And it could be in-language…or it could be bilingual that reaches a very specific community.”[3] In addition to news, television, radio, online, print, and magazine outlets that qualify as ethnic media, academic John D.H.
Downing, Yu Shi, Clemencia Rodriguez, and Inga Buchbinder of New America Media provide definitional assistance for this complex and overdetermined zone.
Yu Shi's work puts forth a seven-pronged test for evaluating the “alternative media role” of ethnic media in the United States: “reference has to be made to their (1) individual place of origin, (2) historical evolution, (3) production process, (4) distribution pattern, (5) ownership, (6) self-identity (non-profit or for-profit; alternative or commercial; or in between), and (7) connection to power groups in local and transnational settings.”[6] Reaching a multicultural audience requires a deep understanding of the diverse communities and their specific preferences, values, and cultural nuances.
Multicultural audiences encompass a wide range of ethnicities, languages, and traditions, each with their own unique needs and expectations.
By acknowledging and respecting these differences, businesses can create targeted gas pump advertising campaigns that resonate with these communities, fostering a sense of inclusion and connection.