Language diversity and global media Research Proposal

Language diversity and global media - Research Proposal instanceHowever, a major concern facing advertisers now is the possibility that historical criticisms directed at hold or stereotypical advertising content involving minorities (Westerman, 1989 Wilson and Guitierrez, 1995) may have created a negative atmosphere for these consumers to get down current multicultural marketing communication efforts. Similarly, as in- speech media continues to grow, some(a) have come to question the emolument of general market English language media channels to reach consumers from ethnic minority groups (NCM.com, 2005).Although extensive look for since the 1960s has more often than not acknowledged improvements in the portrayals of minorities in advertising, scholars and practitioners alike still suggest a need for to a greater extent frequent and more positive portrayals, along with a broader range of roles and a greater dot of accuracy in the portrayals (Taylor and Bang, 1997). Some have suggested that ethnic media--that is, cultur on the wholey 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 unmarked in the literature has been how ethnic minorities actually feel about portrayals of themselves in advertising (Green, 1999 Grier and Brumbaugh, 1999 Holland and Gentry, 1999). Attitudes such as these help form the media environment that in turn determines advertising message effectiveness. A meaningful seek agenda relevant to todays media landscape should therefore be to find out (1) if ethnic minorities desire more representation and/or more accurate representation in the media and (2) if the historical criticisms have created a generally negative attitude among ethnic minorit y consumers and thus a difficult media environment within which a rejection of mainstream English language media outlets may exist. To address these issues, African and Latin Americans were selected as the focus of a field of honor as they represent the largest ethnic minority nations in the United States, and these groups have been receiving a significant substance of attention from marketers (Minority Markets Alert IX, 1997). Size, Growth Rates, And Purchasing Power Today, there are just over 281 one million million million Americans in the United States and nearly one in four claims to have non-European ethnicities (U.S. Census Bureau, 2002). In some of the nations largest cities (e.g., New York City, Los Angeles, Washington, D.C., Atlanta) more than half of the residents are nonwhites, and in some cases up to 70 percent of a large citys population consists of minorities. This demographic shift is predicted to continue with non-European ethnicities expected to exceed 50 perce nt of the U.S. population by the middle of this century (U.S. Census Bureau, 2002). Therefore, to ensure effective marketing communication, it is necessary that marketers understand all aspects of the various ethnic minority groups, ranging from their size and spending power to media use patterns and beliefs regarding marketing efforts. According to the