‘The life of a new generation’: Content, values and mainstream media perception of transcultural ethnic media – An Austrian case

Author(s): Cornelia Brantner, Petra Herczeg

Year of publication: 2013

Keywords: Transcultural ethnic media, Immigration, Minority issues, Mainstream media perception, Social capital

Methodology/Sample: Content analysis/6 magazine issues

Reference: Brantner, C., & Herczeg, P. (2013). ‘The life of a new generation’: Content, values and mainstream media perception of transcultural ethnic media – an Austrian case. Communications – The European Journal of Communication Research, 38(2). https://doi.org/10.1515/commun-2013-0012

Abstract

This paper deals with transcultural ethnic media, that is, ethnic media with at least two additional fundamental benefits: (1) They provide space for and aim at different ethnic communities and (2) connect them to the major society. Additionally, they include inter- and transcultural content and provide (semi-)professional journalism. Content analyses with particular focus on the conveyed values as well as the perception of such a magazine ‒ biber, published in Vienna, Austria ‒ by traditional print media reveal that in reporting on issues not covered by mainstream media, transcultural magazines promote counter-public spheres on the one hand. On the other hand, they offer the majority society insights into ethnic communities. Mainstream media report much more frequently about such a transcultural magazine than about ‘classic’ ethnic media, evaluate it positively and see it as an important contribution to the media landscape. Overall, transcultural media play an important role in gaining bridging social capital.

> Summary

  • The paper examines transcultural ethnic media, highlighting their role in connecting diverse communities and the majority society.
  • It emphasizes the importance of such media in promoting counter-public spheres and bridging social capital.
  • The study focuses on the magazine “biber,” which provides insights into ethnic communities often overlooked by mainstream media.
  • Findings suggest transcultural ethnic media can foster inter-ethnic exchanges and empower immigrant journalists.
  • Overall, the research indicates a positive impact of transcultural media on societal integration and representation.

> Problem statement

  • The paper highlights the lack of studies on ethnic media content and their producers in Europe.
  • It discusses the need for better representation of immigrants in Austrian media.
  • The research addresses the challenges faced by transcultural ethnic media in bridging communities.
  • It emphasizes the importance of ethnic media in promoting inter-ethnic dialogue and understanding.
  • The paper critiques mainstream media’s inadequate coverage of minority issues.

> Methods used

  • The study employed a quantitative content analysis of articles in biber to examine topics related to immigration and ethnicity issues.
  • Semi-structured interviews with three biber journalists were conducted to explore their perceptions and expectations regarding transcultural ethnic media.
  • The research analyzed mainstream print media’s attention to biber, focusing on leading Austrian quality and tabloid newspapers.
  • A databank, WISO, was utilized for content analysis, covering Austrian newspapers from December 2007 to January 2010.
  • The study also reviewed newspapers’ coverage of other ethnic media products to assess the attention given to biber.
  • The research examined both the segmented counter-public sphere of biber and its perception by mainstream media.

> Practical implications

  • Transcultural ethnic media can bridge different ethnic communities and the majority society, promoting social integration.
  • They provide critical journalism that covers diverse cultural, political, and social issues.
  • The findings suggest that such media can enhance representation of ethnic minorities in mainstream media.
  • Young journalists with immigrant backgrounds can use transcultural media as a career springboard.
  • The paper highlights the need for media to reflect social realities and promote diversity.
  • It emphasizes the importance of active participation of immigrants in media production.

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