Media is omnipresent in the society and always carries the same responsibility since its introduction. The change that has been occurring so far is the forms of media. Use of media for circulation of message and advertising or promotional purposes is an age old practice. â€Commercial messages and political campaign displays have been found in the ruins of ancient Arabia. Egyptians used papyrus to create sales messages and wall posters, while lost-and-found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America.†(Courtesy: Wikipedia.org) At present, media has been exposed to various mediums, like: Print Media, Electronic Media and Online Media. But the success of media mostly depends on the kind of audience it approaches and exposed to. The Media has its own attitude that is mostly affected by contemporary happenings. For example at past technological support was not there for large circulation of newspaper. So public messages, government orders are broadcasted at city squares, coffee houses and other public places. So those who had access to these places were only to know the things. Gradually the scope of media has been broadened and innovative strategies are implemented. One of such media strategies is Ethnic Media. Before going deeper into the topic, let’s define â€ethnic mediaâ€. Ethnic Media is the combination of two words: ethnic and media. Ethnic refers to a group of people or a community that shares common and distinctive culture, tradition, religion, language and other social values, but most importantly belongs to minority section of a country. Media you know better and previously discussed even; so I don’t want to waste my time as well as of yours. So media agencies those especially work for such ethnic communities are known as Ethnic Media. Now-a-days ethnic media agencies are high on demand and companies are targeting ethnic media to promote their products and services. Let’s discuss the facts that are responsible for the growing popularity of ethnic media. After globalization and IT revolution, inter-continental and international shuffling of people have been increased. We can walk back to the history; especially Colonialization had started shuffling of people in between Asia, Africa and Europe. But that had not created that much impact on media due to lack of political participation. But after the World War II, the importance of these ethnic communities grew up and still continues to grow due to their active participation in nation building and economic strengthening. Companies are also changing their marketing strategies as they are planning to target specific sections of the society. The basic reason is to reach out more people which they were not able to previously. Ethnic communities are too personal to their lifestyle and prefer not to be influenced largely by outer culture. We can call it as Ethnic Conservatism or Ethnic Stigma. But companies are not worried about such ethnic conservatism rathe they see it as an opportunity to promote their products and services. LEBA †Ethnic Media is one of the leading Australian ethnic media agencies and has been constantly a great agency to be work for various companies that want to reach out various ethnic communities in Australia. For more information about LEBA â€Ethnic Media, please log on to our website: www.leba.com.au. For business contact, feel free to contact us.
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