Forecasting Diversity: Unveiling the Importance of Individuality in Broadcast

It’s a cliché we all grew up with. No snowflake that falls from the sky looks the same. And yet, they all blanket the ground with the same beauty. The same goes for people. Each individual is just that, with their features and traits. In the age of body positivity and inclusivity, it seems as if one industry is still lacking in the race. Individuality has always been an important value of mine. As a plus-size woman, sharing that I was an aspiring broadcast meteorologist always came with my breath held. During my senior year, while sharing my endeavors with a classmate I was told: “You’re going to have to lose weight to get job offers. You know that, right?” It struck me that this was the reality I was going to have to face. I wish that the chance of my future continuing was secured with an answer as simple as “lose weight.” This fear and concern of lack of diversity isn’t something I battle alone. Researchers Jeffrey Gottfried, Amy Mitchell, Mark Jurkowitz, and Jacob Liedke from the Pew Research Center found that 57% of journalists admitted that their stations lacked diversity. Diversity through this research is defined by race, sex, socioeconomic status, and body type.

Stations across the country agree that their talent has yet to fully reflect the United States demographic. More specifically speaking, in broadcast meteorology, men outnumber women three to one. The gap between people of color and white men is even wider. Arguing that stations should prioritize diversity doesn’t mean that white men should be pushed out of their aspirations, but in addition to this demographic, hire onboard a more diverse team of station scientists to combat a forecast. However, their lack of catching up in the race is hurting their retention rates and credibility rather than boosting revenue. Research shows that a viewer's reception of information is impacted by sex and race. Viewers are more likely to be drawn to meteorologists who resemble themselves. Hypothetically, with a more diverse team throughout the week delivering the forecast, the broader the audience reached, and the more information retained and ultimately believed. Countless psychology studies show that people trust people who look like them and represent their demographic. The American Society of News Editors reports that in 1978, they set out a goal to make the newsroom reflect the general population’s demographic by 2025. But as time is narrowing it is now becoming a reality that that goal will now be met because of the lack of importance of this dilemma upheld by stations today.

Why is it so important for viewers to specifically find their meteorologists credible? At the University of Oklahoma, we house the largest collegiate team of broadcast meteorologists with the ability to conduct wall-to-wall severe weather coverage. Without credibility and sufficient retention rates, our advanced warnings won’t reach the population despite our efforts. The National Weather Service reports that we have significantly closed the gap between “false alarms” in severe weather by 31% since 2011. Our forecast verification has become more precise over the years and yet credibility has stayed the same. Media credibility overall has reached an all-time low this year according to the population. We as meteorologists are putting in the work to serve the community, but something with the community is still not connected. Diversity in race, sex, body type, socioeconomic status, etc. could be the bridge that closes the gap in more credible and trustworthy forecasts as determined by the public. Efforts to increase diversity in the broadcast world are not difficult, yet management at many stations still refuses to step in line for the race. With all studies in mind, meteorologists are wasting forecast potential on incompetency and lack of progressive movements from management.

Countless times we’ve heard in our weather journeys that “I’ll believe it’ll snow when I see it on the ground.” So why wait? Viewers want snow. Give them snow. Viewers want each and every individual snowflake to find its time to shine in the blanket of beauty on the ground. Give them their individuality. Snow may look different up close, but when taking a step back, it all looks like the potential to make a pretty sturdy snowman. One made by a kid who might look just like me with the same aspiration of becoming a broadcast meteorologist one day. I want to be the mirror image that inspires someone to listen to the information or even continue in their own career. Ultimately diversity in broadcast meteorology could lead to better retention rates not only in the studio but at home too; bettering the community’s knowledge and taking a step in the right direction.