Communicative intersectionality: advocating for equality, diversity, and inclusion in media industries

Abstract

Despite efforts to address equality, diversity, and inclusion (EDI) in the film and television workforce, marginalized groups remain underrepresented. This article introduces a communicative intersectionality theoretical framework to analyze the EDI-focused advocacy of social movement organizations (SMOs) in these industries. Drawing from feminist studies, social movement studies, critical strategic communication, and critical public relations (PR), this framework integrates political intersectionality and communicative framing, examining SMOs’ coalition-building, strategic communication advocacy, and online collecting actions framing. Highlighting critical praxis, the article considers how SMOs navigate intersecting social identities and systemic inequities through collaborative initiatives like Time’s Up UK and Raising Films. By emphasizing difference-in-sameness, this article reveals how communicative intersectionality illuminates inclusive, personal storytelling of workers’ experiences, industry reform, and systemic change. This framework bridges the gap between theory and practice, offering actionable insights into addressing EDI issues in screen industries and providing a foundation for future research on intersectional injustices and advocacy.