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The process of globalization has penetrated multiple aspects and levels of our life. It has influenced the worlds economics politics and, of course, it has affected the worlds society. Causing a lot of intercultural migrations, the process of globalization has created various ethnic and social clashes among the worlds population. Social diversity inflicted by the process of globalization has been developing for decades, although it started to be recognized and taken into consideration as a serious social factor only recently. Large multinational countries such as the United States grew to understand the importance of social and ethnic diversity in such spheres as a business, marketing, and mass media.
The cultural, ethnic, and social diversity issues became extremely popular over the last decade. The level of their reflection in the mass media such as television, radio, magazines, and newspapers increased significantly after the beginning of the 2000s. This phenomenon is easy to follow, even without conducting any special research. It is enough to remember the movies and TV shows popular at the end of the 1990s and the beginning of the 2000s. Hercules, Charmed, Sex and the City, Law and Order, Friends, Buffy the Vampire Slayer, Beverly Hills, General Hospital and The X-files had none or very few representatives of ethnical minorities featured as main characters. This issue also concerned the scriptwriters, directors, and crew member, who was prevalently Caucasian (Harvey & Allard, 2011). The situation is very different today. Ethical and social diversity in contemporary films and shows is presented quite well. Besides, news portals online and news shows on television started to address the problems and crises of the social minorities, but this led to more discrimination issues because the ethnic minorities found themselves presented in a negative way mostly, which formed racial and cultural stereotypes against the representatives of various ethnic groups.
Eventually, the growing numbers of immigrants in the United States led to the appearance of ethnic media such as newspapers and television channels focused only on the culture-specific issues, entertainment and news, and using the native languages of various cultural groups (Harvey & Allard, 2011). The rapid growth of popularity of the Internet resulted in the occurrence of ethnic branches and versions of popular social networks. The size of the audience of various TV channels and the number of users of different social media is no longer measured based on cultural roots and backgrounds of people. Today the statistics estimating the popularity of various media resources rely mostly on the age of the viewers.
It is important to remember that we live in a world where the World Wide Web covers every aspect of our lives. Naturally, it has penetrated the business world. The majority of the biggest global corporations all over the world now rely on various mass media to improve their marketing. Advertising today is culture-sensitive, to win diverse customers, the companies use different languages, ethnic symbols, music, and modern representatives of people of color among celebrities (Harvey & Allard, 2011). The use of social media platforms as the means of business promotions is also very popular.
Modern mass and social media have a large audience among various ethnic and social minorities and reflect the issues concerning all of the diverse viewers. The situation today has improved immensely since several decades ago, when the range and quality of information broadcast through the mass media were regulated not only based on its contest but also based on its most expected audience (Harvey & Allard, 2011).
Reference List
Harvey, C., & Allard, M. (2011). Understanding and Managing Diversity (5th ed.). Upper Saddle River, NJ: Prentice Hall.
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