Clarence Jackson wrote -The campaign will focus on creating a positive shift in cultural attitudes concerning Black people, by demonstrating the link between such attitudes and the negative images of Black men and boys -- and, by extension, the broader African-American community -- that are routinely advanced by popular media. We intend to launch a comprehensive effort to monitor and engage with news media at the local as well as national levels. The results of this monitoring will help enable The G.F. Brand Foundation’s HomeBound Leadership Team to multiply the voices demanding fair and inclusive coverage of Black individuals and communities. It will further enable them to build a positive media counter-narrative to reflect the true heterogeneity of the Black experience. The campaign will instead draw attention to instances of exemplary reporting and media portrayals
Additionally this project will strike at the media to help raise better representation of the Black male image. The Measure of a Man Project campaign will highlight stereotypical, patronizing, demonizing, or otherwise antagonistic portrayals of Black men and boys promulgated by the mainstream news and entertainment programming. We will specifically focus on monitoring and providing a racial and social justice critique of popular images and the most pervasive cultural messaging in recognition that the greatest potential for positive culture change lies with those images reaching broad audiences and key niche demographics. Since most consumers of mainstream media will not seek out a report or documentary on disparities or opportunities to address systemic inequality and racism, the campaign will serve a critical public education function regarding the role of stereotypical, unfair, and biased images and portrayals in fueling a negative climate. Media images have an accessibility that academic reports and other, often excellent, informational resources simply cannot compete with; we will capitalize on the shared experience of mainstream media viewership to ensure that the conversations we generate around bias and racism are as inclusive -- and our campaigns are as impactful -- as possible.
The Measure of a Man Culture Change Project will highlight the impact of biased media portrayals on socializing negative racial attitudes, which are in turn critical to sustaining structural racism in the American educational, economic, health, and criminal justice systems. This public education drive will include a critically-important media education component, wherein the G.F. Brand Foundation’s HomeBound Leadership team will create an environment in which media industry leaders can gain a better understanding of the concrete harms of perpetuating such biased portrayals, in order to develop a framework for consistently creating responsible, inclusive programming going forward.