加利福尼亚州洛杉矶县监事会11月10日通过动议研究扩大本地与族裔社区媒体广告投放：县行政长官120天内回报可行性
加利福尼亚州洛杉矶县洛杉矶市 — 洛杉矶县监事会 11 月 10 日投票决定，研究提高通过本地、族裔与社区媒体开展广告与公共宣传的可行性，以期更有效地与全县多元居民沟通，并扶持规模较小的新闻机构。
动议由监事希尔达·索利斯与珍妮丝·哈恩提出。动议写道，有效的政府沟通不止于发布信息，还须通过居民信任的来源、以居民理解的语言、在居民生活的社区触达居民；加强与本地、族裔、社区及超本地媒体机构的协调，可帮助县政府触达传统政府沟通渠道未能有效服务的居民。
动议援引纽约市五年前的政策为例：该市要求至少 50% 的广告资金投向社区与族裔媒体。此前一项分析发现，该市广告资金大部分投向规模较大的主流媒体，只有 4% 投向西班牙语出版物，而拉丁裔约占该市人口的近 30%。
动议写道，洛杉矶县有逾 1000 万居民，分布在 88 个城市与非建制地区，县各部门日常就医疗、公共福利、住房、移民服务、公共安全与灾害应对等基本服务与居民沟通，本地与族裔社区媒体可在确保信息抵达依赖社区与多语种来源的居民方面发挥重要作用。
动议要求县行政长官在 120 天内回报建立相关框架的可行性，该框架旨在增加通过本地化媒体渠道的广告与宣传资金。
索利斯在投票后表示，本地与族裔媒体以居民使用的语言报道、报道他们熟悉的社区，并关注否则可能无人报道的议题，对向特定社区提供关键信息至关重要。
索利斯与哈恩在动议中同时指出，自 2002 年以来，加利福尼亚州已流失 12000 个本地新闻工作岗位。哈恩表示，县政府宣传项目与服务时应在居民已经依赖和信任的本地媒体与小报投放广告，广告资金可成为勉力维持的小型新闻编辑室的生命线。
Los Angeles County Supervisors Vote on November 10 to Study Expanded Advertising Through Local, Ethnic and Community Media: County CEO to Report Back in 120 Days
Los Angeles, Los Angeles County, California — Los Angeles County supervisors voted on November 10 to study the feasibility of increasing advertising and public outreach efforts through local, ethnic and community media outlets, in an effort to better communicate with the county diverse residents while also supporting smaller journalism organizations.
The motion was introduced by Supervisors Hilda Solis and Janice Hahn. It states that effective government communication requires more than producing information, and requires reaching residents through the sources they trust, in the languages they understand and in the communities where they live, and that strengthening coordination with local, ethnic, community and hyperlocal media organizations can help the county better reach residents who may not be effectively served through traditional government communications channels.
According to the motion, New York City adopted a policy five years ago requiring that at least 50 percent of its advertising funds go to community and ethnic media, following an analysis that found most of that city advertising money was spent on larger, mainstream outlets, with only 4 percent spent on Spanish-language publications despite Latinos representing nearly 30 percent of the city population.
The motion states that Los Angeles County, with more than 10 million residents across 88 cities and unincorporated areas, must communicate with residents across a vast and diverse geographic area, and that county departments regularly communicate about health care, public benefits, housing, immigration services, public safety, disaster response and other essential services.
The motion calls for the county chief executive to report back in 120 days on the feasibility of creating a framework for increasing advertising and outreach funding through localized media outlets.
Solis said after the vote that local and ethnic media are critical to providing crucial information to specific neighborhoods, reporting in the languages residents speak, covering the neighborhoods they know and bringing attention to issues that might otherwise go unreported.
Solis and Hahn also noted in the motion that 12,000 local journalism jobs have been lost in the state since 2002. Hahn said the county should advertise with the local media outlets and small papers residents already depend on and trust, and that the advertising dollars would be a lifeline for small newsrooms.
来源：洛杉矶县监事会
发布：GSM·美国（发布链接）
图片来源：洛杉矶县行政厅（Kenneth Hahn Hall of Administration）入口。（Visitor7 摄，CC BY-SA 3.0，经 Wikimedia Commons）
GSM Global · 本篇英文版 English edition of this story
