5 Reasons Representation Matters

Representation and diversity in content creation aren’t just buzzwords; they’re essential to authentic storytelling. In a recent First Frame podcast episode, Jennifer Park and Cameron Zinger spoke with Joy Loewen, Vice President of Growth & Inclusion at the Canada Media Fund, and Winnie Luk, Executive Director of the Disability Screen Office, about what true representation looks like in Canadian media and how emerging creators can build inclusive teams and stories.

Here are five key takeaways from their conversation. 

1. Representation matters, and it starts on screen

Representation is about more than numbers; it’s about creating stories that reflect the diversity of human experiences. When audiences see themselves on screen, stories feel more authentic, and everyone benefits from a deeper understanding of the world.

Seeing yourself reflected in the media has a profound positive impact. Joy shares her own experience growing up as part of the first Black family in her small rural town in Manitoba, recalling how seeing a Black family on Good Times gave her a sense of belonging. 

2. Hire from the communities you’re telling stories about

If you’re telling a story that isn’t your own lived experience, Joy and Winnie encourage the hiring of creators from those communities. It’s not enough to consult; authenticity comes from collaboration.

Hiring people from equity-deserving communities ensures that your stories are genuine, your work environment is inclusive and the content resonates on screen. As Winnie said, sharing your lived experience opens space for others to bring their true selves to work, resulting in better creative outcomes.

3. Challenge misconceptions and break down barriers

Barriers to representation persist, often rooted in attitudes, ableism or a scarcity mindset—the belief that there aren’t enough resources, talent or ways to tell stories differently.

Joy points out that some funders and creators worry about whether diverse talent exists or whether investing in new stories is too risky. Winnie explains that many in the disability community struggle even to identify as disabled due to stigma, making authentic inclusion harder. 

Overcoming these misconceptions and actively creating safe, supportive spaces is essential for truly inclusive storytelling.

4. Community collaboration strengthens projects

Community networks are crucial when it comes to representation in media. Whether through initiatives like the Disabled Producers Lab, partnerships between the National Screen Institute and STORYHIVE or collaborations across Indigenous, Black and equity-deserving creators, these connections make inclusive content more achievable.

Joy notes that, in the past, diverse projects were often isolated and paired with collaborators outside their communities. But today, there’s a growing ecosystem of creators supporting each other. 

For emerging creators, this means you don’t have to navigate inclusion alone; seek out partnerships and mentorship to strengthen your work.

5. Start small, but think long-term

Finally, Winnie and Joy remind creators that inclusion and accessibility aren’t one-time considerations; they’re ongoing. Winnie emphasizes integrating accessibility from the very beginning of your project, while Joy encourages creators to think beyond a single story and instead focus on building sustainable careers as creative entrepreneurs.

Sharing your story, engaging communities, and planning for accessibility and inclusion from day one creates better projects and establishes a foundation for long-term impact.

Check out the full episode below:

How to watch and listen

TELUS STORYHIVE First Frame is now available for free on TELUS Optik TV Video on Demand channel 9, Stream+ and YouTube or listen wherever you get your podcasts. Learn more at STORYHIVE.com/firstframe. 

Stay tuned for Season 2.