You are here

Understanding Ethnic Media

Understanding Ethnic Media
Producers, Consumers, and Societies

May 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.

1. What Are Ethnic Media?

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

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

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

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

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?

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

Matthew D. Matsaganis

Matthew D. Matsaganis (Ph.D., University of Southern California) is an Assistant Professor of Communication at the University at Albany, State University of New York. His research addresses issues of ethnic media production and sustainability, neighborhood effects and the role of communication in building civic engagement and community capacity, as well as health disparities and the social determinants of health. His research has been published in the American Behavioral Scientist, Human Communication Research, the Electronic Journal of Communication, and the Encyclopedia of International Media and Communications; he has presented his work... More About Author

Vikki Sara Katz

Vikki S. Katz (Ph.D., University of Southern California) is an Assistant Professor of Communication in the School of Communication and Information at Rutgers, the State University of New Jersey. Her research explores issues of ethnic media consumption, particularly the interplay between media content and access to community resources in ethnic minority and immigrant neighborhoods. She has conducted research on the relationship between family decision-making around media content and disparities in connecting to health care, schools, and social services; children’s translating activities around media content; the viability of ethnic media... More About Author

Sandra J. Ball-Rokeach

Sandra J. Ball-Rokeach, PhD, is a professor of Communication and Sociology in the Annenberg School for Communication and Journalism at the University of Southern California. She is the founder and principal investigator of The Metamorphosis Project—an in-depth inquiry into the transformation of urban community under the forces of globalization, new communication technologies, and population diversity. This multi-method project is guided by communication infrastructure theory. It has addressed issues of civic engagement, health disparities, intergroup relations, and community news site development. More About Author

For instructors

Purchasing options

Please select a format:

ISBN: 9781412959131
ISBN: 9781412959124

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.