Volume 11, No. 3 UrbanTrends SPECIAL EDITION A quarterly newsletter published by

Black Youth Sexuality and the Media Dialogue...Discussion...Debate Media Influences Sexual Decision-Making

Preston Holmes has more than 20 years I wouldn’t say that it’s [the media] the represented by the media in that experience in the entertainment industry. He pro- most influential factor—that would be respect. But it’s not because I think duced the films Malcolm X, Panther, Posse and peers and peer relationships. One that the kind of images that have been HBO’s Boycott and co-produced New Jack City might wish that it was parental influ- presented in the media are all bad or and Juice. One of Holmes’ future endeavors is ence …that was the most significant, negative or shouldn’t be presented. I producing a documentary on the life of Tupac but that clearly is not the case. run away from any discussion that Shakur. Because the fact of the matter is that starts to suggest the restricting or probably very few of the parents of somehow controlling freedom of these young people ever attempt to expression. To me, that’s not the issue have discussions of these very seri- as much as whether there is enough ous issues with their kids, for whatev- [of a] range of images that are being er reason. presented to us. I don’t see anything wrong with any particular filmmaker or MEE: Why do you think music has a bigger writer presenting any particular story impact than films and TV? ...Continued on page 2 Holmes: I think music has the greater influence because it’s a more perva- sive element of urban culture than anything else. First of all, music, cer- What’sInside tainly far more than any other form of media, is a direct outgrowth of urban HOW MEDIA INFLUENCES SEXUAL youth culture. Music is the first and to DECISION-MAKING: Preston Holmes MEE: From your perspective as a produc- some extent the rawest and truest er, what impact do you think mass media . . .PAGE 1 cultural expression for urban youth. has on the sexual and reproductive health And when you talk about music these attitudes of low-income urban, hip-hop SEXUALITY EDUCATION LEADS TO BETTER days, it’s not just the music; it’s every- youth? DECISION-MAKING: Dr. Henry W. Foster, Jr. thing that goes with it [including] Holmes: I think that media in general has music videos that are created to illus- . . . PAGE 3 a tremendous influence and effect on atti- trate the music. It’s no coincidence tudes towards sexuality and issues of sex- that many urban films grow out of TV PORTRAYALS OF AFRICAN AMERICANS ual health with urban youth. Producers, where people think the music is or the ARE MISLEADING: George Gerbner, Ph.D. studios, distributors are always trying to desire to create vehicles for specific . . . PAGE 4 find where the audience’s head is. The [musical] artists. media tries to identify trends and then REBUILDING THE VILLAGE: Carl Bell, M.D. jump onto those. I don’t think it’s really a MEE: What do you think of the messages, . . . PAGE 5 case of the media creating these attitudes portrayals and stereotypes of Black urban as much as trying to find them, follow youth sexuality? them and exploit them. I would guess that TELEVISION AS A CHANNEL FOR POSITIVE Holmes: The urban audience in gener- the most influential media element is al and urban youth audience in partic- MESSAGES: Dr. Robert E. Raleigh music, more so than films or television. ular has not been well served or well . . . PAGE 7 From Holmes (continued) TheEditor or image in any particular way. Holmes: Media in general and movies par- In this issue of UrbanTrends, My beef has more to do with the loos- ticularly, can effectively be used to sell several new and different voices ening of the reins a bit by the studios anything to anybody if done right. All that are added to the sometimes [and] the networks in terms of allow- would need to happen is that producers contentious national dialogue ing African American producers and or directors/filmmakers make it part of about what’s happening in filmmakers and other people interest- their specific agenda to address some of America’s inner cities. In these ed in reaching an African American these issues. And then it’s just a matter of creating entertaining vehicles with com- candid conversations, some of audience to do a wider range of things, so that everything is not a pelling stories that include these mes- the brightest minds across the sages. It won’t be effective if it comes off country share their thoughts and ’hood comedy or a ’hood drama, pre- senting the same sort of images. I as propaganda or preaching. It just has to insights about some of the key be done within the context. [We could issues impacting our communi- think the problem with African American media directed at African show, for example,] more stories that ties—from domestic violence to American audiences is that too often show young Black characters who have teen pregnancy to the insidious it follows the same sort of track or more emphasis put on the emotional influence of the media. approach. commitment that two people might make to each other. Movies are all about manip- The abridged versions you read MEE: Where do you think the trends are ulating one’s emotions, and the best here are part of a much larger going now in terms of those portrayals? movies are the ones that do that most effectively. project that we expect will have Holmes: I have to go back to the far-reaching, national implica- music, because I think it’s far more MEE: What do you think is the most tions for communities of color. pervasive than the visual images. And appropriate genre for conveying real- Later this year, MEE will release for lack of a better way to put it, I’m istic and healthy sexuality messages, the results of our yearlong appalled at where we are and where I particularly for Black urban youth? research study of Black youth think it’s going in a sense. Because it seems to me that much of the Holmes: Again, I’d have to start with sexuality and the impact of the the music. I remember some time media. See the article on page 6 emphasis in the stuff I hear these days… is “playing” and “being ago, just driving along, and I heard on for more information on this the radio for the very first time this groundbreaking work. played” in relationships and how much you can get out of it, from both song. And it blew me away, and I was sides. It’s the song “Hit ‘Em Up Style” like “Oh this is great, and I’m glad In the meantime, we’re proud of about the girl [who’s] pissed at her somebody did this!” and the second the breadth of experiences and man so she’s shopping on him. What thought was, “My God, I wonder if it backgrounds these experts rep- concerns me is this attitude that sex is will be