Faith & Entertainment Study
Worldwide attitudes and perceptions regarding religion and faith in entertainment
The Global Faith and Entertainment Study is a first-of-its-kind global study, conducted by HarrisX in collaboration with the Faith & Media Initiative.
The study seeks to understand consumers’ and decisionmakers’ perspectives on how current entertainment media treats themes of faith, religion and spirituality in its narratives and characters, if there is a market for more accurate and diverse representation of faith, and what opportunities exist for improving these portrayals.
HarrisX surveyed nearly 10,000 entertainment consumers across 11 countries as well as 30 in-depth interviews with entertainment industry leaders.
Consumers say they learn about other religions through entertainment and see the potential for faith-inclusive content to create understanding and dialogue in society. Yet, respondents share that when they see their religion or faith - and others - included in mainstream entertainment, they feel it’s often sensationalized or that the portrayal leans on stereotypes.
Similarly, entertainment industry professionals also highlighted an opportunity to reach and connect with an underserved audience. They noted that producing this content not only represents a good business opportunity, but also provides the opportunity to demystify what consumers know about other faiths and create understanding between people of different belief systems.
Online survey with global entertainment consumers
Online Interviews
Note: Online study only reaches populations with internet access. Limitations pronounced in some markets (e.g., India, Nigeria) .
Entertainment industry interviews
In-depth Interviews
Countries
73% of global respondents identify as religious, spiritual, or a person of faith.
Source: “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
D4. Do you identify as any of the following?
Over 50% watch TV or movies every day or almost every day
Source “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QE3: How often would you say you watch TV shows or movies?
The Problem
Globally, 63% said that entertainment perpetuates religious stereotypes.
Entertainment perpetuating stereotypes versus accurately portraying religion
Source: “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QAccB2: Which of the following statements comes closest to your view?
More people of each religion say current portrayals follow the same storyline over and over.
Religious portrayals: follow same storyline or diversity of stories
Source: “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QI5br: Would you say current portrayals of each of the following religions in entertainment follow the same storyline or perspective or is there diversity in the stories told about this religion?
The Solution
80% say it is important that the entertainment industry improves their portrayals of faith to make them more accurate.
Importance that entertainment industry makes portrayals of faith more accurate (top and bottom 2 Box)
Source “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QNEED: How important or unimportant is it that the entertainment industry improves their portrayals of faith to make them more accurate?
68% of global viewers want more diverse perspectives about various faiths.
Importance of diverse religious perspective coverage in TV and movies (top and bottom 2 Box)
Source “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QAccD: How important or unimportant is it to you that television and movies cover diverse perspectives on different religions?
59% globally, reported that entertainment taught them something they didn’t know about other religions.
Learned something they didn’t know about another religion after seeing it in a movie/show
Source “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QI10r1: I have learned something I didn't know before about another religion after seeing it in a movie/show - Please let us know if you agree or disagree with each of the following statements about faith in entertainment media.
The top reasons people care about representation are to create understanding between people of different beliefs, dispel stereotypes and prejudices, and improve their ability to freely practice and express their beliefs. Respondents in all countries agree that accurate portrayal of religion is crucial to foster global understanding.
Views about impact of representations of faith/religion in movies and TV
Source“The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QI12: Which of the following statements best represents your own point of view about representations of faith/religion in movies and TV?
Viewers desire more positive themes – friendship, nature, family, inspiration, and faith. And they want fewer negative themes – power, war, and conflict.
Most present and most desired themes in TV/movies
Themes most present
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Family
Friendship
Conflict
Power
Nature
The supernatural
War
Inspiration
Tradition
Morality
Politics
Environment
Faith & Religion
Work
Spirituality
The afterlife
Redemption
Ritual
Themes most desired
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Friendship
Nature
Family
Inspiration
Environment
Faith & Religion
Morality
Tradition
The supernatural
Spirituality
The afterlife
Politics
Power
War
Redemption
Conflict
Work
Ritual
Source Source: “The Global Faith and Entertainment Study” by HarrisX (The Faith and Media Initiative commissioned a global online survey of among 9,945 adults in 11 countries), Jul 26 – Aug 22, 2023.
QE10. From the list below, please select which themes are most often present in the TV/movies you watch?
QE11. Which themes do you not see enough of in the TV/movies you watch that you want to see more of?
Religion is seen as a controversial, niche topic with a finite audience, so it’s often sidelined out of fear of offending and fear of financial failure.
“Everyone is afraid of offending, so you end up getting systems that homogenize everything out of fear.”
Director, Producer
“Statistically [religion] is probably underrepresented…if you make a pure statistical analysis to see how much gender, sexual orientation represented. Hollywood is cautious, and they do a pretty good job. In terms of religion, I think is not very much a topic they think of because unconsciously…they prefer to avoid potentially controversial topics.”
CEO
Hollywood often represents its decision makers, and often relies on sticky stereotypes as narrative devices. Content, therefore, often gives a one-dimensional view of faith and religion. This sentiment was echoed by entertainment consumers who said current portrayals follow the same story line over and over.
“I think that people want to impress a very, very, very unique culture in L.A. And oftentimes, that's at odds with really entertaining Middle America.”
Director, Producer
Decision makers see the power entertainment has to create understanding.
“We don’t want to create stories that are going to separate us more. We need to tell stories that bring us together.”
Producer, Co-Founder, CEO
Hollywood, as an industry, does not recognize the untapped market for spiritual content.
“I think it creates a large audience that feels under seen, and under celebrated, which I think on the one hand is a business opportunity. But I also think it’s a moral obligation to represent society.”
Director, Producer
“There’s going to be a market for films that are uplifting and show the values of all the faiths…I think there’s a lot of people like me, that want to see films that show love and kindness and mercy and compassion.”
Executive Producer, Founder
Despite fear in the industry, many creators acknowledge that audiences crave positivity, spirituality, and stories that bind, not separate. They’re interested in telling more stories about different people, cultures, and beliefs.
“I think there's going to be a market for films that are uplifting and show the values of all the faiths…”
Executive Producer, Founder
“There’s this middle space of values, and things that we all celebrate. And I think that there’s an incredible hunger for that type of content right now.”
Director, Producer
There is an opportunity for the entertainment industry to attract a large global audience by creating content that has thought provoking, diverse, and accurate portrayals of characters’ faith and spirituality.
Both from the consumer point of view and within the entertainment industry itself, there is a desire to tell stores that reflect and reveal a range of lived faith experiences and values. Not only do these opportunities signify a means to improve the bottom line, but audiences also believe that improving representation of faith and religion has the potential to bring society closer together.
Proven financial success will be a key factor that helps bring about change within the industry.
™ is a nonprofit that connects and provides resources to a global, diverse network of media members, content creators, faith leaders, and community members to ensure accurate, balanced representation of all faiths in news and entertainment.
