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Engaging Ethnic Communities Through New Media

Engaging Ethnic Communities Through New Media

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Published by viaLanguage
How does one successfully reach and engage their limited English proficiency (LEP) audiences through video, social and new media? Based on our last webinar, this brief provides an overview of new media trends in healthcare, as well as tips, tools and best practices for using localized multimedia to educate ethnic and LEP communities.
How does one successfully reach and engage their limited English proficiency (LEP) audiences through video, social and new media? Based on our last webinar, this brief provides an overview of new media trends in healthcare, as well as tips, tools and best practices for using localized multimedia to educate ethnic and LEP communities.

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Published by: viaLanguage on Jul 26, 2010
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Copyright 2010 viaLanguage. All Rights Reserved
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Copyright 2010 viaLanguage. All Rights Reserved
2
Q: What is new media?
A: Online, digital and mobile

ways of connecting and
receiving all types of content
or information. It’s about
gettingw hat ev er information
you want,w henev er and

wherever it is convenient for
you.
Engaging Ethnic Communities: Why go multicultural with new media?

As we know, the U.S. has become increasingly diverse. In 2008, the U.S. Census Bureau reported that the minority population is an estimated 104.6 million, or 34 percent of the population. Additionally, the Bureau reported that 44 percent of children under age 18 are now from minority families. Not surprisingly, Latinos make up the largest and fastest growing minority population followed by Asians. (See chart below)

Types and trends of new media usage

Looking up healthcare information is one of the three top online activities in the U.S. In fact, 132 million Americans are online today and almost 80 percent of them are searching for health information. Some other interesting trends from a recent by Pew Internet Research Study include:

Seven-in-ten adult internet users, or roughly half of all U.S. adults, have used the internet to watch or
download videos.
Half of online users share videos.
In 2009, nearly 9 out of 10 U.S adults (or more than 270 million people) subscribe to a mobile service
compared with 77 percent of Americans who use the internet.
Who’s looking? Compared with all other racial and ethnic groups, Latinos

increasingly turn to the internet for health information. Other non-Hispanic populations (Asians, Native Hawaiians, Pacific Islanders, American Indians, Alaskan Natives, and people who named multiple races) also frequently look to the internet for health information. In addition, more Latinos (62 percent) access the internet via a handheld or wireless device compared to whites. And according to a 2009 study by Florida State University Center for Hispanic Marketing Communication, certain minorities visit social networking sites more frequently than non-Hispanic whites. (See graph on next page)

Copyright 2010 viaLanguage. All Rights Reserved
3

Additionally, some ethnic minorities tend to be drawn to collectivistic values and often look to one another to help guide decisions and opinions. They are more likely to leverage social networks to communicate with groups of family and friends who are geographically dispersed.

Not always for the young. The largest age group on Twitter in early 2009 was 35-49; almost 42 percent of
the site’s audience. The fastest growing population on Facebook is age 55 and older.
What, where and when to use it?
New media is not about tools and technology; it’s about creating venues for exchange and human
connection. Tools and technology just facilitate the whole ability to interact.
Where is it being used? Given that 70 percent of online adults have searched for health information over
the internet, it is no surprise that the number of U.S. hospitals using the popular micro-blogging site Twitter
or posting videos on YouTube channels has skyrocketed in the last few years. (See below)

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