Click here to see the full paper written by our qualitative Lead whilst at a previous agency

TV plays a powerful role in reflecting and shaping viewers’ perceptions of the world. It can perform as a mirror, reflecting audiences’ lives and experiences back at them in a way they can relate to, which can provide validation and reassurance. It can also act as a window – which gives views in two directions – through which audiences can see and learn about other people, as well as providing visibility to others so that different people are seen and understood. TV also provides role models, which can help address ignorance and negative perceptions.

Representation and portrayal relate not just to the people and places that appear on TV, but also to how they come across to the audience. There can be a tendency for TV to make a mere nod towards diversity – having, for example, ‘just the one’ person from a minority ethnic background on a panel discussion – which can feel like a box-ticking exercise rather than an embrace of diversity. Portrayal needs to feel authentic – showing people that feel real and rounded rather than clichéd or belittled – and for all walks of life to be represented.

We have written published articles on this and one written by our Qualitative Lead/ Director Kathryn Hall with Kantar can be found on the link.