Grace Maietta

Date of Award

Spring 2024

Degree Name

Bachelor of Science (BS)

Advisor(s)

Jennifer Clark

Abstract

The goal of this research is to provide a new hybrid method of measurement for television programming success to help fuel investment in diverse creative teams. I begin this paper with an introduction focused on addressing the diversity issue in Hollywood and a growing recognition of the importance of diverse representation in content creation. A literature review follows that addresses diverse representation on screen and behind the scenes and how audiences react to depictions of diverse characters. In this review, an analysis of readings provides an argument for diverse representation and a need to conduct production-centered research. It ends with evaluating methods for measuring the success and popularity of television shows. To better ground my findings, I examined the current stakeholders involved in diversity in media to provide a definition of how the media and entertainment industry handles diversity. Once defined, the paper shifts to my data collection and analysis of eleven shows. As success can be difficult to define for television shows, I chose a three part approach that leverages audience measurement data, social media scanning, and viewer reception. I conducted qualitative and quantitative research to test and comprehend the success of a diverse creative team’s programming according to this new three part approach. The quantitative research includes a descriptive analysis of social media scanning of shows’ main hashtags and audience measurement numbers. The qualitative research consists of online focus groups dedicated to audience reception. In conducting this research, I found that viewers are watching diverse content, engaging with it on social media, and wanting more of it. This provides an argument for media corporations to forgo the risk mindset when greenlighting diverse content.

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