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Posted by Elena del Valle on April 30, 2008
Job Title: Director of Media Relations and Public Relations
Location: Philadelphia, PA
To Apply: For a complete job description, go to www.AFSC.org/jobs and click on “Current Openings”. Then, click on the job title for this position. Submit your resume using the online system. Contact jobs@afsc.org with questions.
Click here for the full text of Director of Media Relations and Public Relations
Posted by Elena del Valle on April 30, 2008
Click on image to enlarge
Photo: SBS, MySpace Latino
In an effort to extend their reach MySpace Latino and Spanish Broadcasting System (SBS) television and radio properties are partnering to launch a creative campaign they hope will draw one million Spanish speaking Hispanics to MySpace Latino. Plans are to promote “Queremos Un Millón de Amigos” (“We Want a Million Friends”), as the project has been dubbed by marketing staff, on SBS television and radio stations and their websites.
MySpace Latino will provide community, video, instant messaging (IM) platforms and hosting capabilities to SBS, while promoting SBS shows and artists on MySpace Latino. MySpace Latino is expected to add direct links to some SBS shows which company executives hope will create lasting online relationships with its audience.
The Entérate community will be included in the partnership between SBS and MySpace Latino, allowing MySpace Latino users access to entertainment news, fashion, videos, and interviews through LaMusica.com, the SBS portal. The day we visited the website it listed 526 friends.
Cynthia Hudson Fernandez, CCO and EVP, SBS
“This strategic alliance will continue to strengthen our online presence and enhance the user experience of our growing audience,” said Cynthia Hudson Fernandez, chief creative officer and executive vice president for SBS and managing director of Mega TV and SBS Interactive. “We believe that this exciting partnership will help us to better integrate our media properties, enabling us to interact even more with our audience and fans.”
Victor Kong, VP and managing director, MySpace Latino
“Once a week, ‘Especiales MySpace’ or ‘Musica Channel’ will feature SBS shows, artists and DJs”, said Victor Kong, vice president and managing director MySpace Latino. “The show, artist or DJ being featured in MySpace will also have a profile within the site so users can add them to their friends list and be kept up to date with all that’s happening. We’re confident that this interaction will help to drive users to the respective show on the radio and on Mega TV.”
“MySpace Latino will create show specials where users can interact with Mega TV’s talents and personalities through posting comments and questions on their profiles that will be answered either online or on the show. MySpace Latino will also offer users the chance to participate in different contests and know in advance the different topics that will be presented on SBS‘ TV and radio shows.”
MySpace Latino is a Spanish language website designed for Hispanics. Spanish Broadcasting System, Inc. is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. SBS owns and operates Mega TV in Miami as well as 20 radio stations in New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico.
Reach Hispanics online today with
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on April 29, 2008
The Texas ad
Photos, videos: Lapiz, H&R Block
Hoping to position their company among one of the largest minority groups in the country H&R Block marketers tasked an ad agency to help their company target Spanish dominant Latinos with television, out of home and radio ads. The idea was to establish the tax company as an expert and advocate for Spanish speaking Hispanic taxpayers. Although H&R Block has had Hispanic initiatives for the past 10 years, according a company representative, the market it has become an increasing priority and focus in recent years. Scroll down to watch two ad videos.
Executives at Chicago-based advertising agency Lápiz came up with the tag line “Estamos Contigo” (Spanish for we are with you) for the campaign which was rolled out in early January 2008. The ads appeared through early April across 13 markets: New York, Miami, Chicago, Dallas, Los Angeles, San Francisco, San Diego, Sacramento, Denver, El Paso, Fresno, Phoenix and Puerto Rico.
Although the actual production was accomplished in six weeks, producing the commercials took months of pre-production work, creative strategy and development on the part of 12 Lápiz staff members. Company representatives declined to disclose budget numbers. Nationally the company only purchased air space on Univision; they also purchased buys on Univision, Telemundo and Telefutura in some markets. The results please H&R Block.
“We are encouraged by the results we have seen so far. Our mid year read has shown growth in our brand awareness. In the past four years we’ve seen increases in our brand awareness and consideration in the Hispanic community and this year is no different,” said a company spokesperson.
Improve your outreach programs by understanding
how Latinos see themselves – listen to
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
“Filing taxes can be stressful, and even more so for those born outside the United States who may not be familiar with this process,” said Sheila Dougherty, senior marketing manager of Multicultural Marketing at H&R Block. “Lápiz’s understanding of our business needs is reflected on the ‘Estamos Contigo‘ campaign, which is helping us reiterate to the Hispanic community that, at H&R Block, we have the resources and the expertise to serve and support them in their language of preference when it comes to taxes and other financial needs, all year-round.”
