The Role of Multicultural Media in Community Building and Development in Australia: A Case Study in Chinese-audience-centred Community-led Media

Where I come from

It is a long-awaited opportunity to study at UTS for my Ph.D. Ten years ago, I came to Australia with my suitcase as an international student. Here, I met my best friend and earned my first degree in Australia. I graduated from the University of Sydney with a major in sound design in the architecture faculty. The major is very interesting but also challenging. There is no doubt that the major is an amazing, but at the same time, it is also quite challenging. For example, understanding the technicalities of sound engineering and designing a sound system for a large building can be a difficult task for many students due to the complexity of the subject. Additionally, accurately translating the acoustic design to a physical form so that it meets the requirements of the project can be a daunting task even for experienced sound engineers.

Where I come from

I studied Recording Art at Zhejiang University of Media and Communication before I came to Australia. Despite the fact that the major I study in China and my subject in Australia are very similar, they are still very different. The University of Sydney's sound design course was challenging because it highly related to engineering background. In spite of the fact that it has a lot of challenges and pressure, I still achieve my goals in this program under my supervisors' supports. I learned how to deal with pressure and challenges through this experience. However, I have been wondering, besides constantly challenging myself, what else should I gain from learning? What is the field I really enjoy?Some years later, I joined a broadcasting company where I got to know multicultural media in Australia. I went to press conferences with media from around the world to discuss multicultural media. I got more and more interested in this field as I studied more about it. After a careful consideration, I chose this field as my focus.

Currently, I'm working at a community non-profic organisation to get more involved with the multicultural community. I'm here doing media operations and management. It's a good way to learn about multicultural communities. As a result, I'll be able to learn about Chinese diaspora's interests, their difficulties, and how I can encourage them to integrate into Australian society through media.It is a great honor that my work was selected as Best Radio /Audio Report in 2018 Australia NSW Premier's Multicultural Communication Awards.Another one was selected as the Best Prize in 2018 Global Chinese Broadcasting Award.I published papers including Multiculture Development on New Media Platform, Journalism and Communication in Digital World.

In spite of what I have learned, Australian Chinese-language media still faces a number of challenges. For example, there are issues with the amount of content produced, the lack of resources available, and the limited reach and recognition of the media outlets. For a deeper understanding of this field, I believe attending a doctoral program is the most appropriate course of action. It provides the opportunity for me to specialize in a specific topic and gain the necessary expertise to tackle complex issues. Additionally, it offers an opportunity to establish contacts with leading researchers, which is invaluable for a successful career in the field.

Where I am

I cannot claim to have a fully understanding of all media platforms. In spite of this, I believe that I gained some potential strengths in working:

• As a bilingual individual, I am fluent in both Mandarin Chinese and English, which allows them to communicate effectively in both Chinese and English environments.
• Having a deep understanding of both Chinese and Australian cultures allows me to effectively communicate and convey ideas to a variety of audiences.
• I could provid a bridge between the Chinese and Australian media, facilitating communication between the two.
• My knowledge of the Chinese media landscape can be especially helpful when reporting on stories related to China or Chinese culture.
• The network I have in both China and Australia will allow me to help to source information and develop stories.

Research

Sun, W. (2016). CHINESE-LANGUAGE MEDIA IN AUSTRALIA: Developments, Challenges, and Opportunities. Australia-China Relations Institute publishing. Note. Source: Sun, 2016, p.21.

Sun (2016) stated that in the past few years, the forms of Chinese-language media platforms have been increasing, forming the situation of Chinese migrant community-centred and multi-dimensional Chinese media platforms coexisting and developing.

Future scenario - Australian Chinese Media

• Digital media companies are likely to continue to invest in technology to enhance the quality of their content and users' experience. In order to create more immersive and engaging content, artificial intelligence, virtual reality, and augmented reality may be used.
• The popularity of smartphones and tablets in Australia will likely encourage Chinese media companies to develop mobile-friendly content and optimize their websites and apps.
• Media companies may need to diversify their revenue streams beyond advertising in order to remain sustainable. It may be possible to offer paid content or subscription-based services in this regard.
• Chinese-languages companies and community organisations may expand into other markets as the Chinese diaspora continues to grow in Australia.
• A greater emphasis should be placed on authenticity and credibility in the age of fake news and misinformation. It may include fact-checking and transparency in reporting, as well as engaging with the audience to build trust or user generate content(UGC).

Future scenario - Community Shaping

• Promote and celebrate Chinese culture, including language, art, history, and festivals. In addition to strengthening the sense of community among Chinese Australians, this can also encourage a greater understanding and appreciation of Chinese culture among the broader Australian population.
• Provide information and resources to the Chinese community, such as news, events, job opportunities, and educational resources. As a result of providing these resources, the Australian Chinese community-led media can contribute to the integration of the Chinese community into the society and support the needs of the community.
• Advocate for the interests and needs of the Chinese community, including immigration, discrimination, and social justice issues. Raising awareness of these issues and encouraging greater action to address them by highlighting these issues.