Skip to main content icon/video/no-internet

Technological advancements, along with the multiplicity of television channels and ever-increasing usage of the Internet, have made it easier for news organizations to target a multicultural society. The days with limited access to media in a foreign language in the United States are long gone. Statistics indicate a growing presence of ethnic media. For example, the Spanish-language media market has fared much better than the mainstream media, according to recent reports. It expanded, with more than 340 television stations listed in 2006, up from about 200 two years prior.

CNN launched CNN Radio Noticias on March 30, 1993, to accommodate the Hispanic audience. Additionally, a similar dynamism appears with Asian media. In nearly 15 years, the circulation of Chinese dailies in the United States boomed from 170,000 publications to more than 500,000. Moreover, a Chicago-based company that tracks media recorded 883 radio stations offering programs in more than 30 different languages.

Ethnic media, the most commonly adopted terminology, encompass several distinct media. Depending on the producers and the target audience, the language used may only be the language dominant in the home country of the linguistic minority targeted, English, or both. Such media organizations traditionally focus their content on the linguistic group, its cultural identity, and ties to the country of origin. Ethnic media contrast with mainstream media, which target the ethnic majority in a society. In a multicultural and ethnically diverse country such as the United States, the discussion of ethnic media is particularly relevant, especially because a recent poll found a 16 percent increase in ethnic media penetration in the last four years.

Historical Roots

Historians marked the beginning of ethnic media in the United States at the turn of the 19th century with media targeting the three dominant minorities at the time: Native Americans, Hispanics, and Asian Americans. Archives reveal that newspapers existed for Native American tribes such as the Cherokee. The Cherokee Phoenix represented a bilingual publication offered in English and in a language relying on an 86-character alphabet developed in 1812. Documents also indicate that the first Hispanic publication, El Misisipi, was founded in New Orleans in 1808 and was offered in English and Spanish for Hispanic immigrants. The first Chinese-language newspaper, The Oriental, was first printed in San Francisco in 1855.

Beyond a press created for dominant ethnic groups, the 19th century constitutes the determining moment for foreign-language media. By the late 19th century, few settled immigrants failed to have the opportunity to read about their respective countries. The emergence of such publications, primarily available in larger metropolitan areas, coincided with respective immigration waves.

For instance, the flagship Courrier des Etats-Unis, first published in 1828 out of New York, served the French-speaking population during the 19th century. Moreover, several local French papers appeared in U.S. states neighboring Canada. German immigrants in New York browsed the pages of Staats-Zeitung (1834) and New Yorker Volkszeitung (1878), while those living in Chicago read Arbeiter-Zeitung (1877). Italian expatriates discovered Il Progresso Italo-Americano (1879), a publication later replaced by America Oggi at the beginning of the 20th century. Throughout the midwest, from Minneapolis to Detroit, St. Louis, and the east coast, historians identified several papers devoted to Norwegian immigrants, Dutch settlers, the Polish, and Russians.

...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles

Sage Recommends

We found other relevant content for you on other Sage platforms.

Loading