Australia has a rich history of immigration, and this has resulted in a range of diasporic communities living in the country. But how do these communities keep in touch with the culture and traditions of their homeland? It is all thanks to narrowcasting!
Narrowcasting, which Overby and Barth describes as allowing 'a far more nuanced targeting of audiences' (2005), along with the increasing availability of technology, results in cultural represenations being available to these communities through online sources.
Nacify believes that 'although physically separated from their [homeland], these postmodern diasporas have not neglected their indigenous cultures and languages; instead, using electronic media, they have worked actively to celebrate and sustain them.
One such media is YouTube, which 'allows billions of people to discover, watch and share originally-created videos... [providing] a forum for people to connect, inform, and inspire others across the globe,' (YouTube).
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| Source: The Lebanese Expatriate |
Narrowcasting, which Overby and Barth describes as allowing 'a far more nuanced targeting of audiences' (2005), along with the increasing availability of technology, results in cultural represenations being available to these communities through online sources.
Nacify believes that 'although physically separated from their [homeland], these postmodern diasporas have not neglected their indigenous cultures and languages; instead, using electronic media, they have worked actively to celebrate and sustain them.
One such media is YouTube, which 'allows billions of people to discover, watch and share originally-created videos... [providing] a forum for people to connect, inform, and inspire others across the globe,' (YouTube).
The video above is an example of the type of narrowcasting that ensures diasporic media targets certain cultures, languages and traditions that are relevant to different diasporic communities.
Many people living in diaspora have a deep connection with their homeland, and this is reflected in the type of diasporic media that is created. Desai claims 'in most discourses of diaspora, nostalgia, longing, and loss are central themes that define diasporic subjectivity and identities,' (2004).
By having diasporic media readily available through video sharing channels like YouTube, people living in diaspora are able to connect with their homeland and know that their feelings of longing and nostalgia are very common.
References
Desai, J 2004, Beyond Bollywood: the cultural politics of South Asian diasporic film, Routledge, London, pp. 101-31.
Nacify, H 2003, 'Narrowcasting in diaspora: Middle Eastern television in Los Angeles', in KH Karim (ed.), The media of diaspora, Routledge, London, pp. 51-62.
Nostalgia that Indians face when they land up for studies and jobs in US, UK and Australia 2009, YouTube, indianmonster, 3 October, retrieved 30 August 2012, <http://www.youtube.com/watch?=IlRPOa1SL3U>.
Overby, L & Barth, J 2005, 'Radio Advertising in American Political Campaigns: The Persistance, Importance, and Effects of Narrowcasting', Conference Papers - Midwestern Political Science Association, pp. 1-31.
YouTube, 'About YouTube', retrieved 30 August 2012
Hi Kate, I like your post on diaspora and narrowcasting. I think that you have found some good arguments and I like how you use many different references to supplement your claims. I like that you have both a picture and a YouTube video embedded in your blog. I also think that you make good use of links.
ReplyDeleteGood post, after reading I have different though and give me how powerful of the Internet help us to know our own culture, like Chinese culture in Australia, when the Chinese New Year in Chinatown will celebrations, and it is an opportunity to show people what Chinese New Year look like. Narrowcasting is a way to retain national culture.
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