Why #OscarsSoWhite Movement is a Testament to the Power of Digital, Social and Mobile

The #OscarsSoWhite movement is a living case study for the power of the digital, social and mobile habits of African-Americans (of varying age sets) and Multicultural Millennials and their role as societal change makers. Their seamless navigation of digital, social and mobile (DSM) platforms are at the core of their ability to affect change. These groups have taken an active approach addressing the fact that no one of color was nominated for any of the top categories (e.g. Picture of the Year, Best Actor, Supporting Actor etc.) and their voices have been heard.

New Era — Domestically, it is estimated that by 2060 the U.S. will be a “majority minority” country where the minority population will make up 56% of the U.S. population. African-Americans, Hispanics and their Millennial counterparts all share in the ideals of inclusion and diversity; ideals which are at the heart of the #OscarsSoWhite movement.

New Expectations — African-Americans, Hispanics and Millennials recognize the current times are defined by a state of flux-where values, social norms, race relations and more are shifting. Within this state of flux, their expectations of brands, institutions and media are at an all-time high.

The rallying cry of #OscarsSoWhite has galvanized African-Americans, Hispanics, Women and LGBTQ communities as well as Multicultural Millennials to leverage their tech savviness and social media habits to impact both pop culture and larger societal notions of equality.

Change Makers — Millennials highly value making statements. They have high personal standards for themselves and for the brands and institutions they support. The power of their collective ‘likes’ can catapult a brand or a message into the stratosphere while the power of their collective ‘dislikes’ can cause damage and force change. This power is also recognized by other generations (e.g. Gen X) and minorities who are advocating for change.

Millennials value expression and openness, and believe that diversity and versatility are tools of survival and means of achieving success. Embracing other cultures, beliefs and worldviews is seen as the path to creating a brighter, more inclusive future. This inclusive nature is creating societal change by giving a voice to otherwise marginalized populations.

Millennial Influencers — There are a significant number of millennial celebrities leveraging their reach and influence to fuel the conversation and promote action. We should highlight that not only Millennials, but those who poses a mindset heavily shaped by DSM connectivity, see themselves as agents of change.

April Reign, under the handle @ReignOfApril with a Twitter following of 21K, is the creator of the hashtag that has made unprecedented waves in social media and in Hollywood. Responding to the lack of diversity among the Oscar nominees, her #OscarsSoWhite was latched onto and amplified by the likes of Deray McKesson (311K followers), Jada Pinkett Smith (915K followers) and countless others. This amplification created a ripple-effect that moved from “Black Twitter” to mainstream channels such as CNN, The LA & New York Times and ultimately, leading to a piece in Variety’s January, 2016 issue entitled, “Shame on Us”.

Lena Dunham, a writer/producer from the HBO show Girls recently said, “What really needs to happen is that people need to take notice and give resources to (diverse) voices.”

Daniel Radcliffe, a well-known British actor who rose to fame by starring in the Harry Potter series spoke about #OscarsSoWhite and said, “I suppose in a way it’s already been effective because there has been a reaction in terms of the Academy working on changing their policy… It’s the start of a conversation that feels like we shouldn’t need anymore because particularly in this industry, we think of ourselves as being liberal [and] very progressive. We need to put our money where our mouth is.”

New Expressions — The proliferation of digital and social media provides a new form of communication that is audacious and effective in creating social change. Millennials, especially those formerly marginalized, use DSM to create and amplify perspectives that broaden those heard on traditional channels and platforms. What has been seen via #OscarsSoWhite is the transition and proliferation of voices on issues effecting society as a whole.

Driving Action — What began as a singular tweet has evolved into an international discussion about structural inequalities, and ultimately, ways in which such inequalities can be remedied. Without the accelerant of social media, this issue may not have been as prominent on our psyches as it is today. In a short time period, the bridge between the online and offline worlds has fostered tangible changes within the Academy of Motion Picture Arts and Sciences (AMPAS).

According to NPR, the AMPAS recently announced unprecedented changes to its membership and rules. These substantive changes include adding three new seats to the 51-person board, working toward their goal to double the number of women and minorities in the Academy by 2020. Such changes have not been implemented in AMPAS’ 80-year history.

As we assess the changes that #OscarsSoWhite movement has sparked, it is interesting to note that this year’s broadcast had the lowest ratings within the past eight years (34MM viewers). The numbers are telling; Millennial viewership was at an all-time low. While many tuned in to watch host Chris Rock address the heart of the matter, the ratings illustrate this audience (who make up a majority of filmgoers) are disenchanted with the Academy Awards. As this topic continues to develop and the AMPAS address it and strive to reposition their brand, it will be interesting to observe the dynamic shifts that Millennial DSM habits are creating both on and offline.