successful, because at the end resent and are excited about something to be used and bartered of the day it doesn’t matter what the sharing their unique perspec- with, to get the right kind of car or message is, if nobody hears it.” It was tives with you. Among our com- clothes or be seen in the right places a song [“Video” by India.Arie] with a mentators are the most respect- with the right people. different kind of message, all of a sud- den. And one that, interestingly ed names in health, education These are not new ideas from the male enough, was embraced by enough of and the media. These generous perspective. I think one of the more signif- the audience to make it financially and wise individuals also provid- icant recent changes is that those atti- successful. ed guidance critical to under- tudes among the male population, as standing the “big picture” of the hopefully we all evolve on a social level, MEE: What advice would you give many issues that impacts the would start to be tempered. Instead of Hollywood producers who want to choices our youth make about that happening, it seems that the other reach Black urban youth with the their sexuality—and their lives. side of the equation [females] just adopt- healthy kinds of messages you were ed more of the male attitudes. Where are describing earlier? the messages that have to do with com- Enjoy! mitment and responsibility and all of those Holmes: I think it comes down to creat- kinds of things which are critical in terms ing a situation or vehicle in which of their importance to healthy relation- there are characters that the audience ships? will admire enough to want to emu- late. We’ve all seen that happen, from Pamela Weddington MEE: Do you think movies can be used people dressing like some character Editor as a vehicle to redefine traditional val- in a movie, to expressions that some ues and beliefs around sexuality in the character uses that become part of Black community? ...Continued on page 11 – 2 – Sexuality Education Leads to Better Decision-Making

Founder of the “I Have A Future” program to nities and create programs like “I Have A I’m old enough to remember when there reduce teen pregnancy, Dr. Henry W. Future” program. The name tells you what were all kinds of schemes to keep Black Foster Jr. was nominated by former the program is about; it’s to build self- people from voting. I think it’s a travesty President Bill Clinton to become the U.S. esteem. These kids have to see that there that only 29% of eligible Black voters Surgeon General. He has also held a num- is a bigger world out there that they can voted in the last election. Do we not get it? ber of esteemed positions at Meharry be a part of, so they will have something It’s a powerful tool, so our national leader- Medical College. to substitute other than pregnancy at the ship has got to do the job of getting peo- age of 12 or 13. These kids have to be ple to understand the relationship MEE: We know that pregnancy rates shown that they are something worth- between their personal standards and are significantly higher among Black while. voting. [Voting] is our quickest change and Hispanic adolescents than White agent. adolescents. What do you see as the current state of Black urban youth Why? To vote you don’t need to have a sexuality? job, you don’t need to have money in the bank, you don’t need to have an educa- Dr. Foster: There is some good news. tion, you only need to have a little com- Since 1991, teen births for African mon sense and some pride. You just need Americans have dropped larger than to understand its value. I mean, if 80-year- any other group —24% — and this is old women can stand in 90-degree heat in for young women, ages 15 to 19, South Africa all day to cast a vote, we can from a rate of 115 per thousand girls get in an air-conditioned vehicle, a bus or to 88. That’s very, very good news. a car. The fall in pregnancy rates, birth rates and MEE: How might the policies and actions of One other thing about Black leadership in abortion rates that we’ve seen over the the government, society and the media, this country, and this is my personal feel- past seven consecutive years, we know inadvertently promote risky sexual behav- ing, I think that a disproportionate amount what has happened, we don’t know why ior among Black urban youth? of energy is still given to the transgres- yet. We’re trying to figure out why, but Dr. Foster: In our free, open society, the sions, and true, there have been many what has happened is, number one, all media are free and they stimulate, they tit- that have been heaped upon us. They’ve teenagers in America, Black and White, illate our youth with every kind of sexual been terrible, but I think too much time is have delayed the onset of the first act of message and innuendo you can imagine, spent on that, and as a consequence I intercourse, and that’s important. from the time they get up until they go to think it sends a wrong message to too Secondly, the kids are not as sexually bed. You can’t restrict the media, but many of our kids, particularly, young Black active as in the past. And, third, those where the problem comes in, [is] when males. who are sexually active are using contra- you try to educate our youth so they can ceptives better, particularly, condoms. I get the feeling, and I’m no sociologist, defend themselves against these mes- This is probably related, to some degree, that it may give these kids an excuse for sages, (for which the media does not to HIV/AIDS and other things. not performing. “It’s really not my fault, it’s show the negative consequences) there is somebody else’s fault.” And, that’s the We’ll continue to see the rates go down in this voice who raises its head and says worst message we can give our kids, all groups, but the difference between “education is dangerous.” That’s a discon- because you can catch up, They’ve got to Whites and Blacks is going to remain for a nect and it’s a very dangerous one, learn that – that message has to be recon- while. There are still, unfortunately, some because these kids don’t get a realistic figured. The message has to be about factors in American society that will not approach, and they don’t know what the productivity. Every kid may not succeed, buffer us, even with economic stability— consequences are. but every kid must try. This business for example, unequal access to housing Frederick Douglass put this in context for [where kids think] being educated, is like and, perhaps, unequal protection under us 150 years ago. He said, “Power con- trying to be White—it’s the dumbest thing the legal system. cedes nothing without a demand; it never I ever heard in my life. And we’ve got to has and it never will.” And he was right. get away from