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Litmus Testing 2021 – Public Attitudes Towards Discrimination And 2021 Litmus Test of BSA Decisions on Discrimination and Denigration in Broadcast Content Public attitudes towards discrimination and denigration on TV / Radio Final report M a y 20 2 1 Contents 01 02 03 04 05 Research Setting the Setting the BSA and Evaluation approach scene: scene: the of BSA’s Perceptions of Media use / discriminatory and consumption Standards decisions denigrating content © COLMAR BRUNTON 2020 | 2 Key take outs 1 2 3 4 The BSA decisions achieved an average Interestingly, audiences are more There is a general sense that For discriminatory or denigrating rating of 78%. Participants ranked the accepting of decisions pre-dating BSA’s decisions under the language on TV / radio, it matters tested decisions as acceptable, good or BSA’s adjustment of approach to Discrimination and Denigration who is saying these things, and very good on a five-point scale, as the Discrimination and standard are well explained and how they are saying them. follows: Denigration standard. easy to understand. Newshub The Authority’s approach to the The application of the standard to the Tone and manner of the speaker plays an Use of the word ‘paddy-wagons’ 91% Discrimination and Denigration standard complaints is perceived to be thorough and important role in whether an item is was adjusted in November 2020. It is the logical. considered discriminatory or denigratory. It two decisions made after this adjustment is less acceptable when the manner of the Occasionally, the decision outcome can Hosking breakfast show (Magic Talk Radio and in particular the 1 speaker is bullying, disrespectful and 85% seem inconsistent with BSA’s rationale. For Item about immigration News item) which have not met the 75% aggressive. example, when the BSA does not uphold a performance threshold. complaint yet agrees an item is Kickoff TV (Sky Sport) 77% People indicate they are less accepting of inappropriate (e.g. BSA noting the Kickoff Item referring to a person as a Jew BSA’s decision to uphold the complaint item was ignorant/disrespectful but finding about the item on 1 News referring to no breaches). 5 ‘gypsy day’ because it is a relatively Magic Talk Radio Nearly half of New Zealanders think commonplace term in the farming sector. Radio item about iwi roadblocks 74% requiring 'a high level of condemnation, Younger people seem to be less Many who disagreed with the decision also often with an element of malice' for a tolerant of discriminatory and don’t feel the term is discriminatory. 1 News finding of discrimination or denigration is denigratory content. Use of the term ‘gypsy’ 65% Additionally, the decision to uphold the appropriate, however a quarter do not. In general, younger people are more likely complaint may have appeared incongruent Those people often feel the bar is set too to agree with decisions that were upheld with the other decisions respondents were high, and often question why an element of and less likely to agree with decisions that shown (made before November 2020). maliciousness is needed. weren’t. © COLMAR BRUNTON 2020 | 3 01 Research approach The task at hand The Broadcasting Standards Authority (BSA) oversees the broadcasting standards regime in New Zealand. It provides the public with a free and independent complaints service with respect to broadcasting standards with which broadcasters must comply. Every year, members of the public are invited to ‘litmus test’ up to five BSA decisions on a chosen topic or standard as specified in the BSA’s Statement of Performance Expectations. For the quantitative survey, the BSA’s target for performance is that 75% or more of the participants rate the tested decisions as acceptable, good or very good on a five-point scale. © COLMAR BRUNTON 2020 | 5 Research objectives and approach The overall objective of this research is to determine whether BSA decisions reflect community standards and are understood by members of the public. SPECIFICALLY, BSA WANTS TO: The topic for this year's litmus testing focused on decisions related to discrimination and denigration. We looked at five BSA decisions relating to this which were broadcast between June 2019 and June 2020. This included one TVNZ One News programme, one 1 Understand current community attitudes Newshub TV programme, one Sky network programme, with two radio clips. The towards the particular issue or standard(s) subsequent BSA decisions on complaints made about those programmes provided the basis for discussion. chosen for testing; and 1 NEWS – use of the term “gypsy” 2 Evaluate the BSA’s: • approach to the relevant standard and/or Magic Talk Radio – item about iwi roadblocks issue Mike Hosking Breakfast Show – item about immigration • clarity of reasoning; and • decision outcome. NewshubTV – use of the term “Paddy-wagons” Kickoff TV (Sky network) – reference to a person as a "Jew" for being frugal © COLMAR BRUNTON 2020 | 6 Qualitative Methodology FIVE ZOOM MINI - GROUPS ACROSS ALL GROUPS Spread of ages and gender NZ European / Pākehā 1 1. • As well as the ‘young people’ group, we had a spread across different age groups within the ethnicity groups (youth, adults, older). 