ABSTRACT
This chapter focuses on ethnic media organizations and producers serving immigrant communities across New York City. Mainstream media have tried and tested a variety of approaches to effectively respond to the challenges and changes, with varying levels of success. As demographic diversity increases across the US and ethnic media become more prevalent in our media environments, there is a felt need to know more about how ethnic media producers are addressing challenges and leveraging opportunities associated with Internet adoption and the emergence of new communication technologies. Path analyses of survey data indicated that producers’ positive attitude toward social media, the extent to which they believed that social media were helpful for accomplishing their goals, and the degree to which they thought it was easy to use these communication technologies were all key factors that influenced positively their intentions to adopt social media for work.
