Championing representation in entertainment through actionable research and advocacy
Overview
Stacy L. Smith, PhD, began her academic career planning to focus her research on violence in the media. In 2004, Smith partnered with the Geena Davis Institute on Gender and Media for a study on gender representation in film, discovering that men on screen outnumbered women on screen by roughly 3:1. This was a turning point in her career, as she also learned how deeply undergraduate students value inclusion and how eager they are to engage in meaningful, theory-driven research on the topic. Their enthusiasm inspired her to shift her focus to representation and inclusion and she set out to produce reports for public audiences, rather than traditional academic outlets, and began her mission to “change the world with undergraduates.”
Smith founded the Annenberg Inclusion Initiative at The University of Southern California (USC) in 2008, where she leverages the Initiative’s research to develop evidence-based programs and policies that address systemic biases. Her innovative and collaborative work has spurred industry professionals to foster more equitable practices and inspired replication into other fields. Smith’s partnerships with major entertainment companies are advancing economic opportunities for individuals historically excluded by the industry, creating more inclusion and belonging both on-screen and behind the scenes.
“Our research builds out a means for collective action to influence the entire entertainment industry.”
STACY L. SMITH
Primary Regions Served
Challenge
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- On-screen representation of different peoples and stories has the power to disrupt and change stereotypes, validate identities, and enhance belonging for viewers. However, representation of actors and characters falls short of reflecting the diversity of the U.S. population, particularly in leading roles.[1]
- With hundreds of thousands of Californians employed and billions of dollars generated in wages, the creative industry accounts for roughly 4.6% of the state’s jobs.[2]
People who work behind the camera don’t all have the same access to opportunity. In 2023, only 21.6% of top-grossing film directors were from an underrepresented racial/ethnic group, while women made up just 12.1% of directors and 15.2% of writers.[3]
Innovation
- The Initiative studies representation and portrayal in media using rigorous research methods to document relevant metrics that can be leveraged to advocate for change and track changes over time. Smith then collaborates with industry leaders advocate for empirically based solutions.
- Smith conceived of the “inclusion rider” and co-authored the contractual template, which promotes inclusivity in film productions. High-profile Hollywood figures use the inclusion rider to demand more inclusive casting practices during contract negotiations.
- Smith provided strategic support to the formation of Times Up — a movement that arose in reaction to rising awareness of sexual misconduct in the industry — later joining its Entertainment Leadership Advisory Board.
- In her role as a professor, Smith teaches students about the fundamentals of inclusion and belonging and creates opportunities for undergraduates to participate in the research.
Impact
- The Initiative has published more than 85 research reports in roughly 20 years and has created six accelerator programs aimed at addressing gaps in filmmaker opportunity and improving on-screen representation.
- Smith works with industry giants including Netflix, NBCUniversal, Amazon, Adobe and Spotify to inform inclusion practices for their organizations, including working to develop Amazon Studios’ Inclusion Policy and Playbook.
- In 2019, Smith launched the “4% Challenge,” at the Sundance Film Festival in partnership with Time’s Up. The 4% Challenge asked industry professionals to pledge working with a female director within 18 months. This initiative garnered over 120 pledges from prominent actors, producers, and studios, contributing to a sustained increase in women-helmed films in subsequent years.[4]
- In her tenure as a professor, Smith has taught nearly 10,000 students, many of whom hold leadership positions in the industry, from which they advocate for inclusion or build collaborations between their organization and the Initiative.
Opportunity
- After surging in 2020, many diversity and inclusion efforts are now quietly constricting in Hollywood and across all industries, highlighting a need for accountability and continued advocacy for change.
- Smith is gearing up to broaden her scope beyond the entertainment industry. She successfully expanded into the music industry in 2018 with several initiatives, and has her eyes set on other industries next.
- Smith is interested in focusing upcoming research on pay equity and how aging, multiracial representation, and health conditions are portrayed on screen. She recently launched research on mental health in storytelling and co-founded a coalition of organizations working to improve media portrayals of mental health.
The written profile and video reflect the work of the leader(s) the year they received a Leadership Award. Please contact the leader(s) for current information.