The Seattle Times Company is one newspaper firm that
2 P& ], M0 C0 i* z has recognized the need for change and done something about
6 M0 [. Z4 I* ^5 r9 [2 p! P6 n it. In the newspaper industry, papers must reflect the diversity
% C' \( j) p/ |5 Y of the communities for which they provide information. It must __1__# {$ q* t% ?2 m3 i& _, _+ c: j
reflect that diversity with their news coverage or risk losing
6 G1 l2 B6 ]& K: d# n9 F; W0 h their readers’ interest and their advertisers’ support. Operating3 E& u$ f6 s2 O. x5 h( f3 y, b
within Seattle, which has 20 percents racial minorities, the __2__
; T( N/ f* B! A7 H" p paper has put into place polices and procedures for hiring1 v9 I& b7 `+ e2 }
and maintain a diverse workforce. The underlying reason for __3__, p& B6 y4 E; `; w
the change is that for information to be fair, appropriate, and
. E7 d: a l$ ]4 | subjective, it should be reported by the same kind of population __4__
& Q5 R- C0 a( u2 R/ f( } that reads it.
`/ h6 W$ K, }4 k7 ^7 ^: G5 U A diversity committee composed of reporters, editors, and
3 b% l- f, m B% \; ` photographers meets regularly to evaluate The Seattle Times’ __5__1 c. `6 `- I. n5 |/ S+ g `
content and to educate the rest of the newsroom staff about
) Q+ [" ]) G7 l diversity issues. In an addition, the paper instituted a content __6__
. ?7 |( X6 i' h7 c( i" R2 P! c audit that evaluates the frequency and manner of representation6 R6 N& t2 N6 } P$ p7 Y
of woman and people of color in photographs. Early audits __7__" |: ]( [# ~0 q( \& h
showed that minorities were pictured far too infrequently and( f( G& v; w0 i
were pictured with a disproportionate number of negative articles.
4 k& q: Q0 p& B3 i5 e The audit results from improvement in the frequency of __8__) }$ F' b5 D# y* R2 n
majority, representation and their portrayal in neutral or positive __9__
/ ^3 j, U7 s- s! N7 L situations. And, with a result, The Seattle Times has improved __10__- E1 c' b% _- c; o' E' l- w6 Z
as a newspaper. The diversity training and content audits helped
0 Y) C% M: h* p3 r, ] The Seattle Times Company to win the Personal Journal Optima’s
; X1 _0 Z W- H) H7 a; }: \ Award for excellence in managing change. |
发表于 2012-8-14 11:29:10
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