After more than a century, the Census Bureau is dropping its use of the word “Negro” to describe black Americans in surveys.
Instead of the term that came into use during the Jim Crow era of racial segregation, census forms will use the more modern labels “black” or “African-American.”
Nicholas Jones is chief of the Census Bureau’s racial statistics branch. He tells The Associated Press that the change will take effect next year, when the bureau distributes its annual American Community Survey to more than 3.5 million U.S. households.
According to Jones, months of public feedback and census research concluded that few black Americans still identify with being Negro, and many view the term as offensive and outdated. The term Negro was first used in the census in 1900.
Read more: FOX NEWS
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So what are the census workers going to write in Spanish for negro? Its says that on my shoe polish in Spanish , white is going to be banned soon because they will be the minority in 2015 and how will they change it in sign language?
“Persona de color”, silly. Census terms change over time because what people want to be called changes. Would you want to be called “sheeny?” How about “Hebe?” We’ve been there, and we should know.
The essential chlaelnge for the Census is that because it happens only once every ten years, many Americans are unaware of when it happens (in March) and how they participate (by mail). Our own research in late 2009 showed less than 10% of Americans surveyed correctly answered that the 2010 Census occurred in March. The first goal of our promotion efforts is to raise awareness of the when and how the Census works. We have a very limited window of opportunity to achieve our goals Jan April, and therefore need programming that delivers high ratings. We did not choose the Super Bowl at the expense of some other programming. We went where the audience was to be found, as part of a package with CBS.The Super Bowl is the top-rated and most highly anticipated television event in the U.S. An ad running once in the Super Bowl has the potential to reach 45% adults over age 18. For comparison, CSI which is one of the top rated programs on television delivers a 6.6 rating with adults, which is a fraction of the reach of the Super Bowl. A 30 second spot on the top-rated regularly scheduled show in America, American Idol costs $450,000 and has a 9.5 rating, or just 9.5% of adults are watching. The Super Bowl reaches 100 million viewers at a very efficient price compared to other shows.The Super Bowl is rare, in that viewers are just as tuned in to see the commercials as the program itself. Commercials that air on the Super Bowl have a multiplier effect. Advertisers are mentioned in multiple news media outlets and viewers will typically look to view them online almost immediately after airing. Therefore, airing once in the Super Bowl creates significant buzz leading to additional viewing potential.Our media buy with CBS consists of (1) 30 second ad in the 3rd Quarter. CBS provided added value in the form of (2) more 30 second ads in the pre-game show and an additional (2-3) 12-second vignettes featuring James Brown delivering a message on behalf of the Census. We believe the message delivered by James Brown who is the host of the day, will carry great weight with viewers.Finally, Super Bowl advertisers see a significant lift in internet searches which is a great opportunity for Census to drive traffic to 2010census.gov to further educate viewers on the Census.