Representations of social groups in media can be seen as reflections of the organisations that produce them.

This is
true as the way in which social groups are represented in media is often heavily influenced by the attitudes, values
and beliefs of the organisations creating them. For instance, a media organisation which is run by an organisation
which holds progressive values is likely to have a different representation of social groups than an organisation
which is run by a more conservative organisation.

The representation of social groups in media also reflects the political, economic and social climate of the time. For
example, if a particular social group is in a position of power, the representation of this group is likely to be positive
and favourable. Conversely, if the same social group is in a position of disempowerment, the representation of this
group may be more negative.

Furthermore, the representation of social groups in media is also affected by the demographics of the organisation.
For example, a media organisation which is predominantly male-dominated is likely to have a different
representation of female social groups than a media organisation which is predominantly female-dominated.

For the purpose of answering the question regarding the reflection of organisations and how they represent social
groups I will refer to two moving image media text, the Little Mermaid and the Rings of Power.

During the almost century of media text production social values have greatly altered. Some can argue that Disney’s
effort to improve the world is real and tangible and has had a positive effect on the lives of many. From the first
African-American princess in The Princess and the Frog to Moana and its portrayal of Polynesian culture to
Frozen’s LGBTQ subtext, Disney’s content has been at the forefront of entertainment’s efforts to promote diversity
and inclusivity. Its films have also highlighted the importance of family and the need for community and
understanding. Disney has also made an effort to include characters from other cultures and backgrounds in its films,
giving these cultures a much-needed platform in the entertainment industry. This has had a positive effect on the
lives of viewers, especially children, as they are exposed to different cultures and lifestyles. As a result, Disney has
become a leader in corporate social responsibility and is often seen as an example for other companies to follow in
terms of promoting progress and diversity.

The Little Mermaid is a live adaptation about a young mermaid that makes a deal with a sea witch to trade her
beautiful voice for human legs so she can discover the world above water and impress a prince. Casting black
actress as the leading role, genereted a mixture of responses, from positive to negative.

Production companies such as Disney have a long history of racism, sexism, and other forms of institutional and
systemic discrimination against sidelined social groups, and this casting choice can be considered as a step forward
in the industry towards more leading roles for individuals from different backgrounds - roles without reinforcing
negative, prejudiced controlling stereotypes. Besides race changes, Ariel’s character is also one which according to
performativity theory does not adhere to traditional female roles as she not only saves the male romantic interest but
also defends her underwater world from evil by slaying the antagonist Ursula herself. Nevertheless, it could be
argued that the protagonist’s main motivation was romantic and thus unlike Galadriel stands apart from traditional
female roles much less.
Therefore, casting black actress as Ariel was an important step forward in the representation of people from
marginalised backgrounds in big blockbuster movies.

With changing social attitudes and with the rise of movements that demand better and equal racial representation in
media had direct impact on diversity in film and the importance of diversity in Hollywood and inclusive storytelling.
This is because people of color are less likely to see themselves reflected in the mass media. They are one of the
underrepresented groups in Hollywood. So to have a popular Disney character as a person of color leaves a strong,
positive mark on minds, especially when they see that character change from white to black. Representation of an
African American woman as a love interest and a beautiful being should become natural. This version of The Little
Mermaid is great for young people because it allows them to better appreciate diversity and gain a better sense of the
world. Diversity and inclusion in film and TV can attract a larger audience and is seen as more authentic and
enjoyable.

Nevertheless, audience reaction to Disney’s decision can be seen in the #notmyariel campaign. The campaign was
full of racist and hateful language aimed at actress and Disney for their decision to cast her. The campaign was
rooted in the idea that a white actress was more suitable to play the role of Ariel, despite the fact that the character is
a mermaid and therefore has no skin color or race. David Gauntlett’s identity theory can explain the fan reaction to
Bailey’s casting as people who felt their own identities were affected by the casting of an African-American actress
to play a beloved character. Henry Jenkins’ fandom theory also explains how fans will rally to protect their own
identities and the fiction that contributes to them. Viewer activism is becoming increasingly more common and it is
important to consider the impact it can have in terms of the media that is created and the messages that are sent. In
the case of #notmyariel, the campaign showed how fans can be very vocal and racist in their reactions to something
they disagree with, and it is important to consider the effects of such reactions.

