Representation of Cultural Diversity on Canadian Television: Research Plan

February 2003

By:

solutions research group consultants inc.
40 Eglinton Avenue East Suite 402 Toronto Ontario M4P 3A2
Tel 416 323 1337 Fax 416 323 0338
www.srgnet.com

Agenda

• Research Team
• The Context
• Research Phases
  
  
  1. Review of Literature & Research
  2. Best Practices & Initiatives
  3. One-on-one Interviews
  4. Focus Groups
  5. Content Analysis

The Research Team

• Taking the lead role on this project is Solutions Research Group Consultants Inc. (SRG) –a Toronto-based market research consulting firm with experience in the media and communications sectors since 1995.
  
  
• SRG’score expertise is quantitative and qualitative research design and analysis.
  
  
• Joining SRG is Johnston & Buchan, an Ottawa-based law firm specializing in regulatory issues relating to the Canadian broadcasting industry. Johnston & Buchanwillhelp with the background research needed to fulfill research terms of reference.
  
  
• The Core Project Team
  
  
  • Kaan Yigit
  • Aidan O’Neill
  • JeffVidler
  • MarcelProulx
  • Grace Tong
  • StaceyAtkin
    
    
• The Project Team has extensive experience in primary and secondary research related to cultural and racial diversity.

The Context

The 2001 Census confirms the changing face of Canada…

• Aboriginal people’s share of Canada’s population is on the rise: 1.3 million people report having at least some aboriginal ancestry.
  
  
• Canada is home to almost 4 million individuals who identified themselves as visible minorities. The visible minority population is growing much faster than the total population.
  
  
• 5.3 million individuals, about one out of every six people in Canada have a mother tongue other than English or French.
  
  
• The proportion of Canada’s population who were born outside the country has reached its highest in 70 years in 2001.

Research Phases

• Approach:
  • A research framework withfive phases:
    1. Summary of Existing Research and Literature
    2. Review of “Best Practices”and Practical Initiatives
    3. One-on-one Research Interviews with Stakeholders
    4. Viewer Focus Groups
    5. Content Analysis

How the Research Phases Will Work Together

1. Summary of Existing Literature/Research completed along with Review of "Best Practices"
2. Proceed with 1-on-1 Research Interviews with Shareholders and Viewer Focus Groups
3. Complete Content Analysis

1. Summary of Existing Research & 1. Summary of Existing Research & Literature Literature

• Goal:
  • To bring together existing literature and research relating to cultural and racial diversity in the media.
    
    
• Scope:
  • A thorough review and analysis of literature and research relating to the representation of cultural and racial diversity on television in Canada andin other jurisdictions.
    
    
• The guiding principles:
  • Learn about research conducted about television and diversity (including content analyses); and
  • Identify issues in the representation of cultural and racial diversity in media.
    
    
• The findings will help shape and inform subsequent phases of research.
  
  
• Progress to date:
  • In the process of analyzing over 20 major studies and content analyses on cultural diversity, for example:
    • Fall Colours Studies & Prime Time in Black & White (US)
    • Studies for the UK Broadcast Standards Commission
    • Commission for Racial Equality Study in the UK on Ethnic Minority Group Representation on Popular Television
    • Tuning into Diversity: Immigrants and Ethnic Minorities in Mass Media: Representation and Policies (Italy, incl. case studies for Italy, France and Netherlands)
    • Broadcast inColour, Cultural Diversity and Television Programming in Four Countries (the U.S. the U.K., Australia and New Zealand).
      
      
• Also reviewing Canadian research & precedents, for example:
  • Silent on the Set: Cultural Diversity and Race in English Canadian TV Drama (2002)
  • Front andCentre: Minority Representation on Television Media Watch (1994)
  • The Portrayal of Canadian Cultural Diversity on Canadian Network Television (Secretary of State for Multiculturalism, 1988)
    
    
• Starting the issue-identification process via review of academic and other published literature on representation of cultural and racial diversity.

2. Review of “Best Practices”

• This research phase will identify the “best practices”and initiatives in a “case-study”format.
  
