넷플릭스답다-
넷플릭스 PR 최고 책임자, 인종차별로 해임
나는 개인적으로 기업의 조직문화와 브랜드를 동일시하는 편이다. 갑질ing로 영세상인을 힘들게 하는 유제품 브랜드의 제품은 소비하지 않고, 비상식적인 가족경영을 하는 항공사 또한 선택지에서 제외하는 편이다. 브랜드 컨설팅사 인터브랜드의 <당신의 시대가 온다. Age of You>에 보면, 나를 중심으로 내가 선택한 브랜드 생태계가 형성된다고 하는데, 나에게 온전히 해당하는 이야기이다.
오늘은 이러한 관점으로 의미 있는 브랜드가 눈에 띄었다. 바로 ‘넷플릭스’다. 넷플릭스는 요즘 나의 여가생활을 책임지고 있는 가장 예정하는 브랜드 중의 하나인데, 넷플릭스의 최고 PR 책임자가 바로 며칠 전 해임됐다. 지난 7년간 넷플릭스와 동고동락하며 넷플릭스의 글로벌 확장 그리고 성장을 책임진 사람이라고 한다. 인종차별 단어(N Words)를 사용했기 때문이라고 하는데, 해임 이유가 참 불명예스럽다.
이번에 해임을 당한 조나단 프리들랜드(Jonathan Friedland)는 회의 중에 인종차별 단어를 직접적으로 사용 한후 이에대한 시정 및 사과 권고를 받은 지 며칠 지나지 않아 HR 담당자에게 같은 실수를 반복, 넷플릭스를 떠나게 됐다. 넷플릭스 CEO인 리드 헤이스팅스(Reed Hastings) 해임 이유를 밝히며, 넷플릭스의 향후 방향성에 대해 솔직하게 언급했다. 그뿐만 아니라, 흑인 배우들, 제작자를 등장시킨 새로운 캠페인을 선보였는데, 2일만에 22만 뷰를 기록했다.
과연 우리나라라면 어떻게 됐을까?
우리나라 브랜드의 조직이라면 어떤 결정이 내려졌을까?
넷플릭스의 이번 결정은 단호하고, 원칙주의적이며 믿음직스러운 결정이라고 생각한다. 무엇보다도 다양성을 포용하고 인권을 중시하는 미디어라는 넷플릭스의 브랜드 아이덴티티를 여실히 보여준 사례인 것 같다. 다시 말해, 콘텐츠를 만드는 것을 넘어서 문화를 형성하고 문화를 전파하고 미디어의 새로운 패러다임을 쓰고 있는 넷플릭스답다-.
아래는 넷플릭스 CEO의 입장 전문이다.
All:
I've made a decision to let go of Jonathan Friedland. Jonathan contributed greatly in many areas, but his descriptive use of the N-word on at least two occasions at work showed unacceptably low racial awareness and sensitivity, and is not in line with our values as a company.
The first incident was several months ago in a PR meeting about sensitive words. Several people afterwards told him how inappropriate and hurtful his use of the N-word was, and Jonathan apologised to those that had been in the meeting. We hoped this was an awful anomaly never to be repeated.
Three months later he spoke to a meeting of our Black Employees @ Netflix group and did not bring it up, which was understood by many in the meeting to mean he didn't care and didn't accept accountability for his words.
The second incident, which I only heard about this week, was a few days after the first incident; this time Jonathan said the N-word again to two of our Black employees in HR who were trying to help him deal with the original offense. The second incident confirmed a deep lack of understanding, and convinced me to let Jonathan go now.
As I reflect on this, at this first incident, I should have done more to use it as a learning moment for everyone at Netflix about how painful and ugly that word is, and that it should not be used. I realize that my privilege has made me intellectualize or otherwise minimize race issues like this. I need to set a better example by learning and listening more so I can be the leader we need.
Depending on where you live or grew up in the world, understanding and sensitivities around the history and use of the N-word can vary. Debate on the use of the word is active around the world (example) as the use of it in popular media like music and film have created some confusion as to whether or not there is ever a time when the use of the N-word is acceptable. For non-Black people, the word should not be spoken as there is almost no context in which it is appropriate or constructive (even when singing a song or reading a script). There is not a way to neutralize the emotion and history behind the word in any context. The use of the phrase "N-word" was created as a euphemism, and the norm, with the intention of providing an acceptable replacement and moving people away from using the specific word. When a person violates this norm, it creates resentment, intense frustration, and great offense for many. Our show Dear White People covers some of this ground.
Going forward, we are going to find ways to educate and help our employees broadly understand the many difficult ways that race, nationality, gender identity and privilege play out in society and our organization. We seek to be great at inclusion, across many dimensions, and these incidents show we are uneven at best. We have already started to engage outside experts to help us learn faster.
Jonathan has been a great contributor and he built a diverse global team creating awareness for Netflix, strengthening our reputation around the world, and helping make us into the successful company we are today. Many of us have worked closely with Jonathan for a long time, and have mixed emotions. Unfortunately, his lack of judgment in this area was too big for him to remain. We care deeply about our employees feeling safe and supported at Netflix.
Much of this information will be in the press shortly. But any detail not in the press is confidential to employees.
–Reed
이로써, 나의 Netflix의 애정은 더욱 깊어져 간다. 초록창에 검색만 해보아도 넷플릭스가 한국 미디어를 얼마나 ‘나쁘게’ 이끌 갈지, 우려와 비판의 논조가 섞인 기사들이 쏟아져 나오기도 하고. 26일 넷플릭스의 주가가 2년만에 최하락했다고 떠들어대는데.. 넷플릭스는 더 크게 성장하리라 믿어 의심치 않는다.
