Sensitive cultural content: Better representation for a more inclusive world

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  Quantumrun Foresight
• November 17, 2021

The evolving cultural norms and increased sensitivity towards cultural content are reshaping the media landscape, leading to more nuanced storytelling and diverse representation. This shift presents both opportunities and challenges for businesses, with potential for broader audience reach and the need for authenticity in representation. Societal implications include fostering empathy and understanding, creating new job opportunities, and prompting educational reforms, but also risk cultural censorship and loss of impactful content.

Context of sensitive cultural content

In the early 2000s and earlier, it can be argued that culturally insensitive content was commonplace in cartoons and books. As viewers become more aware of the harmful nature of such depictions, select plot types, stereotypes, and characters have decreased drastically in mainstream media productions. 

However, classic movies and stories from decades past are still full of insensitive imagery. For example, Disney’s The Aristocrats has an Asian character drawn with exaggerated features. Additionally, Jungle Book, released in 1968, has harmful stereotypes about African-Americans, showing representations with poor speaking skills and lifestyle choices. 

Recalling six of Dr. Seuss’ children’s books was a more controversial decision, with many calling it a harmful instance of “cancel culture.” However, there are many examples in these books that included inappropriate representation for non-white characters. For instance, in And To Think That I Saw It On Mulberry Street, the description of a Chinese character said that they had “two lines for eyes.” The estate decided to pull these books after consulting with teachers and other experts. 

Disruptive impact 

In the long run, the heightened sensitivity towards cultural content will likely reshape the landscape of media production and consumption. As media creators strive to reflect the evolving cultural norms, we may see a shift towards more nuanced storytelling, meaning narratives that are more inclusive, diverse, and respectful of different cultures and experiences. For instance, we might see more films and shows that accurately portray the struggles and triumphs of people with mental health issues or the unique experiences of racial and ethnic minorities.

For businesses, particularly those in the media and entertainment industry, this shift presents both challenges and opportunities. The challenge lies in navigating the fine line between representation and appropriation, ensuring that stories are told with authenticity and respect. However, the opportunity is in the potential to reach a broader, more diverse audience. Companies that are able to adapt to these changes and produce content that resonates with a wider demographic may find themselves at a competitive advantage. 

From a societal perspective, the increased sensitivity to cultural content could foster a more empathetic and understanding society. As people are exposed to a wider range of experiences and perspectives through media, they may develop a deeper understanding of issues that they might not have personally experienced. This trend could lead to more informed discussions and policies around topics such as mental health and racial justice. For governments, this could mean a more engaged citizenry, capable of contributing to policy-making in a more informed and empathetic manner.

Implications of sensitive cultural content

Wider implications of sensitive cultural content may include: 

• More job opportunities for people of color, gender minorities, and the LGBTQIA+ community in the entertainment industry. 
• Introduction of new school curricula that explicitly discusses how to analyze and tackle harmful stereotypes in media. 
• More promotion of content created by minorities due to growing market demand.
• The reduced exposure of older shows, films, and other media to current generations of media consumers. 
• A surge in demand for cultural consultants and sensitivity readers, leading to new job opportunities and a more inclusive media landscape.
• Content warnings and filters, leading to more personalized media consumption experiences.
• The implementation of educational policies that incorporate media literacy.
• Cultural censorship leading to a stifling of creative expression and a homogenization of media content.
• The challenge of balancing the need for cultural sensitivity with the risk of over-sanitization, leading to a potential loss of impactful and thought-provoking content.

Questions to consider

• Do you agree with the recall of Dr. Seuss’ titles? 
• Do you think the improved representation of minority groups will have a significant impact on tackling discrimination?