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Understanding Ethnic Media
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Understanding Ethnic Media
Producers, Consumers, and Societies



August 2010 | 336 pages | SAGE Publications, Inc
At present, the picture of the ethnic media is an incomplete one: While there is significant material on the portrayal of ethnic minorities in the mainstream media (and on how these representations affect ethnic perceptions), there is very little material/research on how the media produced by ethnic communities, for ethnic communities affect (1) the perceptions of self and of the ethnic community and (2) how the production and consumption of ethnic media affects the character of the larger media landscape.

Understanding Ethnic Media approaches the ethnic media from the consumers' point of view AND the producers' vantage point, as changes that occur in the ethnic community affect the media, and vice versa. This accessible textbook strives to bridge the gap between the consumer and the production-centered research as it examines the relationships (a) between the ethnic media available in particular markets and (b) between the ethnic and mainstream media.

 
Preface
 
PART I: ETHNIC MEDIA IN CONTEXT
 
1. What Are Ethnic Media?
Introduction  
Defining Ethnic Media  
The Role of Geographic Context  
The Roles of Ethnic Media  
Globalization and the Ethnic Media  
Social Changes That Make Studying Ethnic Media Necessary  
Chapter-by-Chapter Book Overview  
 
2. The Ethnic Media in History
Emigration, Immigration, and the Ethnic Media  
Beginnings of the Ethnic Press in Europe  
Ethnic Media in the United States  
Ethnic Media in Canada  
Ethnic Media in Mexico  
Ethnic and Immigrant Media in Australia  
How the Past Affects Present Ethnic Media Trends  
 
PART II: THE CONSUMERS
 
3. Immigrants and Their Media
Why Immigration Matters  
Context of Reception  
Ethnic Media as Resources for Immigrants  
 
4. Ethnic Minorities and Their Media
What Is an Ethnic Minority?  
Ethnic Media's Roles in Ethnic Minority Communities  
The Challenge for Ethnic Media to Remain Viable  
 
PART III: THE PRODUCERS
 
5. Ethnic Media Audience Trends and What Lies Behind the Numbers
Ethnic Newspapers: The Importance of Circulation Audits  
Ethnic Television and Radio: Trends and Politics Behind the Ratings  
Trends in Print Media Circulation  
The Audiences of Ethnic Television and Radio  
 
6. Ethnic Media Organizations and Competition
Surviving Competition, Achieving Sustainability  
Competing for Advertising Revenue  
Challenges and Opportunities for Ethnic Print Media  
The Internet as a Substitute for Ethnic Print Media  
Competition in Ethnic Television and Radio  
Ethnic Television, Ethnic Radio, and the Internet  
Online-Only Ethnic Media  
The 2008 Global Economic Crisis: Catalyst for Innovation or Demise?  
Satellite Broadcasting Networks  
 
7. Globalization and the Ethnic Media Organization
The Structure of Ethnic Media Organizations  
What is Globalization?  
Forces of Globalization  
Six Types of Ethnic Media Organizations  
Who Owns the Ethnic Media?  
 
8. Policy and Ethnic Media Development
Governance and Ethnic Media  
Policymaking in a Globalizing World  
The Broader Policy Context of Ethnic Media Development  
Media Policy Provisions and the Ethnic Media  
Immigrant Versus Indigenous Ethnic Cmmunities  
Public Service Broadcasting and Ethnic Media  
Public Access to the Airwaves, Open Channels, and Restricted Service Licenses  
Deregulation and the Internet  
 
PART IV: ETHNIC MEDIA AS CIVIC COMMUNICATORS
 
9. Ethnic Media as Local Media
Ethnic Media and the Communities They Serve  
Geo-Ethnic Media and Civic Engagement  
Geo-Ethnic Media and Community Health  
Geo-Ethnic Media Challenges  
 
10. Professional Challenges for Ethnic Media Journalists
The Ethnic Media Journalist in the 21st Century  
Who Are the Ethnic Media Journalists, Editors, and Staff?  
Journalists as Conduits to the Larger Community  
Challenges Ethnic Media Producers, Editors and Reporters Face  
Professionalization: Objectivity and Social Responsibility  
When the Ethnic Community Turns Against Its Ethnic Media  
Ethnic and Mainstream Media Collaborations: Experiments, Possibilities, Challenges  
The Role of Professional Journalism Education in the Future of Ethnic Media  
 
