STRENGTHENING REPRESENTATION IN THE FILM AND MEDIA INDUSTRY

STRENGTHENING REPRESENTATION IN THE FILM AND MEDIA INDUSTRY

WHY WIFT

We live in a media landscape filled with advertisements, radio programmes, films, TV series, podcasts, and articles, all of which influence us. This is where we get our news and entertainment. It’s where we share, discuss, compare, and create a collective understanding of the world. Media is the modern-day campfire – and that is a great responsibility.

New studies frequently show that the reality depicted in films and the media in society is far from reality. WIFT Denmark is a network of strong members working to promote equality, diversity, and inclusion in the film and media industry. We see this as central to a fairer and kinder world.

We work to raise awareness among everyone in the industry about the current state of affairs and what can be done to address imbalances. We do this through education, dialogue, campaigns, and knowledge-sharing. We build networks among our members, host events, and engage in political work. WIFT Denmark strives to ensure that everyone has equal opportunities to participate in and contribute to the film and media industry, so we can create a media landscape where all voices are heard.

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A LONGER EXPLANATION…

Focusing on Misrepresentation

Wift focuses on misrepresentation because it has consequences for our understanding of society.

  • It matters who an editor appoints as an “expert”.
  • It matters that gentle, vulnerable men who can be afraid are underrepresented in our narratives, just as balanced, ambitious women, standing in their own right, and not merely as someone’s wife or mother, are overlooked.
  • It matters that the phrase “sex against her will” is used instead of “rape,” and that coverage of female politicians often focuses on their shoes, bags, hair, and children.
  • It matters that trans people are almost exclusively portrayed as teenagers – if they are portrayed at all.
  • It matters that society’s ideal body type dominates the media in terms of health, agility, and body mass, and that exceptions are defined by their body type. That the meaning of a body type is inflated into a character trait. The same applies to sexuality.
  • It matters that brown people are almost always portrayed as prostitutes or gang members in Danish films.
  • It matters that “older” women (you know, over 45) are either invisible or someone’s grandmother.

This is not what our society looks like.

The Price of Invisibility

WIFT works to highlight the cost of invisibility, which can be seen in both stereotypical representation and complete absence from the media landscape. Whether or not someone is represented – and how – significantly impacts our (often unconscious) decoding of value and status. We see this reflected in gender pay inequality and difficult/impossible working conditions. These are issues that have been discussed in our society for many years, yet there is still far too little action to bring about change.

Why WIFT

As humans, it feels safe and natural to tell stories about, hire, and select those who resemble us or whom we already know, but this is neither fair nor inclusive, nor does it broaden our horizons. When our society is made up of a wide variety of people, it is crucial that we all work to become aware of how we might unintentionally exclude, and how we can include, others.

Our work for a degree of representation in film and media that reflects the population, comes from the need for a nuanced experience of reality. Nuance is key to combating stereotypes, and through that, discrimination and hate crimes. Representation is the path to understanding others, to a fairer and more inclusive society, to empathy, positive role models, and opportunities to learn from one another. It also leads to more original and relevant content that can appeal to a broader audience, meaning that better representation is something that is also important for the bottom line.

Learn more about supporting and participating in our work here.