that. MEE: How would you describe the cur- We want the government to do everything rent environmental context for young that it possibly can do, but ultimately, is MEE: When you think about abstinence people in urban centers? How does it the government really going to solve this until marriage, how would that kind of pol- contribute to risky sexual behavior? problem for us? Maybe this is the system icy help get the numbers down? Dr. Foster: There is a void and something that’s gotten us into this problem in the Dr. Foster: Abstinence is important and has to fill that void. Ultimately, this problem first place. absolutely fundamental in addressing and that exists in inner city – this void, is going I think all national Black civic organiza- dealing with adolescents. I don’t think that to have to be filled by the [large] Black tions, as the central part of their strategic many people would want their 13-year-old middle class. We’ve got to take the lead in plans, should be relating to three things — daughters or sons to be sexually active. In doing this. We’ve got thousands of retired voting, economics, and education. It teachers [and] engineers. We have got to almost hurts me to have to talk about it. ...Continued on page 11 come together and go into these commu- – 3 – TV Portrayals of African Americans Are Misleading

George Gerbner, Ph.D., is a Bell Atlantic comes to African Americans [on television not to be involved in representations Professor of Telecommunication at Temple and in movies]. African American males of violence. That shapes the attitudes University and the former Dean of the Annenberg are actually represented more than their of children, to say not just that vio- School of Communication at the University of proportion of the population. But they’re lence is all right, but it’s not very risky, Pennsylvania. He lectures on the media industry, all wealthy, they’re all healthy, most of nobody gets hurt, nobody dies, television, media ownership and control and them [are] professionals. They are misrep- there’s no pain. Television shows a lot minority representation in the media, and has devoted more than forty years to studying the resented as way above the average, hav- of violence, but no pain, because the effects of television on its viewers. ing a lifestyle that very few can aspire to. I sponsors don’t like pain. They want to call this a kind of misrepresentation that deliver the audience to the next com- MEE: Young Black people make up rough- hides the facts of life. In minority commu- mercial in a mood to buy and not go ly 15% of the U.S. adolescent population, nities, there is a greater sense of despair, south by painful and otherwise dis- but account for over 60% of all new AIDS there is more unemployment, there is tasteful scenes. So that, just like sex, cases. What impact do you think mass more poverty, there are fewer profession- it’s done frequently and it is risk free. media has on the sexual and reproductive als. Instead of underrepresenting, what health attitudes that lead to that reality? media does is something even more dam- MEE: What is the current media mes- aging, which is misrepresenting. sage young people are receiving Dr. Gerbner: First of all, mass media about sex? affects young people and Black peo- Then, of course, most people, includ- ple more than others, because they ing the majority Whites, grow up with Dr. Gerbner: That everybody is doing it, watch more. The higher the income, this image of “Here they are, what’s all that it’s great fun, that it requires no great the more diverse the entertainment the fuss about? They’re wealthy, commitment and that it is risk-free. and viewing patterns. The lower the they’re healthy, they’re professional, There’s hardly ever any discussion about income, the more media monopolize they’re doing fine. They are stars of protection. I’ve never seen any discussion the interests and the time of the view- radio and television.” That is why it is about the possibility or risk of disease. All ers. Lower-income people don’t have so difficult, especially with the govern- that is something that sponsors will simply the ability to go out and to do as ment administration that we have not allow. many things –– go to concerts, to the now, to enact welfare reform. That is theater, to travel a great deal, and so why it is so difficult to allocate MEE: And why is that? on. resources to alleviate poverty, Dr. Gerbner: Because it’s not a kind of because basically there is no public message that’s very appetizing. It’s not a The first impact is that they [low- support for it. income youth] are more dependent kind of message that leads to more con- on television [for information] about sumer purchases. There’s no morality in MEE: What about Black females on the producers. They are strictly out for the world and about all kinds of television? knowledge. They get most of their profit. They can’t tell their stockholders education from television. Unlike Dr. Gerbner: Black women are under- “I’m sorry, you’re not getting any profits, school, television starts in infancy and represented and share the fate of all but we’re very moral.” goes on throughout life. By the time women, which is that they’re twice as they go to school, they’re pretty well likely to be victims of violence. MEE: Are there any opportunities for embedded and pretty well absorbed Second, they are underrepresented media to be a part of the solution, to in the world of television. as young people and even more play a positive role? underrepresented as older women. Dr. Gerbner: Media content is essen- MEE: The media has certainly played a Older women on television, especially tially run by the market. It’s the most role in shaping the views and older Black women, are either all vic- anti-democratic situation, because thoughts about Black people, both to tims or all dying. the broadcasters don’t own the air- Black people and to White people. You can’t avoid or exclude the issue waves. We, the people, own the air- Dr. Gerbner: Media is viewed by a large of violence, because that represents waves. [Media owners] are getting a urban, relatively lower-income popula- power. What media representation is license to broadcast in what the law tion. However, they’re not [perceived all about is power. It’s power to con- says is “public interest, convenience as] the best consumers. So it really trol the content and it is power to and necessity.” The problem is that doesn’t matter who watches it, the build in the kind of characterizations nobody enforces the law. content is determined according to that represent those who manage, And why don’t they enforce the law? the sponsors who want to sell. The who run and who own the media –– Well, the Federal Communications owners who want sponsors, who, in basically the White majority. Commission [FCC] issues licenses. turn, are demanding the delivery of The FCC is an arm of Congress. “good” customers. So, even if more MEE: How do you think they’ve shaped the Congress is so beholden to the big minorities watch it, most general views and thoughts of Black people? contributors, who are the same peo- media are not produced for them. Dr. Gerbner: [In movies and on televi- ple who monopolize the media, that sion] minorities are more likely than There is a very peculiar situation when it ...Continued on page 10 – 4 – Rebuilding the Village

