Why is there such a lack of ethnic minority journalists?

Getting ethnic minorities through the door in the media in the first place is not the only problem.

Last month, the NUJ’s Black Members Council (BMC) had its last meeting of 2012. As one of the two student representatives, I had been looking forward it. I joined the BMC to push for a campaign that would encourage students from ethnic minorities into journalism and, after deciding on the first steps of our plan, we seemed to be making some progress. I should have expected disappointment. The union’s equality officer had to deliver the news that after three attempts she still had not been able to contact anyone at the NUS who wanted to help us, though they never failed in finding someone else to pass her onto. The battle-hardened campaigners in the room showed disappointment but little surprise, after all, the BMC was set up precisely because the issues of minorities in the media were too readily sidelined.

The BMC has faced the same type of criticism as similar organisations, such as the Society of Black Lawyers - that they discriminate against white people. I also experienced something similar after getting my first internship, with the Guardian on their Positive Action Scheme. Many of my colleagues in student media did not like the idea because it was an opportunity that was not offered to them based on the colour of their skin. A few of the other people on the scheme had a similar experience, one even had a full blown argument with one of the newspaper's editors. What those others students could not see was that the exclusion they bemoaned is one that affects non-white journalists in the industry as a whole. Their hostility, I assume, was the result of a lack of awareness of an issue which is, after all, hardly treated as important. The New Statesman’s survey of newspapers received nowhere near the amount of attention as the Guardian’s study on the lack of female writers and there’s barely any available data regarding the employment of ethnic minorities; ask most newspapers and broadcasters for some information and they’ll either refuse or conjure up an excuse. We know that there is a general lack of ethnic minority journalists and an even greater paucity of those working specifically in news and politics - as opposed to entertainment and culture - but while only the most deluded of journalists could cast an eye around their newsroom and believe it fairly represents the various elements of British society, it is hard to prove that this is the case.

Facing hostility from other students might seem a trivial matter but it is significant. For one, it definitely dents your confidence to be essentially told that you did not deserve an opportunity but it is also symptomatic of a culture of denial when it comes to dealing with equality in the media. There has been very little direct action taken to encourage ethnic minorities into journalism. The diversity schemes run by the Guardian and the FT automatically become fairer because they are organised internships rather than the more common, arbitrary method of emailing an editor and hoping you will be lucky enough to get a week or two working on their desk, which leaves the door open for nepotism. I worked hard for every bit of experience I have, with no uncle or family friend to get me into placements and a school whose idea of career guidance was to do a google search; the same cannot be said for many of the more privileged students who like to play the victim when they see ethnic minorities given a chance.

But getting ethnic minorities through the door in the first place is not the only problem. Connie St Louis, a fellow member of the BMC and director of City University’s Science Journalism MA, has recently highlighted the problem that the BBC, in particular, have had with retaining ethnic minority journalists. Her report, published in the journal Ethical Space, showed that a total of 75 per cent of ethnic minority staff recruited into BBC news journalism leave during their first five years at the broadcaster. This was something Greg Dyke, the BBC’s former Director General, admitted in 2001, suggesting: “Maybe they don’t feel at home. Maybe they don’t feel welcome.”

His suggestions could actually be confirmed or denied by the BBC if they shared the responses given by departing employees during the exit interviews the organisation conducts however, that information is unfortunately beyond the obligations of a Freedom of Information request. Another example of how we are left guessing instead of being given the information that could be used to build productive solutions.

In the same issue of Ethical Space Bob Satchwell, Director of the Society of Editors, made the point that diversity needed to be prioritised, not simply because there was little progress being made but because, he warned, journalism seems to be “becoming more white, more metropolitan and more middle class.” Very promising.

 

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA