Engaging Ethnic Communities Through New Media

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  • 8/8/2019 Engaging Ethnic Communities Through New Media

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    Copyright 2010 viaLanguage. All Rights Reserved1

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    Copyright 2010 viaLanguage. All Rights Reserved2

    Q: What is new media?

    A: Online, digital and mobileways of connecting andreceiving all types of contentor information. Its aboutgettingwhatever informationyou want, wheneverandwherever it is convenient foryou.

    Engaging Ethnic Communities: Why go multicultural with new media?

    As we know, the U.S. has become increasingly diverse. In 2008, the U.S. Census Bureau reported that theminority population is an estimated 104.6 million, or 34 percent of the population. Additionally, the Bureaureported that 44 percent of children under age 18 are now from minority families. Not surprisingly, Latinosmake up the largest and fastest growing minority population followed by Asians. (See chart below)

    Types and trends of new media usage

    Looking up healthcare information is one of the three top online activities in the U.S. In fact, 132 millionAmericans are online today and almost 80 percent of them are searching for health information. Some otherinteresting trends from a recent by Pew Internet Research Study include:

    Seven-in-ten adult internet users, or roughly half of all U.S. adults, have used the internet to watch ordownload videos.

    Half of online users share videos. In 2009, nearly 9 out of 10 U.S adults (or more than 270 million people) subscribe to a mobile service

    compared with 77 percent of Americans who use the internet.

    Whos looking?Compared with all other racial and ethnic groups, Latinosincreasingly turn to the internet for health information. Other non-Hispanicpopulations (Asians, Native Hawaiians, Pacific Islanders, American Indians,Alaskan Natives, and people who named multiple races) also frequently lookto the internet for health information. In addition, more Latinos (62 percent)access the internet via a handheld or wireless device compared to whites.And according to a 2009 study by Florida State University Center forHispanic Marketing Communication, certain minorities visit social networkingsites more frequently than non-Hispanic whites. (See graph on next page)

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    Additionally, some ethnic minorities tend to be drawn to collectivistic values and often look to one another tohelp guide decisions and opinions. They are more likely to leverage social networks to communicate withgroups of family and friends who are geographically dispersed.

    Not always for the young. The largest age group on Twitter in early 2009 was 35-49; almost 42 percent ofthe sites audience. The fastest growing population on Facebook is age 55 and older.

    What, where and when to use it?

    New media is not about tools and technology; its about creating venues for exchange and humanconnection. Tools and technology just facilitate the whole ability to interact.

    Where is it being used?Given that 70 percent of online adults have searched for health information overthe internet, it is no surprise that the number of U.S. hospitals using the popular micro-blogging site Twitteror posting videos on YouTube channels has skyrocketed in the last few years. (See below)

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    There is also an increased adoption of video usage in healthcare; anything from compliance and marketingto clinical care and efficiency. Interestingly, multilingual videos have also been rising, with Spanish videosgrowing more rapidly than in other languages.

    Online Hispanics in the U.S. are "media mavens," consuming and adopting media and technology at ahigher rate than the general population, according to recent research released by Yahoo! Telemundo andExperian Simmons Research. A recent study from comScore reported that 71 percent of Hispanics accessmobile content compared to 48 percent of the general market.

    What about mobile?There is no doubt that mobile is one of the largest growing marketsin fact, there arenearly 4.6 billion mobile phones on the planet covering almost two-thirds of the worlds population.According to the 2007 Pew Internet & American Life Project, nearly 75% of white Americans have cellphones, while 84% of Latinos and 71% of African-Americans have them. The study also shows that certainminorities, particularly Hispanics, are much more likely to engage in mobile activity as a primary vehicle forsending and receiving messages, emailing, taking pictures, and social networking.

    When to use multilingual new media?New media and multimedia can significantly improve information

    retention, particularly when dealing with low health literacy and/or multilingual audiences. Allowing theaudience to see, hear and read the information can greatly improve their chances of behavior change orlearning new health habits. Multilingual media can be used by all types of healthcare organizations for topicssuch as:

    Welcome/orientation videos Health and wellness Disease management/education Exam/hospital room Age-specific or habit-related content Pre-diagnosis Post diagnosis /discharge At home or on the go

    Tips for reaching and engaging through new media channelsPre-project Assessment: Identify your goals/initiatives: Define your scope, clinical areas of focus, internal and external

    resources, etc. Know your target culture and community: Consider factors such as race, ethnicity, religion, age, and

    gender as well as cultural health beliefs, customs, and practices. Define delivery methods: If using video, where/how will the video be viewed? If it will be posted online,

    consider the internet bandwidth and location of your audience (home vs. work).

    Healthy Eating in a New Land

    Diet changes often mean obesity,Diabetes and other health conditions.

    New media reaches: Limited English Proficiency Low native English literacy Limited literacy in native language

    Source: University of Minnesota Extension's Simply Good Eating Program

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    Before Translating, Remember: Use professional linguists: Cultural nuances can be lost in direct, word-for-word translations, and using

    machine translation for critical healthcare communications can be a costly gamble. Utilizing

    professional translators can ensure the readability, accuracy and effectiveness of your messages. Keep messages clear and concise: Use plain language written no higher than a 6th

    grade literacy level,and try to focus on key messages or what patients need to know.

    If Tweeting or blogging, avoid jargon: Dont use a big word where a small one will do; dont use threewords where one will do. If you need to clarify a tweet, link to a blog post or article on your website.

    Keep word length in mind: Translated text can expand 25-80 percent, so consider word and sentencelength in your online, audio or video messages.

    Video Localization Tips: Include culturally-relevant content: Use appropriate images, colors and symbols that match the target

    culture and beliefs. To speak or not to speak? Engineering costs increase with voiceover and voice syncing. Consider

    replacing some audio with animations, subtitles or interactivity which can be more economical and

    more impactful to your audience. Speak slowly, clearly: Try to speak at a 6th-8th grade level, and avoid lengthy sentences/paragraphs,

    slang and idiomatic expressions. Translator timing is key: Localized videos can be as much as 50 percent longer than the English

    videos, so syncing audio and video for the final project should be done and tested meticulously. Assess Results: Determine what will be reported by your community and how in order to assess the

    effectiveness of your video and elicit feedback.

    About viaLanguage

    To learn more about new media translation and localization, or how viaLanguage can help ensure youalways say what you mean when communicating with your patients, members and community, contact us at1-800-737-8481 or visit us online at www.vialanguage.com.