Carl Bell, M.D. is president and CEO of the body you need to listen to.” Community Mental Health Council in Chicago and a leading expert on public health issues and MEE: What roles do you think the school and community violence. He is known for media and our different social institu- his work related to the mental health of African tions, including religious and educa- Americans and for his contributions to framing tional ones, play in establishing atti- violence as a public health issue. tudes, norms and values related to Black urban youth? MEE: What is your take on the current state of sexuality among low-income, Dr. Bell: All of those infrastructures tend to Black urban youth? be less well developed in the Black com- munity, because the Black community Dr. Bell: The last six years, I’ve been doing tends to be poorer in general than White HIV prevention research in four schools in communities. If you go into the Latino Chicago and part of that study was based community there’s a little bit more social communities, media consumption is on doing some basic empirical research fabric there. There’s a language that’s often very well developed. What role about Black youth sexuality habits, pre- unique, there’s religious stuff that’s very do you think that plays in terms of atti- adolescent and adolescent. We recently Catholic-based, there’s a closer relation- tudes, norms and values around wrote a second grant to go do this in New ship with Latin American countries. Black Black youth sexuality? York and one of the grant reviewers wrote folk tend to be a bit more disadvantaged back that maybe we should start the inter- Dr. Bell: That’s a hard question. Some in terms of having resources to help either vention after [age] 13. would say, for example, that rap shape positive messages or do preven- music has a huge influence, but I The problem was that the first basic tion/intervention. So what you wind up guess my issue is, which came first, research on sexuality habits of this with is kind of a black market, bootleg the chicken or the egg? Is it life imitat- population showed that by age 13, a street culture of sorts. ing art or is art imitating life? I think third of the girls were no longer vir- they both kind of mutually feed on one gins. So by the time you start doing MEE: You’ve talked about “rebuilding another. My experience is that media HIV prevention at 13, you’ve missed a the village.” How do you define that? or “art” is a factor, but so is real life. third of the population, easily. Dr. Bell: There appears to be a fairly You see the various rappers doing high correlation between the integrity whatever and promulgating whatever. MEE: Are the sexual and reproductive of social fabric and Black sexuality. And then you see real live people in health development needs of Black What we’re finding out from our HIV your community doing real live stuff. urban youth unique or different? prevention research is that if you’re And for the most part, they kind of line Dr. Bell: I think they’re different and able to rebuild the village, if you’re up. The stuff you see in the media is unique for a lot of reasons. First of all, able to recreate social fabric within a kind of what you see in the street. So, you have Black urban youth living in very poor Black community, you have again, it’s really hard for me to tell. Is poor situations — communities with a greater level of social control over life imitating art or is art imitating life? no infrastructure, poor schools, no youth, and they tend to delay their healthcare services, no social ser- sexuality expression and their risk- MEE: You’ve done pioneering work on vices, nothing. You have structural taking behaviors. So [for] intervention [those] witnessing media violence vs. see- problems, which makes the situation strategies, the whole issue is rebuild- ing real-life violence. Is there any connec- that Black youth are living in unique by ing the village and trying to recreate tion there in terms of sexuality? virtue of poverty, not by race, ethnici- social fabric if it’s not already there. Dr. Bell: The first [thing I found about] ty or culture. Then, to a great extent, There are all different types of village- witnessing violence was that the real- Black youth are different. They’ve got building activities, with different types live stuff was more important than the different language, code words, sig- of players at the table, ranging from stuff on the media. I think the stuff on nals and styles. And if you don’t craft government, community-based orga- the media gets everybody’s antenna messages and interventions to be nizations, churches, schools, health and radar up and everybody can welcoming to Black youth, they don’t care institutions, private businesses, share the same experience because think it has anything to do with them. fraternal, social clubs ... all of those they’re seeing the same video or the And it just goes past them –– “That people have to come to the table and same movie. But I’m still not con- ain’t me they’re talking about. They’re agree on a vision. Once they get at vinced that those messages go as talking about somebody else.” the table, they [need to] have fairly deep as the real-life stuff. Hopefully, I think it’s important to try to under- high-level conversations to try to get there are some other messages that stand the cultural slant, so people everybody working in the same direc- you’re getting from real life. Behavior understand that “this is your mes- tion. is multi-determined; it’s very complex. sage” and “this is somebody who So I could sit and watch all the knows who you are, and it’s some- MEE: Even in the lowest income Black ...Continued on page 8 – 5 – ResearchReport BLACK YOUTH SEXUALITYand the MEDIA

•What’s the impact of the negative, conflicting and often destructive messages urban youth receive about sex and sexuality? •Is abstinence a joke in the inner city? •Who’s “calling the shots” in today’s urban youth relationships? •When it comes to sex, are adults walking the walk or just talking the talk? •Can entertainment programming be a tool to promote healthy sexu- ality?

