Published November 15, 2021 at 6:54 pm
Media. A new study shows that Africans are greatly overrepresented compared to other groups when it comes to appearing on Swedish television. Now the researchers complain that the important results of the study are obscured by media such as SVT, which instead wants to turn it into too many white people appearing in the box.
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Recently, a stereotypical image has emerged of cultural Marxist advertisers and journalists who are passionate about portraying African men in sexual relationships with blonde women.
it turns out that certain minority groups are visible to a greater extent than their share of the population. And it is above all blacks who are more visible than their share of the population in television advertising and television journalism, according to a study from the Institute for Media Studies.
In TV commercials, as many as one in ten faces are black. This at the same time as the assumed proportion of blacks in the population rather lands at 3-4 percent.
“The advertisers have obviously decided that black faces are good to include”, the researchers state.
Also read: “Diversity” in every other Swedish commercial
Africans are numerically overrepresented at prime time in Swedish-produced media, while other groups are closer to their population shares. However, people who in the study were categorically categorized as having a background in the Middle East were underrepresented compared to their population share.
The proportion of non-whites who appear in the box is greater on TV4 than on SVT.
When it comes to the media companies themselves, however, “diversity” shines with its absence. The researchers examined the highest levels of the ten largest media groups, boards and CEOs. It shows that very few of them are foreign-born. Only one board member was born outside Europe. Of the many Swedish-born executives, only one person has two foreign-born parents. When the researchers examined the background of the publishers responsible for the largest news agency within the ten groups, only one foreign-born person was found.
The Institute for Media Studies' directors Lars Truedson and Sayaka Osanami Törngren, associate professors at Malmö University, are now criticizing the important results in the current study are not noticed in the Swedish media – “despite the fact that they had access to both the study and to clear angles in the press release”.
“We think these results in the TV survey are But they were removed when SVT's Kulturnyheterna and SR:'s Kulturnytt interviewed us about the matter. On the other hand, seeing blacks so often is probably more interesting for the audience. We believe and think. But the public service audience does not know that. So far we have only found that information in the Journalist's reporting “, skr iver i Dagens Media.