Disablity Advocate Lisa Cox On Why The Media Industry Is Failing

You needn’t be a Murdoch to know the media industry is in strife. It would be easy to blame the global pandemic for its downfall but mainstream media was in a bad state long before COVID reached the United States.

Over the years, ‘old’ media (like newspapers, magazines and a small line-up of television or radio stations) has been replaced with newer digital versions. The screens in our homes are like Aladdin’s cave with seemingly endless options.

When Lisa Cox was a kid, the choices were limited. “There was only four TV stations, one daily newspaper and talkback radio mixed with a growing FM radio base.  If I didn’t like something, I’d either turn off the TV and go outside to play or suck it up and just deal with terrible content. All over world, audiences just had to put up with bad content because there weren’t a lot of other options,” she said.

Fast forward to the 20s, where streaming services and online platforms give audiences a plethora of choices. If something doesn’t resonate with them,  they quickly turn to something  else; the modern audience is spoilt for choice. When the standard mainstream media isn’t cutting it, Netflix, Stan, Disney, Binge, Prime and others are bound to have something that does. Not to mention the thousands of hours of content on YouTube.

Lisa said one of the biggest challenges facing mainstream media is that they aren’t evolving to meet what the audience wants and expects. “Audiences are seeking far greater diversity on the small screen and printed pages. It is no longer good enough to roll out the same old same old cookie-cutter talent on a TV series, as a news anchor, in an advertisement or something else,” she said.

“The media is failing but instead of looking externally for somewhere to lay blame, the industry needs to look internally at decision makers in the boardroom, the staff behind the camera or keyboard and the talent in front of the camera – just to name as few.”

It’s no secret people engage with content in which they see themselves or their beliefs and values represented. But there is so little about much of mainstream content that reflects the diversity of the audience – not everyone is a caucasion, able-bodied conservative.

Lisa said the cold, hard truth is our media is failing. “It fails to adequately represent its diverse consumer base,” she said.

“Our screens don’t reflect our society. There are many minority groups for whom this is a problem but the lack of visibility for disability is one area I’ve been actively addressing.

“Over 1 billion people globally identify as having a disability. Yet those with a disability are not adequately represented in our media. I could write an entire article (and already have) on why representation of disabled people in the media is crucial from an ethical, moral and social justice stance. But with a professional background in business and media, I can’t help but highlight the benefits to business.

“Most people with disabilities consume media every single day. I don’t walk but I do watch television, read the news and use my credit card. Ignoring this market-share is bad for society and bad for business.”

Yet, Lisa believes it is not all doom and gloom, suggesting representation isn’t rocket science and increasing the diversity of voices in the media is good for everyone.

For organisations seeking to better represent disability, here are a few solutions:

• Include more on-screen talent with disabilities.

• Include more behind the scenes staff with disabilities.

• Include more people with disabilities in decision-making.

• Include disability voices in issues unrelated to disability (like politics or climate change, for example).

About Lisa Cox

Lisa Cox is an award-winning writer, author, speaker and media professional. She is on the Board of Directors at Just Sociale and is the Disability Affairs Officer at Media Diversity Australia.

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