The first slide highlights the size, age and gender breakdown of the group. As the visual shows , the sample was predominantly female identifying.
As the question is based around social justice, I thought it was pertinent to capture Ethnicity as this could have a bearing on the results. If the option arose I would have also captured disability (Seen and Unseen)
The majority of the sample has discovered their interest in content creation through their own journeys of self discovery, and only 3 or 23% of the sample being introduced to content creation via formal education at school or college prior to joining UAL.
The question of representation was added to get a feel of the respondents own experiences with media consumption. 23% saw themselves represented in mainstream broadcast media (Who all happened to be white) whilst the remaining 67% saw themselves represented in newer streaming and UGC (User Generated Content) services.
The question of consumption and its source was addressed here, with the main discovery that this particular sample no longer consumed content from traditional broadcast media. This figure aligns with studies by OFCOM, that reveal that in 2024, less than 48% of people 16-24 watch traditional broadcast TV
The answer to the question provided the qualitative element of the questions, the keywords quoted where:
Equality
Inclusivity
Representation
Awareness of Social Issues
‘Doing the right thing’
Although the image contains quantitative figures of the keywords, the data was extracted without any prompting from the interviewer or chosen from a list
As the visual shows, 77% of the sample felt that it was important to add social justice elements into their content creation strategy. The remaining 23% felt that their particular brand of content creation did not warrant including any assets from the Social justice tenent. From the 23%, one identified as a black female, and thus could be argued by simply producing the content and distributing it on her platform, she meets the inclusion criteria for social justice.
From the sample. only 1 participant had been taught to light different skin tones, 92% of the participants had no formal training enabling them to light different skin tones.