After being selected as H&R Block’s agency of record for the U.S. Hispanic market in April 2007, Lápiz created an original Hispanic advertisement campaign designed to align with the company’s general market “You Got People” campaign. The campaign features Horacio and Roberto, two Hispanic friends, using humor to bust the myths that Spanish speaking Hispanics may have about H&R Block.
The California ad
“When creating the ad campaign, we kept in mind H&R Block’s stance as the leader in the tax industry and a partner for the Hispanic community. At the same time, we wanted to bring a fresh perspective to something as serious as taxes in order to connect with Latinos in a more personal and humorous light,” said Laurence Klinger, chief creative officer at Lápiz.
Tailored to sub-markets, the billboards were designed to convey the company’s language capabilities and services. In the Los Angeles billboards, Horacio and Roberto, wearing black leather jackets and sunglasses like Arnold Schwarzenegger in “Terminator,” promise “Hasta La Vista, Taxes.” The Miami billboards showcases the two men sipping Cuban coffee with the statement and saying “Si Algo te Va a Quitar el Sueño, Que Sea el Café Cubano” (Spanish for “if you’re going to lose sleep, let it be over Cuban coffee.” ). In Dallas, Horacio and Roberto promise taxpayers that H&R Block will do their taxes “Sin Rodeos” (“without the run around”).
The Miami ad
The television spots emphasize the importance of having a qualified, Spanish speaking, bilingual tax professional with the latest training on recent tax law changes to guide the clients to file their returns. In one of the spots Horacio and Roberto, along with two flamenco dancers, let viewers know that professionals at H&R Block speak Spanish. The flamenco dancers sing “can you help me with my taxes, please?” and a tax professional sings back “but of course, have a seat.”
In another spot, Horacio and Roberto ask a stylist at a beauty salon to help them prepare their taxes. She takes the documents and converts them into paper-doll cut outs. Horacio and Roberto tell viewers in Spanish that not just anyone can do their taxes.
H&R Block Inc. has served more than 400 million clients since 1955 and generated annual revenues of $4 billion in fiscal year 2007. H&R Block provides income tax return preparation and related services and products via a nationwide network of 13,000 company-owned and franchised offices and online.
Lápiz clients include JP Morgan Chase, Coca-Cola, Hanes Apparel, the Interactive Advertising Bureau, Kellogg Company, McDonald’s of Chicagoland, H&R Block Procter & Gamble and Allstate. Lápiz, Spanish for pencil, operates independently within Leo Burnett Worldwide, a wholly owned subsidiary of Publicis Groupe.
Click on the play button to watch the hairdresser’s commercial:
Presenters Carlos Santiago and Derene Allen
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on April 28, 2008
Deeper Down album cover
Photos, song: HardKandy records Inc.
Deeper Down, the first Royal Doll album, will be released online via iTunes.com, iTunes International, Emusic.com, Amazon.com, napster.com, this month. It will sell for $9.99 for the album or .99 cents per song. The album, which includes pop, trip hop, alternative, rock and R & B rhythms, has 15 songs including 14 new songs and a remix. Vocalist Damaris De Jesus and Producer and multi-instrumentalist Greg L. Hines, known by his artistic name Mad Scientist Brother Noyze The Mad Musician, make up Royal Doll.
“It’s a funny story. A guitarist friend of mine and I were discussing our favorite movies. We both agreed on Willy Wonka as an all time great movie. He mentioned to me the author of the original book they based the movie on (Charlie and The Chocolate Factory) was named Roald Dahl. I thought he said Royal Doll. I told him the guy had a great name, Royal Doll. He the said no; Roald Dahl. We both died laughing, ” said Hines, chief executive officer and president, HardKandy Records Inc. when asked about the origin of the name Royal Doll. “I then told him when I found the right vocalist I was going to name a project Royal Doll. Years later I found the beautiful Damaris De Jesus a true Royal Doll and knew the project we were working on would fit the name.”
Mad Scientist Brother Noyze The Mad Musician was born in Newark, New Jersey. His first original song involved five human beat boxes orchestrated and mixed with original sound effects he recorded with a tape deck. Hines was named Brother Noyze The Mad Musician because he used odd sonic textures in his musical compositions.
Mad Scientist Brother Noyze The Mad Musician and Damaris De Jesus
Hines’ love of noise and odd sonic textures comes from his fondness for Sci-Fi and from years working in a factory where he used to Human Beatbox in time with the machinery. After eight years of music production, he developed House of Ill Repute, a project in which he is a vocalist and released the EP Are You My Eve? as well as the album Confessions of a Lover Gone Mad. Later, Hines returned to music production specializing in hybrid music types and started HardKandy Records as an outlet for his music.
