Media is regarded as one of the most transparent sources of sharing of news and information. Majority and minority community people both have high regards and faith on media. Minorities, in particular, are affected by publications in media. Racial issues have resulted in disparity among people on basis of race. The reason behind such racial differences is mere co-existence of small and large of people belonging to different races living in the same community. Racial differences are followed by outburst of violence among people. Even though all humans are same, discriminations on the basis of color, religion and race give rise to conflicts. People from minority and majority groups look upon media for prevention and resolution of racial conflicts. The word “minority” refers to relatively small in comparison. Minorities suffer from various discriminations in the society (Chowbey, P., Salway, S., Ismail, M., 2012). They have limited number of people to share their ideas and opinions, powers and privileges are absent in most of minority cases. Thus, minorities expect media to represent racial issues prevailing in the society. Racial discrimination is considered as an evil for the society. Minorities regard media as a powerful news sharing medium. They believe that media can play a vital role in eradication of racial discrimination from the society. They expect media to act in the best interest of the society and take all possible measures for unity of people belonging to different races living in the same community (Saunders, K., 2010).
Minorities view media in different forms such as teaching, decision makers and image building. Media displays information and such information has implication for ethic minorities and other ethnic groups living in the society. News and information published in media whether intentional or unintentional “teach” public on several issues. Moreover, media has a powerful educational impact on ethnic minorities as these people have limited contacts. The influence of media on ethnic minorities is regarded as one of the most complex feature of media relationship. People from minority groups recognize media’s power to impact their lives. Research studies reveal that minorities believe that media influences other people’s views and even their own views. Thus, minorities have been strongly recommending media to consider their position and seek optimum balance in terms of news coverage (Cook, A., Glass, C., 2014). Minorities have been propagating reduction in wider negativism faced by them in comparison to majority group people. Moreover, ethnic minorities have been demanding better roles in the society through news coverage. However, media responses towards such demands have not been consistent or sensitive.
Since minorities have marginal and limited presence in the society, rare opportunities are provided to these groups of people. Minorities feel frustrated due to delays and continued slowness of their progress in the society. Though minorities applaud media contribution in changing their life, they believe that media can act as a powerful decision maker and influence social status of ethnic minorities. People from minority groups believe that getting admissions in schools, colleges and universities remains a hurricane task as entry obstacles persist. They even endorse the fact that admissions do not alone resolve the problem. Personal isolation, difficulty in gaining access to top level management, lack of power and control are other factors adversely impacting interest of ethnic minorities (Davidson, M., Fielden, S., Omar, A., 2010). Minorities often find themselves hovering in between earning their livelihood and gaining recognition in the society. These people also state that they find it extremely difficult to manage their social commitment. Minorities respect media role and position in the society. Hence, they look for direction and help from media in terms of news coverage for racial issues. Minorities admire the very fact that media works in the larger interest of the society. Thus, ethnic minorities are convinced that media would address their concerns and present their pathetic position to the society. Moreover, minorities see media as a medium for conveying their dismal status to policymakers. Ethnic minorities believe that media not only influences thought process of general public but also impacts minds of decision makers. In this way, media impacts lives of minorities by raising racial issues and affects decisions of government and policy makers (Hussein, S., Manthorpe, J., Ismail, M., 2014).