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offering hope instead of funding hate

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For more than a year the Asian American and Pacific Islanders (AAPI) community has sounded the alarm about the increased verbal and physical attacks they’ve faced. As we all learned to navigate the COVID-19 pandemic, rhetoric against China’s perceived role in the outbreak of the virus translated into levying blame against people of Asian descent in America. Hate crimes against Asian Americans increased along with the spread of coronavirus. While activists and allies are finally gaining traction in their efforts to call out how racist and stigmatizing language are fueling violence against Asian Americans, many outlets have recognized the impact of racist terminology in media coverage. A new analysis from Nielsen uncovers that the age-old stereotypes blaming Asian people for disease, conspiracies over the origins of the virus, and offensive terminology against Asian Americans are still thriving in digital content–and drawing advertisers. 

As these harmful narratives continued to spread, advertising in much of this content remained business as usual. In this unique analysis powered by the proprietary natural language processing algorithm of Ad Verif.ai, a startup specializing in artificial intelligence for ad verification online, we uncovered over 1,200 website urls featuring hate speech against people of Asian descent. Once these articles were identified, the snapshot also includes the presence of thousands of ad occurrences in this content. And this wasn’t just happening in 2020. Further analysis using Nielsen census level digital ad measurement during the first quarter of 2021, identified over 250 impacted ad campaigns that ran on these urls where brands–including household names–were adjacent to content that featured the use of racist, disparaging, stigmatizing, and xenophobic terminology and conspiracies related to coronavirus.

The findings in Nielsen’s research are an opportunity to take action against funding hate speech online. While the rhetoric around who’s to blame for coronavirus may have focused on China, the hate crimes in America have claimed victims from across the Asian American community. By exposing the terms and prevalence of brand adjacency within this kind of content, advertisers are informed to further protect their brand from content and keywords, but also empowered to prevent monetizing content that puts our AAPI communities at further risk. In this report we further explore the practice of how this hate speech has continued to draw advertising as recently as last month and ways to further combat harmful ideology through expanding representation of Asian Americans in television content.

graphic – word cloud?

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not just the usual suspects

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over 60 advertisers identify…. In facilisis interdum velit maximus fermentum. Duis nec eleifend nisl.