Children's Media Association Race & Ethnicity Playbook

P L A Y B O O K

The Importance of Authentic Racial & Ethnic Representation in Children’s Media

Credits This report seeks to translate existing research and publicly available information into insights and actionable guidance for the children’s media industry. This report reflects the work of individuals from Children’s Media Association and beyond, acknowledged below.

Research Arianna Ytzel Montaño, Whitney Krapes, Ismabel Cueto, and Suzie Domnick Report Writing Whitney Krapes and Suzie Domnick Internal Review Eva Redican, Joshita Manohar, and Sahar Azimi Design Joshita Manohar and Whitney Krapes External Source Review Dr. Amanda Gummer

Diversity is vital for everyone.

“Representation is never the final goal or the thing we’re aiming for.

It’s an important piece of moving toward a more equitable reality.”

- Dr. Jacqueline Hargrove, PhD⁸ Representation in children's and family media plays a crucial role in a child’s development and growth, helping them understand their own value and the value of others.⁸ Research indicates that media representation can shape children's identities, aspirations, and worldviews.¹¹ For example, seeing positive representations of marginalized groups in media can signal to the children in those groups that they are valued, respected, and capable.

Research also shows that children as young as three can absorb and internalize racial biases, highlighting the significant impact of representation from an early age.¹⁶ By providing accurate and respectful portrayals of various cultures and identities, media creators can help shape a generation of children who appreciate diversity and understand their own worth and the worth of others.

This effort not only supports children’s development but also contributes to a more equitable and understanding world.

Gen Alpha is the most diverse generation in history “We know that all children can benefit from seeing diverse and inclusive content, whether they are from an under-represented group or not”

7%

2%

White (includes Middle Eastern & North African) Hispanic or Lati­ne Black

16% 48%

Asian American or Pacific Islander Indian or Alaska Native

27%

*6% are two or more races

-Mariana Díaz-Wionczek, PhD¹¹ Figure 1. Kids Count Data Center: 2023 Population Data by Birth Cohort Generation and Race and Ethnicity⁹

... their media should represent that diversity authentically.

Where are we now?

Although we know that representation plays a vital role in shaping young minds, research indicates that ethnic and racial minorities continue to be underrepresented in media.

TELEVISION: 2023 POPULAR Programming A recent study by the Geena Davis Institute found that of all characters in 2023 popular programming, 48.0% of characters were white, and 52.0% were characters of color, which is due largely to popular Spanish-language shows.

And while white leads outnumbered leads of color 59.3% compared with 40.7%, there was a 7.1% growth since 2022 in leads of color.¹⁵ TELEVISION: 2023 NEW Programming 26.8% of characters in new programming were Black, 14.6% were Asian and Pacific Islander, and 8.2% were Latinx.

Leads of color outnumbered white leads (63.4% compared with 36.6%)—a trend since 2020 that suggests the industry is improving, with an increase in shows highlighting diverse populations.¹⁵

FILM A study by the Hollywood Diversity Report found that in 2023, 45% of lead roles in top streaming films were portrayed by BIPOC (Black, Indigenous, and People of Color) actors, which was proportional to the U.S. BIPOC population and a 33.3% increase from 2022.¹⁰ PRINT Recent data from the Cooperative Children's Book Center on the representation of BIPOC characters in children's books shows that as of 2023, 49% of children's books have a primary or significant secondary character who is BIPOC, or the setting or topic of the book relates to BIPOC people or history.

The data also revealed that 40% of children’s books included at least one BIPOC primary character.¹³

There’s more we can do.

Children today’s sentiments around representation remain similar to those from over 25 years ago. A recent report found that 10–17-year-olds still felt it was important to see individuals of their own ethnicity/race represented in media.⁷ Continuously working to address these disparities can help ensure that children's media accurately reflects the diversity of our society and ultimately benefits our impressionable young audiences.

“When kids see a positive representation of someone who looks like them, an authentic and positive representation, it has a measurable effect on their self-esteem, and actually on their long-term success.”

-Sara Dewitt, Senior VP for PBS Children’s Media and Education⁵

Children need content to serve as windows and mirrors.

Children thrive when they see their lives and experiences mirrored on-screen.

They crave and require content that reflects their culture and experiences, providing them with relatable characters and identifiable narratives. This representation is not just a desire but a necessity for their healthy development. According to a 2021 Common Sense Media report, 80% of children believe it is important to see themselves and their culture represented in media.¹² Another recent study found that today’s children and teens place greater value on seeing their own race represented in media compared to youth from 25 years ago.⁷ Content that allows children to see themselves authentically is not just more engaging and appealing to children, but it is also necessary for their healthy development, and research underscores the profound impact of such portrayals.

