USC

University of Southern California
Annenberg School for Communication


Research

Research Areas

Geo-ethnic media

A hallmark of the Metamorphosis Project research is our study of geo-ethnic media or media that are targeted to particular racial/ethnic groups and/or geographic areas. These media, while critically important in the lives of the residential communities we study, are often ignored in social research. These media are the fastest growing of the traditional media (newspapers, radio, television, etc.) due, in part, to the many new immigrant communities. For new immigrants, these media are sites of identity negotiation as they speak both to the home country (there) and the new community (here).

Geo-ethnic media also serve established immigrant communities. In a time when local news in traditional big media has declined, geo-ethnic media that tell stories about ‘my’ residential area serve an important function.

When we go into a study area, we pick up all the print media we can find. These range from tabloids, freebies, newsletters, to sophisticated newspapers that may be in English, Spanish, Armenian, Korean, Mandarin, or another language. Residents can also listen to a multiplicity of radio stations targeted to their ethnicity/race or local area. Residents also have access to a number of cable channels that are similarly targeted.

Geo-ethnic media are part of the globalization process as they emerge to serve vast population movements around the world. To learn more about this media, you can also look for our new book, Understanding Ethnic Media: Producers, Consumers, and Societies, Sage Publications, (2011), by Dr. Matthew Matsaganis, Dr. Vikki S. Katz, and Dr. Sandra J. Ball-Rokeach.


Research Team

- Chi Zhang

- George Villanueva

- Hayeon Song

- Holley Wilkin

- Matthew D. Matsaganis

- Meghan Moran

- Nancy Chen

- Sandra Ball-Rokeach

- Vikki Katz

- Wan-Ying Lin

- Wenlin Liu

- Yong Chan Kim

 


