By Blessed Smith
Luba Kassova, ‘evidence-based storyteller’ and co-founder of AKAS– an international audience strategy consultancy- has built a successful career investigating the connection between statistics, journalism and how it relates to diversity in the news industry. Recognising her own privilege, Luba prioritises using her power to amplify the voices of the marginalised members of society. With Wempower, Luba discusses the need for a more inclusive news industry, where women’s perspectives are not only represented but also validated and respected.
Luba’s journey into journalism began when the Bill and Melinda Gates Foundation approached her for assistance with a project on women’s representation in COVID-19 news gathering and news coverage in India, Kenya, Nigeria, South Africa, the UK, and the US at the height of the first wave of the pandemic. This pivotal experience propelled her into the world of storytelling and non-fiction journalism. With a background in audience research, Luba realised that she was not satisfied with her previous career path and sought to prioritise the voices of those who are often overlooked. Her aim is to give a platform to the more vulnerable and less privileged, facilitating their expression in the media landscape.
According to Luba’s research, diversity goes beyond mere representation. Luba passionately argues that true inclusion is about granting a voice to underrepresented groups and ensuring their perspectives are not dismissed. Even when women have a seat at the table, their voices are often muted, and their unique viewpoints are disregarded. Luba’s research, backed by interviews with editors, highlights a culture within the news industry that is exclusionary at its core. It is not solely a lack of leadership roles for women that perpetuates this culture but also the dismissal of topics that resonate with the lives of women and people of colour.
In her 2022 report ‘From Outrage to Opportunity: How to Include The Missing Perspectives of Women of All Colors in News Leadership and Coverage’, Luba finds that 80% of the news editors interviewed felt that the culture was dominated by men. Delivering news tailored for the masses is a flawed concept. Luba points out that what is considered “news for the majority” only caters to a small percentage of people. Over the past seven years, the news industry has witnessed a 25% decline in revenue, indicating the need for a transformative approach. “In order to deliver news that resonates with everyone – said Luba – the lenses need to be expanded”- By embracing diverse perspectives and narratives, journalism can become more relevant, engaging, and accessible to a broader audience.
Contrary to common assumptions, Luba argues that men and women share similar interests in news topics. The key distinction lies in the way stories are reported. Women are often drawn to micro angles, seeking to understand the impacts and human aspects of a story. However, Luba’s research reveals that a mere 9% of news stories incorporate these human-interest micro angles, with most stories relying solely on factual evidence. By embracing a more nuanced approach that highlights the effects on real people, journalism can foster greater engagement and connection with readers of all genders.
Luba sheds light on a significant consumption gap, where men are more likely to consume digital and print news compared to women. To bridge this gap, she emphasises the importance of including women in leadership roles and increasing their visibility in news coverage. However, Luba cautions against viewing diversity as a mere numbers game. Simply hiring more women and people of colour is insufficient. Instead, the entire news value chain, from leadership positions to news consumption, must undergo inclusive interventions to make news more accessible and interesting to everyone.
When asked about the economic benefits of a more inclusive news industry, Luba Kassova emphasises the importance of closing the consumption gap amongst different genders and races in the global news industry. Even a 1% annual reduction in the gap over the next five years could generate an additional $11 billion, and a staggering $38 billion in the next decade. Furthermore, statistics reveal that companies with diverse workforces tend to be more profitable. These insights highlight the need for increased diversity in the news industry as a means to not only foster inclusivity but also enhance financial outcomes.
Luba’s report highlights nine trailblazing organisations globally that are actively pushing for diversity in the media. One notable example is Norway, where data reveals a positive correlation between the number of women writing articles, the representation of female protagonists, and higher percentages of female readers. The New York Times, despite reaching diversity quotas, has recognized the need to combat the sense of exclusion experienced by people of colour. These examples demonstrate the value of representation and inclusive corporate cultures in fostering a stronger connection with diverse readership.
Luba Kassova provides valuable advice to young female journalists who are navigating the industry. She recommends Mary Ann Sieghart’s book, “The Authority Gap: Why women are still taken less seriously than men” which explores the accountability women must take for their actions while acknowledging the structural disadvantages they face. She encourages participation in programs like the International Centre for Journalists (ICFJ) to access support and resources. Luba highlights the importance of marrying journalism with numbers, recognizing trends, and understanding the impact of issues like the gender gap and health disparities. Furthermore, she empowers women to write about topics that resonate with their personal passion and purpose, emphasising the unique perspectives they bring to the table. Lastly, she urges them to overcome self-doubt and to not “be afraid to occupy the space that you are occupying”, knowing that their voices are valuable and necessary for a more inclusive media landscape. “You have a right to be here, your perspectives are unique”.
In closing, we extend our deepest appreciation to Luba Kassova for her contributions to the field of journalism and for sharing her knowledge and experiences with us. Her insights will undoubtedly continue to shape the future of the news industry and empower young journalists to embrace their unique perspectives and make a lasting impact. Thank you, Luba, for your dedication and for being an inspiring advocate for inclusive journalism.
