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 62. ______. news coverage or risk losing
their readers’ interest and their advertisers’ support. Operating within
Seattle, which has 20 percents racial
63. ______. minorities, the paper has put into
place policies and procedures for hiring and maintain a diverse workforce.
The underlying reason for the change is 64.
______. that for information to be fair, appropriate, and subjective, it
should be 65. ______. reported by the same kind
of population that reads it. A diversity committee composed of
reporters, editors, and photographers meets regularly to value the Seattle
Times’ content and to 66. ______. educate
the rest of the newsroom staff about diversity issues. In an
67. ______. addition, the paper instituted
a content audit (审查) that evaluates the frequency and manner of
representation of woman and people of color in
68. ______. photographs. Early audits showed that minorities
were pictured far too infrequently and were pictured with a disproportionate
number of negative articles. The audit has resulted from improvement in the
frequency of 69.
______. majority representation and their portrayal in neutral or positive
70.
______. situations. And, with a result, the Seattle Times has improved as a
71. ______. newspaper.
The diversity training and content audits helped the Seattle Times Company to
win the Personnel Journal Optimas Award for excellence in managing
change.