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It is cruel but you are correct, I think.
People often wonder why some missing people get a huge amount of attention and the majority get very little attention at all. I think there is truth to the "cute girl/woman, probably white" syndrome.
But now I wonder: maybe it also has to do with how presentable the family spokesperson is. Just off the top of my head, I can't recall a single famous case where the family spokesperson wasn't either attractive or able to look solidly middle to upper middle class. For instance, no cases of missing children where the mother was missing one or more front teeth.
So maybe the appearance of the family representative makes a significant difference as well.
Which is really, really wrong.
How sad, but so very true. For the media, it's a ratings game. Sierra's story, and the image of her beautiful little face bring viewers, ratings, and thus advertisers that equate to $$$. Sad, isn't it. Reality...
Oh, and of course anything salacious sells big time as well. Think Teri Horman the sexting/ bodybuilder/cheating on her husband/accused of murder for hire against her husband/step mom of missing Kyron Horman. The media couldn't get enough of that story with all those elements.