These questions and more are answered in and their sexual and reproductive health, by MEE’s latest study on the urban youth experi- examining the impact of media content and ence. A hard-hitting follow-up to 1992’s The consumption, social factors and emerging or MEE Report: Reaching the Hip Hop underground trends. Critical to that process is Generation, this new project illuminates what understanding the dynamics of urban youth has changed—and what hasn’t—in the world subculture, including the role of peer pres- of urban youth over the past decade. The sure; how young people define healthy inti- research project was co-sponsored by The mate relationships; and how they (compared Ford Foundation, The California Endowment to adults) define responsible sexual behavior. and the Reproductive Health Division of the The report delivers new information about the Centers for Disease Control and Prevention attitudes, motivations and perceptions of (CDC). Findings and recommendations will be Black youth about issues related to healthy released later this year, in a series of public sexuality and reproductive health. Topics briefings and forums. include teen pregnancy, sexually-transmitted This unique health communications project diseases and gender equity. reflects and validates the voices of the inner Most mainstream prevention campaigns have city. In more than 35 focus groups across nine been a dismal failure in dealing with such urban areas, MEE talked and listened to issues, and in encouraging responsible sexu- young African Americans, ages 16-20. We al behavior with the “hip-hop” generation. traveled to Baltimore; New York City; Los Along with starting a much-needed dialogue, Angeles/Long Beach and Oakland/Richmond, the report will help community-based organi- CA; Chicago; New Orleans; Detroit; and zations develop innovative and effective mes- Atlanta. In those same cities, MEE adminis- sages, programs and services for youth. This tered a survey to more than 1,900 youth about latest research is an extension of MEE’s their lifestyles and media (entertainment) con- socially-responsible mission and adds young sumption. people’s voices to the dialogue about sex in The main goal of the research is to provide a America’s inner cities. better understanding of Black urban youth

– 6 – Television as a Channel for Positive Messages

Dr. Robert E. Raleigh oversees network example of urban youth culture or at people permission to act responsibly. and first-run television sales, marketing and least a family culture where the main Perhaps we can encourage people and research for Carsey-Werner Distribution, and character was a teen. What’s your model appropriate behavior and show runs CW e-Distribution, a full-service Internet perspective on that type of program- those who have the sense of, or desire to syndication company. Previously, he was ming? act responsibly, high-status role models senior vice president of domestic sales for [who act] responsibly. In terms of direct Worldvision Enterprises and vice president of Dr. Raleigh: The creative genesis of messages of how to behave, I think a lot sales at MCA. Moesha was people of color who were very, very committed to an accurate por- of the new media are probably a little bet- ter able to be harnessed. The Internet, for MEE: From your perspective as a television trayal of Black family life. And it was very, example, creates more of a dialogue, one- executive, what impact do you think mass very positive and uplifting. The reason the to-one, as opposed to the passive experi- media has on the sexual or reproductive show, frankly, made it to air and lasted as ence of the mass media. There we can health attitudes of Black, urban youth? long as it did is [that] it caught the indus- try at just the right time. There were two get into giving people the chance to prac- Dr. Raleigh: I think that group, probably emerging networks, the Warner Brothers tice responsible behavior, giving people a more than any group is particularly sus- network and the Paramount network, and chance to role-play, giving people a ceptible to the issue of stereotyping and both were struggling to find a voice. It’s chance to have dialogue around issues or limited character development. Mass been very consistent history in our indus- responsibility in a very private way. media is tremendously impactful to that try that when you want to introduce a new You could take the branded elements of [a group simply for economic reasons—it’s entertainment-based programming, you popular urban] movie, move it to the accessible, it’s essentially free, and it’s leverage it on the back of the largest users Internet, attract an audience there, and ubiquitous. of television in all the land, and that is then they could come in to watch that Black youth. Moesha happens to be a movie or some clips or a behind-the- MEE: Why do you think the media has case where some folks with great creative scenes interview with the stars, and then stereotyped Black urban youth? intent and credentials met an opportune it could generate into a one-on-one Dr. Raleigh: It’s easy and it’s socially time in the marketplace. I suspect it would around issues raised in that movie. acceptable. A lot of it’s caught up in be very difficult to launch that show today. the relationship between the minority When Moesha was on the air, about MEE: What advice do you have for televi- culture and the majority culture. 80% of the viewing came from Black sion executives who want to reach Black, Because the entertainment communi- households and in a mature market- urban youth with healthy messages? ty is predominately run by the majori- place, that’s not a big enough audi- Dr. Raleigh: I’m not sure that there’s a ty culture, so many people who are ence to sustain it economically. whole lot of folks in the entertainment promoting and continuing these Moesha had a very difficult time in the business that are sitting around think- stereotypes really are almost oblivious world of syndication because it was ing about delivering healthy mes- to it, because those issues, on a very so targeted. When you got to market- sages. All things in the business personal level and professional level, places without a large urban, Black revolve around commercial viability. never get challenged. When a show is population, the show did not sell par- We can delude ourselves about any- cast or a story’s being told, it’s typi- ticularly well. Even though Brandy thing that we want, but the whole cally told through the perspective of was a very big crossover star, the entertainment business is built upon the writer or the producer. And since show was perceived as very targeted. other people’s money. It’s built upon most of them are typically White, sponsors and advertisers who European descent people, it’s told MEE: How can “new media” be used to choose to support programming from that perspective. communicate positive messages to Black, because it