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Date:
November 15, 2022

Impacts of Ignoring Culture in Content

Most people have the regretful experience of causing a misstep that could have been avoided. Something as simple as publicly mispronouncing your boss's name, telling your partner their favorite outfit makes them look fat, or promising a client a discount only to find out the deal doesn't extend to them can have embarrassing consequences. The sad truth is that committing a faux pas is more likely when you don't know as much about the situation or audience as you should. The challenge is how to avoid them.

In the decade since Spherex began analyzing content from a culturalization and rating perspective, we have developed both an eye and an ear for the forms of content that can cause audience and regulatory problems for content creators, producers, distributors, and platforms.

Here are three of the most common sensitivities creators need to be aware of when preparing content for global release.

1. Know Thy Regulator

It cannot be stated strongly enough: understanding who regulators are, how they think, and how they have rated similar titles will be beneficial as you prepare your title for submission. Spherex is the world's only commercial provider of local age ratings and has worked with those regulators to develop that understanding.

Regulators are serious about their responsibilities and mission and tend to be very consistent. In cases where titles attempt to push back or sneak something in, regulators often respond similarly: make cuts or get banned. Paying attention to previous decisions can go a long way in avoiding problems.

There are plenty of examples: the last seven MCU titles and 2022's top box office film "Top Gun: Maverick" were banned due to the depiction or inclusion of politically charged topics. Mainland China (PRC), Russia, and many Muslim countries continue to object to LGBTQIA+ and any content that depicts the country's leaders or heroes in a negative light.

2. Crime, Drugs, and Violence

It's hard to imagine suspense, mystery, or thriller titles without some form of illegal activity or violence; it goes with the genre. But the extent to which those activities are portrayed can make a big difference to regulators or censors. Gratuitous sex, violence, drug use, or criminality are a quick way to earn a higher age rating and reduced revenue potential in many of the most lucrative media markets.

The world's top 20 film markets have different thresholds for what is appropriate for their audiences. Western countries may be more forgiving, but many Eastern, fundamentally religious, and authoritarian countries are much less so. The only way you'll know where a given scene is or is not acceptable is to either study their regulations, look at the experience of previous titles, or find a source of expertise that can educate and prepare you.

3. Cultural Symbolism

Deities, politicians, clothing, hand gestures, and historical locations hold special places in people's hearts and minds. Disrespecting them in any way can cause many headaches, so if you incorporate these elements into your story, it's best to find out whether your use of them will be problematic.

A few examples include simple hand gestures, such as the two-finger "peace sign," which is an insult if you turn your hand around. The color of a wedding dress makes a difference to Western and Chinese audiences. Failing to warn viewers (e.g.., trigger warnings) a title contains disturbing scenes has created media and audience backlash for some titles. Misrepresenting religious sentiments in Hindu communities can cause significant pushback from legislators, regulators, special interest groups, and the press. Singapore passed a law on November 9 th requiring social media companies to block access to "egregious content" within hours." This content includes scenes depicting terrorism, suicide, physical violence, and sexual exploitation.

Avoid self-inflicted wounds by being informed.

Patient: "Doctor, it hurts when I do this."
Doctor: "Then don't do that!"

-Henny Youngman

A filmmaker's objective is to have their story seen by as broad an audience as possible. Advanced knowledge of specific issues of any market you want to enter can help guide the preparation of substitute scenes that maintain story integrity while addressing cultural concerns effectively. Being market smart is the right start .

Related Insights

The Future of Advertising: Why Cultural Intelligence Matters More Than Ever

In today's borderless media landscape, where streaming platforms deliver films and TV shows to over 200 countries instantly, advertisers face a critical challenge: ensuring their ads resonate with diverse audiences while maintaining cultural sensitivity and brand safety. Traditional advertising approaches, relying on demographics, basic localization, and keyword filtering, often fall short. These methods fail to capture the emotional and cultural nuances of different markets, leading to misplaced ads that miss the mark.

To navigate these challenges, brands must go beyond surface-level strategies and adopt a deeper understanding of how content resonates emotionally and culturally across markets. This is where innovative approaches come into play, offering a way to not just reach global audiences, but truly connect with them on a profound, culturally aligned level.

Emotional Arbitrage: The Key to Better Ad Targeting

A groundbreaking approach called "emotional arbitrage" is revolutionizing how brands connect with global audiences. This strategy identifies moments of cultural tension and resolution within content, enabling advertisers to strategically place their messages for maximum impact.

When viewers encounter cultural dissonance—a scene that challenges their deeply ingrained values—they unconsciously seek resolution. Research indicates that brands offering this resolution through culturally aligned messaging achieve significantly higher engagement, recall, and positive sentiment.

Consider a scene in a TV show where a young woman defies her family's expectations by pursuing a career in the arts. In some cultures, where familial respect and tradition are paramount, an ad for an educational institution that helps young people find their passions might be appropriate. Conversely, in cultures prioritizing individual expression and self-discovery, an ad for a bank that helped a young woman open a clothing store featuring her designs could resonate more effectively.

