General 3 — Sarah Dossani

Research Initiative

TL;DR (A QUICK SUMMARY)

In 2017, I was given the opportunity to contribute my research services to the American Advertising Federation and Zeta Phi Beta Sorority Inc., by conducting quantitative analysis to understand the role media plays in defining how Black women are treated and perceived in the real world. I was able to contribute to the research study by conducting a cross-tabulation analysis, synthesizing the data and developing the presentation of key findings.

Through the “Change the Narrative” initiative we held panels across the country and facilitated conversations on the pervasive depictions of Black women in media. These conversations incited action, organizing committees to conduct thought leadership, community engagement, industry craft training, and media literacy training. Insights from the study were also shared across multiple online publications.

Key Learnings from the Study

67% of Black and White women 18-24 say Black women are depicted negatively in media.

Reality TV viewership is significantly higher among Black women than White women (53% of Black women aged 18-24 watch 1-7 hours of TV a day vs. 36% of White women ).
Yet, reality TV is ranked as the lowest among media channels that best portray Black women.
Among a set of adjectives to describe how Black women are perceived in media, the top 3 selected descriptors were corrupt, lazy & argumentative.
Negative perceptions of Black women are more pronounced among Black women themselves.
- 65% of Black women believe they are perceived as argumentative vs. 56% of White women
- 54% of Black women believe they are perceived as lazy vs. 39% of White women
- 50% of Black women believe they are perceived as corrupt vs. 39% of White women
If Black women could talk to the people who make TV ads, programs, cable news, etc. about how they should change the way Black women are portrayed, this is what they would say…
- “It's time to portray them as they are, not social stereotypes.”
- “Treat them with the same sympathy that you have for white women.”
- “Refrain from “cookie-cutter” images.”
- “Display them in positions of power and not in an advisory at antagonist role.”
- “Have more African-American women in the decision making roles if you want better representation allow those underrepresented voices to be heard in a meaningful way”

TL;DR (A QUICK SUMMARY)

Key Learnings from the Study

67% of Black and White women 18-24 say Black women are depicted negatively in media.

Reality TV viewership is significantly higher among Black women than White women (53% of Black women aged 18-24 watch 1-7 hours of TV a day vs. 36% of White women ).

Yet, reality TV is ranked as the lowest among media channels that best portray Black women.

Among a set of adjectives to describe how Black women are perceived in media, the top 3 selected descriptors were corrupt, lazy & argumentative.

Negative perceptions of Black women are more pronounced among Black women themselves.

65% of Black women believe they are perceived as argumentative vs. 56% of White women

54% of Black women believe they are perceived as lazy vs. 39% of White women

50% of Black women believe they are perceived as corrupt vs. 39% of White women

If Black women could talk to the people who make TV ads, programs, cable news, etc. about how they should change the way Black women are portrayed, this is what they would say…

“It's time to portray them as they are, not social stereotypes.”

“Treat them with the same sympathy that you have for white women.”

“Refrain from “cookie-cutter” images.”

“Display them in positions of power and not in an advisory at antagonist role.”

“Have more African-American women in the decision making roles if you want better representation allow those underrepresented voices to be heard in a meaningful way”