delivers their message. If urban youth? we think that altruism and other MEE: Part of your resume as a TV issues of personal responsibility are executive is being associated with the Dr. Raleigh: Mass media can perform a going to change that, I think we’d be show Moesha. That may be a positive tremendous service in terms of giving sorely mistaken. I think that what’s important is for people to recognize that it’s not an either/or issue, that simply to develop a message that has appeal to urban, Black audiences does not preclude that project having success in the general market. There’s clearly many more similarities in audience inter- ests than there are defining differences. It requires challenging traditional, main- stream, majority culture assumptions, but ...Continued on page 8 – 7 – Raleigh (continued) it can work and be tremendously popular. come and watch it so that it returns its least more of an appetite, for presenting I can think of a lot of great examples greatest return on my investment. But things positively. But the problem with of how it hasn’t worked the other way. again, it’s important to drive home the television is that, because it sugarcoats a For example, with The Queen Latifah message that there are other ways to lot of stuff and glosses over a lot of things, Show, she broadened her audience view the world and viewing it in a dif- because it doesn’t want to challenge and appeal through her movie career, her ferent way doesn’t make it less prof- create any controversy, the message is music, to becoming a pretty big itable. In fact, you can make it more oftentimes really discounted. In movies, crossover star with a lot of appeal in profitable. If we can create big, broad- you have more of an opportunity to create the general market. And when that based entertainment experiences that a realistic impact. But both of them, pro- show was produced as a talk show, it are created with a sensitivity to multi- duced in concert, could have a tremen- totally lost its general market appeal ple audiences, it doesn’t have to dous impact — television by its ubiquity and went to a very urban, targeted mean that it’s a less fulfilling experi- and movies by virtue of being “big” expe- audience. That forced it to rely on a ence for anybody. riences, as opposed to just watching core, loyal audience that wasn’t large them every Tuesday night. enough to sustain it in any meaningful MEE: What is the most appropriate media sense in the general market. So the for conveying realistic and healthy sexual- UT show was cancelled. ity messages, particularly for Black, urban youth? As a producer or a funder of pro- gramming, I want most people to Dr. Raleigh: Television has the capacity, at

Bell (continued) garbage — abusing women, using- What are your thoughts on what MEE: While we’re trying to rebuild our social women-for-sex messages — in the providers and health care professionals fabric, what media messages should we world. But if everybody around me is can be doing? use? doing a very ethical, stand-up moral Dr. Bell: The key is how do you clearly Dr. Bell: All of my messages would be thing, I may not go the media route. identify what works? And then once “rebuild village” messages and strategic you’ve clearly identified what works, how planning messages. And I’m hoping that MEE: What impact does the availability and do you get everybody to do it? The prob- social marketing, if done right, could make accessibility of sexual and reproductive lem is that frequently, in White institutions, a huge difference. I don’t know that any- healthcare services have? when they find out what works, the popu- body’s interested in developing the kind of Dr. Bell: It’s problematic. If you can’t get lation they’ve used [as research subjects] process that would make social marketing access to healthcare, you’re in real trou- is White American middle-class males. actually work, because it’s too much ble. You’re not getting good information, Then when you try to apply that to a dif- money and about stuff nobody cares you’re getting bogus information. It’s like ferent cultural group, it breaks apart. about –– “don’t smoke, don’t drink, have the people in South Africa who believe People aren’t very good at taking what safe sex.” This is a very individualistic kind that condoms have the HIV virus in them they’ve done in the “ivory tower” and mov- of society, and people don’t try to shape and if you have sex with a virgin, you get ing it out to the street. It’s a complete social fabric with social marketing, unless cured of AIDS. That’s just crazy and that’s breakdown. they want you to buy something. It seems a lack of healthcare access. Part of the So, for me, the issue is how do we move to me that if all the effort and energy that problem is that there’s no access to what they’ve learned in those White insti- went into getting people to buy something healthcare for poor Black folk and that’s tutions into the Black community and went into healthy lifestyles, there might be just promulgating the epidemic. And to translate and deliver it in such a way that a shift in behavior. some extent, that’s kind of criminal. it’s useful to us? Black service providers When I drive through the community I ser- and healthcare workers need a power MEE: So where do you start with young vice, [there’s] nobody there. The few folk base in a Black-run institution that’s got people? that are there are pretty much helping, but status, clout, does good work, some level Dr. Bell: You’ve got to start with self first. are so strapped and have our resources of research and education that’s connect- [Say to them], “You’re not going to have a spread so thin, we can’t even begin to ed directly to the community. How do we future if you’re not in school, if you’re not meet the needs. There are some –– a then take those Black institutions, con- learning something, if you’re shooting up handful of token city clinics, a handful of nect them with research, science and drugs, if you’re engaging in unsafe sex. If token satellite, not-for-profit hospital clin- technology so that the agenda in the you think that not working and getting ics –– but those are mostly for people who Black community becomes the agenda paid is getting over, if you think education have a way to pay. If you’ve got a way to for the academics and the research and is ‘Whitey’s thing,’ if you think scholarship pay, to some extent you’re in the club. technological institutions? That’s the is ‘Whitey’s thing,’ if you think science is issue. ‘Whitey’s thing,’ that’s not helpful.” MEE: Let’s get to some solutions then. UT – 8 – Preview

MEE’s National Lifestyle Survey Provides Critical Insights Into a Profitable Market

