After the Oscar nominees were announced last week, social media was buzzing with the #OscarsSoWhite hashtag and people talking about the Selma snub, among others. Amobee Brand Intelligence crunched the numbers and found that:
The 20 acting nominees were all white men and white woman, and as (David) Oyelowo was the person of color whose non-nomination was the most surprising, there was 57 percent as much “Oscar snub” related consumption around “David Oyelowo” as there was around Selma. Meanwhile, director Ava DuVernay had 38 percent as much “Oscar Snub” related consumption around her as around Selma between Jan. 15 and 16. Both a woman and a woman of color, her omission was viewed by many as an error that speaks to the issue of two groups traditionally underrepresented in Academy Award voting.
- The Lego Movie had 57 percent as much “Oscar snub” related consumption as Selma.
- Jennifer Aniston had 39 percent as much “Oscar snub” related consumption.
- Gillian Flynn had 17 percent as much “Oscar snub” consumption.
The #OscarsSoWhite hashtag garnered about 122,000 mentions in the two days after the nominees were announced. The poor Lego Movie (people get really into those animated movies, apparently) has around 89,800 tweets. The Lego snub talk peaked the day of the announcements, while the protest hashtag has had more sustainable interaction. Runners-up in online consumption were:
- Boyhood, with 50 percent as much Oscars consumption as Selma.
- Birdman, which was tied with The Grand Budapest Hotel for the most total nominations, only had 33 percent as much consumption.
- Best picture nominee American Sniper had 24 percent as much Oscars consumption as Selma, and The Theory of Everything had 4 percent as much related consumption.
Whether negative or positive, Oscar talk is already taking over social media.