Over my years immersed in the multicultural media world, I’ve seen how our communities thrive when they have a voice that truly resonates. From ethnic radio stations buzzing with familiar languages to community newspapers sharing stories that hit home, traditional media has been the heartbeat for so many of us in culturally and linguistically diverse (CALD) groups. Sure, digital platforms have exploded, offering endless scrolls and instant updates, but let’s be honest, sometimes that digital noise drowns out the real connection. As someone who’s watched this landscape evolve, I believe traditional media holds a special place, especially for our multicultural families navigating new lives. It’s not just about information; it’s about trust, depth, and keeping our cultures alive in a way digital sometimes can’t match.
Imagine settling into Australia as a new migrant, grasping for threads of your heritage amid the unfamiliar. You tune into a local ethnic radio show in your mother tongue, or flick on the TV to a familiar channel that feels like a warm embrace. That’s the power of traditional media; it’s tangible, reliable, and deeply personal. But in today’s crowded digital space, where feeds overload us with fleeting content, why does traditional still have a place?
Building Trust and Credibility in CALD Communities
In our diverse neighbourhoods, trust isn’t given lightly; it’s earned through consistency and cultural relevance. Traditional multicultural media, like ethnic TV and print, for certain briefs score higher here than digital alternatives. Studies show that CALD audiences view traditional sources as more reliable, especially for local news and cultural stories. For instance, research on media preferences reveals that while digital reaches wider, traditional formats foster deeper trust, with 68% of users mixing media but 12% sticking solely to traditional for its authenticity in ethnic contexts.
This matters hugely for immigrants. Digital platforms, riddled with misinformation, can confuse rather than clarify. Traditional media, on the other hand, provides a clutter-free space where communities feel seen and heard. It’s like that community radio host who knows your struggles, building bonds that digital algorithms just can’t replicate.
Deeper Engagement and Memory Retention for Cultural Stories
When it comes to holding onto information, traditional media has a clear advantage, particularly in preserving our cultural heritage. Think about reading a printed ethnic newspaper article on festivals back home versus scrolling through a social media post that vanishes in seconds. A meta-analysis of over 170,000 participants found paper-based reading boosts comprehension and recall, especially for complex cultural narratives that digital skimming often glosses over.
In multicultural settings, this is vital. Research comparing traditional and digital media in introducing local cultural heritage to younger generations shows traditional formats lead to better retention and emotional connection. Up to six times stronger in some cases. For CALD youth, who might drift from their roots in a digital world, traditional media helps embed
stories deeply, fostering identity and pride. Digital often leaves us remembering only the last few snippets before the next notification pulls us away, shallowing our cultural understanding.
Navigating Awareness: Avoiding the Digital Trance in Busy Lives
Life as part of a multicultural community can be overwhelming, balancing work, family, and adaptation. Digital media, with its endless feeds, can pull us into a trance-like state, reducing awareness and critical thinking. Research shows that scrolling on digital platforms like social media induces a hypnosis-like altered state of consciousness, reducing self-perception and cognitive control by 20-35% in heavy users,
For ethnic audiences, this is a double-edged sword. While digital offers quick cross-cultural exposure, it can distort perceptions and heighten anxiety, especially for migrants dealing with new environments. Traditional media, like a focused radio program, keeps us grounded, linear and interruption-free, promoting mindful engagement that strengthens community ties without the mental fog.
Empowering Our Communities: The Lasting Impact
At its core, traditional multicultural media empowers us, giving voice to our stories, fostering cohesion, and even opening doors for advertisers to connect authentically. In a landscape where digital dominates but often divides, turning back to radio, press, and TV reminds us of what binds our diverse tapestry. It’s a labour of love, much like the publishers who pour their hearts into it for their people.