MEE’s survey of nearly 2,000 Black youth examines the latest media consumption trends and provides marketplace insights into the most influential and trendsetting youth market in the world. The poll, con- ducted in nine U.S. cities uncovers trends related to media consumption behaviors and choices; movie, radio, television and Internet preferences; and “Who’s Hot” among a wide range of actors, actresses, hip- hop celebrities, R&B stars, sports figures and comedians. The study also analyzes the general lifestyle markers of inner-city youth as they navigate through the days and hours of their typical week. Here’s just a small window into the lives of this hard-to-reach market: YOUTH AND MUSIIC YOUTH AND THE MOVIIES Nearly half (48%) of Black inner city youth Movie attendance is a popular pastime for report that Hip-Hop/Rap music is their favorite Black inner city youth. A total of 62% of the musical genre. In second place in popularity is respondents surveyed go to the movies two or Rhythm & Blues (R&B) with 35%. Survey find- more times a month and another 27% go once ings show an inverse relationship between the a month. This entertainment choice alone age and popularity of Hip-Hop/Rap music. generates millions of dollars a year: nearly half While more than half (54%) of 16 and 17 year (46%) of the youth surveyed report that they olds prefer Hip-Hop/Rap music, the percent- spend $16 or more per trip to the movies. Only age drops down to 40% among 19 and 20 11% of the respondents do not go to the year olds. On the other hand, youth ages 19 movies at all. and 20 prefer R&B more than 16 and 17 year olds, by 40% to 31%, respectively. More than one-third (37%) of the youth sur- veyed normally attend movies on their open- YOUTH AND TELEVIISIION ing weekend. Two thirds of youth surveyed Just over one out of three (34%) youth that stated that they normally see “R”-rated participated in the survey watch 4 or more movies at the theater. Youth surveyed said hours of television per day. Forty-seven (47% ) that their favorite types of movies were percent watch between 2-3 hours of television “action/violent” movies (29%) and “come- per day. Cable television is very commonplace dies” (29%). “Horror/scary” movies received in the households of Black urban youth, with 14% of responses. 81% of those surveyed having the service in their homes. HBO is the favorite “non-music WHO YOUTH LIIKE video” channel, according to 32% of the youth Though deceased, Tupac Shakur still gar- surveyed. The favorite network television nered the highest percentage of “top two” channel is UPN (41%), with Fox in second selections among Male Hip-Hop Celebrities, place at 24% and WB in third at 19%. One with 43%. In the category of Female Hip-Hop third of youth surveyed (33%) stated that their Celebrities, Eve was chosen among the “top favorite types of television shows are come- two” by 42% of the youth surveyed. In sports, dies/sitcoms. When asked to name their two athletes – Allen Iverson and Michael favorite television show, one in four youth Jordan – garnered the most votes by far, with (25%) chose shows that reflected an “ethnic” 47% and 41%, respectively.In the category of perspective. Male Actor, nearly two-thirds (62%) of the youth surveyed selected Chris Tucker as one of their “top two” choices. In the category of Female Actress, Halle Berry garnered one of the “top two” selections from 44% of the youth surveyed. – 9 – Gerbner (continued) they get clobbered if they criticize the every viewer become an analyst, a critic. media. There’s no other country that Once you learn some of the elements of would tolerate the fact that the air is analysis and of criticism, even a dull pro- not divided equally among different gram becomes more interesting, because Hear the PSAs Now on minorities, different religions, different you’re actively interacting with the pro- regions. gram. The way to do that is to put on your Urban Radio Stations Across America! The FCC simply does not enforce the television in prime time, get a piece of law of licensing or diversity, and paper and a pencil and write down the MEE is privileged to be the creative Congress has no will or power or both characters –– maybe make a circle and partner with the National Urban put the characters’ names in the circle to enforce the antitrust laws. People in League and The Ad Council in and look at the show, scene by scene. A Congress are too dependent on the developing the Read and Rise early same corporate establishment that scene or unit begins when a character enters, and ends when the character literacy campaign. A series of hard- runs the media. The only solution is hitting radio PSAs emphasizes the political. Political campaigning should leaves or another character enters. Each important role African American encourage and support candidates to sheet of paper is a different scene, a dif- say “No, the airwaves belong to the ferent unit. parents and caregivers play in people. Let’s use the airwaves on On each scene, a circle stands for the preparing our children for a lifetime behalf of the people in a more diverse characters in the scene. Connect the cir- of success. The spots, which way and not monopolize it by a hand- cles when the characters interact. Who is promote a free reading activity ful of sponsors.” This is also the rea- talking to whom? Who is attacking booklet, are airing now on urban and son why you never see poor people whom? Who is helping whom? Black radio stations all over the on television. Turn off your TV and add up who is talking country. To get more information on to whom, etc. And you will find that, just this critically-important campaign, or MEE: What about Fred Sanford? He out of ten minutes of prime time viewing, to listen to the radio ads, visit was poor. you’ll find a very interesting picture. You’ll www.meeproductions.com. Dr. Gerbner: There are two or three shows find the message behind the message in a hundred. They’re a tiny minority, that you’ve been absorbing all the time Order the Read and Rise activity they’re an exception and they are what while you’re watching television, without booklet by calling they call niche marketing. They are knowing it. You find that men talk to men, 1-866-522-READ. designed for a particular pocket of viewers and men talk to women much more often that few advertisers can really afford to than women talk to other women. You find [pursue]. that there are certain kinds of relationships that are very stable, that are very frequent MEE: There has been a trend in the last and that hardly ever change. We absorb ten years where there is a lot more niche these underlying messages as we watch programming targeting urban youth. television. What this exercise does is bring Dr. Gerbner: That kind of programming to consciousness the fact that we are is a positive sign, because historically, the learning all the time –– we’re learning way in which minorities gained entry into about life, we’re learning about relation- prime time is through comedy. I think ships, we are learning about success and comedy is a very serious matter, because failure, and about the context of our soci- the bitter pill can be swallowed with a ety. UT sugar