In 2016, all 20 acting nominations at the Oscars went to white actors for the second consecutive year. The lack of diversity in Oscar nominations reignited mass frustration and renewed attention for the viral hashtag #OscarsSoWhite, creating a crisis for the Academy of Motion Picture Sciences.
It placed a spotlight on the Academy to confront questions about the company’s responsibility to society for representation and accountability, and tested its values, company/institutional integrity, and corporate social responsibility in the entertainment industry.
So, What Sparked #OscarsSoWhite?
The hashtag was first coined in 2015, when April Reign, managing editor of BroadwayBlack.com posted a tweet criticizing the lack of diversity among that year’s Oscar nominees. The hashtag quickly gained traction on social media and created a widespread debate.
The criticism intensified the following year, when 2016 rolled around, and the nominations still went predominantly to white actors. What started as online discussions and criticism became a global conversation about the patterns of systemic bias in entertainment.
The key factors that sparked #OscarsSoWhite were:
- Repeated all-white nominations, particularly in 2015-2016
- Social media virality amplifying public outrage
- The first online waves of industry criticism, like Black Lives Matter and eventually led to #MeToo in 2017
- Critics argued Hollywood often ignored systemic bias during awards season
- Activists and audiences demanded accountability and fair consideration in Hollywood
#OscarsSoWhite sparked widespread criticism and worldwide news coverage about representations in awards nominations, but also what responsibility arts and culture institutions have on society.
What is CSR?
CSR, or “Corporate Social Responsibility,” is a public relations concept that measures a company’s decision to publicly respond to social issues and its ability to align its actions with its values. It’s key to deciding to publicly state what they believe in as a company on real-world issues.
CSR often looks like:
- Public statements addressing stance on social causes.
- Directly establishing initiatives to correct previous mistakes in systemic inequality: In 2024, United announced that it was launching a program to help people in marginalized communities become pilots, after announcing a goal of training 5,000 pilots of color by 2030.
- Transparency and measurable impact on supported communities: Patagonia is a popular example of a company that is transparent on the causes it believes in, like climate change, and shares its impact publicly.
However, after the company states its beliefs, they are now accountable to society in its future actions.
What did the Oscars do to demonstrate CSR?
The Academy’s actions after #OscarsSoWhite were a mix of structural and symbolic changes.
- Made an effort to invite more than 300 members to diversify the voting body
- Launched diversity and inclusion initiatives
- Issued public statements acknowledging the criticism
CSR demands follow-through and results in its actions, because when a company makes a statement about what it believes in, then audiences are now closely watching to see if the company has integrity in its actions.
Did the Oscars Live Up to What They Believe in?
Well, yes and no. In recent years, the Academy has recognized more performers from historically underrepresented groups. 2023’s historic year of wins by Michelle Yeoh and Ke Huy Quan reflects action in the Academy’s promise for diversity in awards recognition.
However, some critics argue that these changes feel disingenuous. While talent of color is now recognized more fairly than before, their initial response was more reactive than proactive.
Compared to other awards shows like the Golden Globes, the Oscars have demonstrated a stronger alignment with statement and action, but the road to consistent, meaningful representation is still long.
What Worked? What Didn’t?
What worked from this statement:
- Public acknowledgement of the criticism showed that the company cared about the criticism.
- Public promise to improve and “do better” by the POC actors.
- Expansion of academy membership to include more diverse groups to demonstrate integrity.
What didn’t work:
- Post-promise nominations still lack diversity, according to critics
- Implementation of promises was slow and inconsistent
- Early expressions of efforts came off as performative and attempting to protect its image rather than meaningful and transformative
Even today, the Academy still faces scrutiny. #OscarsSoWhite wasn’t just a short movement; though people may not remember the hashtag, people still care about seeing people of color rightfully achieve accolades for their hard work, the same as anyone else. People require seeing follow-through to maintain trust in the company.
What Does #OscarsSoWhite Mean for CSR in Entertainment?
Of course, actions speak louder than words. Releasing press statements without visible and measurable change is not enough. CSR is easy to create discourse among people, who are often more passionate about it, and companies must be mindful of that fact.
- In the entertainment industry, especially, people pay attention. They notice patterns and conscious decisions by companies. It’s in the company’s court to prove its values are consistent with action.
- Social movements lead to accountability and can force companies into a position to consider CSR.
- Transparency, follow-through, and attainable goals are essential to making CSR meaningful in entertainment PR.
Should the Academy have led the charge on social change, or responded?
For more information about #OscarsSoWhite, check out this video with creator of the hashtag April Reign.
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