International Encyclopedia of Communication Online

Extract

Ethnic media are media vehicles (e.g., specific programs, publications, promotional pieces) that carry culturally relevant messages designed for and targeted to a particular ethnic group. Studies have demonstrated the rapid growth and success of ethnic media in North America and throughout the world ( Deuze 2006 ; Gross 2006 ; Ojo 2006 ). In the past, media planners were guided by the assumption that they could capture ethnic minority audiences using the same general messages and mainstream media that appealed to majority audiences ( Askey 1995 ). However, given the current extent, growth rates, and buying power of ethnic minority members' media use patterns, and better understanding of this, there has been a greater effort to target ethnic minorities with culturally relevant media and messages (→  Ethnicity and Exposure to Communication ). In fact, research suggests that ethnic media rather than mainstream media may be the most effective way to reach and persuade minority groups ( La Ferle & Lee 2005 ). Recently, the New America Media Foundation ( Chan 2002 ) found that culturally relevant media reach on average 84 percent of ethnic minorities like Blacks, Hispanics, and Asian-Americans. Also, over 80 percent of minorities reported that they get information through ethnic television, radio, and publications, and over two-thirds reported they preferred ethnic media to mainstream ... log in or subscribe to read full text