Reflecting Me: The Global State of on-screen Inclusion
By Monde Twala
I recently watched, and thoroughly enjoyed an original animated series called Iwájú set in futuristic Nigerian city Lagos – a coming-of-age adventure that follows Tola, a young, brown-skinned girl with beaded cornrows from a wealthy island, and her less prosperous best friend, Kole, as they discover the secrets and dangers hidden in their different worlds. Beautifully illustrated in the storytelling, language, idiosyncrasies, and visuals, Iwájú takes viewers on such an indelible, authentic adventure and experience of different day-to-day real-life experiences of the city – from up-market Island life to the street markets, traffic, and general hustle and bustle of downtown Lagos.
The creators, a collective called Kugali Media, are a British-based company founded by an African collective focused on telling stories inspired by African Culture using comic books, art, and augmented reality. Their approach to storytelling is premised on respecting history moments, embracing the present and imagining a new future of Africa. They say, in the production of Iwájú, they wanted to take a real African city, Lagos, and use their imagination to adapt it to the series, but, as Hamid Ibrahim, the creative director, said: “still be ourselves and... be true to ourselves". The outcome: Powerful stuff!
This approach has allowed them to represent their creative story, albeit animated, in such a strikingly authentic manner that it makes all the difference to viewer experience – something that is becoming increasingly important to on-screen viewers.
In the second iteration of research initially done in 2021, Paramount released Reflecting Me: A Global Representation On-screen Part II (2023) – a follow up of the original research based on the global exploration of consumer perceptions of on-screen representation and diversity, including the extent to which various groups feel represented on-screen. Part II explores how attitudes and perceptions of on-screen representation and diversity have changed around the world.
53% of adults globally believe that there needs to be more accurate representation of certain groups and certain identities on TV shows and movies. Olumide ‘Femi’ Makanjuola, a Nigerian strategist, human rights activist, and one of the experts featured in this research said: “It’s important for filmmakers and storytellers to understand that the goal is to ensure that people can see themselves on-screen. The goal is not to make them reimagine themselves.” It is clear in the research that for people to feel represented, authenticity is key.
The comprehensive Reflecting Me study involved over 15,000 participants from 15 diverse countries, spanning various demographics and cultural backgrounds with consumers aged 13 - 49, supplemented by insights from 15 experts including professors, activists, and professionals from The African continent, Europe, North America, South America, United Kingdom and Southeast Asia. Together, these studies offer profound insights into the evolving landscape of on-screen representation and its impact on societal perceptions.
Globally, whilst 88% of adults who participated in the study agree that their country is diverse, many people feel like they aren’t being portrayed enough and that content isn’t representing their intersectional lived experiences.
Reflecting Me respondents recognise that, despite the efforts toward greater representation, it can still feel disingenuous. One of the experts in the research, Indonesian based activist on gender and sexuality issues, Kartika Jahja said; “We are going in a good direction compared to 10, 20 years ago when there was no diversity at all. We pushed for diversity, we pushed for representation, and we got it. But it is not quite there yet.” This is a sentiment shared by many, from various perspectives.
Onscreen representation has a real-world impact on how people see themselves and others, making it vital to get right. Ayesha Siddiqi, featured expert, and writer in the USA believes that media portrayals shape the way people view and understand the world: “Seeing a story that helps understand a person impacts how people are treated in the real world. I know this very well as a Muslim that grew up during the Bush era. What the media said about my community 100% shaped how me and my community were treated”.
It is important to note that viewers notice and dislike when representation on-screen feels forced.
The research found that people feel the quality of onscreen representation has increased over the last two years. However, while quantity has increased, satisfaction with the quality of portrayals has remained flat. Certain underrepresented groups see improvement while others see declines in satisfaction.
Those who feel poorly represented, do acknowledge the industry’s efforts to showcase diversity.
When asked how they felt LGBTQ+ characters on TV shows and movies had changed in the past 5 years, 59% felt represented, Women in leading roles in TV shows and movies 51%, Diversity in TV shows and movies 47%, and Varied body types or shapes in TV shows and movies sat at 40%.
3 in 4 adults worldwide agree that there needs to be more diversity on-screen. While some individuals have come to expect a lack of representation, particularly those who feel underrepresented, there's optimism for the future, with 46% of global adults believing that representation in TV shows and movies will improve in the next five years, indicating a hopeful outlook for continued progress.
Something the South African industry, (having come a long way), is getting right, is the representation of the various and diverse cultures of the country. With 12 official languages, scrolling through local content, I found various telenovelas, dramas, movies etc. with notable representation.
Some that stand out are a suspenseful new show on Mzansi Magic, Killer Front Page, a semi-comedic cold-blooded murder series presented primarily in isiZulu, another Mzansi Magic top performer is Gqeberha: The Empire, in its second season, it follows modern-day African themes of dynasty, family, love, betrayal, and polygamy. Paramount's new daily drama, Queendom, which premiered in April, delves into themes of cultural heritage, tradition, fate, ancestry, escape and survival — themes that are more regularly being explored within the context of South African history, and modern-day culture. Queendom’s contribution to representation is important as it adds to a narrative that explores African heritage and holds a much-needed mirror up to viewers who will see themselves and their real-life experiences on-screen.
In reflecting on the broader cultural impact of African creativity, it is also essential to acknowledge the powerful role of music in enriching our narratives. The modern fusion of Afrobeat, Amapiano, Afrosoul, Kwaito and Hip-Hop not only celebrates African heritage but has transcended borders, resonating with global audiences. These genres exemplify how diversity in music, much like in visual media, can foster a deeper connection across different cultures, illustrating the universal language of rhythm and melody.
Moving forward, Reflecting Me concludes that people want authentic, intersectional portrayals, and increased diversity on and off screen. Some recommendations emerging from the research include:
Collaboration: promoting diverse and inclusive storytelling by including individuals from marginalised groups in the creative process
Empowerment: creating a supportive and inclusive industry culture by including representation in hiring practices, providing resources and support for creators and challenging existing power structures
Education: offering workshops training and educational resources to content creators and industry professionals on the importance of authentic representation
Sensitivity: understanding sensitivities to certain topics values and expressions that determine whether content lands appropriately with audiences
Partnerships: joining forces with organisations and advocacy groups that work towards promoting diversity and inclusion, and lastly,
Amplification: elevating marginalised voices and stories by promoting their work on mainstream platforms.
