Springer: Hallmark movies’ diversity problem
December 16, 2020
In the Oxford dictionary, the definition of heteronormative is “denoting or relating to a world view that promotes heterosexuality as the normal or preferred sexual orientation.” If you’ve ever seen a Hallmark movie, you know they are exactly that.
Hallmark movies: the vacuous, sickeningly positive, cliche, feel-good flicks mass produced by a company who capitalizes off of American’s desire for the nuclear family dream.
Hallmark movies constantly encourage viewers to stay “in the box” by creating their own nuclear family of straight white people and implying that this is the perfect or fairytale family.
This begs the question, how does promoting heteronormativity benefit Hallmark? The nuclear family is an ideology of capitalism. This idea that families should be a woman and man who have children who, in turn, will create their own nuclear family screams that we are made to reproduce and spend money that only benefits the rich and the government.
Not only do Hallmark movies promote heteronormativity and the nuclear family that doesn’t include same-sex couples, but they also promote discrimination by casting mainly white actors and actresses.
While these families aren’t always the same race by definition, Hallmark also pushes more discrimination by usually showcasing families that are unblended or all the same race.
By rarely casting minorities in their movies, they are sending a message to their viewers that is heard loud and clear—different is bad. Hallmark consistently has a record for doing the bare minimum when it comes to inclusion. In 2019, Hallmark made 24 original holiday movies, and only four of them had a non-white lead, which was lower than in 2018 when five films had non-white leads. None of these films featured other faiths, however. This year’s Hallmark movies have been called “more diverse than ever,” with one film, out of 40, featuring a gay couple, and movies featuring Hanukkah and interracial couples. However, these films make up a small percentage of everything Hallmark produces and seem like an afterthought thrown in to avoid criticism.
Excluding people of color also sends a message of racism and implies that people of color are not the social norm or socially acceptable which is another underlying problem with Hallmark movies.
These narrow portrayals of the nuclear American family discourage personal expression and celebration of differences in younger audiences. When a child watches a movie or TV show where there is not a character that looks like them or is relatable to them, it begins a cycle of internalized and inconsistent self-esteem.
As for the white children who watch these movies and programs, it promotes close-minded thinking and gives them a false sense of superiority by being what is societally “normal.” They begin to look at their peers who are not white as uncommon or an oddity, which can be a potential ignition of hatred in someone’s heart.
This problem runs rampant in Hollywood and while the company has come a long way, they still lack complete inclusivity. This needs to be addressed at all times particularly now as we enter the holiday season and Hallmark Inc.’s “Countdown to Christmas” event.
These movies grow more popular in the holiday seasons because of their happy-go-lucky themes and heart melting endings. They always put people in the holiday mood and can leave families feeling joyous, but we should acknowledge the things that are commonly missed by this film company.
It’s very easy to overlook things that do not affect you, but I encourage everyone to promote movies and any forms of entertainment that are inclusive and send real messages of love and acceptance for everyone.
alabamamax • Jun 17, 2024 at 12:05 pm
You don’t have to watch, I find it corny, but not everything has to include it.
Barbara • Dec 17, 2021 at 8:11 pm
I’m not sure why BET has typically all shows that are made with only one race in 99% of all roles – why is okay for that to be okay but the hallmark channel MUST add gay parents, gay relationships. and heaven forbid there is an all white set of parents – OH GOSH surely there must be a totally negative reason for that. Come on folks sometimes you just need to stop thinking everything has hidden meanings
Essie • May 20, 2023 at 7:47 am
I don’t which BET movies you watch but the ones watch have people from all races.
Lisa • Dec 11, 2021 at 12:49 am
The BET movies are so diverse though.
Carlos • Oct 24, 2021 at 12:24 am
This article was honestly pretty convoluted with deceptive straw-man arguments. I mean, to claim that the Hallmark channel is breeding grounds for people to hate minorities is absurd. Just saying that sounds insane. Heterosexuality IS normal. Most people in the world are heterosexual. Just because other sexualities are less common, it doesn’t mean that these people aren’t normal either, weird, or less important. It’s not as common on these shows because that is not the demographic that is most common for the content. This comparable to love and hip hop Atlanta, where the typical demographic is not white middle aged women. Is love and hip hop breeding grounds for hating white people? Of course not, that would also be absurd.
Mars • Feb 26, 2024 at 4:17 am
I agree with you. But, that’s the world today. If people don’t want to watch it then turn over. I don’t watch sports and it’s not because no Asian or gay players. I just don’t watch it. Why do people expect diversity in everything.
Crecentio Martinez • Oct 8, 2021 at 2:05 am
I just realized now they are having movies with diverse actors in lead roles . Since I found this story I gather these comments had reached the executives and producers of Hallmark productions. Still it seems they seem to make movies with unrealistic stories , not everybody lives a perfect life or in a perfect world .
Frank • Oct 24, 2021 at 9:08 pm
You got to be kidding, the majority of Hallmark movies have mixed couples often to the extreme – what happened to same race and same race children Hallmark – back off now!!!
Monica • Dec 3, 2021 at 9:53 pm
Frank,
You don’t live in the real world! There are more interracial couples then ever, there is not one show with a mix race couple on the Hallmark Channel. I’m 50 years old and have seen a lot. I am biracial and in a interracial marriage. They are not progressive at all.
Jacqueline Howard • Dec 29, 2021 at 2:52 am
Hallmark is a good channel with many positive messages to share. Nevertheless, they have a long way to go before they achieve true diversity in their story lines. In the space of 7 hours of viewing their Christmas shows, I only saw two stories that centers around minorities. This country is a mixture of different races and ethnic groups. If I remember correctly, the United States just air lifted over 100,000 refugees from Afghanistan. Their children will soon become apart of this country making us more diverse than before.
The minority populations of this country are increasing in numbers and they need to be represented in our movies and culture. I want Hallmark to continue the good work they are doing.
Mars • Feb 26, 2024 at 4:08 am
I really don’t think that the viewers are that diverse or the advertisers. I doubt that the majority of the audience would want to see gay or trans in a Christmas movie. My guess is that they are giving the stories that reflect their viewers world is that wrong?. I saw the Sense & Sensibility movie they casted with African American leads and it was not good. Jane Austin time period would not be that way. They made a period piece and then changed the history of how it was then. I think they need to mix all the races into the movies that are reflective of their demographic. They do have the mahogany movies reflecting Arifican Americans. What about Native Americans, Asian, and so forth. Rather than catering to one race they should have a mixture to every film. As far as gay and trans people. People don’t need to know and be reflective in these movies. Gay, transgender people reflect about 5percent of the population. I personally don’t want to know who people are sexual with. It’s irrelevant in entertainment. Not everything should be in TV movies and that’s ok. If you don’t like it because it’s not diverse enough then you don’t have to watch it.
Peggy • Jan 12, 2021 at 3:20 pm
yes i agree 10/10
Cannon Narmour • Dec 18, 2020 at 5:43 am
Amazing article, 10/10