Seite - 157 - in Media – Migration – Integration - European and North American Perspectives

Augie Fleras | Ethnic and Aboriginal Media in Canada 157 response) said the western media must stop disrespecting Islam by portraying Muslims as inferior or threatening (Alliance of Civilization 2006). In short, mainstream newsmedia are criticized for reneging on their commitment to integrate minorities (Whyte 2006). Criticism revolves around the media’s refusal to treat minorities as individuals and active agents, but as faceless, homogenous, and unruly mob; their reluctance to go beyond the tokenistic; and a refusal to depict minorities within a holistic context of normalcy or acceptability (Weber-Menges 2005). The proliferation of these biases and blindspots creates resistance and reaction: What option is there except to adopt alternative media as sources of information that reflects minority realities in a language that relates to their experiences (Ahmad 2006). An alternative discourse offers a different menu of newsvalues from mainstream communication agendas. Instead of framing minorities as potentially troublesome constituents, profiles of success promote a positive self image that helps foster a collective community confidence. Even coverage of negative news is framed differently. With ethnic media, intergroup conflict and community problems may be situated within a historical context that apportions blame to the system rather than minorities (Ojo 2006; Lin and Song 2006). Against this backdrop of negativity and the problematic, ethnic media proactively strive to celebrate minority successes, accomplishments, and aspirations. They are positioned to operate in a counter-hegemonic manner by providing the missing social and cultural context for understanding the complex social realities that minorities must endure. By amplifying a sense of culture and community, ethnic media secure a haven from the stereotyping and distortions that abound in mainstream media. Ethnic media also constitute an information system about the homeland that is crucial for adaptation; after all, news from or about home taps into an immigrants longing for content about the ‘there’ as basis for fitting in ‘here’ (Lin and Song 2006). No less critical is their role in supplying specific information needs, including information about settling down, fitting in, and moving up (Whyte 2006). Consider the potential benefits: An ethnic media may prove more accessible than mainstream outlets when publicizing free services or fund raising events; a range of information about upcoming events and visits from overseas dignitaries; in depth stories about their communities; advice on how to book a vacation or find legal representation; or a window to catch up on the latest cricket matches or rugby scores. Of particular importance are information tip sheets for manoeuvering one’s way through government bureaucracies and service agencies (Silverstone and Georgiou 2005). In that people pay attention to media that pay attention to them, it is this dedication to community service that anchors the credibility of ethnic media (Husband 2005).