television questioning how black you are would be mitigated at the highest level of management tyrannies business, there is that sensitivity that i believe can only be brought by having people of color, asian, hispanics at the top level so that when the equivalent of i don't worry about unemployment because i can always sell drugs. when nikon satcom to news, being it trades on the bartender or someone else come in very someone there that says this is not how it is done. let's look at the bigger picture. i leave that with you because it's relevant and receive a daily basis and i insulted as a latino when i hear someone in our community question someone else in our community because they feel they have a. that is one issue in management. >> quickly in the martin case though, did it matter to you into your coverage banal to set and the designation changed from white to hispanic? bitmap was interesting as it didn't change in the hispanic world because we never started it. >> never ended. and of the subsequent change in places like "the new york times" have an impact? >> i read it and disgusted that in spanish language was never a matter of wafers is black versus hispanic versus black. it was robert thurman. there's a picture who shot trayvon martin. you make the vision of what he is. you know, that her son is that regardless of who killed and and it didn't change anything they do quiz by some in the elite media. first the white guy, latino guy could've been a guy who i'm not sure what he is. the issue of justice doesn't change. so by taking time discussing the issue, time has passed on. >> they are preconceptions built. your viewpoint as it comes from white preconceptions. i would say hispanic preconceptions. >> maybe it's a mistake, but we didn't label it. that's a white latino and kind of a latino. how latino as he? that brings you back to your issue. [applause] >> to me that the same questions here. what happened with the change in design reveals some preconceptions in terms of doing the race quiets >> on the nbc news site received to the facts. we try to get it right because often as we can, as we know in their businesses got to be right 100% of the time. in terms of his background, his mother is peruvian. if we get into a discussion about background in terms of being bicultural in america you will come in terms of background , so now we are getting into citizenship in terms of background. as opposed to diversity. we can have a long discussion about that. i think that is what is important for us. let's get the facts straight. there is a special prosecutor who is looking into this matter. i think in this particular case there's plenty of choices out there that it important. that affects our society involves the fact we have the very important discussion and the fact this particular story was in very pizza but that i think it is important. >> it is interesting you say not very. i think it happened in late february and come to national attention for three weeks. i meant to come back and looked at this minority broadcasters and journalists were the ones who forced it to bubble up to national attention. is that your understanding? >> and i believe other networks got involved to notice that, but that is important. that is part of the discussion say 20 years ago with this have been possible? the fact that the community, the journalistic community is so much larger today when you add twitter and you had logs an empowered social of social networking in general, we have to take notice. we can't be everywhere all the time. the fact is that there's a mechanism now for us to pay attention. if we were slow, that is certainly an issue. but we certainly did respond. >> and doris, when you look at the preconceptions that give built-in camera with a retoucher buddy martin case or talk about jeremy lin, but d.c. is a journalist? it's interesting earlier today, josé vargas is on the panel and he said in the attack to, they're mostly white males in the preconception as minorities are a secondary story. that is not really where the power is accessing. d.c. preconception when it comes to talking about race and other venues? >> well, one of the things that's been striking about the trayvon martin case is the photo seems. people are have been saying that it's not how to train it looked when a document is not exactly how zimmerman looks now. so why are we using old photos of the people involved in the case. is that plane into what are preconceptions i am not a victim should look like and what somebody who is being put on public trial should look like quite so that it's another thing we have to think about just as journalists. what you continue to perpetuate by running the photo because he'd been running it for weeks? >> that's interesting. there immensity of the controversy when "time" magazine put a picture of o.j. simpson and he was a color darker than he is actually the truth of his skin tone. so the image they are once before a threatening dark skinned male. in the case you talk about, it is the contrast between the cherubic little boy trayvon martin and the little boy who was the thug life attitude in looking to handle handle he had on his face that -- was that facebook or twitter account? but much more angry attitude. the question is if you are the journalists covering the situation, why are using one picture or the other was the advance overly sensitive and use it in your head? you are saying -- >> is a good question. and to anton's point is this so much for social media so if you do not get the news you're expecting to get quirks you get the same story from all the legacy media at "the new york times" and what have you come the come the terror at their venues. but then how accurate is that how well that it is that information? >> well, the one thing i did notice in the media started playing the story differently. first of thing was a was a social media driven. the trayvon before the story became and that gives you an indication of the social media for bringing to attention stories that ordinarily wouldn't have come to the media's attention. the other thing of course is the polarization around the story that reflects just the way that the mainstream media -- and by that name in cable news and product test is particularly cable news that status become politicized. what is interesting there is if you listen to one network, msnbc come you're likely to get a story about the innocence of the victim if you're likely to watch fox, you're likely to talk about gun rights. instead they are appealing to two different audiences and that suggests to me that there