Because of California's changing demographics, it is more important than ever that ethnic media be prepared to help educate their fast-growing audiences about electoral issues, the leader of New America Media said after a gathering at the University of California Office of the President.

Recognizing that these communities will help shape policies for the state and for public higher education, UCOP co-hosted a training session with New America Media for journalists from ethnic media outlets last week on covering the state's 2012 election. 

"Ethnic media are taking the challenge to inform and engage audiences so we can have a robust discussion," said Sandy Close, executive director of New America Media, a nonprofit journalism advocacy and education group and network of ethnic media outlets.

UC President Mark Yudof opened the training session by welcoming the journalists and said he looked forward to engaging with them.

"The audiences you serve are our audiences too, and they are shaping the future of the University of California," Yudof said.

Having Yudof address the group and holding the event at the UC Office of the President in Oakland highlighted the point that the university and the state have evolved in tandem, Close said after the event.

"UC's commitment to represent the population of the state is evident in both word and deed," Close said.

California's racial and ethnic minority populations, particularly Latinos, are changing the electorate, according to Mark DiCamillo, vice president of the Field Poll, who outlined the increasing influence of the ethnic vote during the training session.

Close said that the population shifts are closing a disconnect between who votes and who lives in the state as more African Americans, Asian Americans, Latinos, Native Americans and other ethnic and racial minorities take part in elections.

"More than any other group, ethnic voters get it," Close said of the challenges facing public higher education. "Their aspirations are so connected to higher education and nothing represents the pinnacle of higher education better than UC."

The state's education system is part of the California Dream, and UC can help keep it alive if support for public universities can be maintained, said Peter King, the UC Office of the President's director of public affairs, in a lunchtime talk during the training session.

"Investment in the University of California and public higher education has dropped by more the 50 percent in the last 20 years," King said, noting that it somehow has become acceptable to keep cutting support for vital services such as universities.

King, who formerly covered California as a columnist for the Los Angeles Times, said journalists should question policymakers about why there has been such a big disinvestment in UC and public higher education.

"They can talk about administrative costs and they can say we're bloated, but these are diversions" from a much bigger story, King said. "This state is systematically abandoning the engine that will move it forward."

Despite the budget woes, UC created the model for a public research university and continues to "educate, elevate and innovate," King said.

"There is a greater California ahead, and that's where the University of California comes in," King said.

Harry Mok is a principal editor in the UC Office of the President's Integrated Communications group. For more news, visit the UC Newsroom or follow us on Twitter.