Research also finds that positive, well-rounded portrayals of one's own ethnic-racial group can enhance children's self-esteem, improving their self-perception, abilities, and aspirations.¹² But, representation goes beyond self-esteem. This expanded sense of possibility is crucial for children’s long-term success and fulfillment—allowing them to envision a wider range of possibilities for their futures and feel empowered to pursue a variety of careers and roles in society.

"It’s important to see yourself as the protagonist. In psychology, we talk about how the narratives we tell ourselves are powerful, impact how we feel and the choices we make.

If there aren’t narratives that center Black, Brown, and Indigenous children of color, it implies, ‘I can’t be the author of my own story'."

- Jacqueline Hargrove, PhD, a licensed clinical psychologist at Mount Sinai Health System⁸

Ensuring that children see their culture and experiences represented in media is not just beneficial, it is crucial for their self-esteem and personal development. It can foster a positive self-image, a belief in their abilities, and can broaden their vision for the future—making representation in media a vital aspect of their growth and development.

Not all representation is created equal.

Children benefit from being exposed to diverse perspectives and experiences, but negative or no representation can have adverse effects.

Absolute invisibility, the complete absence of identity-relevant depictions for marginalized groups in media, as well as relative invisibility, the presence of only a few, often stereotypical, representations that limit the portrayal of diverse identities, can both be harmful to impressionable audiences.⁷ Research also reveals that 78% of children aged 5 to 18 from ethnic-racial minority groups believe that negative racial stereotypes in the media harm their self-image and confidence. And they’re not wrong. Narrow or negative portrayals can be detrimental for members of the portrayed groups’ sense of self and belonging, can affect how they view their own group in society, and can negatively influence their aspirations for their futures.¹² Additionally, the negative impacts extend beyond the members of marginalized ​racial-ethnic groups. For example, white audiences who are frequently exposed to stereotypical or negative portrayals of ethnic-racial minority groups are more likely to develop and reinforce harmful stereotypes.¹²

Ensuring that children are exposed to positive and authentic portrayals of all ethnic-racial groups is essential for fostering an inclusive and equitable society.

What is authentic representation?

Sincerely, accurately, and respectfully portraying individuals, communities, and their experiences is the first step.

This means going deeper than surface-level diversity and digging deeper to acknowledge the culture that defines our characters’ unique, multilayered identities.²

To create content that is inclusive and authentic, it is crucial to involve diverse perspectives at all levels of production—from live action talent to writers, directors, creative executives, and consultants.

Guidelines for authentic, meaningful diverse representation: INVOLVE DIVERSE PERSPECTIVES: Ensure that every stage of content creation includes individuals from diverse backgrounds. This includes live-action talent, writers, directors, creative executives, and consultants. Diverse teams bring varied experiences and viewpoints, which can enrich storytelling and foster inclusivity.

AVOID HOMOGENEITY IN STORYTELLING: Strive to include stories from diverse perspectives to prevent content from being exclusionary. Homogenous narratives can overlook the experiences of marginalized communities and fail to resonate with a diverse audience.

PORTRAY MULTI-DIMENSIONAL CHARACTERS OF COLOR: Develop characters of color who are complex and break away from stereotypes. Show children, especially those identifying with these characters, that they are capable, important, and relatable. This positive representation helps build self-esteem and a sense of belonging.

AVOID TOKENISM AND STEREOTYPES: Steer clear of tokenism and race-based character tropes. Token characters often reinforce stereotypes, rather than challenge them. Characters of color should be well-developed and integral to the storyline, not just included to check a diversity box.

SHOW DIVERSITY WITHIN DIVERSITY: Highlight the unique cultural identities of characters through specific storylines and elements such as names, clothing, food, music, and traditions. This helps to represent the richness and variety within racial and ethnic groups.

DEVELOP DISTINCT CULTURAL IDENTITIES: Avoid reducing characters to generic representatives of large groups. Instead, focus on their unique cultural backgrounds and experiences. This adds depth and authenticity to their portrayal. Characters should also have distinct cultural identities rather than being ethnically ambiguous. Clear cultural representation can educate audiences and foster a greater appreciation for different backgrounds.

BE INTENTIONAL WITH PHYSICAL ATTRIBUTES: Pay careful attention to physical characteristics like skin tone, eye shape, and hair. Authentic representation goes beyond merely varying skin tones; it involves a thoughtful depiction of diverse physical features.

PROMOTE CULTURAL COMPETENCE THROUGH DIALOGUE: Incorporate conversations about race and ethnicity in ways that are appropriate for the audience’s developmental level. This encourages cultural competence and helps children understand and appreciate diversity.

