Green over Black

I recently read an article called "The Fox Network and the Revolution in Black Television" by Kristal Brent Zook discussed the black television shows that were added to the station's programming in the 80s and 90s. Shows like A Different World and The Cosby Show were added to basic channels when more affluent white audiences could afford to use cable or VCRs. It was responding to a new market that included more black viewers, and the result was relatively diverse representations of the black community. Many of these shows even addressed fairly controversial topics such as date rape and racism.

However, later on the station canceled many of these shows when the executives wanted the station to become more mainstream. While some of the remaining programs still had black casts, there was a shortage of minority-controlled programs. The creative and executive power still lies in mostly white hands.

I also just watched a documentary with Henry Louis Gates called America: Beyond the Color Line that used one segment to explore the issue of black representation in Hollywood. Gates interviewed several actors and other people in the film industry and asked them about racism in Hollywood, but I thought it was interesting that most people said its more about money than anybody's personal stereotypes. One director that was interviewed initially said he didn't think there was any discrimination when it came to casting, but then eventually realized that there was definitely less money made when two leads are African American. So, if there's more money to be made with white actors, then they want the money and will hire white people.

Bringing that back to the issue of television, I really think there are not many people, including Rupert Murdoch, saying they don't want black actors or programs or films. For the most part, it seems as though they are responding to public demand. Money is the ultimate goal for media executives, and if mainstream means white, then they will go that direction. But, this is a difficult situation because media could be an important vehicle for challenging certain stereotypes instead of reinforcing them in the search for money. Is it media's responsibility, or does the fault of a lack of representation lie with the audiences?