This paper draws upon a recently completed research project which examined the media environment and the identity politics of the Pakistani community in Bradford, England. Generation and gender were found to be powerful variables impacting upon both subjective identities and media consumption. The relationship between subjective identities and the viability of fragmented audiences in sustaining the media infrastructure is explored: particularly through a case study of the press. The transnational nature of political agendas and media conglomerates are examined and related to the role of the public sphere in multiethnic societies.
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