Ethnic Media and their Influence

Ethnic media are media vehicles (e.g., specific programs, publications, promotional pieces) that carry culturally relevant messages designed for and targeted to a particular ethnic group. Studies have demonstrated the rapid growth and success of ethnic media in North America and throughout the world (Deuze 2006; Gross 2006; Ojo 2006). In the past, media planners were guided by the assumption that they could capture ethnic minority audiences using the same general messages and mainstream media that appealed to majority audiences (Askey 1995). However, given the current extent, growth rates, and buying power of ethnic minority members' media use patterns, and better understanding of this, there has been a greater effort to target ethnic minorities with culturally relevant media and messages (→ Ethnicity and Exposure to Communication). In fact, research suggests that ethnic media rather than mainstream media may be the most effective way to reach and persuade minority groups (La Ferle & Lee 2005).