doesn't appear to be matched is an attempt to really deal with the core of the story that things are so politicized that it's difficult to stick to the facts. >> another rights people cater to the audience. they are based on what those executives think that the audience wants to hear. >> sure that's perfectly rational economically because if you're in the news business today, you're not going to try to convert your audience to a different point of view. you're going to pretty much cater -- >> or talk to antoine eakin is your job is to get it right the first time. >> let me jump in. i think you're talking about reverend sharpton as his viewpoint is widely known. we don't pretend you think it's anything other than his opinion. on the other hand the nbc news family also includes kerry sanders who is covering the story. he's been covering all day today. and sticking to the facts. so we don't pretend to be some thing or something else. we know who reverend sharpton is. we talked to reverend sharpton. we had a discussion in terms of what he would like to advocate and talk about any views are widely known. they've always widely known. >> the argument would be he is the host of the program, but also not very in terms of the story pitcher covering. and it's not a conflict of interest a think as a way how he wrote about the credit. >> it's an opinion and effectively he is advocating his point of view. so as long as he is above board in terms of where he stands, that is a discussion we have sinned. i think it is more important when we have a discussion like this to know where the person stands in the clear to that is supposed to advocating something that isn't clear to the audience. >> well, contrary point might be that pat buchanan contract laughed at her brother racially charged book left when he suggested white and are the ones who created this country and they are being disrespected and on and on. what is the difference between buchanan and sharpton from your mind? >> well, number one, mr. buchanan was a contributor to msnbc. mr. sharpton has a show. i think there is a distinction there. intensive mr. buchanan's viewpoints, they're now in its contract walk into that, but there's a parting of ways if you will. in terms of reference sharpton if are going to get to that issue, it can his viewpoint is widely known. i think it is an important part of the discussion. but it's hard to quit nbc news does, it is also important to get not only the other side, but can't journalism down the middle. >> and when you hear this discussion in terms of the difficulty of creating impartial, neutral, accurate coverage, is there anyone point this solution you would offer? spared earlier managers who have too imagined people to say you know, everybody is competing to be managers at the top of the food chain. what would you say? how do you deliver on coverage that is not racially charged? you're coming with racial preconceptions that we heard about earlier. >> i mean, it's foolish you can leave for a set out of the discussion. earlier today they talked about how the post-racial america, a discussion starting now. so we just have to be mindful of the various viewpoints i think. and i think that to joses point, we have to bring in more managers. when people say there isn't someone who is qualified to be in those positions, are they looking hard enough in going to the organization such as mine, there are numerous others that are pipelines of qualified journalists with different backgrounds. we don't been ethnic diversity. this multiple kinds of diversity that were lacking in newsrooms anymore. you don't tend to have a lot of people from low-income backgrounds because you just don't. the people don't tend to go to journalism without a high-paying gig to begin with and on a certain level, we also promote people from high-end journalism school. you can't get a journalism job was some sort of degree. so it's a push and pull. had we get that diversity into the newsroom? matters have to be mindful of have to bring a people from diverse backgrounds to become managers. they are the ones who make the decisions. >> before we go to questions come i just wanted to come to this idea that we begin this conference with, which is this proportion would be younger cohort of the american demographic, much heavier in terms of people of color, immigrants, older end of the demographic take much more weight. the people who watch news in america are not younger people. the older, whiter audiences that dominate in terms of news consumption. is there any basis that they will of course news coverage will come from a white -- a basis of white viewers because they are the ones that are buying the products. >> you know, i think going back to an earlier point, i wasn't trying to suggest that the media were necessarily racialized been an issue cautiously, that inadvertently they resorted cater towards their audiences with certain topics. both say they were relevant. as to the point about the age of the yacht and, it is true that the one thing that has happened is we have a smaller accidental audience right now. and afterwards, most of my students don't consume the news. in fact, if you trick them into actually reading the news. i actually make them read the news so they can report on it. they're just not interested. and so, to the extent that the audience that is still interested in the news is largely, demographically pulled -- not to polarize, but made up of a certain group of people. i think it is inevitable that the news coverage, for a book, a atlantis returned to follow stories that should do the tough issues, which reflects an aging population. so i don't know what the future is going to be about, the way the news will cover it. we are sorted in a a transitional moment right now and so it's difficult to tell it not clear where things will go, but clearly it would be kind of a menu-driven format i think. >> people pick what they want to hear and read and watch. and exactly how that's commercially sold. >> then the challenge of making sure that it is racially not exacerbating the worst racial attitudes becomes the problem. >> yeah, i go back to retrieve trayvon martin case. the reason i think it is such big news is that effective, who was middle-class. i think every tracks the frustrations of black middle-class. it was really touching and shocking that these stories that i've read and written by columnist who, when they have a talk with their kids, it is not about sex, but how if you are a black male, that this is how you behave in public and that it must be very tiring to go through that