Multicultural media in Canada, also referred to as “ethnic media” or “third media” (as it may use languages other than Canada's two official languages, French and English), is media that responds to the needs of ethnic minorities of Canada.[1] The objective of such media in Canada is to create a voice for a community of a particular ethnic background, challenge social injustices, and foster cultural pride for minority and immigrant Canadians.
Multicultural media does not always target new immigrants, though much of this particular media works to eliminate feelings of isolation in the dominant culture.[2] Multicultural media also services Canadian-born individuals of a visible minority as well as diasporic ethnicities.[3] Ultimately, multicultural media in Canada, whether it is delivered in English, French or the respective language of the culture, is to contribute to the cultural maintenance and ethnic cohesion of the culture in question but also help members of minorities to integrate into larger Canadian society.[4] The third-language media are especially important for new immigrants, as they are usually the main source of information for those who have yet to become proficient in one of the official languages. Thus, third-language media provide crucial information on education, training, and job seeking for these immigrants.[5]
Today, multicultural media is available across Canada from small newspapers to full-fledged broadcasting stations run by the private sector, such as OMNI TV.[5]