The Seattle Times Company is one newspaper firm that6 }: C" @4 c* H1 M; n! I4 `; u% l
has recognized the need for change and done something about9 r5 `* t8 t! c: R$ w9 ^: [4 X) i
it. In the newspaper industry, papers must reflect the diversity- B! g& ?) `9 Q& @: N1 A
of the communities for which they provide information. It must __1__2 j, [1 |- `$ p! a
reflect that diversity with their news coverage or risk losing% A" e+ g' R+ M8 A
their readers’ interest and their advertisers’ support. Operating
@. `. ]4 w7 U8 v! ]! Z within Seattle, which has 20 percents racial minorities, the __2__
( P" z5 F6 D! I, L paper has put into place polices and procedures for hiring: D" v8 H) M) ~- j
and maintain a diverse workforce. The underlying reason for __3__
$ ^6 |* {3 d' E& w: h0 K* F the change is that for information to be fair, appropriate, and5 B/ c2 f9 F" q4 C/ M( _
subjective, it should be reported by the same kind of population __4__
# c: b# q4 }& z9 ^ s& t5 E that reads it.) g8 H) S1 _ t
A diversity committee composed of reporters, editors, and& F0 k) \. \6 z+ D+ Q
photographers meets regularly to evaluate The Seattle Times’ __5__# u# x9 A N" @
content and to educate the rest of the newsroom staff about& Z+ ^+ N* o- V l) R8 N/ ~' u
diversity issues. In an addition, the paper instituted a content __6__
& Y! t8 w; R4 f; W! S audit that evaluates the frequency and manner of representation
- m% Q/ |9 j* K* E; S# {9 b of woman and people of color in photographs. Early audits __7__
: }1 S S4 _# M# k6 d" L! \# `5 q showed that minorities were pictured far too infrequently and
2 o% l' Z/ ^5 `2 V5 X were pictured with a disproportionate number of negative articles.) U' P& f7 s W' i. L0 ]
The audit results from improvement in the frequency of __8__
: H3 @- Y6 I' P7 R majority, representation and their portrayal in neutral or positive __9__
; R4 u( s9 Y, n/ M. d) j situations. And, with a result, The Seattle Times has improved __10__& ]8 t+ G0 K7 [5 x7 r
as a newspaper. The diversity training and content audits helped
. M/ ~& Q) u2 \& c The Seattle Times Company to win the Personal Journal Optima’s* g+ Q3 O, L- r2 ?1 t4 R( p
Award for excellence in managing change. |
发表于 2012-8-14 11:29:10
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