Rev. ed. of: Race, multiculturalism, and the media. 2nd ed. c1995.

Includes bibliographical references (p. 309-318) and index.

pt. I. Majority rules : "minorities" and the media -- 1. Diversity in the land of majority rule -- Who are the minorities? -- Population projections -- The racial and cultural mix : from melting pot to minorities to multiculturalism -- Growing racial and ethnic diversity : an international phenomenon -- The future of the multicultural United States -- Are the media maximizing the opportunity created by the increasing racial and ethnic diversity? -- 2. Do the media matter? -- The functions of media in society -- The mass media -- Do the media matter? -- News coverage and nob violence -- The influence of the media on bigotry -- How do the media matter? -- From mass media to class media -- pt. II. Racialism in entertainment portrayals -- 3. The roots of racial stereotypes in American entertainment -- The history and stereotyping of people of color in the United States -- The beginnings of mass entertainment : racialism on stage -- Racialism in the movies -- The changes in racial stereotyping during Hollywood's legacy -- The shameful legacy of racial stereotyping in entertainment media -- 4. Stereotypes extend into television and the video age -- Portrayals of people of color in American entertainment media since World War II -- TV portrayals : the first 50 years -- Racial imagery in the video age -- Stereotypes in video games -- Audience demand can affect change --

pt. III. Racialism in public communication -- 5. The press : a legacy of exclusion -- Phases and patterns in the treatment of people of color in news media -- Obstacles to multiracial news coverage -- Newsroom policy and race -- Taking "time out" to improve news accuracy -- 6. Advertising : the media's not-so-silent partner -- Advertising and media in the land of plenty -- Race and ethnicity in advertising -- Advertising images : protests and progress -- Integration in advertising -- Mining multicultural markets -- Advertising ethics and ethnic media -- 7. Public relations : influencing the content of the media -- Diversity and room for growth -- Women of color in public relations -- Why public relations needs people of color -- The influence of public relations on news media -- Diversity in public relations -- An agenda for diversity in public relations education -- An agenda for diversity in the public relations field -- pt. IV. Women of color in the media -- 8. Women of color : two strikes and ... ? -- Breaking the barrier : Black women rise to the top -- Sex, servants, and stereotypes : Latinas in the media -- From geisha girl to woman warrior : cashing in on the Asian mystique -- Newswomen of color -- Newsroom power and practices : perpetuating inaccurate portrayals -- Power and positions : diversity in the evening news --

pt. V. Strategies for dealing with racially insensitive media -- 9. Access : toward diversity with (un)deliberate speed -- Discrimination in the film and television entertainment industries -- The racial composition of the news media workforce -- The recruitment and retention of people of color -- 21st century discrimination -- 10. Advocacy : pressuring the media to change -- Challenging bias in broadcasting -- Expanding multiculturalism in the newspaper industry -- The impact of professional organizations of people of color in the media -- Advocacy in the entertainment industry -- Advocacy in education -- Confronting the status quo and increasing multiculturalism in the media -- 11. Alternatives : colorful firsts in class communication -- Communication before the Europeans -- Early printing in America -- The first Latino newspaper : El Misisipí in 1808 -- The first Black newspaper : Freedom's journal in 1827 -- The first Native American newspaper : The Cherokee Phoenix in 1828 -- The first Asian Pacific American newspaper : The Golden Hills' new in 1854 -- Similarities in the first newspapers of people of color -- pt. VI. The rise of class communication -- 12. 21st-century challenges and opportunities -- The growth of racial diversity -- The technological advances in communication media -- The targeting of audience segments by the media -- The communication media and the segmented society -- New opportunities : the rise of class communication -- Controlling the destiny of communication media -- Segmented media : are we losing the common culture that bonds us?

This text explores the way people of color have been depicted in the popular media in the US, from the rise of mass communication to the present, focusing on the experience of Native, Black, Latino, and Asian Pacific Americans. It covers the history of racial stereotypes in American entertainment; racialism in the press, advertising, and public relations; women of color in the media (new to this edition); strategies for dealing with racially insensitive media; and the rise of "class communication." Suitable for undergraduate students of mass communication, journalism, broadcasting, film, and advertising. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com) Distributed by Syndetic Solutions, Inc.