CIAO DATE: 01/02

Reinventing Minority Media for the 21st Century

Abstract

Historically, when ethnic, linguistic, religious, or racial groups need-ed to communicate with community members, to offer news of the homeland, and/ or to open a window on the majority world, they could not rely on mainstream, or "majority" media. Their audience segments were too specialized, too small, or too invisible for the majority audi-ence, and hence too insignificant for mainstream media to devote time and space to them. Consequently, specialized "minority" media arose to appeal to these particular, discrete audiences.

Furthermore, the vibrant, dynamic, and in some instances, rapidly growing minority communities have had their own stories to tell, sto-ries that are best told by those who can speak with the authentic voice of the group. Those involved in minority media have learned from per-sonal experience that mainstream media could not usually be counted on to report on their communities. From overt actions such as deroga-tory stereotypes of minorities to more subtle actions such as neglecting to address these communities at all, the mainstream media and their supporting base of advertisers have historically shown little interest in minority concerns. In this light, continuing strong ethnic media in the 21st century is imperative.

Reinventing Minority Media for the 21st Century (PDF File)