I would point out that race-changing white characters to people of colour is not a progressive or practical approach
to real diversity and representation because it emphasizes Disney’s laziness and ignorance to create new non-white
characters. Instead of relying on the same old stories, people of colour can be empowered through creating new and
exciting projects solely for them. Having more non-white characters that are authentically represented, with unique
and interesting stories, is a much more effective and practical way to create real diversity in media. It also allows
people of colour to author their stories, create their own worlds, and add to the diversity of the media landscape.
Therefore, race-swapping whitewashed characters is not a viable solution for creating real diversity and
representation in the media, and instead, people of colour should be empowered through projects and stories that are
catered to them.

In 2022, Amazon released The Rings of Power, a high-profile, high-budget series based on Tolkien’s Lord of The
Rings. Fans of the Lord of the Rings series were particularly outspoken when Amazon announced its plans for a new
series based on the book. Many fans were outraged by the portrayal of the character Galadriel in Amazon’s version,
claiming that she had become a Mary Sue. Social media was abuzz with postings from fans who were unhappy with
the character’s characterization and there were even campaigns set up to urge Amazon to make changes to the
character’s portrayal. Amazon eventually responded, making changes to the character’s backstory and her
relationship with the other characters in the series. While the fandom was divided on the matter, the change was
ultimately accepted by the majority of fans. This shows that fans of media texts will not hesitate to speak up and
demand change when they feel that a character’s representation is not accurate or respectful.

This series sparked many debates among fans due to its representation of the protagonist Galadrielle, which did not
align with the traditional gender role for a female character. Judith Butler's theory of gender performativity argues
that Galadrielle does not conform to the gender normative performance of a female. Instead, she is represented as a
knight in armour, fighting for the good of her people against a powerful evil, a role traditionally reserved for male
actors and characters. This version of Galadrielle has been widely criticized as it challenges long-held beliefs about
the roles of men and women in the society. While some have praised the new interpretation of the character, others
have expressed concern over the message it sends to the audience. Regardless, the series has been a success, proving
that audiences are willing to accept a new and different interpretation of a beloved character.

Amazon is a multi-billion dollar organization, and its primary source of income is derived from its online store and
Amazon Web Service. Although the company is significantly committed to its for-profit entertainment, it has also
come under scrutiny for its exploitative working conditions and mistreatment of its employees. Reports from
Amnesty International suggest that Amazon has been wrongfully employing migrant workers and has neglected to
meet their basic needs. In order to disguise this criminal activity, Amazon has been using its Amazon Prime segment
as a public relations campaign to draw attention away from its poor treatment of employees. This form of agenda
setting provides a more humane façade to the public and, in theory, covers up the significant violations of human
rights that have become commonplace in Amazon's operations. Ultimately, one can argue that the use of Amazon
Prime for public relations purposes is a strategic measure that allows the company to escape responsibility for its
unethical practices.

In conclusion, the representation of social groups in media can be seen as a reflection of the organisations which
produce them. The way in which social groups are represented is heavily influenced by the attitudes, values and
beliefs of the organisations producing them, as well as the political, economic and social climate of the time.
Furthermore, the demographics of the organisation can also play a role in the representation of social groups.

Amazon Inc.’s foray into filmed media entertainment has been described as a public relations stunt, in an effort to
show that the corporation is socially responsible. Amazon Inc. has devoted its resources to creating films and
television shows that can engage and entertain its audience. These projects have been met with mixed reactions:
some praise them for their willingness to take risks in the entertainment industry, while others are more critical of
the lack of substance or message in some of their projects. Nevertheless, Amazon Inc.’s efforts have been successful
in creating a level of hype which has gained the company attention and respect from media consumers.

The Disney Company is widely known for its iconic works of fiction, such as Mickey Mouse and other characters.
However, the company has also been criticized for its lack of diversity in its works, and for its historical racism and
sexism. In recent years, Disney has made an effort to address these issues, and improve its representation of
characters in its media texts. This has had mixed reactions from fans, with some praising Disney’s efforts and others
criticizing them for not going far enough. Regardless of the outcome, it is clear that Disney is taking steps to be
more inclusive, and this is an important part of the company’s success in the media industry.

Overall, the media organisations of Amazon Inc. and The Disney Company have been described as having different
approaches to their media texts. Amazon Inc. has been described as taking a public relations approach to its media
entertainment, while Disney has been seen as attempting to improve its representation of social groups in its works.
Reactions to both have been varied, but it is clear that both companies have been successful in their own right. In the
end, it is up to the fans to decide how they feel about the media organisations and their respective works of fiction.