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The Seattle Times Company is one newspaper firm
that has recognized the need for change and done something
about it. In the newspaper industry, papers must reflect the
diversity of the communities to which they provide information.
It must reflect that diversity with their news coverage or risk ____1____
losing their readers’ interest and their advertisers’ support
Operating within Seattle, which has 20 percents racial ___2____
minorities, the paper has put into place policies and
procedures for hiring and maintain a diverse workforce. The ___3___
underlying reason for the change is that for information to be
fair, appropriate, and subjective, it should be reported by the ___4___
same kind of population that reads it.
A diversity committee composed of reporters, editors, and
photographers meets regularly to value the Seattle Times’ ___5___
content and to educate the rest of the newsroom staff about
diversity issues. In an addition, the paper instituted a content ____6___
audit (审查) that evaluates the frequency and manner of
representation of woman and people of color in photographs. ___7___
Early audits showed that minorities were pictured far too
infrequently and were pictured with a disproportionate
number of negative articles. The audit results from ___8___
improvement in the frequency of majority representation and ___9___
their portrayal in neutral or positive situations. And, with a ___10___
result, the Seattle Times has improved as a newspaper.
The diversity training and content audits helped the
Seattle Times Company to win the Personal Journal
Optimas Award for excellence in managing change.
