There was a broad-based effort during the 1960s-1970s to build the foundations of a multi-ethnic society in which mutual respect between people of differing cultural backgrounds could meet on a level field and thereby be accorded more equal access to opportunities of all sorts. In this effort, the importance of the images put forward of Asians and Asian Americans in the mainstream media was recognized and found to be characterized by stereotypical appearances, demeanors, accents and social roles.
The East-West Players, "the nation's premier Asian American theatre," was founded in 1965 in order to provide opportunities for Asian American actors to break out of the stereotypes so common to that point. Their first performances were presented in the basement of a church at the corner of Lucille Avenue and Griffith Park Blvd., in Los Angeles, from which they moved in 1973 to a 99-seat theater on Santa Monica Blvd. In 1998, the company moved to its current housing, in the David Henry Hwang Theater, in Little Tokyo.
Early in 1970, a group of Asian Americans intent on mobilizing for greater opportunities in the stage, movie and television industry, met to organize themselves. At their first meeting, they adopted the name "Ethnic," but voted to change to the "Brotherhood of Artists." The organization appears to have lasted only until late 1972.
The Chinese Media Committee is an affiliated organization of Chinese for Affirmative Action (CAA), a group founded in San Francisco in 1969 for the purpose of advocating for improved job opportunities for Chinese Americans.
The Japanese American Citizens League (JACL), founded in 1929, is the oldest and largest Asian American civil rights organization in the United States. It is a national organization whose ongoing mission is to secure and maintain the civil rights of Japanese Americans and all others who are victimized by injustice and bigotry.
Asian Americans for Fair Media, Inc. (AAFM) was founded in 1973 by a group of Nisei, led by George Yuzawa, to monitor local and national broadcasts and print media for negative Asian stereotypes and racial slurs.