifting as Depicting a wider, more varied set of • Young women in their 30s
the unconscious stereotype trap they experienced different moments roles (work, family and hobbies) was building a family and career,
and creating more nuanced views within their lives. It’s important that important for many to demonstrate
of identity, media owners can better characters show depth and are not a more accurate, modern • Family being a burden
engage audiences. There is an limited to demographics in their representation of the varying roles • Feeling the weight of
opportunity for better portrayals in portrayal. The television drama many uphold. This also provides a responsibility as the male head of
what one participant describes as, Silent Witness provides us with fresher perspective vs. portraying the family to lead and provide
“decentre[ing] the identity from the an example of nuanced portrayal the scenarios depicted many times • Being a good father
character without making it simply through the character of Clarissa. before. Examples include:
an “add on”. It is integral to them, Her disability is not a key marker • Struggling to have children
• Women as the breadwinner
and their movement through the of her identity. She is presented as • Growing up, discovering who
world, without it being their whole a strong minded, professional and • Stay at home dads you are
self.”- Non-binary, White, LGB, 34 multifaceted character. • Black men as present fathers • Chasing dreams at a young age.
• Disabled parents
Focus on the five key aspects 02. Values & Beliefs For example, television drama
that shape identity • Teachers that love their jobs
series Peaky Blinders shows
Values and beliefs were at the core • Chefs that love cooking for a stereotypically masculine
There were five key markers of of what many of the people we their families. protagonist being affected by
identity that came through in our talked with felt made them who the burden of maintaining and
research: personality traits, values they are. This focuses on their For example, Arrested Development supporting his dangerous family.
and beliefs, their role in society, perspective of how they want to depicts Michael’s mother as The audience can see the character
their situation, and shared cultural live their life, the type of person the matriarch of the family who in a wider set of situations, moving
and social experiences. Using these they wish to be and (for some) the orchestrates all the moves, whereas away from stereotypical depictions.
elements to develop characters role their faith plays within this. typically this may be seen from a
moves away from one dimensional, Language people used includes: father figure. These are the types of stories
stereotypical portrayal, instead honesty, tenacity, caring, their many can relate to regardless of
forming well rounded individuals political views, dedication, Muslim, background.
audiences can identify with, Nigerian Culture. For example, David
regardless of demographics. Attenborough and his passion for
12 13Ipsos | What Makes Nuanced Portrayal
05. Shared Experiences shaping stereotypes. The overall language when it’s associated with it is possible for creators to build their
context and bigger picture can crime. Same with Asians labelled as cultural confidence through research
That said, it is important not to determine the extent to which terrorists.” - Male, Pakistani, 37 and putting in the work to get to
ignore demographics completely new content could be potentially know their audience, regardless of
and this was particularly true for reinforcing commonly held beliefs. It Aesthetics coupled with their background.
younger people and within black, is important to evaluate both current language can reinforce or create
Asian, lesbian, gay and bisexual and historical content to understand stereotypes. Media and content “You can almost tell when there is a
groups. There is power in shared how the groups you wish to present creators have agency over the straight person writing a story about
experiences, and these experiences have previously been portrayed. images they put into the world. a homosexual, or a white person
can relate to other identity markers Are you providing a fresh, nuanced Consider whether it’s factual, or writing a story about a black person.
such as personality and values. and new portrayal, or reinforcing a if it is a commonly used image/ Not to say this is wrong, but the
Examples from our research include: stereotype? representation. The aesthetics writer needs a level of understanding
• Characters that are open about created coupled with language into that other person’s experiences
their sexual orientation and “It’s about telling complex tales can reinforce or create stereotypes and identity to write a story properly
gender, where people aren’t reduced when used repeatedly, so we can be and not play into stereotypes or
to social identities, but rather proactive in avoiding this. portray the plot in an insensitive
• Northern background which emotional and intellectual ones.” or reductive way.” - Male, Mixed
‘reminds me of home’, - Non-binary, Black African, 26 Topics such as religion, gender Heritage, 24
• Successful and mature black identity, disability, race, culture,
women, Language is critical in shaping and sexual orientation need
• A focus on humble beginnings. portrayal; vocabulary is powerful in greater consideration of how
creating the narrative. Connotations they are handled, who delivers it
What is key is to ensure it is not and tones can influence an must be relevant and appropriate.
