Respectfully, you're seeing the older stuff through a modern lens. It doesn't shock you to see Uhura on the bridge, but it was a big deal for its time. I'm sure many people at the time saw it as, to use your words, "beating people over the head" and "recruiting less talented people because of their skin color." I suspect the shows' creators would tell you that the only way to normalize underrepresented groups is to highlight them. Furthermore, what do you mean by "more diverse than what is normal society." How do you define "normal society?" The demographics are changing. My son is going to go to elementary school in a district with only 33% white kids. He'll be a minority. Why shouldn't he see on TV things that look like what will be, to him, "normal society?"Fair point. It made sense to recognize other cultures/ethnicities when they were being underrepresented. However, the difference between that and "wokeness" is that then, those characters were just part of the norm. They were treated as equals.
"Wokeness" goes too far. It beats people over the head that others are different, instead of just accepting who they are. It pushes racial division. It forces cast members that are intentionally more diverse than what is normal in society and recruits less talented people solely, because of their skin color. It pushes people to be guilty for who they are, for no fault of their own. That promotes segregation over equality.
One thing is for sure with this purchase, movies are only going to get worse!
So Amazon now owns part of Vegas, too?
Think of it just from an analytic point of view. There are plenty of data that show that the credit system, the criminal justice system, and numerous other structures systematically disadvantage minorities. The whole "reverse racism" trope hinges on anecdotes. There are no data to support the idea that white guys like me face systematic oppression or are systematically disadvantaged.