Streaming Media

Abstract

The purpose of my independent study research was to explore the relationship between the increase in utilization of BIPOC (Black, Indigenous, and People of Color) celebrities and their influence in commercial brand strategy. The efficacy of commercial brand strategies can be comprehensively understood through an examination of their multifaceted roles in shaping consumer perceptions, cultural resonance, and social change. Businesses use celebrities and influencers to help humanize their brands, allowing them to connect to audiences in a more relatable and authentic manner; the same can be said when implementing BIPOC actors, characters or likenesses within a commercial campaign.

I began my research with grasping an understanding of advertising’s unique capability to yield both economic and cultural power, as it is important to understand the relationship of influence between the advertisers and society. Over its history, advertising tended to both underrepresent or misrepresent groups in society and was guilty of perpetuating stereotypes and reflecting specific cultural values that echo and reinforce certain attitudes, behaviors, and values more frequently than others. As a modern response to combat these issues, many companies have adopted and implemented a DEI (Diversity, Equity, and Inclusion) framework into their brand’s values, identity, and strategies. When done the right way, implementing BIPOC celebrities and characters into a campaign fosters authentic values integrated into a brand that consumers can believe and appreciate. On the other hand, brands that that are driven by economic success risk their audience to perceive their efforts as a façade which negatively impacts the credibility of their brand and ability to generate profit.

Upon thoroughly researching my topic, I proceeded to interview six people of color to produce my documentary “Faces for Profit”, where their thoughts, opinions, and criticisms were captured and used to present my topic creatively. The purpose of this film is to raise awareness of the increased BIPOC representations in commercial brand strategies and highlight its implications.

Advisor

Nikoi, Nii

Department

Global Media and Digital Studies

Disciplines

Arts and Humanities | Film and Media Studies | Film Production

Keywords

zion, vital, BIPOC, celebrities, film, documentary, global, media, digital, studies, commercial, brand, strategy, increase, utilization, people of color, black, indigenous, advertising

Publication Date

2024

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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