the sole focus within the narrative. audiences’ attitude to certain When deep diving into an audience’s
Through incorporating the four groups. When portraying minority experience, exploring culture,
markers above we get a more well- audiences, it’s important to think relationships, community, etc.,
rounded, accurate portrayal. carefully about the language used; and the potentially sensitive topics
is it inclusive or excluding? Is it the that surround them, it is even more
Our study also illuminates the language and tone that particular important to get it right. It is key to
overarching best practice to create group would adopt, or is it relying on get the representation of the nuances
more nuanced portrayal. stereotypical tropes? and microaggressions right to ensure
the intention is not misunderstood.
Consider the collective of “News is a classic example of how Transaction and Pose are both
stories that already exist about a they describe a lot of young black praised for being authentically
particular group and understand males as thugs. If it’s a Caucasian done by people that have first-hand
how the cumulative impact is person, they tend to use different experience of the subject. That said,
14 15Ipsos | What Makes Nuanced Portrayal
It’s about telling Conclusion Multi-methodological approaches
involving qualitative and quantitative
research, semiotics and cultural
complex tales where This is not a prescriptive way of
creating nuanced portrayal, but
analysis can help content creators
better understand the collective of
people aren’t reduced instead a guide of how to contribute
to more varied depictions which
stories and the language used to
describe stereotypes. It can also
to social identities, but move away from the stereotypical
tropes.
provide recommendations on how
to approach complex narratives,
aesthetics and topics.
rather emotional and We cannot eradicate stereotypes, nor
can we decide or dictate the level of As June Sarpong, Director of
intellectual ones. harm they create (as all stereotypes
are ultimately harmful). The focus
Creative Diversity at the BBC,
highlights:
must be on how to dilute the
– Non-binary, Black African, 26 stereotypes that exist by refraining “We have to get to a place of
from depicting them and offering balance. The default in media is
a wider set of high quality, varied non-disabled, white, heterosexual,
portrayal. Portrayals should show middle class. In that context, you
audiences in many shapes, forms get nuanced portrayal. But we don’t
and situations beyond the current have this with other audience groups.
narrative that reduces them to a When we do represent underserved
single story. people, it needs to be as well-
rounded and balanced as possible.
As we’ve seen, research can support But we need to understand the
the development of more accurate, stereotypes in place so as not to fall
balanced and nuanced portrayal. back on them.”
16 17Ipsos | What Makes Nuanced Portrayal
Methodology
This research was conducted between April and September 2021
by Ipsos, commissioned by the BBC, BBC Studios and UKTV. A
literature review and multiple stakeholder workshops were followed
by a Semiotic analysis of 42 titles and qualitative online communities
over a 3-day period with 92 participants (split evenly across eight
ethnic groups - Black African, Black Caribbean, Indian, Pakistani,
Bangladeshi, Chinese, Mixed Heritage, White British - and balanced
across Age and Gender, as well as being split by– Regionality, Disability,
Social Class, Sexual Orientation & Gender Identity/Expression).
For more on the topic of Diversity and Inclusion research with
guidelines on inclusion within content, please find the
Language Guide research paper and BBC Creative Diversity Toolkit
18 19Ipsos | What Makes Nuanced Portrayal About Ipsos In our world of rapid change, the need for reliable information to make confident decisions has never been greater. At Ipsos we believe our clients need more than a data supplier, they need a partner who can produce accurate and relevant information and turn it into actionable truth. This is why our passionately curious experts not only provide the most precise measurement, but shape it to provide a true understanding of society, markets and people. To do this, we use the best of science, technology and know-how and apply the principles of security, simplicity, speed and substance to everything we do. So that our clients can act faster, smarter and bolder. Ultimately, success comes down to a simple truth: You act better when you are sure. Our Media Experts We are a close knit team of experts who work exclusively to help you understand the media and tech landscape. Through our work we leverage our deep understanding of people, society, and culture to make sense of audiences and how they use technology and consume entertainment. We work with integrated data sources and curated insights to contextualise your business challenges, so we are in the best position to help shape your strategy and ultimately create greater impact. For more information contact: Yas Asare Anderson Yas.AsareAnderson@ipsos.com Lamberto Ferrara Lamberto.Ferrara@ipsos.com 20
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