Accessing Diverse Audiences

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Accessing Diverse Audiences
Linda Skogrand, PhD Extension Specialist Cheryl
Christy Multicultural Diversity Coordinator for
YFP Presented at the 2004 Annual CYFAR Conference
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• Learning Objectives
• As a result of attending the training,
  participants will
• Understand why members of diverse audiences do
  not participate in traditional programming.
• Develop strategies to learn about diverse
  audiences.
• Learn ways to develop programming in partnership
  with diverse audiences.
• Understand how this process is being applied in a
  youth mentoring program.
• Learn about resulting programs and participation
  change.

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• The Consequence of not Understanding
• Diverse Audiences
• We miss the mark in providing information that
  makes sense to people and people vote with their
  feet. They do not participate from the beginning
  or leave because they do not find information
  meaningful.
• We use significant amounts of resources, human
  and financial with little or no benefit to the
  people we are trying to serve.
• We cause burnout and frustration on the part of
  those trying to provide programming because they
  do not know what they are doing wrong.
• We cause harm when participants in programming
  bring information to their families that result
  in cultural clashes.

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Strategies for Learning about Diverse Audiences
Academic Resources Become familiar with
scholarly literature and on-line information.
Learn about the way families function, how
learning takes place, how things are celebrated,
and the struggles they encounter. Learn about
their history.
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Strategies Cont
Media Read newspapers and magazines published by
and for the community. They are often found in
local grocery stores or online. Listen to radio
or television stations that are important to the
audience.
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Strategies Cont
Cultural Events/Services Respectfully attend
cultural events such as Pow Wows, Cinco de Mayo,
or Juneteenth celebrations. Visit ethnic market
places or grocery stores. Learn about family
life, ethnic customs, and heritage.
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Strategies Cont
Cultural Guide Identify someone from the culture
who can clarify your understandings and who can
direct you to resources. If one has an attitude
of respect, people are usually willing to share
information about their culture.
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Developing Partnerships

• Develop partnerships with respected
• community leaders or organizations.
• Do this with an attitude of knowing that we
• have much to learn from community leaders
• or organizations.
• Be partners in developing programming,
• presenting information, and publishing.

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Incorporating Culture into an Event

• Art
• Music
• Books, magazines, newspapers
• Food
• Speakers, guests
• Ways of learning, transmitting information
• Games, stories

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You Must Let People Know. . .

• That you are sincere.
• That you are who you say you are.
• That you and your organization are going to be
• involved for the long-term.

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Guiding Principles

• It is all about relationships.
• Some strategies will fail.
• An attitude of developing partnerships is
  critical.
• It takes time..