This is the first book to provide a comprehensive review and analysis of how media produced by ethnic communities, and for ethnic communities, affect identity and perceived lines of division between “us” and “others,” as well as how the production and consumption of ethnic media affect the character of the larger media and societal landscapes. Integrating key ethnic media studies with original research, this book makes a unique contribution to the teaching literature by covering both consumers and producers of ethnic media, as well as the history of ethnic media, its role in ethnic communities, the effect of globalization, and the professional challenges faced by ethnic media journalists. A compelling discussion of the future of ethnic media concludes the book and points the way toward further research.

Ethnic Media Audience Trends and What Lies behind the Numbers

Ethnic media audience trends and what lies behind the numbers

Chapter Objectives

This chapter is the first in the book that looks at ethnic media as organizations. By the end of this chapter you will be able to:

  • Explain why circulations and ratings are important to ethnic media, advertisers, and researchers.
  • Describe major trends in the circulation and ratings of print and electronic ethnic media, and explain major shifts.
  • Discuss the politics behind the calculation of ratings for ethnic television and radio.
  • Describe two different strategies that ethnic media with small audiences have employed to attract funding and sustain their operations.


Our focus up to now has been on how ethnic communities incorporate ethnic media into their lives. Beginning with Chapter 5, ...

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