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Research on Settlement Programming Through the Media Final Report Diversipro Inc Research on Settlement Programming Through the Media Final Report DiversiPro Inc. 1 RESEARCH ON SETTLEMENT PROGRAMMING THROUGH THE MEDIA Table of Contents Page Executive Summary 3 Scope of the Project 8 Project Activities 9 Media Survey 10 CADA Content Analysis 17 Community Discussions 22 Literature Review 24 Marketing & Advertising Survey 31 Best Practice Research 35 Recommendations 37 Appendices 40 Research on Settlement Programming Through the Media Final Report DiversiPro Inc. 2 EXECUTIVE SUMMARY Canada admits more than 250,000 new immigrants each year. More than half of these new immigrants settle in Ontario, a significant number of them choosing the Greater Toronto Area as their new home. The GTA is also the media capital of Canada, having 12 television news outlets, 41 radio stations and six English-language daily newspapers. There are also more than 200 y ethnocultural publications in the GTA, including eight daily newspapers and several radio and television stations. Settling in a new country can be a daunting task for most newcomers, so access to accurate and appropriate information is vital. The media are an important source for this settlement information. In a speech delivered in Toronto in March, 2006, then Citizenship and Immigration Minister Monte Solberg said in part: “…to feel truly accepted in the workforce, newcomers will need to learn the customs and practices of the Canadian workplace. Finally, we know that to feel truly accepted as citizens, newcomers will need to learn, and embrace, the values that make Canada one of the most admired nations on earth.” Indeed, the media play an important role in helping newcomers to “learn the customs and practices” of their new home. Equally important, the messages the media disseminate to newcomers about various services and resources available to them are vital to social inclusion and adaptation. Research conducted by DiversiPro Inc. explored settlement-related information, specifically the Executive SummarExecutive key messages and stories directed at the targeted communities, including newcomers and others involved in the immigrant settlement field, through the media, both mainstream and ethnic. Through qualitative and quantitative analysis (content analysis, community discussions, questionnaires, interviews, literature review and best-practice reviews) this research has found that information for newcomers in both the mainstream and ethnocultural media is in short Research on Settlement Programming Through the Media Final Report DiversiPro Inc. 3 supply. In fact, nearly 40 percent of the ethnocultural media practitioners who responded to questionnaires could not recall any specific examples of settlement coverage they had carried. There are notable exceptions, for example Canadian Immigrant and Canadian Newcomer magazines and Viva, Radio-Canada International’s new Web service, but the mainstream media could cite virtually no specific examples of settlement information for newcomers. When asked the reason for this lack of information, the answers ranged from “not a lot of our audience is immigrants,” to “don’t want to alienate mainstream readers.” Previous research has indicated that newcomers more often turn to ethnocultural media for settlement information; however, it appears that this information is inconsistent and there are no predictable time slots, so coverage is hit and miss. In reviewing existing literature and other research on this subject, we found, among other things, that very little research is available on the processes by which newcomers access or learn about settlement information; that newcomers rely on social support networks and media as their main sources of information about services; and that newcomers receive settlement information from different channels before arrival, upon arrival and after arrival in Canada. The research makes it clear that the media are not fully aware of what newcomer communities need and how they may best be served. This research also examined best practices in the United Kingdom, Australia and European Union countries. In essence, the research found that “…media strategies have focused on social cohesion, assimilation and acculturation, but have missed the important role of providing settlement information, such as how to enter the job market and how to attain citizenship.” The research found that high-immigrant-receiving host countries are increasingly concerned about identifying and implementing strategies to assist newcomers to “integrate” rather than “settle.” It was also revealed that the media are not providing consistent information to newcomers about settlement services. Research on Settlement Programming Through the Media Final Report DiversiPro Inc. 4 Finally, and ironically, the research showed that, as newcomer communities become more established, the ethnocultural media are more interested in reaching immigrants who are integrated in the host countries than offering settlement information to newcomers. This lack of information presents an opportunity to support ethnocultural media that focus specifically on offering content about settlement services. RECOMMENDATIONS 1. From the research it is clear that ethnocultural media are important vehicles of communication for many newcomers, especially in their native language. It is also clear that there is a strong desire by ethnocultural media to publish more settlement information. We therefore encourage CIC to support ethnocultural media to provide more settlement information about the key settlement areas (Employment, Housing, Immigration/Citizenship, Legal services, Education, Health, Consumer information, Community/Recreation and as indicated in our report, “Other Settlement information”. We recommend that ethnocultural media: a. Provide settlement information in appropriate immigrant languages and in English or French when possible. b. Clear and easy to understand information is vital to imparting information, especially to newcomers whose first language is not English. We recommend information aimed at newcomers be written or rewritten by journalists rather than simply translating government-originated material that may contain too much jargon. c. A common desire we heard from editors at ethnocultural media was to have one place where they can go to get settlement information for dissemination to newcomers and other (newspaper) readers. We recommend a cooperative exchange service for settlement information similar to a wire service such as Canadian Press Research on Settlement Programming Through the Media Final Report DiversiPro Inc. 5 where subscribing members share articles containing settlement information. CIC would underwrite some of the costs for this service. d. Ethnocultural publications often operate on shoestring budgets. The research found that one barrier to more frequent and consistent publication of settlement information was the cost of translating information obtained from CIC into different immigrant languages. We recommend CIC offer, on request, free translation of materials produced by Canadian Newcomer and Canadian Immigrant magazines. 2. Our research has found that mainstream media do not disseminate a significant amount of settlement information. In fact, there is an assumption among mainstream editors that newcomers are well-served by ethnocultural media and other sources. We recommend CIC consider the publication of one-time supplements in mainstream media (newspaper), in partnership with local settlement agencies. This would have an added outcome of introducing newcomers to an important mainstream institution. 3. Our research found that the grade-level of language used in settlement information was often too high for newcomers to fully understand. We recommend CIC set and develop appropriate language level guidelines for settlement information produced by CIC (federally and provincially). 4. The research indicates that newcomers often use locally-produced ethno-specific radio programs, print and the Internet to get settlement information. We recommend CIC focus its efforts in these areas because of a growing immigrant following and because these modes of media have lower production costs. 5. In our literature review there was a paucity of information on how newcomers access settlement information. We recommend a comprehensive study of the processes Research on Settlement Programming Through the Media Final Report DiversiPro Inc. 6 newcomers use to learn about settlement information and how they use the information to settle in their new country. 6. There appears to be some confusion about what “integration” means in the context of newcomer settlement. For some it means “assimilation;” for others it may mean something else. We recommend that CIC explore defining or redefining “integration”, and the supports immigrants need in order to successfully integrate and settle in Canada. We suggest this may streamline and strengthen existing media programming, making them more effective in providing information that immigrant populations actually need. 7. Measurable outcome of any initiative is the hallmark of good project management and the allocation of funds. Evaluating the effectiveness of media initiatives should be no different. We recommend that upon the initiation of media projects or campaigns, CIC ensures that they are designed to be evaluated for their effectiveness. 8. Developing closer relationship between CIC and media (mainstream and ethnocultural) is vital to successful dissemination of settlement information to
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