SAN FRANCISCO — At a time of fierce polarization, how we Americans communicate—the words we use in public discourse—matters more than ever.
As an agency representing news outlets that reflect what our society is becoming, we look for words that unite rather than divide us. To that goal, we are changing our name from Ethnic Media Services.
For many people, the word “ethnic” implies insularity and parochial identities. In reality, ethnic media are cosmopolitan, each seeking to join their own with many other cultures.
American is our common identity. Community is our strength. Informing, connecting, advocating for our audiences is what we do as news outlets.
We are American Community Media.
“From the start, what inspired our media colleagues to come together was the prospect of transcending silos, to better inform particular audiences about each other and a wider civic life,” said Director Sandy Close.
“This name change is not the first for our organization,” explained Close. “Back in 1996, when we started in San Francisco, we called ourselves New California Media. It was before the 2000 Census, which was the first widespread inkling to the public that demographics had changed dramatically, and we had become a majority-minority state.
“When we expanded nationwide in 2005, we called ourselves New America Media. Not only was this name taken after we closed in 2017 and became EMS, it no longer fits; it’s no longer a new idea that California, and much of the country now, is largely nurtured by emerging communities of color,” she continued.
“But in the current discussions about the death of local journalism, it’s clear that the very news outlets that have served and continue to serve these demographics for so long are still regarded as secondary,” Close said.
“Rarely do stories about local journalism recognize the enduring power of media serving distinct ‘ethnic’ audiences. Had general-market media served them, there wouldn’t have been a need for America’s community media. Now, with mainstream media fragmenting further and losing audiences, our community media is more important than ever,” she added.
To distinguish ourselves from previous acronyms, EMS is now ACoM.
Though we’re changing the name, our work stays the same.
For press inquiries, contact: ACoM Communications Director Jessica Martin jmartin@ethnicmediaservices.org
