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Challenging Racial Bias in Radio or Television Media
Posted by: Warren Nightingale

The International Day for the Elimination of Racial Discrimination, observed annually on March 21st, emphasizes the need for promoting diversity and respect among all cultures. In pursuit of this goal it is important to help young people gain the necessary critical thinking skills to recognize, address and challenge racial bias in their media.

The following information provides ideas that we can share with young people on how to challenge bias in radio and television programming.

(An excerpt from How to Deal with Racial Bias in the Electronic Media by the Center for Research-Action on Race Relations.)

What you should do: Know how the system works

In general, each program on radio or television falls under the responsibilities of three parties: the producer, the president of the station or agency, and the Canadian Radio-television and Telecommunications Commission (CRTC), the federal agency that oversees and regulates the broadcasting industry in Canada.

When you see or hear bias:

1. Immediately record the biased segment or message. You can do this electronically or simply by taking a few notes. Note the basic 5W's: who, where, what, when, why and how. Write down clear details, and describe in detail what was said or shown and in what context. Make sure you have the correct names of the show, the station, and the person(s) responsible for the segment. Exact time and dates are also important.

2. Write down your objection. For strategic reasons, use a constructive approach. A polite and moderate tone projects an image of reason, firmness and seriousness. Avoid being emotional and using words that suggest insults, threats or overreaction. You must remember that your goal is to get a public apology, prevent further bias and mobilize public support for your viewpoint. An antagonistic and negative approach often makes people more defensive and resistant to suggestions or demands for change.

3. Communicate with the person directly responsible for the show. For practical purposes, you may find it more persuasive and effective to send by registered mail a copy of your objection to the show's producer and the president (or manager) of the station at the same time. Keep a copy for your own records. Within 2 weeks, follow up by telephone.

4. If you still do not get a satisfactory response, complain to the CRTC. Send your letter to the local office, addressed to the Regional Manager, and to the Secretary-General in Ottawa. It is advised that you act within 30 days. This is because most radio and television stations must keep a log of the last 30 days of their programs in case any person challenges the materials as being biased. Then the CRTC investigator can trace the segment and analyze it for bias.

Upon receipt of your complaint, the CRTC will take over the file and inform you of its action. The standard practice is that it will contact the station and ask for an explanation.

If there is finding of bias, the CRTC will mediate for a retraction. This retraction can be made in writing to yourself and/or on the air as a public apology. The CRTC can also call the station's representative to a public hearing to "show cause", that is, to hear the station's version as to why it believes what was said was not biased.

5. Make an intervention at the CRTC public-hearing on the station's license renewal. If a station is persistently presenting biased stories and images, and if your complaints produce no results, your best action is to intervene during the period of license renewal. Radio and television stations in Canada must have a license to operate. Their license will be renewed after a certain period (usually 5 years), at which time the CRTC will invite the public to address it as to whether it supports or opposes the license renewal. The CRTC regularly publishes notices of hearings in the newspapers with full information concerning how to make an intervention. When dealing with racial bias in the electronic media, keep in mind that:

The more people complain, the more the CRTC is likely to act.
With strong public pressure, the station will correct itself; otherwise it will face three options: loss of audience, loss of advertisers and sponsors, and potential loss of license.
Avoid making your case into a "freedom of speech' or a "free press" case. Media agencies under public criticism often use the "free press" argument to defend their practices. They often try to depict your group as another special interest group trying to impose its views. This argument almost always works.
Mobilize external support for your case. Turn to other professional and public interest groups to add legitimacy to your claims.
Often the most biased programs are the open-line talk shows, in which the host allows callers to state their views. The conscientious host will try to cut off, or correct prejudicial callers immediately. Should she/he not, call the show's producer and the station manager immediately to protest. Avoid debating on the air. Chances are you will become defensive or irritated, which may present a negative impression of your case to the audience.
If you are a group's representative invited to speak on a certain show, avoid those hosted by sensationalist personalities. These hosts often try to further distort the issue. Decline all invitations, and choose instead those stations with conscientious and professional hosts.

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