AVOID “COLOR-MUTE” APPROACHES: Don’t shy away from discussing race and ethnicity. Ignoring these topics can perpetuate biases and prevent meaningful discussions about diversity and inclusion.

Achieving inclusivity through authentic representation requires intentionality at all stages of development.

It’s not easy, but our children deserve it.

Sources 1. American Psychological Association. (2018, April 19). APA Dictionary of Psychology. https://dictionary.apa.org/tokenism 2. Authenticity in Representation - Definition and Explanation. (2024). The Oxford Review. https://oxford-review.com/the-oxford-review-dei-diversity-equity-andinclusion-dictionary/authenticity-in-representation-definition-and-explanation/ 3. Common Sense Media for Families. (2020). Mirrors and Windows: Why Kids Need to See Themselves Reflected in the Media They Watch [Video]. YouTube. https://www.youtube.com/watch?v=Cxafn0zyrOE 4. Eldridge, S. (2024). Generation Alpha. Encyclopedia Britannica. https://www.britannica.com/topic/Generation-Alpha 5. González, O. (2021, November 13). Diversity in children’s programming falls short. Axios. https://www.axios.com/2021/11/13/race-diversity-childrenprogramming-lags 6. Lurie, J., Mendoza, B., Uhis, Y. T. (n.d.). Flipping the Script on Diversity: Insights for Creating On-Screen Authentically Inclusive Representation (AIR) of Race.

Center for Scholars & Storytellers. https://static1.squarespace.com/static/633f0603fdaa7311ba384d21/t/642b169878486327dc706d04/1680545433010/CSS%2BAir%2BTip%2BSheet%2B2%2BPage s.pdf 7. Martins, N., Mares, M. L., Booth, M., & McClain, A. (2024). Children’s perceptions of race and ethnicity in media: a 25-year update to children now. Journal of Applied Communication Research, 52(5), 555–575. https://doi.org/10.1080/00909882.2024.2389853.

8. McPherson, K. (2022). Representation in Media Is Improving, But There’s Still a Long Way to Go. Verywell Family. https://www.verywellfamily.com/representation-in-childrens-media-has-come-a-long-way-6674352 9. Population by Birth Cohort Generation and Race and Ethnicity in United States. (2023). Kids Count Data Center. https://datacenter.aecf.org/data/tables/11504population-by-birth-cohort-generation-and-race-and-ethnicity?loc=1&loct=1#detailed/1/any/false/2545/8123|8223,4040,4039,2638,2597,4758,1353/22695,22696 10. Ramón, A-C., Tran, M., & Hunt, D. (2024). Hollywood Diversity Report 2024. https://socialsciences.ucla.edu/wp-content/uploads/2024/06/UCLA-HollywoodDiversity-Report-2024-Film-Streaming-5-23-2024.pdf 11. Representation of Race in Children’s Media. (2023). EmbraceRace. https://www.embracerace.org/resources/representation-of-race-in-childrensmedia#:~:text=We%20know%20that%20all%20children

Sources 12. Rogers, O., Mastro, D., Robb, M. B., & Peebles, A. (2021). The Inclusion Imperative: Why Media Representation Matters for Kids' Ethnic-Racial Development. San Francisco, CA: Common Sense. https://www.commonsensemedia.org/sites/default/files/research/report/2021-inclusion-imperative-report_final-release_forweb.pdf 13. School Library Journal Staff. (2024, April 4). BIPOC Representation in Children’s Literatures Continues Its Slow Rise, According to CCBC’s Diversity Statistics.

School Library Journal. https://www.schoollibraryjournal.com/story/BIPOC-Representation-Childrens-Literatures-Continues-Its-Slow-rise-According-CCBCDiversity-Statistics 14. See Jane 2023: How Has On-Screen Representation in Children’s Television Changed from 2018 to 2022? (2023). Geena Davis Institute. https://geenadavisinstitute.org/research/see-jane-2023-how-has-on-screen-representation-in-childrens-television-changed-from-2018-to-2022/ 15. See Jane 2024: How Has On-Screen Representation in Children’s Television Changed from 2018 to 2023? (2024). Geena Davis Institute. https://geenadavisinstitute.org/research/see-jane-2024-how-has-on-screen-representation-in-childrens-television-changed-from-2018-to-2023/ 16. Ward, L. M., & Bridgewater, E. (2023). Media use and the development of racial attitudes among U.S. youth. Child Development Perspectives, 17(2), 83–89. https://doi.org/10.1111/cdep.12480