A new study says that Canadian TV adverts are too White; Professor wants more non-Whites.
The study conducted by professor Shyon Baumann was done at the University of Toronto, where he examined nearly 250 prime-time, food-related adverts that ran on CBC, CTV, and Global from 2008 to 2009.
Baumann’s study found that 87% of the characters in adverts were White; Canada itself, is 80% White.
In an interview with CBC’s Lang & O’Leary Exchange, Baumann said “What we found was that there was an under-representation of some visible minority groups. Along with that we found that the way that different groups are portrayed – it provides more opportunities for favorable portrayals of white characters, compared to black characters and Asian-Canadian characters”
“We were hoping that because prior research had happened based on commercials that were aired 20 years ago, 15 years ago, that maybe things had changed, but what we found was much more of the same, rather than change”
“If companies want to play it safe and just use commissioned advertisements that are just generic, then it’s safest to go with white characters as the “default’ kind of person that can be used in any situation. So for that reason I think we see them used a lot,”
“The media does have the power to shape our ideas about who people are. The media can reinforce cultural values that are already out there, so when we see commercials that feature characters that we are not used to seeing — a black family eating at a restaurant rather than a white family — little by little if we are exposed to those ideas over time, it broadens the idea of what is normal,”
Baumann’s stance on White Genocide is not surprising since he got his PhD from Harvard University, which has spawned many other anti-Whites in the past.