Understanding Ethnic Media: Producers, Consumers, and Societies

Journal of Communication ISSN 0021-9916 Book Reviews Understanding ethnic media: Producers, consumers and societies Matthew D. Matsaganis, Vikki S. Katz, and Sandra J. Ball-Rokeach Sage Publications, Thousand Oaks, California, 2011 $77.95 (hard) $44.95 (soft) $29.95 (e-book), pp. 336 Understanding Ethnic Media: Producers, Consumers and Societies addresses important media outlets that are often absent from academic and professional discussions of mass media. In light of the momentous changes within today’s societies, and with the many challenges faced by governments unsure of multiculturalism, the need for this text at this time could not be greater. A major strength of this text is that it draws examples from a variety of regions and incorporates findings from the authors’ groundbreaking work on the Metamorphosis Project at the University of Southern California. In defining ethnic media, Matthew D. Matsaganis, Vikki S. Katz, and Sandra J. Ball-Rokeach, select the most inclusive approach by taking into account media created for immigrant, indigenous, and racial/ethnic linguistic minorities. Thus, the authors explore how national governments have elected to manage rights for native inhabitants, migrants, and immigrants. In choosing this broader definition, the authors illustrate how nations struggle to negotiate their identities through controlling speech rights to groups that fall outside of the ‘‘mainstream,’’ or general audience. The underlying theme throughout the chapter on ethnic media history is that governmental policies toward ethnic media influence media growth and that ethnic media often get their start, grow, or are squelched during times of political turmoil. To demonstrate this point, the authors look at how the BBC was wary of the Welsh press during World War II, and how other governments have been cautious of how ethnic media may influence perceptions of national unity. In examining the audiences for ethnic media, the book surveys how ethnic media serve immigrant populations as well as how they need to consider ethnic populations that may be second- or third-generation communities. Numerous examples portray how ethnic media connect immigrants to their home countries, and that they also serve to educate and acculturate second and thirdgenerations in the cultural values and practices of their parents. The authors present the terms ‘‘hyphenated’’ and ‘‘conglomerate’’ identities to address the cultural orientations of ethnic audiences in an effort to point out that identity is fluid and that the societal norms on which they are associated are also subject to evolution. Ethnic media, just as other media, must remain abreast of the cultural changes reflected in their audiences. The economics of ethnic media are explored on several fronts. As with most businesses, ethnic media are not immune Journal of Communication 61 (2011) E1–E3  2011 International Communication Association E1 Book Reviews Book Reviews to the economic woes that hit the world economy in 2008 and the tumult experienced in the news industry facing challenges from new technologies and the global flow of information. As with general audience media, advertising continues to be the fuel that feeds the engine of news organizations. Assessing accurate circulation and audience research data are important in securing advertising dollars. The authors point out that many ethnic media do not provide audited circulation figures, which can weaken their position when seeking support from advertisers. In the text, the analysis of circulation figures focuses mainly on U.S. Hispanic and Black news media, as these are the media that have been studied most in-depth. While advertising is pivotal in supporting ethnic media ventures, it also comes at a cost. Mentioned in the chapters, but perhaps in need of greater emphasis, is that when ethnic media become too commercialized or are bought by media conglomerates that do not have a stake in the success of ethnic audiences, ethnic media may lose some of their political edge and thus relinquish part of their civic purpose. In other words, to attract advertisers, ethnic media may subconsciously, take on fewer controversial, political stances. This has been found to be the case historically in reference to early Hispanic newspapers and the gay press. Globalization has been a buzzword for a long time and has particular import for ethnic media. With increased use of satellite dishes and foreign programming, media may reach immigrant populations from the home country and compete with more local information from ethnic media sources. The book explores how E2 globalization has affected competition and support for ethnic media. In addition, the authors explain how this relates to international organizations, national governments, state governments, and more localized entities, although, as the authors point out, most regulation comes at the national level. In investigating how ethnic media serve as community media, the authors rely heavily on their own work in Los Angeles with the Metamorphosis Project. The ninth chapter of the book provides a nice summary of their work and introduces the concept of geo-ethnic media, which plays on the idea that not only are ethnic media culturally sensitive in terms of ethnicity or country of origin, but media are also tailored to the zip code and economic environment of where individuals live. The strength of this book section is that it goes beyond many traditional analyses of ethnic media use and points out the differences among ethnic media audiences based on their preferences and habits. Often mass media researchers do not look at how ethnic media fit into the information-gathering repertoires of individuals when audiences seek information to solve their life problems or fulfill their needs. The discussion here is particularly rich conceptually. No evaluation of ethnic media is complete without talking about the role of the journalists who write or produce the news. Some discussion in the tenth chapter centers on the lack of professionalism among journalists at ethnic media organizations and their lack of preparation for the journalistic field, in some cases. Because the text raises these issues, it seems that the authors could further explore the relationship between Journal of Communication 61 (2011) E1–E3  2011 International Communication Association Book Reviews Book Reviews professional journalist organizations, such as the Native American Journalists Association or UNITY, and how these organizations foster professionalism in the field through training and workshops. Furthermore, the authors link the notion of objectivity to professionalism, but changes in conceptualizing objectivity have been the subject of much debate in the journalism profession, as have the meanings of such concepts as ‘‘fair’’ and ‘‘balanced.’’ These terms may have added meaning in an ethnic media context when considering balancing political and cultural views from the home country. Overall, the assessment of the journalist’s role is a useful reminder that journalists of ethnic media face challenges in doing their work. Often unexplored in conversations about ethnic media, as with smaller, less prestigious news outlets, is the discrimination that journalists may experience when seeking comment from official sources, who may rather spend their time talking to more nationally renowned mainstream organizations, such as NBC News in the U.S. Although gaining access to news sources may be a problem, other hurdles can include fewer financial resources, as well as the generational and cultural chasms that sometimes exist between journalists and the audiences whom they are hired to serve. The authors provide a great example of this latter issue through presenting the case of the Nguoi Viet Daily. The book concludes by reflecting on the future of ethnic media by examining the thoughts of academics and ethnic media producers. In particular, the experts debate whether the Internet will fundamentally change ethnic media as it has general audience news organizations. There does not seem to be a consensus, as research from several sources suggests that some ethnic media audiences may not have the economic resources or technical to take advantage of accessing the Internet, while other groups do. The book is an ambitious project with its broad conceptual and international focus. The authors’ experience in California, combined with extant research, offers its strongest examples from work on Hispanic media and that of Western European countries. Readers looking for specific in-depth information on who advertises in ethnic media, how ethnic media content differs from general audience media content, or what ethnic media audiences think about their media may need to look to additional resources. As the authors note, the examples and information do not thoroughly address ethnic media in regions such as Africa, Latin America, Eastern Europe, or indigenous cultures where academic research on the topic is limited. Undergraduate and graduate students, for whom this tome is targeted, will benefit from the rich resources in terms of conceptual underpinnings, research references, and the breadth of the material. This much-needed book offers a wonderful overview and identifies areas in need of further exploration. María E. Len-Ríos Missouri School of Journalism, University of Missouri Journal of Communication 61 (2011) E1–E3  2011 International Communication Association E3