By strategically placing ads that align with cultural expectations, brands can forge deeper emotional connections with viewers, ensuring their message is not just seen, but genuinely felt.

AI-Driven Solutions: The Next Frontier of Cultural Intelligence

Imagine a technology that can analyze video content, not just for keywords or demographics, but for the subtle nuances of cultural and emotional context. This technology could identify moments of tension, humor, sadness, or joy, and pinpoint exactly where an ad would resonate most effectively with a specific audience. Such AI-driven solutions are transforming the advertising landscape, empowering brands to tailor their messages with unprecedented precision and cultural sensitivity.

How AI-Powered Advertising Enhances Performance

By leveraging AI for cultural intelligence, brands can achieve:

  • Strategic Ad Placement: Ads are placed at moments when viewers are emotionally primed to engage, increasing effectiveness.
  • Brand Safety Assurance: Prevents ad placement in content that could be misaligned with brand values or culturally sensitive.
  • Higher Engagement & Recall: Ads become part of the storytelling experience, reinforcing brand messages rather than disrupting them.
  • Scalability Across Global Markets: AI-driven insights allow brands to optimize campaigns for diverse cultural contexts without manual intervention.
The Future of Culturally Intelligent Advertising

As digital content continues to transcend borders, understanding how different cultures react to media is no longer optional—it's essential. Advertisers that embrace cultural intelligence and leverage AI-powered solutions will not only protect their brand integrity but also forge stronger, more meaningful connections with global audiences.

In a world where content is universal but cultural experiences are unique, the brands that adapt will be the brands that thrive. The future of culturally intelligent advertising starts now. Click here to learn how SpherexAI can elevate your advertising strategy.

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Spherex Classification Tool Now Approved for Home Entertainment Content in Australia

The Albanese Government has updated the Spherex Classification Tool approval to include ratings for theatrical releases, home entertainment, and streaming content in Australia. Spherex was previously approved to classify online films.

The update underscores the Australian Classification Board’s confidence in Spherex as a tool to help Australian viewers make informed choices about the content they consume. This means Australians can now access a range of new films sooner than they might across all formats and windows.

Spherex has a longstanding relationship with the Australian Classification Board. Since 2020, Spherex has collaborated closely with the Australian Government to ensure its technology reliably generates classification decisions that meet Australian standards and viewers' expectations.

As the world’s only commercial provider of local age ratings, Spherex has successfully produced classification decisions for high volumes of online content in over 100 countries. Since 2018, Spherex has issued over one million age ratings for digital content, including films, TV shows, and trailers, distributed by its clients worldwide.

Spherex customers, including Umbrella Entertainment, Madman Entertainment, and Sugoi Co., rely on its AI-based platform to obtain local age ratings in Australia and significantly improve efficiency, cost reduction, and market reach.

Discover how Spherex's cutting-edge AI-based platform can streamline your content classification process and enhance your market reach while reducing costs.

Visit spherex.com today and see how we can support your content distribution needs.

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Spherex Featured in the DPP's IBC 2024: Demand versus Supply Report

Spherex was featured in the DPP’s IBC 2024: Demand versus Supply Report, a comprehensive look at how the M&E industry is meeting key customer demands. The report focuses on the topics of empowering creators, understanding audiences, engaging users, and innovating the newsroom. It also highlights many of the technical innovations seen at the recent IBC Show.

An article by Spherex’s CEO Teresa Phillips titled "Navigating Cultural Resonance in Global Media: The Art and Science of Culture Mixing" was featured in the report, exploring how Spherex is pioneering the future of culturally informed content.

Teresa shares how cultural mixing has become a critical strategy for creating content that appeals to diverse audiences in today's global media landscape. This phenomenon involves blending elements from different cultures to craft films and television shows that resonate globally while adhering to local regulations.

However, the process of culture mixing is fraught with risks. Superficial or stereotypical representations can lead to accusations of cultural appropriation or insensitivity, alienating audiences and damaging a company's reputation. For example, imposing Western concepts on Eastern content without proper context can feel inauthentic and jarring to local viewers. These missteps highlight the need for a nuanced understanding of cultural elements to ensure that content is respectful and engaging.

To address these challenges, M&E companies are increasingly turning to data-driven solutions. Platforms like SpherexAI utilize artificial intelligence to analyze visual, audio, and textual elements, providing insights into how well content aligns with cultural and regulatory standards across over 200 countries and territories. This approach helps media companies understand the "cultural distance" between a title's origin and its target market, enabling them to make informed decisions about global distribution.

By leveraging these advanced tools, M&E companies can go beyond traditional content localization. They can create media that actively engages and resonates with diverse audiences. As the industry continues to evolve, those companies that embrace culturally informed, data-driven approaches will be better positioned to succeed, fostering cross-cultural understanding and trust while delivering globally appealing content.

Download the report here.

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