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Engaging Ethnic Communities Through New Media

Engaging Ethnic Communities Through New Media

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Published by: viaLanguage on Nov 02, 2010
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Copyright 2010 viaLanguage. All Rights Reserved
1
 
Copyright 2010 viaLanguage. All Rights Reserved
2
Q: What is new media?A:
Online, digital and mobileways of connecting andreceiving all types of contentor information. It’s aboutgetting
 
whatever 
informationyou want,
whenever 
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 theminority population is an estimated 104.6 million, or 34 percent of the population. Additionally, the Bureaureported that 44 percent of children under age 18 are now from minority families. Not surprisingly, Latinosmake 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 millionAmericans 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 servicecompared with 77 percent of Americans who use the internet.
Who’s looking?
 
Compared with all other racial and ethnic groups, Latinosincreasingly turn to the internet for health information. Other non-Hispanicpopulations (Asians, Native Hawaiians, Pacific Islanders, American Indians,Alaskan Natives, and people who named multiple races) also frequently lookto 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 networkingsites 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 tohelp guide decisions and opinions. They are more likely to leverage social networks to communicate withgroups 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 humanconnection. 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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