Media-projections, policies, and public attitudes toward migrants often contribute to multiculturalism practices. African migrants in particular, are a poorly represented minority group, frequently criminalized and mislabeled in global media. In Taiwan, African migrants are underrepresented in local media, making worldwide media outlets the prime available information source. Consequently, these negative and inadequate narratives hinder their capacity to adapt, integrate, and cultivate belongingness in Taiwan. Therefore, the purpose of this study is to help African migrants in Taiwan foster a cultural sense of belonging, by identifying their psychological, cultural, and social concerns. Using both qualitative and quantitative research methodologies, this study addresses the following issues: (I) The role of Taiwanese policies and media in supporting, framing, and assisting African minority migrants. (II) The challenges African minority migrants experience in integrating to their new lives, (III) The need for social enterprises that cater to their social and cultural needs. (IV) The obstacles social enterprises face while trying to support and assist them in establishing belonging-based communities. Therefore, to address these issues, this research looks into active social enterprises in Taiwan dedicated to helping African migrants, yet due to their limitations, struggle to recognize African migrant distinct and diverse needs. Furthermore, this research identifies the significance of cultivating intercultural communication strategies in multicultural enterprises, encouraging communication, respect and understanding of different cultures through cross-cultural dialogue. Ultimately, through looking at their content marketing and storytelling strategies, this study will develop a social belonging-based enterprise model, which intersects multiculturalism ideology with intercultural content marketing strategies.

Authors:
Charmaine Samakande, National Cheng Kung University, Taiwan
Hsiao-Ling Chung, National Cheng Kung University, Taiwan

About the Presenter(s)
Charmaine Samakande is a master's student at National Cheng Kung University's Institute of Creative Industries Design, with a research focus on digital design and cultural studies and a dedication to creating socially innovative and impactful design.

Connect on Linkedin
https://www.linkedin.com/in/charmaine-samakande

Additional website of interest
www.sites.google.com/gs.ncku.edu.tw/nooiii

See this presentation on the full schedule – Sunday Schedule

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