Narrowcasting
is the dissemination of information to target a narrow audience by aiming media
messages at specific segments defined by values, gender, preferences, age or
demographic attributes (Mitchell 2011: np). This definition helps us to understand
why it is commonly used in the production of diasporic media.
Diasporic
communities are becoming more and more common thanks to globalisation. Due to
vastly improved modes of transportation, and the increasing acceptance of
migrates around the world, pockets of diasporic communities are increasingly
appearing across the world.
The production of diasporic media serves as a way of
maintaining cultural integrity and values amongst diaspora communities,
contributes to ethinc cohesion and allows the community to maintain a meaningful
connection with their homeland (Karim 1998: 2). The dissemination of diasporic
media allows members of the community to navigate their way through the mass
media of the host nation and avoid the imperialism that is prominent in the
Eastern and Western world.
Traditionally the distribution of diasporic media had
centered on weekly newspapers, magazines, radio and small-scale television
programming. However, the continuing growth of digital media is changing the
way in which the media is able to reach and target diaspora communities (Karim
1998).
Digital media and online video production provides media
organisations with a greater reach and a medium which is much more accessible,
circumnavigating the traditional broadcasting regulations imposed on print,
radio and television.
So for the reasons outlined above, narrowcasting is very
important and effective in the production of diasporic media.
References:
Mitchell, G 2011,
Narrowcasting: What it is and what it
achieves, Convenience Advertising, Retrieved 25th August 2012,
<http://www.conads.com/info/general/Content/get/41/itemId/>
Karim, K 1998, ‘From Ethnic Media to Global Media:
Transnational Communication Networks Among Diasporic Communities’,
International Comparative Research Group Strategic Research and Analysis
Canadian Heritage, vol. 1, no. 1, pp. 1-23
Excellent post Joel. I like how you have clearly defined what is narrowcasting and then continued on to explain how narrowcasting is effective in the production of diasporic media. The references are also credible and good; in fact I ended up reading Karim's paper.
ReplyDeleteI completely agree that narrowcasting helps to produce diasporic media that helps sustain some of the cultural beliefs and values of certain groups of people. I have two young children and they watch a lot of Arabic cartoons that are meant for Arabic children of their age group. I think this is going to be one of the key methods of learning about the Arabic culture for them. Just one example..
Hi there Joel!! A very well researched post!! Your use of referencing is consistent and correctly formatted. You've clearly outlined the definition and effectiveness of narrowcasting in relation to Diaspora. I felt like you could have enhanced your post by adding relevent hyperlinks!! Also some images or a video would have also enhanced the presentation and engagement of your post!! Nevertheless you've done a great job!! I haven't counted your words but it looks slightly over the limit!! Try to be concise!! I know it’s hard!!!! Well done!! :)
ReplyDeleteThere is lots of information in your post, it is really good! I agreed with your point which is the diasporic communities are increasingly appearing across the world, especially YouTube appear in nowadays. I believed that if you could add some examples on it will be perfect.
ReplyDeleteGreat post Joel. You have covered so much information in such tight constraints that is well articulated and researched. A few hyperlinks and videos/images would really assist you in exemplifying your arguments and engaging your audience. But other than that, it is a really well thought out and interesting post.
ReplyDeleteThis post touches greatly on Diaspora. I found this post to be very well researched and have a lot of good content and information relating to the topic. Because of the well researched information it was very informative and contained lots of evidence to back up the authors argument in the post. As mentioned in previous comments it could've been good to add some videos or images to break up such a large amount of informative content, but other than that a good post with correctly referenced references.
ReplyDelete