PART V: THE FUTURE OF ETHNIC MEDIA
 
Conclusions: What Does the Future Hold for Ethnic Media?
How the Experts See the Future of Ethnic Media  
Ethnic Media and Emerging Technologies: Opportunity or Risk?  
The Future of Ethnic Media: The Consumers  
The Future of Ethnic Media: The Producers  
Gaps in the Research: What Do We Still Need to Know to Understand Ethnic Media?  
 
References
 
Author Index
 
Subject Index
 
About the Authors

"This comprehensive book offers a global overview. The rich data discussed and the activities proposed make a very good introductory text for ethnic media teaching. The organization of the material is excellent and the writing is particularly engaging and confident, and brings the subject to life."

Myria Georgiou
London School of Economics and Political Science

"This is an excellent contribution to a growing body of important literature."

Donald R. Browne
University of Minnesota

Understanding Ethnic Media: Producers, Consumers and Societies addresses important media outlets that are often absent from academia and professional discussions of mass media. In light of the momentous changes within today’s societies, and with the many challenges faced by governments unsure of multiculturalism, the need for this text at this time could not be greater. … This much-needed book offers a wonderful overview and identifies areas in need of further exploration.

Maria E. Len-Rios
Missouri School of Journalism, Journal of Communication

This book is definitely a must-read for all teachers and students in the field of media and ethnic minorities or those professionals planning to play a role in ethnic media development.

Leen d’Haenens
Radboud University Nijmegen, Communications: The European Journal of Communication Research

The book offers a rich smorgasbord of discussion, covering immigrants’ media, minorities’ media, audience trends, ethnic media organizations, and policy development. … The book abounds in small, substantive nicities that would make it appealing to a wide base of readers. … Overall, it is a valuable textbook for the growing field of ethnic media studies.

Nikhil Moro
Universtiy of North Texas, Journalism & Mass Communication Educator

The study of ethnic media is complex terrain. Matsaganis, Katz, and Baii-Rokeach's new book thankfully provides clear, sharp analysis of the processes that shape media produced by ethnic communities and for ethnic communities. It is a useful starting point for students, policy makers, media practitioners, and academics, one that is grounded in a thorough practical knowledge of newsroom mechanics, the tensions created by market competition and tight budgets, and wider technological shifts in production and consumption.

Ben O'Mara
Victoria University

A good, wide-ranging and well-written text suitable for later undergraduates and postgrads. Rather too focused on the US and Canada with its examples in places, however, and doesn't really discuss the differences between what is provided by different media types (eg ethnic radio and TV content vs newspaper or online). No text is perfect!

Dr David Brake
Journalism , Bedfordshire University
June 26, 2011

I chose several chapters from this book for a readings packet because they addressed topics that I was unable to find in other textbooks. This is a very good overview of ethnic media and works well as a companion to Sage's text entitled Understanding Community Media.

Ms Bonnie McEwan
Milano School of Management & Policy, New School University
March 3, 2011

Useful for very specific topics, e.g. if focussing on specific cultural group one can find useful additional information about media usage within a certain cultural group

Dr Hille Otto
Psychology, University of Osnabrueck
November 22, 2010

It’s the first book I found which covers the whole range of aspects of ethnic media and going in depth for aspects of media consumtion and production contextualizing the sector in society and the broader media landscape. For teaching the book is absolutely helpful as the authors offers a wide range of questions and tasks for students to work on. Examplens of ethnic media are shown from very different regions and also with a broad historical scope - that opens the possibility to enter the issue from very different perspectives and starting with practical cases.
I ordered the book for our library at Klagenfurt University and will use it with my lecture on "community media – diversity and social change".

Mr Helmut Peissl
Institut für Medien- und Kommunikationswissenschaft, University of Klagenfurt
November 20, 2010

Sample Materials & Chapters

1. What Are Ethnic Media

3. Immigrants and Their Media


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