City Research Online

Abstract

Research demonstrates how false film industry beliefs about the supposed commercial unviability of racially diverse actors have hindered racial casting equality. This article, based on thematic discourse analysis of interviews with film audiences (n = 25), reveals how such industry theories mirror folk theories among white audiences. The study identifies two key folk theories about the limits of diverse casting: the first involves politicizing “authenticity” and the second diverts social justice issues to a “law of economics.” In both discourses, audiences tend to identify with the industry and adopt its ways of speaking about imagined financial disadvantages of diverse casts. We thus conclude that industry theories and folk theories are mutually reinforcing, self-perpetuating myths used to justify the exclusion of Global Majority actors and reaffirm industry norms and white audiences’ pre-existing tastes

Publication Type:	Article
Additional Information:	Copyright: Frey, M. , Declercq, D. & Reyes Pascual, G. (2026). Published under Creative Commons Attribution-Non Commercial-No derivatives 4.0
Publisher Keywords:	casting, actors, race, Whitewashing, film audiences, film industry, race and ethnicity
Subjects:	H Social Sciences > HT Communities. Classes. Races N Fine Arts > NX Arts in general
Departments:	School of Communication & Creativity School of Communication & Creativity > Department of Media, Culture & Creative Industries
SWORD Depositor:	Symplectic Administrator

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