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
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
Other: Pinterest: pinterest.com/sarafperalta