Just like television, tokenism in the media has changed over time to coincide with real-life events. During the years of 1946–87,
The New Yorker was analyzed to determine how often and in what situations black people were being portrayed in the magazine's cartoon section. Over the 42 years of research, there was only one U.S. black main character in a cartoon where race was not the main theme, race was actually completely irrelevant. All cartoons from the earliest times depicted black people in the U.S. in stereotypical roles. In the late 1960s and early 1970s, cartoons were mostly racially themed, and depicted black people in "token" roles where they are only there to create a sense of inclusion. Tokenism appears in advertising as well as other subdivisions of major media. Tokenism is interpreted as reinforcing subtle representations of minorities in commercials. Studies have shown that, among other racial minorities, Asian Americans are targeted by advertising companies to fulfill casting diversity, but are the most likely ethnic minority to be placed in the backgrounds of advertisements. Black characters being the first characters to die was first identified in Hollywood horror movies of the 1930s, notes writer Renee Cozier. The Oscars ceremonies have received criticism over a lack of representation of people of color, as critics have pointed towards a lack of minorities nominated for awards, particularly in 2015 and 2016, when not a single actor of color was nominated. Around this time, minorities accounted for 12.9% of lead roles in 163 films surveyed in 2014, according to the 2016 Hollywood Diversity Report.
Film examples Since the release of the original three
Star Wars films and the later three prequels, there has been much discussion, on Twitter and Reddit especially, of this use of tokenism. The character of
Lando Calrissian (portrayed by
Billy Dee Williams) and
Mace Windu (portrayed by
Samuel L. Jackson) have been cited as two human characters of a racial minority that appear on screen. Lando was one of the first developed black characters in a science-fiction film at the time. Loyola Marymount University Professor of African American Studies, Adilifu Nama, has stated that this character is "a form of tokenism that placed one of the most optimistic faces on racial inclusion in a genre that had historically excluded Black representation." Where in the past two trilogies the main three characters were two white men and a white woman, in the new trilogy the main trio consists of a black man (
John Boyega), a Hispanic man (
Oscar Isaac), and a white woman (
Daisy Ridley). In
G.B.F., directed by Darren Stein, the film tells the journey of two closeted gay teens, Tanner and Brent, on their quest to popularity in high school. The film explores the theme of tokenism through demonstrating the desire of a homosexual male best friend by typically heterosexual women. The three most popular girls in school: Fawcett Brooks, Caprice Winters, and 'Shley Osgood believe that the key to winning the prom queen title is through acquiring a
gay best friend. In media, gay best friends are displayed as sassy, effeminate, fashionable, and flamboyant, making them act as a stock character accessory to the main character. While Tanner and Brent plan to become popular through exposing their sexuality, the girls are disappointed to find out that Tanner contradicts the stereotypical gay men they have seen in television. The film shows how harmful it can be to associate gay stereotypes with gay characters. Film critic
Armond White cited the
Sight and Sound Greatest Films of All Time poll in 2022 as an example of tokenism. He wrote that the poll had become "a referendum on political correctness" which "prefers feminist, black, queer politics—not cinephilia. ==See also==