  
• Results from this phase will assist the Canadian Television industry in the development of policies and practices to reach the objective of better reflecting cultural and racial diversity.
  
  
• Key issues include:
  • On-Screen Portrayal
  • Behind the Scenes Representation
  • Corporate Accountability
• Community Outreach
  
  
• The case study approach for “Best Practices”will consist of a review of selected companies in the following segments:
  • Broadcasting companies outside of Canada (US/International);
  • Companies outside of Broadcasting sector in Canada; and
  • Companies outside of Broadcasting (US/International).
    
    
• The selection criteria for the case studies include objective third-party ratings, expert opinion and secondary research.
  
  
• In addition, current practices of Canadian broadcasters and their plans related to cultural and racial diversity will also be summarized.
  
  
• Progress to date:
  • In the process of reviewing literature, reports and resources related to identifying “best practices”companies.
  • Made initial contacts in and outside of Canada to identify existing objective criteria and develop leads, for example:
    
    • Human Resources Development Canada (HRDC) Employment Equity Review and Workplace Equity
    • Canadian Human Rights Commission
    • National Association of Broadcasters (NAB) –US
    • Media Entertainment and Arts Alliance –Australia
      
      
  • Developed a preliminary list of companies to be contacted for interviews and materials for discussion.

3. One-on on-one Research Interviews one Research Interviews with Stakeholders with Stakeholders

• Part discovery and part consultation, this research phase will obtain attitudinal information from a wide range of stakeholder groups and their representatives.
  
  
• Fifty (50) interviews conducted by senior team members with:
  • Representatives of aboriginal and ethnoculturalorganizations/associations;
  • Broadcasting industry representatives/organizations;
  • Producers, writers, actors; and
  • Agencies and advertisers.
    
    
• Key issues to be probed:
  • Views on the current presence and portrayal of cultural diversity;
  • Priorities for research and further study; and
  • Suggested solutions.
    
    
• Progress to date:
  • Identifying key stakeholders through secondary research and consultation with the Task Force.

4. Viewer Focus Groups

• Goal:
  • To probe perceptions relating to the presence and portrayal of cultural and racial diversity on Canadian television among Canadians from diverse backgrounds.
    
    
• A total of 20 focus groups, conducted among:
  • Aboriginal, cultural and racial groups;
  • Both English-and French-speaking Canadians; and
  • In a mix of large Urban and smaller centres, balanced regionally.
    
    
• Discussion agenda to include:
  • Attitudes related to cultural diversity on Canadian television;
  • Responses to samples of programs that portray cultural diversity;
  • Definitions of stereotyped programming and negative portrayal.

5. Content Analysis

The Approach

• Goal:
  • To provide baseline measures of presence and portrayal of cultural and racial diversity on television.
    
    
• Scope:
  • A sample of 320-340 hours of television programming
  • Canadian-produced programming
  • Aired by private broadcasters
    
    
• Analysis framework must:
  • provide reliable measures of representation and portrayal;
  • be designed in a way that facilitates replication to measure progress; and
  • stand up to scrutiny by various stakeholders.

The Process

1. Review learning from Phase 1 with respect to survey protocol (sample frame, measurement criteria, and coding process).
   
   
2. Use viewer and stakeholder focus groups (Phases 3 and 4) to help provide afilter for measurement and coding criteria
   
   
3. Develop sample frame of programming –to ensure a representative baseline sample (below)

Sample Frame Considerations

Final programming sample should be representative of:

• Key Programming Genres
  
  
• Language
  • English
  • French
    
    
• Origin
  • Network
  • Local
  • Specialty
    
    
• Market / audience size

4. Collect input on final protocol
   
   
5. Select coders (representing a wide range of diverse cultural backgrounds)
   
   
6. Secure content for review
   
   
7. Train coders
   
   
8. View and code content, cross-coding for verification, reliability
   
   
9. Prepare toplineresults, present to CDTF
   
   
10. Analysis, preparation and delivery of final report

Content Analysis (cont'd)

• Progress to date:
  • In the process of developing sample frame recommendations.
    
  • Reviewing and comparing content analyses identified in Phase 1 to ensure a balanced and comprehensive approach.