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ERIC Number: ED235929
Record Type: Non-Journal
Publication Date: 1982
Reference Count: N/A
Native American Ascertainment: Three Reports on Serving Native American Broadcast Needs.
Eiselein, E. B.
Public radio and television stations and Native American organizations and tribes viewed Native American media and information needs differently, according to mail surveys (done in 1981) of 109 tribes, 140 organizations, 103 radio stations, and 75 television stations. Survey results indicated that most tribal and organizational leaders found radio and televison coverage of Native American events and concerns inadequate. They preferred tribal newspapers and council meetings as information sources about Native American issues. Although 55% of the tribes received between one and five television channels, 70% received public television, and 26% received public radio, few received any native language programming. Organizations wanted special programming that avoided stereotypes and negative images of Native Americans for reservation and rural Indians. Tribes wanted special programming for children aged 6-12 and thought that broadcasters could best serve Native Americans by providing in-depth news coverage. Public television stations were equally divided on the issue of providing general or special programming for Native American audiences, but most responding radio broadcasters favored general programming. Although most surveyed broadcasters had Native Americans in their audiences and a large majority aired programs about Native Americans, only about a third aired programs for Native Americans. (SB)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: John and Mary R. Markle Foundation, New York, NY.; Corporation for Public Broadcasting, Washington, DC. Office of Communication Research.
Authoring Institution: Native American Public Broadcasting Consortium, Lincoln, NE.