StudentShare solutions
Triangle menu

Language diversity and global media - Research Proposal Example

Not dowloaded yet

Extract of sample
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 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 been how ethnic minorities actually feel about portrayals of themselves in advertising (Green, 1999; Grier and Brumbaugh, 1999; Holland and Gentry, 1999). Attitudes such as these help form the media environment that in turn determines advertising message effectiveness. A meaningful research agenda relevant to today's media landscape should therefore be to find out (1) if ethnic minorities desire more representation and/or more accurate representation in the media and (2) if the historical criticisms have created a generally negative attitude among ethnic minority consumers and thus a difficult media environment within which a rejection of "mainstream" English language media outlets may exist. To address these issues, African and Latin Americans were selected as the focus of a study as they represent the largest ethnic minority populations in the United States, and these groups have been receiving a significant amount of attention from marketers (Minority Markets Alert IX, 1997).

Size, Growth Rates, And Purchasing Power
Today, there are just over 281 million Americans in the United States and nearly one in four claims to have non-European ethnicities (U.S. Census Bureau, 2002). In some of the nation's largest cities (e.g., New York City, Los Angeles, Washington, D.C., Atlanta) more than half of the residents are nonwhites, and in some cases up to 70 percent of a large city's population consists of minorities. This demographic shift is predicted to continue with non-European ethnicities expected to exceed 50 percent of the U.S. population by the middle of this century (U.S. Census Bureau, 2002). Therefore, to ensure effective marketing communication, it is necessary that marketers understand all aspects of the various ethnic minority groups, ranging from their size and spending power to media use patterns and beliefs regarding marketing efforts.
According to the ...Show more

Summary

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)…
Author : itorphy
Language diversity and global media essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the research proposal on your topic
"Language diversity and global media"
with a personal 20% discount.
Grab the best paper

Related Essays

Research proposal--- The effects of transnational media on Asian countries
Since the inception of CNN broadcasts of Gulf crisis of 1990-91, the transnational media has been capturing the attention and imaginations of audiences in many Asian and Middle East countries who had been accustomed to public broadcasting or commercial broadcasting under government control.
16 pages (4000 words) Research Proposal
Media Imperialism The Impacts of Global Media on Local Cultures and Identities
social, political, cultural, economic, media etc. therefore it may be relatively difficult to define globalization according to certain fixed parameters. Therefore, different views are espoused by different theorists on the eventual outcomes of Global media climate.
25 pages (6250 words) Research Proposal
English as Second Language
The main opposition is the argument how students can learn from one another Isn't it something like a blind leading the blind Be that as it may, but is CL worth considering for an institution like the Riyadh Teachers' College Statistics are favorable for such an endeavor (G.M.
5 pages (1250 words) Research Proposal
Cultural Diversity
If cultural and value proposition can be broadly termed as the main classifiers giving rise to diversity, there are a number of secondary level factors at the work place giving rise to diversity. Some such factors are race, religion, gender, age, belief, disability, personality, working-style, nationalities etc.
14 pages (3500 words) Research Proposal
The second language teaching
THE SKILLS COVERED WILL RANGE FROM LISTENING TO SPEAKING, AND FROM READING TO WRITING IN A NINETY-MINUTE SESSION. The field of second language (L2) teaching is naturally full of challenges, not only for learners, who would have several language-acquisition difficulties not present in most L1 learners - eradicating accents, formulating English-sounding sentences, poverty of vocabulary - but also for the teacher, who must find ways and means to expose learners to a variety of real-life materials, contexts and challenges which will sufficiently enable learners to operate in those contexts, while transmitting and promoting correct usage and ease with the language (Allwright, 1990).
18 pages (4500 words) Research Proposal
Proof Mayan Language Exists
Under such circumstances intermarriages must have been frequent. The Maya are therefore as mixed a race as most European peoples. The Maya country varied in its climate. The greatest developments were the center οf the
10 pages (2500 words) Research Proposal
Research paper on Workplace diversity
Diversity among a group of people can utilize by a business to built a competitive advantage by taking advantage of the unique experience and insight people from different
3 pages (750 words) Research Proposal
The Development of the New Media Economics under influence of global economics crises
Broadly it can be divided into entertainment and news segments. Based on the target viewers the advertisers and clients will be different for different news channels. This raises questions regarding
4 pages (1000 words) Research Proposal
Media Imperialism ; The Impacts of Global Media on Local Cultures and Identities
Therefore, different views are espoused by different theorists on the eventual outcomes of Global media climate. Although it would be very difficult to believe that any of these
25 pages (6250 words) Research Proposal
Diversity in workplace
This tendency to favor those who were born with good looks is still seen in the workplace today. Past studies have established that attractive workers are usually paid higher wages than their plain colleagues. In addition, unusually handsome or beautiful workers are more
10 pages (2500 words) Research Proposal
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation