Race, Multiculturalism, and the Media

by Wilson, Clint C.; Gutierrez, Felix

• ISBN13: 9780803946293
• ISBN10: 0803946295
• Format: Paperback
• Copyright: 1995-09-01
• Publisher: Sage Pubns

Summary

This updated edition of the innovative book Minorities and the Media sheds new light on the historical relationship between the four largest racial groups and the mainstream media in the United States. Focusing on Hispanics, African Americans, Native Americans and Asian Americans, the book illustrates that while the term 'minority' is no longer accurate in many cases, inequities among the four groups persist, and that the notion of 'mass' media has now diversified into media which are targeted at specific, often racially defined, audiences. Through an examination of cinema, television, radio, newspapers, magazines, advertising and a new chapter on public relations, the book demonstrates how the four groups are represented by the various media.

Table of Contents

Preface and Acknowledgments	xi
PART I. Introduction
Racial Diversity in the Land of Majority Rule	3	(30)
Who Are the Minorities?	4	(3)
Demographic Projections	7	(5)
The Impact of Future Growth	12	(2)
From Melting Pot to Multiculturalism	14	(2)
Racial and Cultural Minorities: An International Phenomenon	16	(3)
Does the Term Minorities Describe the Present and Future?	19	(1)
Racial Diversity: Problem or Opportunity?	20	(1)
Media and Diversity: Maximizing Opportunity?	21	(8)
Analysis	29	(4)
Communication Media and Society	33	(28)
Functions of Mass Communication in Society	34	(4)
Mass Audience, Mass Media, and Race	38	(3)
Mass Media and the Collective Consciousness	41	(3)
Do the Media Have an Effect?	44	(1)
News Coverage and Mob Violence: The Zoot Suit Riots of 1943	45	(5)
Bigotry and Bigots Reinforced: The Case of Archie Bunker	50	(3)
Television Teaches: Effects of Black Portrayals on Children	53	(3)
Media Do Affect Society	56	(5)
PART II. Entertainment Media Portrayals
From the Live Stage to Hollywood Before World War II	61	(25)
Native Americans	62	(2)
Black Americans	64	(1)
Latinos	65	(2)
Asian Americans	67	(2)
Beginnings of Mass Entertainment: The Live Stage	69	(3)
Racialism in the Movies	72	(3)
Hollywood's Heyday: 1930-1945	75	(9)
Analysis	84	(2)
Movies and TV From World War II to the Brink of a New Century	86	(23)
People of Color in the Television Age	94	(11)
Analysis	105	(4)
PART III. Nonentertainment Media Portrayals
Advertising: The Media's Not-So-Silent Partner	109	(30)
Advertising and Media in the Land of Plenty	111	(3)
Advertising and People of Color	114	(11)
Courtship of Spanish Gold and the Black Market	125	(7)
How Loud Is the Not-So-Silent Partner's Voice?	132	(7)
Public Relations: An Opportunity to Influence the Media	139	(11)
Public Relations Influence on the News Media	142	(2)
Diversity in Public Relations	144	(3)
Diversity Practices in Public Relations Education	147	(1)
A Public Relations Education Diversity Agenda	147	(5)
Exclusionary Phase	152
The Press: Adding Color to the News	150	(21)
Exclusionary Phase	152	(1)
Threatening-Issue Phase	153	(2)
Confrontation Phase	155	(1)
Stereotypical Selection Phase	156	(2)
Multiracial Coverage Phase	158	(1)
Obstacles to Multiracial News	159	(2)
Newsroom Policy and Race	161	(4)
Analysis	165	(6)
PART IV. Strategies for Coping
History: Journalism's Colorful Firsts	171	(27)
Communication Before the Europeans	171	(3)
Early Printing in America	174	(3)
The First Latino Newspaper: El Misisipi (1808)	177	(4)
The First Black Newspaper: Freedom's Journal (1827)	181	(3)
The First Native American Newspaper: Cherokee Phoenix (1828)	184	(5)
The First Asian Newspaper: The Golden Hills' News (1851?)	189	(5)
Similarities in the Forgotten First Newspapers	194	(4)
Access: Developing a Multicultural Workforce	198	(16)
Film and Television Entertainment Industries	199	(4)
News Media	203	(2)
Recruitment and Retention	205	(7)
Analysis	212	(2)
Advocacy: Pressuring the Media to Change	214	(19)
Broadcasting	219	(3)
Newspapers	222	(2)
The Multimedia Approach	224	(2)
Advocacy in Education	226	(1)
Analysis	227	(6)
PART V. Conclusion
Class Communication in Multicultural America	233	(30)
Factors Forming the Future	235	(1)
Growth of Racial Diversity	236	(3)
Technological Changes in Communication Media	239	(5)
Continued Audience Segmentation and Targeting	244	(2)
Communication Media and the Segmented Society	246	(6)
Race, Culture, and Class Communication	252	(2)
From Mass Communication to Class Communication	254	(5)
Class Communication: Losing the Glue	259	(4)
Suggested Readings	263	(2)
Index	265	(8)
About the Authors	273