17. Languages: Obstacles And Brand Values In The Age Of Media Convergence

Narbaiza, Bea; Albizu, Josu Amezaga; Arana, Edorta; Azpillaga, Patxi

doi:10.21832/9781847699053-020

Cited by 2 publications

(1 citation statement)

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“…Others have suggested instead that language may fulfil symbolic rather than informative functions, such as media branding (Narbaiza et al 2013) or standing as a symbol of ethnic belonging (Dolowy-Rybinska 2013), prestige (Smith 2016) or "cool" (Maher 2005 (Ang et al 2002;Gillespie 1995;Hargreaves 2001;Hargreaves & Mahdjoub 1997;Madianou 2005;Milikowski 2001;Rios & Gaines 1997, 1998and Wilkin et al 2007) that few ethnic minority groups consume media only in their minority languagemost also use dominant language media. Indeed, Cormack (2007) rightly asks: why do bilingual audience members choose to consume their media in one language or another?…”

Section: Pacific Media In Aotearoa New Zealandmentioning

confidence: 99%

Contested language use in ethnic media: a case study of New Zealand’s Pacific media

Ross

2019

Journal of Multilingual and Multicultural Development

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Tara Ross is a senior lecturer and head of the journalism programme at the University of Canterbury, where she is also a research fellow with the Macmillan Brown Centre for Pacific Studies. She was an award-winning senior reporter for The Press and the Sunday Star-Times newspapers, and has worked as both a freelance writer and editor, as well as for community news publications. She is of Pākehā and Tuvaluan descent, and studies journalism, diversity issues, ethnic minorities and Pacific media. @taraross_nz, orcid.org/0000-0002-6664-711X Word count: 6709 (including footnotes & excluding references) Contested language use in ethnic media: A case study of New Zealand's Pacific mediaNew Zealand's Pacific communities face significant generational language loss and their media are increasingly produced in English, raising questions about the centrality of language for ethnic media and their audiences. By drawing on semistructured interviews with 23 media producers, this study finds tensions within and between Pacific-language and English-language media over the use of Pacific languages. It suggests that language is a strategic resource of identity in Pacific media that is shaped by a dialectic of internal and external identification.Rather than viewing ethnic media language practices as simply about language preservation or translating information for migrants, this paper suggests we examine language as a way that media producers intentionally perform their identity and legitimate Pacific media production.

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