Publications

Books Chen, N.-T., Ball-Rokeach, S.J., & Parks, M. (2010). The role of participatory journalism in promoting civic engagement in one ethno-linguistically diverse community. In Hutchison, D. & O'Donnell, H. (Eds.). Centres and peripheries: Metropolitan and non-metropolitan journalism in the twenty first century. Newcastle Upon Tyne, UK: Cambridge Scholars Publishing. Matsaganis, M., Katz, V.S., & Ball-Rokeach, S.J. (2011). Understanding Ethnic Media: Producers, Consumers, and Societies. Thousand Oaks, CA: Sage.
Published Papers Ball-Rokeach, S.J. & The Metamorphosis Project Research Team, (2000). The challenge of belonging in the 21st Century: The case of Los Angeles. Metamorphosis Project White Paper. Communication Technology and Community Program. Los Angeles: University of Southern California, Annenberg School for Communication. Ball-Rokeach, S.J., & Lin, W.Y. (2004). Positioning ethnic Chinese television and the Internet in the lives of Chinese immigrant populations: a case study. A research report to ETTV. Communication technology and community program. Los Angeles: University of Southern California, Annenberg School for Communication. Chávez, C., Moran. M.B., and Ball-Rokeach, S.J. (forthcoming 2012). Ethnically Targeted Advertising and Social Meaning: An Analysis of Representation in Spanish Language Advertising. In Amir Hetsroni (Ed) Advertising as Reality: A Global Look at Life in Commercials. New York: Continuum Publishing. Chen, N.-T. N., Dong, F., Ball-Rokeach, S. J., Parks, M., & Huang, J. (2012). Building a new media platform for local storytelling and civic engagement in ethnically-diverse neighborhoods. New Media & Society, 1, 931-950. doi: 10.1177/146144481143564 Cheong, P.H., Wilkin, H.A., & Ball-Rokeach, S.J. (2004). Diagnosing the communication infrastructure in order to reach target audiences: A study of Hispanic communities in Los Angeles. In Cook, D. & Whitten, P. (Eds.), Understanding health communications technologies: A case study approach. (pp.101-110). Felix A., Gonzalez, C., and Ramirez, R. (2008). Political Protest, Ethnic Media, and Latino Naturalization. American Behavioral Scientist, 52(4), 618-634. Hardyk, B., Loges, W.E., & Ball-Rokeach, S.J. (2005). Radio as a successful local storyteller in Los Angeles: A case study of KKBT and KPCC. Journal of Radio Studies. 12 (1). Katz, V.S. (2010). How children of immigrants use media to connect their families to the community: The case of Latinos in Los Angeles. Journal of Children and Media. 4(3), 298-315. Lin, W. Y & Song, H. (2006). Geo-ethnic storytelling: An examination of ethnic media content in contemporary immigrant communities. Journalism, Theory, Practice, 7, 362-388. Lin, W.Y, Song, H., & Ball-Rokeach, S. J. (June, 2010). Localizing the global: Exploring the transnational ties that bind in new immigrant communities. Journal of Communication, 60(2): 205-229. Wilkin, H. A., Ball-Rokeach, S. J. , Matsaganis, M. D., & Cheong, P. H. (In Press). Comparing the communication ecologies of geo-ethnic communities: How people stay on top of their community. Journal of Electronic Communication. Wilkin, H. A., Valente, T. W., Murphy, S., Cody, M. J., Huang, G., & Beck, V. (2007). Does entertainment-education work with Latinos in the United States? Identification and the effects of a telenovela breast cancer storyline. Journal of Health Communication, 12(6). Wilkin, H.A., & Ball-Rokeach, S.J. (2006). Reaching at risk groups: The importance of health storytelling in Los Angeles Latino media. Journalism: Theory, Practice, 7, 299-320. Wilkin, H.A., Ball-Rokeach, S.J., Matsaganis, M.D., & Cheong, P.H. (In Press). Comparing the communication ecologies of geo-ethnic communities: How people stay on top of their community. Journal of Electronic Communication.
Papers in Preparation Wilkin, H. & Ball-Rokeach, S. J. Using health communication connections to better reach audiences with cancer prevention messages.
Papers Presented at Professional Meetings Ball-Rokeach, S. J. & Gonzalez, C. (2010). Conceptual tools for exploring immigrants' communication landscapes. Presentation at the International Communication Association (ERIC) and International Association of Mass Communication Researchers. Singapore Ball-Rokeach, S. J., Cheong, P. H., Wilkin, H. A., & Matsaganis, M. D. (2004). A Map to the Multiethnic Communication Landscape of Los Angeles Immigrant Communities, Old and New. Paper presented at the International Communication Association Conference, New Orleans. Ball-Rokeach, S. J., Parks, M., Chen, N.-T., Ognyanova, K., Liu, W., & Zhao, N. (2011). The Alhambra project: Empowering urban community building through a research- driven local news website. Paper presented at the Annual Conference of International Association for Media Communication Research, Istanbul, Turkey. Ball-Rokeach, S. J., Parks, M., Chen, N.-T., Usher, N., Dong, F., Huang, J., & Carrillo, W. (2009). The Potential and Challenges for Trilingual Journalism: A Community-based approach. Paper presented at the Centres and Peripheries Conference. Glasgow, Scotland. Ball-Rokeach, S., & Ognyanova, K. (2011). The Impact of Digital Media on Political and Civic Engagement:Do Digital Media Matter? Presented at the AEJMC Annual Conference, St. Louis, MO. Ball-Rokeach, S.J. & Wilkin, H. (2006) Ethnic differences in health information seeking behavior: Methodological and applied issues. Paper presented at the meeting of the joint Annenberg Health Conference. Ball-Rokeach, S.J. (2004). Geo-ethnic communities of Los Angeles. Paper presented at the meeting of the Leadership California Conference on California Heritage: Shaping California's Future, San Francisco. Ball-Rokeach, S.J., & Song, H. (2007). Public access channels: On becoming a local storyteller. Presented at the Board of Information Technology Commissioners City of Los Angeles. Broad, G.M. (2009). Vegan Soul Food: African-American Vegetarianism in the Media. Paper presented at the Conference on Communication and Environment, University of Southern Maine. Gonzalez, C. (2009). Latinos Online: Exploring Social Support Messages in Univision Online's Immigration