Title

City Sugar: Evaluating the Market for An African American Arts and Culture Web site

Date of Award

5-16-2011

Document Type

Capstone Project

Disciplines

Applied Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

African American; Multicultural

Abstract

Abstract \ As the cultural capital of the United States, New York City residents and visitors are presented with numerous options for arts and culture. However, there are few Web sites that specifically cater to Blacks or travelers looking for cultural diversity experiences. City Sugar is a culturally-focused Web site designed to fill this void by providing a service to a niche market that is socially, culturally and economically influential. This capstone examines the use of multicultural marketing to reach minorities and investigates use of cultural capital for financial benefit. Results demonstrate that a ready market exists for a Web site that distributes information on arts and culture events to a black audience and multicultural visitors in the New York City area.

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