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Language diversity and global media - Research Proposal Example
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)…
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 ...