exercise. certainly the students who i have to come from the backgrounds a part of the difficulty of being black middle-class design exhausted all the time because they feel like i'm being watched all the time. >> so your point intriguing to me as though we are talking about his black middle-class consumers of media also voices in media impact the coverage. it was poor blacks, that is the home of a ball of? and less likely to get a pension or to leave in house preconception challenge. no one is challenging preconceptions about poor blacks in america. >> in this particular case or not they could cut as much attention as it did have trayvon pardoned in black middle-class. >> of course we have microphones there for anyone who is not asleep, you are welcome to comment and ask a question. please go right ahead. >> hi, i am format and i'm a graduate of of illinois at chicago circle. your last comment is what i wanted to talk about. i hear complaints all the time at chicago about the number of african-american males that are just been killed on a breakaway basis. and how much is that cowherd either in chicago or throughout the national news media? >> this is fascinating because when he started out come you are talking about the nightly news and the kind of carnage, typically in low-income areas that gets covered. but what you just heard from her question is well, actually people don't pay significant attention to the high murder rate in the black community of black on black crime that goes on daily, but they will just have this little thing about another person got shot in a drive-by in the south side yesterday, ray? i don't know why -- >> that's a slip between national news and local news. local news is ritualistic and believe it is really simple to cover, based on advertising but i won't get into, if you look at the national news, it turns out white victims are much unlikely to be publicized in crime stories. why that is the case, i am not sure. >> come on. why you say white girl get more attention when she is kidnapped? >> i'm being somewhat facetious. but to your point, the stories are covered in chicago and part of the south side of the city is lots and lots of violence there. it's never fully explained. it just happens and it's not identified as being racial because the audience can now read the code but it is another was the research that has been done and was done earlier about reporting showed lack in white crime where blacks were somehow depict it has been much but likely to be guilty than whites. if the coverage is sort of pulled back from being racialized. the audience can certainly read it and even experiments all you need to say is the word inner city and people automatically change their political preference is. so there is in the audience that somehow -- a mix of the audiences looking for the racial cue. >> it recognizes it. they wanted or is it being imposed by the storyteller? >> i don't think the artists necessarily wants it. i think it is an easy cover kind of story. the police department provides it. it's a reliable source of stories. i don't think it's any more complicated than not and certainly no investigative stories explained why it is the case there's violence. periodically there are stories about drugs and gangs and how gangs with territorial fights cause there's violence in which other people are caught up innocently. there's no particular particular context of this. and in that respect it has become constant and to that extent almost ritualized. >> he made a decision and sent something about advertisers for local news. why is there a difference in terms of the advertiser appetite and local versus national news when it comes to racial preconception? >> at the legal news and correct me if i'm wrong, but isn't it true that local stations get all the advertising revenue for the news that the post is getting like, for example, showing that were programs? so that is why local news is so important to a station in to the extent that they can recover a lot of their cause by getting out their advertising revenue and keeping all of it to the extent that they can keep costs low that factors into the way stories are covered. >> keep costs low by covering a corner shooting, even if it has the racial message that it's traveled to the same away from it. >> you also never see investigative reporting going into that kind of story. >> okay we have a question from the audience. >> great panel. my name is joe and i was thinking i've had times up her and that print journalism field and have lost jobs and people are talking about how the news media is in flux. and it brought up by saying joée antonio hart has mentioned it earlier about this so absent or this new moment of the media. since we talk about the state of grace, do you have any thoughts on sort of the new version is forms of media as it pertains to how different communities received news? >> so doris, do you find people in asian american community are receiving a different head of news stories from people in the white community are black community? >> i don't think that's necessarily the case. there's been a tradition of nick news media among asian communities. other studies will show you that asian-americans will be the most plugged in in terms of mobile devices that threshold for use of mobile is a lot lower than buying a laptop or desktop computer. so you'll be reach out of lower income families, people don't have internet at home because you'll be able to get into the them on a device that can take with them and we quickly as a low-cost special thing. but it is still an issue of what you the people to gather the news quakes were to get people to give you the information? there is a project that asian-american journalists association undertook in chinatown and it was really an issue of tenure porting something happening not just on my street, but in my building and that's what people care about. they don't care as much about like traffic and another part of the city because it doesn't affect them directly. so you have people really hungry for news that is. directly affecting their daily lives. you are seeing more entrepreneurial because it is a low threshold point of entry. you have to buy a multimillion dollars company. so i think there's lots of opportunities out there for people to reach out to and is thirsty for the information. >> so news coverage becomes highly racialized if every niche has its own set of voices in terms of the events. so there's an asian-american community online and commenting on the trayvon margin case, the hispanic community has its own point of view, t