insure quality representation of the lives of people of color. One of the goals of the media should be to represent or reflect the prevailing differences of culture, opinion, and social conditions of the population as a whole. The degree of correspondence between the diversity of the society and the diversity of media content is the key to assessing media performance. Diversity must be at the media content level and at the media system level and must promote racial proportionality and representation. Entman (1990) demonstrated that blacks were misrepresented in local news coverage. So-called bad news was often thought more newsworthy than good news and ethnic minority members were differentially more likely to identified in negative contexts. Salwen and Soruco (1997) report that, as of 1990, Hispanics did not receive proportional coverage in the news even though they accounted for 9 per cent of the US population. Also, statistics show that blacks have 2 per cent of roles in magazine content, and are often depicted in lower status occupations or criminal roles. Gandy (1998) state that the news coverage of race in the US is generally limited to the coverage of crimes involving violence and that minority groups are quoted less often and less extensively in US press. These studies and findings demonstrate how minorities' images as being violent criminals are perpetuated and how negative images of minorities are the current themes in mass media.Accepting that the representation of the lives of people of color is not diverse because minorities are often viewed as criminals and in stereotypical contexts, it is no surprise that the media system level is also not diverse. Minority ownership of commercial broadcast stations account for only 3 per cent. Black managers in newspapers account for only 6 per cent (Hispanic only 3 per cent). And black managers in motion pictures account for less than 5 per cent (Hispanics less than 6 per cen...
