新闻改变一切
长期以来，亚裔美国人、夏威夷原住民和太平洋岛民（AANHPI）一直在努力争取被人看到和听到。当卡马拉-哈里斯（Kamala Harris）成为首位南亚裔和黑人总统候选人后，情况发生了变化。新闻叙事立即发生了转变，前所未有地关注通过对这一多元化人群最重要的问题来接触亚裔、夏威夷裔和太平洋岛民选民。事实上，新闻媒体拥有让这个国家增长最快的选民群体脱颖而出的力量。
数字是强劲的。根据APIAVote的数据，截至2024年6月，亚裔美国人和华裔美国人的选民登记人数增加了43%，从550,682人增至787,982人，是黑人和白人新选民人数增幅的两倍多。这部分选民希望了解更多信息，并转向数字新闻来源，尤其是他们信任的免费报纸网站。根据尼尔森的数据，78% 的选民每天至少阅读一次新闻，并且 34% 的选民更愿意相信新闻的准确性。
虽然建立信任是新闻媒体准确性和完整性的基本要求，但记者继续了解这一关键选民受众的话题和兴趣点如何变化也很重要。
In Gold House’s 2024 Gold Paper Survey, powered by Nielsen, major generational differences divide audience interests. AANHPIs 65+ years old report a heightened interest in stories that cover fears of geopolitical tensions and anti-Asian hate. Whereas AANHPI audiences 18-34 years old show more interest in stories that touch on key issues of affirmative action and immigration. While all topics are important issues during the presidential election, it’s clear that specific narratives have the potential to impact AANHPI Gen Z and Millennial voters differently – compared to older voter cohorts.
| 新闻主题 | 18 – 34 yo | 65 岁以上 |
|---|---|---|
| 对地缘政治紧张局势的担忧 | 42% | 72% |
| 担心暴力或反亚裔仇恨 | 50% | 79% |
| 平权行动 | 23% | 12% |
| 移民 | 47% | 39% |
Source: 2024 Gold Paper Survey: Perspectives on Asian Pacific Communities and Cultures – powered by Nielsen
Beyond news surrounding key election issues, interest in and importance of international news sources play a critical role in reaching AANHPI audiences and gaining trust – with more than 30% of the U.S. AANHPI population being foreign-born.
鉴于受众对更广泛的全球叙事的需求，新闻行业的一个细分市场将从中获益：多元化的媒体机构。尼尔森（Nielsen）数据显示，半数以上的亚洲和太平洋地区受众将母语新闻作为可信来源。这些媒体中的许多都在免费平台上，如 KTSF、Sky Link TV 和 Diya TV 都在 YouTube 上，这是 AANHPI 人收看最多的流媒体平台。
In addition to the need to elevate diverse-owned media, we also must address the gaps in more in-depth and nuanced inclusion of AANHPI stories that also impact how news media shapes perceptions of AANHPI communities. In the same Gold Paper Survey, one third of respondents agree that stereotypes influence their views of Asian Pacific communities and cultures. This underscores the importance of representative journalism in which initiatives, such as Gold House’s Gold Journalism Grant, continue to empower more community-based storytellers and channels.
有一种势头，有一种新的方法来投资于能够增强 AANHPI 社区能力的新闻。新闻要准确、公正、打破偏见。代表美国增长最快人口的新闻，反映世界 60% 亚太地区人口的新闻。值得信赖、具有包容性的新闻。
Learn more about reaching Asian American consumers in Nielsen’s latest Diverse Intelligence Series report.
