ITC PUBLISH ‘BOXED IN’ REPORT

THE use of stereotypes is widely accepted as a quick way to establish characters in the brief span of a TV advertisement; many stereotypes are seen as perfectly acceptable, although viewers do find some patronising or insulting.
These are the main conclusions from the ‘Boxed In’ report published by the Independent Television Commission (ITC). The ITC receives a significant number of complaints from viewers about stereotypes and this research was commissioned to explore when they may be offensive or harmful.
In this research, the ITC sought the views of people with characteristics which are sometimes portrayed in a stereotypical way. They included people with disabilities, various ethnic groups, women, older people, the overweight, and children who are ‘different’ in ways which are sometimes an excuse for bullying.
Respondents recognised that stereotypes are linked to underlying issues in society. Some of these, such as racism or bullying, are harmful but these problems are not limited to portrayals in advertising. It was felt, however, that TV advertising should not condone or encourage them and that, whilst the ITC should not be too censorious, there were cases where action was necessary.
Where the issue is less significant, mitigating factors can often help prevent a stereotype being offensive. Examples are the use of humour or historical characters; a balance of positive and negative stereotypes or a clear indication that the stereotyped person is in control rather than powerless.
Respondents from ethnic minorities were sensitive about inclusion and diversity issues in both programmes and advertising, as well as in society generally. They felt that advertising did not reflect or recognise the cultural diversity of the UK. They also strongly objected to stereotypes which could, even if unintentionally, encourage damaging racist assumptions. People with disabilities and those who are overweight also felt excluded because of the constant emphasis on ‘perfect bodies’. But positive portrayals that counter common negative stereotypes in any of these areas were much appreciated.
Negative regional stereotypes could arouse strong feelings, although programmes were criticised for this more than advertisements. Stereotypes of foreigners were also felt to need sensitive handling.
Acting Director of Advertising at the ITC, Ian Blair, said: “These findings show that viewers are sophisticated in their understanding of television advertising. They will help the ITC to distinguish between harmless, acceptable stereotypes and those few which justify intervention.” (CD)