Activist Economics: Investing in Diversity

“The most common way people give up their power is by thinking they don’t have any.”

– Alice Walker

It’s economics. Companies are watching your moves – when you show interest, companies invest in that interest. It’s the beginning of the year and you’ve resolved to eat healthier, exercise more, and drink less. Unsurprisingly, many people make the same resolutions. So, what are you purchases in the new year: Running shoes? Work-out clothing? Water bottles? Food labeled healthy? (I’m guessing protein bars? Fruit?) Well, companies take note. Here is the time they roll out “innovative” footwear (like those weird rounded sole shoes) and clothing (It’s breathable! It makes you sweat more! It comes in funky colors!) And why have a stinky water-bottle with BPA in it. What’s BPA?! Well, the label says “BPA FREE” so it must be bad, right?? What might an alcohol company do – ah, low-calorie beer! And where low-calorie equates with health, the alcohol is now healthy. Just like that chocolatey pastry breakfast bar that promises vitamins and miracles. (“Yes, you can have it all!”)

Anyways, companies want to give you what you want, because that thing will be something you buy. Because there is a spike in health-interest for the New Years in which people are buying products advertised as healthy or organic over label-less and etc. There’s your “voting” power. Now, this kind of data they collect is fairly easy for companies to collect without your input, but it’s a bit different when it comes to movies.

A movie’s success is based not on its Redbox distributions, library rentals, or illegal downloads, but on its Box Office earnings in the theater – particularly what it makes on its very day/week. While you may vocalize your interest in, say, Christian-positive messages in film, the companies will not care unless it gets you to actually spend your money. The above can be indicators in what interests people, of course, but the goal of that film was to, above all, make money. It’s not a heartless goal, either – it’s their job and movie-making can be both risky and expensive. One might see a movie on opening night either because they’re a fan (making book adaptations or sequels a nearly easy win) and/or because the film will simply look better on a big-screen. James Cameron’s Avatar, for example, was incredibly, gorgeously detailed. Bringing it home to the small screen is kind of a bummer. Many critics dogged the movie for being plot-lacking, but who cared? It was so goddamned pretty.

All right, here’s where the activism comes in. You want to see more female-leads, people of color, or positive representations of other religions? Then formalize your vote – tune into television shows that are ground-breaking, go to the opening nights of movies that align with your values. If money is tight, be more vocal about your interests – join visible fan communities (re: Facebook page, Twitter), join mailing lists. Fight to be heard! In the same way, be conscious what you’re communicating. (I’m not saying you should boycott reality tv or misogynous films or any of that, but I do think it bears mentioning that one should always be reflective on their actions – conscious and unconscious).

It’s a small step, but it’s one that I think more people should be more aware of.