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Media Reaction

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Running Head: Media Reaction Paper

Media Reaction Paper
By
Camilla Gibbs

University of Phoenix

This paper will be around diversity in television. Once upon a time, television was primarily dominated by just one race. Civil-rights groups seeking greater ethnic diversity in the TV industry stated that the major broadcast networks, FOX, ABC, CBS and NBC are making improvements more progress is needed. ABC, NBC, CBS, and Fox have begun to initiate subtle changes both onscreen and off. Black and White television is a thing of the past. FOX television has developed the following strategic plan to incorporate diversity into their every day business.
• Creative: To increase diverse employment within the writing, directing, producing and casting of all FOX productions.
• Communications Plan: Consistently and comprehensively demonstrate FOX's commitment to diversity both internally and to the general public
• Recruitment, Succession Planning & Internship: To increase representation of diverse talent at FOX through executive succession plans, recruitment and internship activities.
• Minority Procurement: To increase opportunities for and procurement from minority and women-owned vendors and professional service providers.
• Executive Component: To increase opportunities for people of color in key creative management and senior management positions at each of the FOX business units.
“We believe our future rests in our collective ability to embrace change and leverage diversity through our leadership, productions, employment, procurement and continued community support. We believe that diversity is critical to our business strategy, and will improve our competitiveness and prospects for long-term success.” (Peter Chernin, Chairman & CEO, the Fox Group)
FOX television continuously participates in activities and events to expand business opportunities and relationships within their diverse community.
ABC’s mission is to make their programming and environment reflective of the rich diversity of the world in which we live. David Westin, President of ABC News, has demanded diversity of guests on his network's news programs - diversity measured by skin color and ethnicity.
The CBS Corporation is committed to fostering an environment that celebrates and encourages differences in people, their ideas, beliefs and cultural backgrounds. CBS Diversity Institute has five components designed to provide program participants:
• Talent Showcases
• Writers Mentoring Program
• Directing Initiative
• Writers Career Workshops
• Actors Career Workshops
NBC, responding to criticism about lack of diversity, said it will mandate the hiring of minorities by producers in shows and will take other unprecedented initiatives hoping more minorities will be put in front of and behind the camera.

Who we see, hear, and read on television, radio, newspapers, and in movies has a great deal of influence on shaping the attitudes of all people... How African, Hispanic (Latino), and Asian Americans are portrayed in these mediums often stereotypes and reinforces negative images of each ethnic group. The lack of diversity in the media impacts how stories are covered and limits opportunities for Ethnic minorities in these professions.
We should be concerned about having the casts on TV programs, to include news reporting shows reflect the ethnic diversity that exists in society at large. All should be fair, balanced, and color-blind.
40% of American youth ages 19 and under are children of color, yet few of the faces seen on television represent their race or cultural heritage. Similarly, though females slightly outnumber males in the real world, prime-time television continues to present a world that is overwhelmingly male. Therefore, television not only fails to accurately reflect the world in which young people live, but it also sends a message that some groups of people are more valued by society and worthy of attention than others.
Despite calls for change from the media and the viewing public, women and people of color are still grossly underrepresented on the major networks. In fact, besides featuring more African-American guests during the Imus scandal, members of all minority groups were barely seen as guests on the shows airing between 4 p.m. and midnight. And women comprised as little as 20% of all guests. There also were no minority hosts on shows airing after 4 p.m. on any of the networks and just a small of female hosts.

Though the percentage rates have risen for diversity in television, major television networks agree that more racial and ethnic diversity should be more visible on daytime television. The networks are striving to make this happen. The television viewing market is hungry for entertaining shows that accurately depict the diversity of our nation. The media has done a good job of exposing diversity in television. That exposure will force the Networks to improve.

References

Retrieved August 8, 2007 from http://www.fairpress.org
Retrieved August 9, 2007 from http://www.advancingequality.com
Retrieved August 10, 2007 from http://faculty.washington.edu

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