ETHICAL CONCERNS

Casting is a lengthy procedure. Even while the idea of ethical casting may seem pointless, or even unattainable at times, the smallest choice can impact numerous communities. Filmmakers are responsible for persuading an audience comprised of strangers that they have created a world full of people from all different places, with different backgrounds and cultures. When filmmakers take on this responsibility the general finding is that if diversity is represented at all, the roles are very passive and often stereotypical. 

The practice of whitewashing raises important ethical questions about representation, cultural authenticity, and fairness in the media industry. Drawing on Sissela Bok’s ethical decision-making framework, which emphasizes the importance of considering the consequences of our actions, it becomes clear that whitewashing is fundamentally harmful. These effects include reinforcing harmful stereotypes, erasing cultural identities, and continuing to practice the systemic inequities in Hollywood. 

The first step in Bok’s model for ethical decision-making calls for us to consult our conscience. The question that we must ask ourselves in this case is, how does viewing white actors in roles meant for ethnic cultures make us feel as audience members? For marginalized groups around the world, they may first imagine that like the animated versions, they will finally see themselves represented on screen and they can imagine themselves to grow up to be just like their favorite character, with all of their traits. That imagery is meant to come to life on the screen, but instead, they may be met with disappointment to see that this is not the case. Instead of seeing themselves within their favorite character they now see what Hollywood deems as successful. In doing this filmmakers implicitly suggest that non-white actors are less marketable or suitable for leading roles. After looking through this lens we find that consciously for a lot of people, it makes them feel undervalued which is a severely negative consequence that can lead to deeper much, larger problems such as negative self-image.  

Bok’s second notion calls for us to seek alternatives. The ethical alternative to whitewashing would be to cast more ethnic actors in roles meant for them because the ethical decision-making framework stresses the importance of cultural sensitivity. In order to do this appropriately without enforcing harmful stereotypes, filmmakers must work harder to do more research. One example of a franchise that does this well is Sesame street. In order to reach audiences globally, the decision-makers within Sesame workshop conduct audience studies and include ethnic writers in the early writing process. This allows them to get feedback on what is both culturally accurate and appropriate. This same process can be done all throughout the media industry as an alternative to being too scared to touch on cultures different than our own. 

The final step of Bok’s model is to consult others and examine how our decisions will affect others. The decision to cast unsuitibly will continue to effect the self esteem of many people. The alternative to cast with more research and thought behind the process will undoubtedly help others feel seen. 

Bok’s ethical framework emphasizes the necessity of transparency, accountability, and an inclusive decision-making process. In the case of whitewashing, this means actively engaging with the voices of marginalized communities and consulting cultural experts to ensure that representation is both authentic and respectful. Ethical decision-making also involves clear justification for casting choices, particularly when those choices can perpetuate harmful stereotypes. By incorporating Bok’s ethical principles, the entertainment industry can work towards being more inclusive and giving marginalized groups more opportunities for representation.

From the perspective of contemporary professional ethics, the media industry has a clear responsibility to ensure diverse and accurate representation. Ethical guidelines emphasize the importance of aligning professional decisions with societal values, including respect for diversity and inclusivity. Ethical decision-making also calls for the filmmakers to defend their decisions. Would the filmmakers be willing to explain their decision to those who had a deep emotional and cultural investment in the story? When filmmakers opt for whitewashing, they prioritize profitability and commercial appeal over representation and cultural sensitivity. These decisions can contribute to the reinforcement of the cultural biases that have long been embedded in Hollywood’s portrayal of non-white characters. These decisions also contradict contemporary ethical standards. Contemporary ethical standards advocate for greater inclusivity and social responsibility in the media, meaning that decision-makers should create narratives that reflect the diversity of the real world.