My name is Rehab Ayoub I am the founder and owner of Adamz Production, I came from Syria and I must tell you what you are seeing on TV concerning Syria these days is not a proper and accurate reflection of it’s true identity. Well, you know why right? because of the stereotypical ways social media is working these days. There are people that are unfairly or simply not represented at all. The reason I am writing this today is for them (the artists, and all the citizens of my country who believe in love life and forgiveness). The problem resides in the lack of diversity in social media and film, especially in the current cultural war in the middle east.
I’ll be very honest with you, I didn’t see myself and or my culture on TV for quite some time now. Truth be told that was one of the main reasons to why I decided to go and start my own production company, so that I can offer a platform that can represent a wider and more authentic version of my country to the world. I was not like that at first. I used to see things differently, I love traveling and I love film-making, yet when you get out more, you see there’s a disconnect between the real world & TV world. People in the TV world often aren’t the same as people in the real world. And there’s an even bigger gap between people who make TV, and people who watch TV. Although there’s a lot of reality TV, TV hasn’t caught up with reality yet at all. We have managed to make two films in the middle of war torn Syria both have a message of anti-extremism and show the love of life Syrians have: “Waiting for the Fall” and “the Rain of Homs”
What we actually need these days is platforms that can approach people of different cultures giving them the chance to express and show their own thoughts while they can get exposed to the thoughts of others under the same Dome. It’s all about cultural communication and that can only be done through Social Media Diversity.
I am a producer and a filmmaker. I believe that in the battle between guns and ideas, ideas will eventually win. I also believe it is difficult to kill ideas because ideas are invisible, contagious and they move really fast, especially in our era. I believe that you can pit your idea against another idea, that you can fight for your own opinion and that you cannot kill an idea by killing people, murdering and hurting others, even defeating them will not work to contain the ideas you do not like. Ideas spring up in the least expected places, like weeds and they are as difficult to control. And I believe that repressing ideas only helps spreading them.
The battle in Syria is not a battle of guns, it’s a battle of thoughts. It’s not about Syria only, it’s about humanity and the world, we are all concerned there and we do have a responsibility towards this. Is Syria ready for a change of visions? Syria has enough talent and resources to give the world art and beauty that reflect the true essence of our existence and it has all the assets ready to establish cultural communication with the world, yet was that the right question to ask? No it wasn’t… the right question would be: is the world ready to face what Syria has to give, are social platforms willing to fight for diversity in spite of risk. not only for the sake of Syria itself but for the sake of the rest of the world for there is a lesson to learn there.
What Should We Change & Why?
1. A Change of Mindset
Get all commissioners and content creators to think about diversifying at the beginning of the creative process, not the end. Because the TV world helps SHAPE the real world. It’s also a window on our world. But when we look out the window, we are affected by the side that window is showing us They decide which stories get told, and those stories decide how Syria is viewed. Even to ourselves. Especially to ourselves. Furthermore, how Syria is viewed on the world stage should concern all of us. It’s all our business. And that’s why everyone should care about our media industry – it’s the custodian of our global identity.
2. Transparency:
Friendly competition between broadcasters and people from different visions. See who’s
actually doing the best creative diversity. Benchmark it. That encourages everyone to do better.
3. A Different Vision Towards Risk:
The story of most social media is that risk- taking delivers audiences. Let’s be honest. Too often commissioners look at diverse talent, and all they see is risk. Middle eastern actors are seen as a commercial risk. Women directors are seen as a commercial risk. Disabled directors or producers aren’t even seen at all.
4. The Creative Industries are the Foundation:
If you want to safeguard this worlds well-being and future, you have to safeguard the Creative Industries; and they rely on Talent. Talent is our lifeblood – we can’t afford to waste it, or give it away. But when you don’t reflect the real world, too much talent is trashed. Talent is everywhere, opportunity isn’t. And talent can’t reach opportunity. Especially in my country and all the hatred thrown in it. – that’s why Syrian and middle eastern talent gets exported all over the world. We haven’t done enough to nurture our diverse talent.
Adamz Production’s New Film: “Rain On Homs”
But Before I Go Any Further I Want To Say Something Really Important:
I’m not here to talk about Syrian people; I’m here to talk about diversity. Diversity in the modern world is more than just where you came from – it’s gender, age, disability, sexual orientation, social background, and – most important of all, as far as I’m concerned – diversity of thought. Because if you have genuine diversity of thought among people making TV & film, then you won’t accidentally shut out any of the groups I just mentioned. Anyway, on the whole, I don’t think of myself as just a ‘Syrian Producer’. I’m a Producer, not a number. Just like anyone else.
None of us are just one color or one shape. If we were, we’d be one- dimensional.
As conclusion I’d like to mention what Evelyn Beatrice Hall once wrote: ‘I do not agree with what you have to say, but I’ll defend to the death your right to say it’. Ah so many heard this one. but no it wasn’t Voltaire who wrote this. It’s just social media who made you believe he did. Think about this. We are in a war of thoughts; you are all in it if you like it or not. We must not lose this one, for Syria for the world and for the future generations for we will be asked one day what have we done? And I don’t know about you but I don’t want to look at the floor when my son asks me this question.
Thank you.
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