Emerging Audiences in Digital Spaces
The paradigm shift precipitated by new media and advances in communication technology
have provided unprecedented opportunities for democratic action and access. However, questions arise regarding how these advancements are impacting ethnic and cultural minorities, specifically Latinos/Hispanics and blacks in the United States. On one hand, Latinos and blacks lead adoption of new media (African-Americans and English-speaking Latinos continue to be among the most active users of the mobile web: http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx). On the other hand, deep digital divides persist (Google Fiber’s Kansas City experiment runs into digital divide, Austin American-Statesman). Meanwhile, corporate players have identified Latinos as viable media market, relying on a digital platform to offer their content (How Fox Pioneered A Formula For Latino News: http://www.npr.org/2012/08/09/158416047/fox-pioneers- formula-for-latino-news). These contradictions characterize the “emerging audiences” of Latinos and blacks in new media and highlight the role race plays in digital spaces.
Renowned for being forward-looking, the SXSW Interactive Conference (SXSWi) has featured panelists and speakers addressing emerging audiences in past conferences (Social Media Sharecropping: Black Tech Adoption). The goal of this proposal would be to investigate how the best and brightest minds in communications and technology are addressing emerging audiences, confronting disparities, and looking toward a future of demographic shift. Through panelist and participant interviews, and with an analysis of the SXSWi conference programming, I will assemble a multimedia narrative of engaging emerging audiences. Examining this issue at SXSWi is paramount because the conference is the standard bearer for emerging trends and advancements in communication technology. By looking at emerging audiences at SXSWi, we are essentially looking into the future. That future must include the fact that by 2050, Latinos will be the ethnic majority in the United States (http://www.pewhispanic.org/2008/02/11/us-population-projections-2005-2050/).
As an alumni of the 2012 SXTXstate project, I have a proven track record of excellence with digital media (http://www.sarafperalta.com/portfolio/journalism/). From producing videos of interviews, to digital storytelling, and live-blogging, I have created high-quality content across multiple platforms. While I am proud of these accomplishments, my goal in participating in SXTXState again would be develop an extremely ambitious project. I propose to create a short documentary featuring speakers and participants discussing this issue, then integrating blogs and data visualizations to tell the whole story.
Successfully executing my proposed project is integral to my career goals as a communicator. My goal is to continue my work with nonprofit organizations and rise to a leadership position, leveraging communication to better the community. To be a better leader, I must to be intimately knowledgeable of how to communicate with community I advocate for. National demographic shifts are not only proof that our approach to engaging emerging audiences must change, but how we communicate entirely.
Sara’s Work During SXSW 2012
Interview with KULA
Interview with Zamp
Edtech Reporting: Why It Sucks and How to Fix It
Additional Info:
New Media Concentration: Yes
Been to SXSW Before: Yes, 2012
Been in Program Since: 2011
Relevant TXST Courses: Issues in New Media, Online Media Design, Advanced Online Media
Other Courses: n/a
Website: www.sarafperalta.com
Blog: www.sarafperalta.com/blog/
Twitter: @sarafperalta
LinkedIn: www.linkedin.com/in/sarafperalta
Facebook: www.facebook.com/sarafperalta
Other: Pinterest: pinterest.com/sarafperalta
Sara will do an outstanding job for your SXTXState program! Hat’s off to a fine program at Texas State!
In the study of new media technology, and mass communication in general, an understanding of minority markets and emerging audiences is imperative. Especially given our country’s shifting demographic make up, the value of a study like the one Sara proposes cannot be understated. On a personal note, since meeting Sara last fall, I never fail to be blown away by her ambition and devotion to both her studies and the critical social and political issues she champions. Her intellect and professionalism will make her a valuable asset on the SXTXState team!
I had the absolute privilege to work with Sara on the SXTXState project earlier this year in our Advanced Online Media course. I would have to say that she blew everyone out of the water, in terms of content and coverage. Myself included! Sara was on top of things at every single meeting we held and was always willing to help the rest of the class get additional interviews, panel information, etc. Anything that was within her power, she was willing to do to propel the status of the project.
Whether she was on or off-site, Sara was constantly tweeting and updating her social networks with what was going on during the conference. I was impressed and beyond inspired by her activity, and was motivated to generate more content myself. If we are able to work together again, I’m 110% positive that Sara and I will be able to motivate not only one another, but also the rest of the team to be as productive and efficient as possible. Sara is a true leader in every sense of the word and I strongly believe that she deserves this opportunity.
Thanks to everyone who has voted for me! Here’s some more info if you’re still on the fence:
Latinos, as an audience, are gaining recognition as a viable media market. Fox News Latino and other Latino-oriented media projects are evidence of that belief by multi-billion organizations. (http://www.npr.org/2012/08/09/158416047/fox-pioneers-formula-for-latino-news)
Latinos lead consumption of social media and mobile web use. The Latino population is skewed young, accounting for the affinity for technology, across income and education levels. This is key when considering Latino-oriented media is based primarily on the internet. (http://www.pewhispanic.org/2011/02/09/latinos-and-digital-technology-2010/)
SXSW Interactive looks into the future of communication technology.What do futurists see as the demographics of consumers change drastically? My goal is answer that question.
I have a super-awesome pinboard with related articles and links for more information. Check it out here: http://pinterest.com/sarafperalta/mass-media-politics-2012-election/
Sara,
As usual, your proposal is polished and well-researched! As I thought more about your interest area, I realized I’ve read a fair amount of content that going a step further from minorities as media consumers to examining how minority groups are leveraging digital media to strive for entrepreneurial goals. One example is this article from Fox News Latino: http://latino.foxnews.com/latino/news/2012/07/19/more-latinas-leveraging-digital-media-for-entrepreneurial-success/
I see an opportunity for my interest in technology use in innovation and startups to collaborate and overlap with your proposal’s theme. I would be interested in pursuing more ideas for how I could mold my proposal to work toward providing opportunities for and encouraging innovation at Texas State, especially for populations that may not have as much exposure to this topic.
Sara this looks great! Really like your proposal and the ideas you will bring to the table!
Sara Peralta, with her keen wit and wisdom, will be a valuable addition to your program.
Sara – This is a very interesting and pertinent topic! I hope you are able to attend the conference and make this project happen. I would love to see the resulting work!
Sara is one of the most dedicated and skilled graduate students in our program. I have always admired her work ethic, and I can always learn something from her input in class discussions. I know she has a special interest in Latino studies within new media, and I know she would offer a unique contribution to the SXTXstate team!