coating much more easily. But most people don’t take comedy seriously. It is a wedge to entering into primetime. Now, we have to try to move on to the next step — very serious dramatic fare which DON’T FORGET TO JOIN! includes minorities not only as victims, not only as poor people to be assisted or The MEE Community Network brings together hundreds of community-based pitied, but as leading characters, in fact, organizations across the country that are committed to improving the lives of as heroes and not as villains. those they serve. Recognizing its members as the gatekeepers dealing “on the front lines” of some of today’s most pressing urban issues, the Network joins- MEE: How should we go about evaluating these organizations together to build stronger communities and promote respon- the content of “Black” programming? sible access to and interaction with their constituents. Dr. Gerbner: I would recommend that To become a member or to find out more about Network initiatives, go to www.meeproductions.com. You may also contact our Community Network Coordinator Vonnya Pettigrew at 1-877-MEE-PROD or by e-mail, [email protected]. – 10 – Foster (continued) our “I Have A Future” program, our firm they’re confused. They have the mis- MEE: What do you think our media position was that being sexually active as taken notion that discussion about could be doing? an unmarried adolescent was not the sex and sexuality is the trigger that Dr. Foster: They can do more about airing norm. So, our first defense was absti- causes teenagers to start thinking issues on sexually-transmitted diseases nence, absolutely, but that is diametrically about what they’re already thinking and the consequences of premature sex, opposed to something called abstinence- about. In fact, they’ve got it just back- showing the consequences of these only until marriage. That makes a lot of wards: you need the knowledge not things. They can talk about the value of presumptions that are unrealistic. For to have inappropriate sex and that’s children being reared in a stable socioeco- example, you can have a 13-year-old and one of the major things that we have nomic environment, and how to prepare a 19-year-old. Both are teenagers by def- to do for all of the youth in this coun- for that. inition, but there’s a difference. try, but particularly our inner city My feeling is, as both a physician and as a youth. MEE: How can parents learn to address humanitarian, I have a moral responsibility Clearly, one of the major deficits that their children about sexuality? to protect the health, the fertility and the we have in this country is the lack of Dr. Foster: I call it a cycle of ignorance. lives of those who are in my charge for sexuality education. Western Europe [Often] they don’t get the education care. So, if an adolescent, for whatever has a lot of racial diversity in France themselves, as parents. In the “I Have reason, ignores my message regarding and the United Kingdom, but in those A Future” program, we actually abstinence, then I have an obligation to countries, all of their rates—birth, brought parents and children in to talk educate them to protect themselves pregnancy, abortion — are lower than about sexuality issues; we educated against HIV/AIDS, which can be fatal, and in this country. What [is] different in them together. That’s a tough issue, against sexually-transmitted diseases, those countries? Well, there is raising kids. We aren’t going to all which can end their fertility capacity. [grades] K through 12, family-life edu- have guaranteed successful out- Whenever abstinence fails, you’ve got to cation that is age- and grade-appro- comes, but you can almost assure give kids something to defend themselves priate. Teachers in those countries, by yourself a failure if you have no input. with. If not, they’re going to wind up sick, and large, are not harassed and or worse, dead. browbeaten for teaching human biol- MEE: By the community? The majority of people in this country ogy. [And] the media in those coun- Dr. Foster: Yes. who oppose sex education are fright- tries are much more open in airing of ened parents that are desperately try- subjects that relate to reproduction ing to protect their children, but [and] contraception. UT

Holmes (continued) the lexicon. Holmes: It’s often in movies that the bad ends up on TV ends up being the That character [has to be] drawn in guy is a more interesting character than most bland and washed out and goes such a way that the audience will the good guy. But the bad guy could be a through the most hands. Network TV admire this person enough to emulate guy who the messages are conveyed has never been much interested in that person. When that person is also through. Just cause he’s a bad guy does- servicing the urban audience. They shown in their dealings with their wife n’t mean he’s stupid. He could be getting could care less. That’s what created or with their girlfriend. I think that’s ready to do something and make his man the void that the UPNs and the peo- how you do that. Everybody wants to go get him some condoms. If he’s still the ple like that came to fill. be hip. coolest guy in the movie, [and] he just insists on protecting himself, it just means MEE: You mentioned earlier about how But then you really have to make that he’s smart. I think the audience thinks today’s music puts out there that sex is so the most appealing character, too. Go being smart is cool, too, when you’re good. Can that explain why people don’t back to Juice. Tupac was not the smart enough to always come out on top, use protection or why people get caught good guy in the movie, and most peo- to outsmart the bad guy or the good guy. up in having sex with someone they’ve ple don’t even remember who the They admire that. known only for a month? good guy was. In the film itself, the more appealing character was not the Holmes: Not only is it [the sex] so good, MEE: How effective can TV be in send- it’s like the whole point. You are here to Omar Epps character who was “the ing messages? hero.” It was Tupac’s character, so get as much as you can get, money, when the audience went to see that Holmes: TV would be without question cars, sex, the “bling bling.” Rather film, they didn’t come out wanting to the most difficult place to do this, than try and change that, I think the emulate the Omar Epps character. because the way the business of tele- emphasis should be “Okay, even if vision operates is a lot more con- you’re going to do all that, you need to MEE: Same thing with Menace II trolled top-down than film. They don’t be protecting yourself.” Society. want to offend anybody, and so what UT – 11 – Subscription Coupon _____ YES, Please send me a one-year subscription (four issues) of UrbanTrends at the rate of $79.00 What’sNext... _____ YES, Please send me the next issue of UrbanTrends for $39. Coming to you in the next

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