Bring on the voices of America: Ethnic Media (Deuze)

Ethnic media is growing rapidly within the “media information sector.” Forty-five percent of all African American, Hispanic, Asian American, Native American and Arab American adults prefer ethnic television, radio or newspapers to their mainstream counterparts (Dueze 262). These "primary consumers" are at the frontlines of a technological communicative change that is allowing for a more focused attention on such minority groups.

Ethnic media, like other news media, recognize that an informed public will help keep the government liable for their actions. Armed with knowledge of current events and political issues, the public can become wiser participants in societal decision-making. Ethnic media also cultivates democracy in ways that the mainstream seems to have neglected. Univision, for instance, has led citizenship and voter registration drives during the past two presidential elections by placing voter registration cards in their newspapers (Naleo.com). This involvement in the democratic process might appear improper to some traditionalists. But according to the Society of Professional Journalists Code of Ethics, this is the US news media's fundamental role: to further democracy (spj.org ).

Day after day, the various branches of ethnic media follow some of the most important and controversial issues. Some of these issues only grab the attention of the mainstream media companies sporadically. Take immigration. A reader might find a story now and then on CNN or The New York Times. But Impremedia, which owns eight Spanish-language print newspapers including Hoy New York, features as many as 10 immigration stories on its website every day (Impremedia.com).

The otherwise invisible communities - ethnic minorities, immigrants, young people - are then pushed into the public sphere of political, social and economic discourse. It “thus fosters ethnic cohesion and cultural maintenance and help minorities integrate into the larger society” (Dueze 270). Ethnic media provides a vital role in the way information is target toward the interests of the underrepresented. The Internet and its two-way discourse has allowed for a surplus of ethnic media outlets to sprout up in view.

The change from a singular majority targeted interest media toward independently generated media is one of the key elements in “using and making your own media” (Dueze 270). Community media, as it is described as in the Dueze essay, strengthens participatory culture (Dueze 269). In doing so minority representation increases substantially, moving toward a “multi cultural convergence culture” (Dueze 271).