Language diversity and global media

Masters
Research Proposal
People
Pages 13 (3263 words)
Download 0
Today, almost a quarter of Americans identify themselves as "something other than white alone," and this growing group controls nearly $900 billion in annual consumer spending (Raymond, 2001). Due to their growth in number and attractive disposable income, advertisers have begun to fine tune their strategies at targeting ethnic minority groups (Holland and Gentry, 1999)…

Introduction

However, a major concern facing advertisers now is the possibility that historical criticisms directed at limited or stereotypical advertising content involving minorities (Westerman, 1989; Wilson and Guitierrez, 1995) may have created a negative atmosphere for these consumers to receive current multicultural marketing communication efforts. Similarly, as in-language media continues to grow, some have come to question the usefulness of general market English language media channels to reach consumers from ethnic minority groups (NCM.com, 2005).
Although extensive research since the 1960s has generally acknowledged improvements in the portrayals of minorities in advertising, scholars and practitioners alike still suggest a need for more frequent and more positive portrayals, along with a broader range of roles and a greater degree of accuracy in the portrayals (Taylor and Bang, 1997). Some have suggested that ethnic media--that is, culturally relevant and/or in-language media--may be a better means for successfully reaching and representing ethnic minority consumers than general market English language media (Kalita, 2005; NCM.com, 2005; Yin, 2002)
With increasing improvements of minority portrayals in general media and the development of ethnic media, one area that has been largely overlooked in the literature has b ...
Download paper
Not exactly what you need?

Related papers

Speech Comprehension and the Human Language
The question therefore is what sets the human language apart from another How is human language defined Moreover, with so many diverse languages known in the world (associated with country, race and culture), can human language actually be characterized as a whole to represent the vast array of languages used by all sorts of people The answer to this, of course, is yes and the unifying elements…
Body Language
Gestures and body language are therefore often second nature; something that we follow based on instinct and the need for survival. Therefore, when an individual is speaking or listening to another, he or she often reveals unconscious feelings or reactions through gestures and body language.…
Language and Gender Interaction
In fact, Lakoff also goes further to point out that women find themselves in a no win situation; when they use powerless talk they are not taken seriously and when they become assertive they are frowned upon.…
Diversity Management Article
However diversity management is viewed more as an organizational imperative. Though the objective of diversity management is also the utilization of all available talents it is said that there is a shift in the orientation of this policy from the concept of equal opportunities. Nevertheless the concept diversity management as an emerging aspect of Human Resources Management (HRM) is occupying a…
Language Acquisition Theories
A great deal of a child's acquisition of linguistic structure occurs during the first five years of life. This is the period when he is most active in discerning a set of underlying organizational principles of language from the expression that surrounds him. It is amazing how at a very young age, he is capable of abstracting meaning from direct experience with other language users depending on…
Language diversity and global media
However, a major concern facing advertisers now is the possibility that historical criticisms directed at limited or stereotypical advertising content involving minorities (Westerman, 1989; Wilson and Guitierrez, 1995) may have created a negative atmosphere for these consumers to receive current multicultural marketing communication efforts. Similarly, as in-language media continues to grow, some…
School Library Media Coordinator
Whereas pedagogy used to be the norm from kindergarten and through the school years and even within the portal of the colleges, now the focus is shifting to enable students grasp the methodologies for self-learning in the primary school years. The library used to be more of a place for reading entertainment. However, now the library has taken its rightful place as powerhouse of knowledge and…