Forum. Paper presented at the International Communication Association annual Conference. Chicago, IL. Gonzalez, C. (2010). Mobilizing Information in Univision Online's Election 2008 Forum. Paper presented at the International Communication Association Conference. Singapore. Gonzalez, C., & Ball-Rokeach, S. J. (2011). Including ethnic media in social research: It's about time. Presentation for the Diversity & Equity Award special session at the AEJMC Annual Conference, St. Louis, MO. Gonzalez, C., Broad, G.M., & Villanueva, G. (2009). Academics as Advocates: Community-Based Research and Geo-Ethnic Media. Presented at the Local Media for Social Change: A Southern California Regional Summit, Los Angeles CA. Hardyk, B., Loges, W.E., & Ball-Rokeach, S.J. (2004). Radio as a successful local storyteller in Los Angeles: A case study of KKBT and KPCC. Presented to the Annual Conference of the International Communication Association, New Orleans. Katz, V. & Matsaganis, M. (2007). "Geo-Ethnicity" as a Tool for Understanding Diversity in Local Media & Culture. Paper accepted to The Our Media-Nuestros Medios VI International Conference, Sydney. Katz, V. & Matsaganis, M. (2007). A communication ecology approach to theory and method in understanding community media. Paper accepted to The OurMedia-NuestrosMedios VI International Conference, Sydney. Katz, V. & Matsaganis, M. (2007). A communication ecology approach to understanding community media, place, and ethnicity in context. Paper presented at The AEJMC Midwinter Conference, Reno. Katz, V. (2008). Child Translators and media use. Drexel University Conference on Migration and Childhood (Philadelphia, PA) Katz, V.S. & Matsaganis, M.D. (2011, July). Ethnic media and social integration of new immigrants in cities: A multilevel approach. Presented at the International Association of Media and Communication Researchers Annual Conference (Istanbul, Turkey). Lin, W. Y. (2007). When the alternative goes mainstream: The competition between ethnic TV and the Internet. Paper presented at the annual conference of the International Communication Association, San Francisco. Lin, W. Y., Song, H. & Mercado, A. (2004). Storytelling into Community Building: The role of geo-ethnic media in building communities . Paper presented at the annual conference of the International Communication Association, New Orleans. Lin, W. Y., Song, H. (2005). Local media, global content?: Exploring the transnational dialogue in the ethnic media in new immigrant communities. Paper presented at the Annual Conference of the International Communication Association, New York, NY. Matsaganis, M., & Katz, V. (2007). Ethnic media beyond the first generation: challenges and opportunities for sustainable growth. International Conference of the Union for Democratic Communications. Vancouver, Canada. Matsaganis, M., & Katz, V.S. (2012) How Latino migration flows and Latino media growth influence local communities in the U.S. Paper presented at the annual conference of the International Communication Association, Phoenix, AZ. Matsaganis, M.D. & Katz, V.S. (2011, July). Professional challenges for ethnic media journalists. Presented at the International Association of Media and Communication Researchers Annual Conference (Istanbul, Turkey). Song, H. (2006). The relationship between humans, space, and media in globalization: The role of local and global news in ethnic media on the sense of belonging toward the residential area. Paper presented at the Annual Conference at the Association of Pacific Rim Universities Doctoral Student Conference, Singapore. Song, H. (2007). Connections to mainstream and ethnic media in context: An empirical test of a two-dimensional ethnic identity model. Paper presented at the Annual Conference of National Communication Association, Chicago, IL. Song, H. (2007). The dual roles of ethnic media: The effect of neighborhood news and home country news connectedness of ethnic media on the sense of belonging to the residential area. Paper presented at the annual conference of National Communication Association, Chicago, IL. Villanueva, G. (2009). Media for Social Change: A Process Evaluation of Bresee's Youth Film Festival on Social Justice. Academics as Advocates session: Community-Based Research and Geo-Ethnic Media. Paper presented at Local Media for Social Change: A Southern California Regional Summit. Occidental College, Los Angeles, CA. Wilkin, H. A., Ball-Rokeach, S. J., Matsaganis, M.D., & Cheong, P. (2007). Comparing the communication ecologies of geo-ethnic communities: How people stay on top of their community. Paper presented at the meeting of the International Communication Association. San Francisco. Wilkin, H.A., & Gonzales, C. (2006). Are Spanish language television shows connecting Los Angeles Latino residents to their health storytelling networks? Paper presented at the 56th International Communication Association Conference, Dresden, Germany.
Dissertations Chavez, C. (2009). Hispanic advertising as social orientation. An examination of the advertising industry as a field of cultural production. University of Southern California, Los Angeles, CA. Lin, W.Y. (2004). Communication and community-building: The role of ethnic media in the Chinese immigrant community of Los Angeles. Dissertation Abstracts International, 65 (09), 3203.
Other Presentations Ball-Rokeach, S. J. (June, 2009). Public service media: Three conceptual tools. Keynote to the Beyond Broadcast Conference Public Service Media from Local to Global. Ball-Rokeach, S. J., Moran, M. & Frank, L. (April, 2010). Engaging residents, community organizations, and geo-ethnic media for improved community health. Presentation to the Magnolia Place Consortium, Los Angeles. Ball-Rokeach, S. J., Parks, M., Ognyanova, K. & Chen, N.-T. (2011). The Alhambra Source: Enhancing civic engagement in a multiethnic community. Poster presented at the Third Annual GPSS Poster Symposium, Los Angeles. Katz, V.S. & Matsaganis, M. (2011, May). Broadband internet and ethnic media: Opportunity or threat? Presentation at the Ford Foundation Digital Diversity Experts Workshop (New York, NY).