The definitive guide and resource hub on authentic API portrayals in media, based on years of cultural consultation expertise and created with industry experts
Film and Television
From development to distribution, Gold Storybook provides guidance on creative decisions and touchpoints, leveraging real-world scenarios to illustrate how decisions in writing, casting, editing, and partnerships can shape the authenticity of API representation in film and television.
- Casting Deep Dive
- Common Issues
- Additional Resources
From defining objectives to measuring success, Gold Storybook provides practical guidance on creating inclusive campaigns, leveraging real-world scenarios to illustrate how decisions in campaign planning, creative production, and beyond can shape the authenticity of API representation in advertising.
- Campaign Planning
- Creative Production
- Organizational Success
- Common Issues
- Additional Resources
Why It Matters
Even though APIs are the fastest-growing racial group in the United States, and the API diaspora is reaching 5 billion worldwide, APIs are still vastly underrepresented in front of and behind the camera.
Growth in Asian American buying power between 2000 and 2019Source
Degree to which API consumers are more likely to buy from brands with inclusive ad contentSource
Percentage of 2022 films starring API lead performancesSource
Percentage of APIs that feel their on-screen portrayal is inaccurateSource
Gold Story Test
Gold Story Test is a quick tool meant to jumpstart conversation about multidimensional representation of Asian characters without prescribing definitive factors as to what constitutes proper Asian character portrayals. It consists of three parts:
- (1) Is there a culturally-specific Asian character
- (2) who communicates with another multicultural character
- (3) about their own complex storylines beyond relation to white characters?
A Balancing Act for Asian Representation: More Visible But Not Yet Specific
Historically, Asian Americans have been underrepresented across broadcast television, cable, and film. When they do appear, it has often been in stereotypical ways, such as the model minority or the skilled martial arts fighter. Previous research on Asian representations has focused on either the quantity of speaking and lead roles or the quality of depictions in theatrical films or linear television. This study, conducted in collaboration with USC’s Norman Lear Center, fills in the gap by looking at the quality of Asian portrayals in streaming content, both film and TV. Support for this research was provided by the Robert Wood Johnson Foundation (RWJF).
Creating Authentic Asian American Representation in Children's Media
What does it mean to create relatable, feel-seen moments? Throughout the entire production process, from initial research to the talented individuals appearing on screen, the common thread is authenticity and specificity. This one-page, in partnership with the Office of Global Inclusion, Nickelodeon Public Affairs, Content For Change, Gold House, and CAPE, weaves together recent Nickelodeon Cultural Insights from an in-depth study of Asian American kids and families and what they desire in content.
The Next Silicon Valleys: Singapore as the Gateway to Southeast Asia
Gold House highlights Singapore as a launchpad for entrepreneurship in Southeast Asia, a region of rapid global economic growth over the last half-century, and an emergent hotspot for founders and investors in the last decade. We cover capital deployment, talent and training grounds, government policies and enterprises, lifestyle, and challenges and recommendations for those interested in relocating or expanding. Originally published in the Milken Review, a quarterly journal that spotlights seminal public policy related to economic growth, job creation, and capital formation.
Seen, heard, valued—engaging Asian Americans through media
In this report, Gold House and Nielsen examine how Asian Pacific audiences engage with streaming and advertising. For marketers, content creators, and media publishers, we hope you’ll see the value—and audiences—to be gained when you embrace our community.
To further power authentic representation of API women in media, Gold House and SeeHer have created the #WriteHerRight Guide for API Women to present creatives with thoughtful ways to portray API women on screen.
Why Names Matter
Gold House and Procter & Gamble are collaborating on the importance of names and pronunciations. P&G’s new campaign, The Name, brings awareness to issues of bias and inspire communities to work together to address them. With The Name, P&G elevates the importance of a name, and how meaningful gestures – like pronunciation and understanding its meaning – can create a greater sense of belonging for us all.
Why Immigration Matters
Define America’s Telling Authentic Immigrant Stories Guide details important facts and data on immigrants and immigration and includes resources about AAPI immigrant communities