2. Māori 2 Spread of life stage and household type 3. Pacific Peoples • Sole parents, two-parent households, multi- generational households, empty-nesters. 4. Asian 3 Spread of income • A good spread of those with a household income Young people less than $70,ooo pa, between $70,000 to $90,000 5. pa, and over $90,000 pa. Participants completed a pre-task, which included watching/listening to the five clips and completing a self- completion sheet prior to the group. Within each group, four of the five clips were discussed. These were rotated across the groups. Fieldwork completed during April and May 2021. © COLMAR BRUNTON 2020 | 7 Quantitative methodology √ We spoke to a total of 582 Fieldwork was conducted The questionnaire was structured to The maximum margin of people online. from the 30th of April to the present a short video clip to each person error on a sample size of 5th of May 2021. and then ask for their feedback. We asked n=582 is +/-4.1%. The number of interviews with for feedback in two ways. First we asked for Māori, Pacific peoples and Asian a gut reaction to the complaint – after We post-weighted the New Zealanders were boosted to viewing the clip each person was data to ensure it is ensure we had a sufficient immediately asked if they would have representative of the New sample to analyse responses by upheld the complaint, or not. Second, we Zealand adult population ethnicity. See Appendix for outlined the BSA decision and the relevant by age, gender, region and detailed sample breakdown. standards before asking people to rate the ethnicity. Respondents were sourced from decision on a five point scale. It is this latter Colmar Brunton’s online rating that reflects the KPI requirement for consumer panel. the BSA. © COLMAR BRUNTON 2020 | 8 02 Setting the scene – attitudes towards discriminatory & denigrating content Less acceptable depictions of discriminatory and denigrating content have a negative emotional impact. Power matters People experience Radio and TV show Discrimination and discrimination and people what is denigration in media • For discriminatory or denigration normal has real life impacts denigrating language on TV / radio, it matters who regularly “It makes me feel angry and sad… It’s is saying these things, • Audiences express • Discrimination and annoying because people can watch it and who is likely to see or • Many audiences we concerns about how TV denigration on TV / radio and adopt those same views and hear these things. spoke to from different and Radio normalises is considered a reflection attitudes.” ethnic groups remark on certain behaviours and of society. language. (Female, 24, Samoan, Auckland) • It is not okay when the discrimination and groups who have more denigration they have • The normalisation of privilege in society (white witnessed or • People are concerned certain language is people, men) say or do experienced living in NZ. about the impression of directly harmful to things that are offensive normalising offensive groups who are already language and behaviours marginalised. to more marginalised “Denigration happens in schools all the groups (ethnic, gender, for children and future religious minority generations. • BSA decisions and time.” groups). outcomes provide an (Female, 51, Samoan, Rotorua) opportunity to say “this is not ok” and people can learn from that. © COLMAR BRUNTON 2020 | 10 Whereas, viewers are more forgiving when... No harm or malice is Item is live Comments are ‘off The programme is intended the cuff’ and used considered more • And it is harder to edit infrequently lighthearted • And, no significant harm out comments that is considered to be could potentially cause offence. • Often when someone is • And it’s not to be taken caused. trying to make a joke. seriously. “In terms of types of programme, if it's something like a comedy show, I guess your threshold for appropriate is a bit higher. But, if it's something like the news where you expect them to be a bit more impartial and just giving you facts rather than having a clear, prejudiced opinion one way or the other.” (Female, 24 , Young Person, Christchurch) © COLMAR BRUNTON 2020 | 11 03 Setting the scene – media use / consumption Consistent with 2020, free-to-air TV is the most watched media. The proportion interacting with social media and listening to the radio has declined, while the proportion reading physical newspapers has increased. 2020 Watched free-to-air TV (not online) 75% 77% Used social media 67% 73% Viewed other online video (e.g. YouTube) 61% 65% Listened to radio 57% 47% Watched subscription television 54% 55% Watched free-to-air TV online 49% 48% Read newspapers online 46% 48% Watched pay TV 32% 33% Read newspapers (not online) 29% 20% Streamed radio 24% 29% Read magazines (not online) 19% 17% Read magazines online 9% 11% Watched pay per view TV 7% - Q1.
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