De jesus also a Newark, New Jersey native found refuge from difficult moments in music. A chance meeting with Brother Noyze during a talent show led to the signing of a solo album for her. He also invited her to be the lead singer for Royal Doll.
Click on the play button to listen to Return My Love from the deeper Down album
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on April 25, 2008
Measuring Public Relationships book cover
Photo: KDPaine & Partners
Katie Dalahaye Paine, a nationally recognized measurement expert, recently published a 202-page soft cover book for marketers, public relations professionals and communicators who want to better understand the measurement process. Measuring Public Relationships The Data Driven Communicator’s Guide to Success, published by KDPaine & Partners, is divided into 16 chapters and two appendices and sells for $29.95.
In the book, she address a variety of public relationships: An Introduction to Measurement; Measurement Tools and What They Cost; Measuring Relationships with the Media; Measuring Relationships with Analysts and Influencers; Comparing Media Relations to Other Marketing Disciplines; Measuring Trust and Mistrust; Measuring the Impact of Events and Sponsorships on Your Public Relationships; Measuring Relationships with Your Local Community; Measuring Internal Communications; Measuring Blogs and Online Relationships; Measuring Relationships in a Crisis; Measuring Relationships Developed Through Speaking Engagements; Measuring Relationships with Members of Your Organization; Measuring Relationships with Sales People, Channel Partners and Franchisees; Measuring Relationships with the Investment Community; and Putting It All Together in a Dashboard. In the appendices she discusses The Grunig Relationship Survey and Measurement Resources.
Delahaye Paine is the founder of KDPaine & Partners LLC and publisher of the first blog and the first newsletters for marketing and communications professionals dedicated entirely to measurement and accountability. She writes KDPaine’s Measurement Blog and publishes The Measurement Standard. Prior to launching KDPaine & Partners in 2002, she was the founder and president of The Delahaye Group, which she sold to Medialink in 1999.
Click here to buy Measuring Public Relationships
Posted by Elena del Valle on April 24, 2008
Yasmin Deliz and Enrique Iglesias on Vivo
Photo: Robson Muzel
In April, mun2 hopes to capture the hearts of its viewers 12 to 34 years of age with Enrique Iglesias: Bigger on mun2, a series of appearances by singer Enrique Iglesias. The pop star will be featured prominently including holamun2.com originals, hosted shows, interactive features, original promos, music video blocks, and exclusive interviews. Some of the programs, a promo, digital vignette and teasers, will be available in part or whole on holamun2.com, the network’s website. Appearances will be in Spanish, English and spanglish.
“Mun2 is bringing a true pioneer of bilingual pop to fans with our exclusive Bigger on mun2 treatment of original, irreverent, and candid content on-air and online,” said Flavio Morales, mun2 vice president of Programming. “Kicking off the new season of Vivo with Enrique Iglesias, one of the greatest international pop stars of all time, is a huge treat for our audience.”
Enrique Iglesias: Bigger on mun2 includes a appearances on a mun2 on-air promo, Holamun2.com, 2RSLVJ, The Shuffle, Pepsi Musica, Enrique Iglesias “95/08″ video block, and Vivo, a three year old program. According to a mun2’s representative, the network executives expect many women viewers and high audience numbers.
Launched in 2001, mun2 offers bilingual programming for young U.S. Latinos. The multi-platform youth entertainment network is available nationwide to 17 million viewers on cable and television. The network is part of Telemundo Cable Networks, a division of NBC Universal TV Networks Distribution.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids”
Posted by Elena del Valle on April 23, 2008
By Jean Derely
Founder, hispanito.com
Jean Derely, founder, hispanito.com
Social Networks matter
The recent acquisition of Bebo.com by AOL confirms the trend that Social Networks matter. Internet users love to explore Social Networks more than any other website. They are ready to reflect their views, ideas and even personal life on it. The user’s commitment to the Social Network brand is huge and they record an average of 35 page views per visit. Bebo is not juicing money yet, but eMarketer forecast a 200% growth on advertising dollars spent on Social Networks in 3 years from now. Also Social Networks open the opportunities to traditional Media to engage their auditors and make the experience more interactive. Social Network is today a part of everyday Internet Life.
Click here to read the complete article
Presenters Carlos Santiago and Derene Allen
Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about Best in Class Hispanic Strategies
Posted by Elena del Valle on April 22, 2008
Percent by Ethnic Group Who Buy Green – click on image to enlarge
With everyone talking about green issues these days where does the growing Latino population fit in? Although there is insufficient in depth information to know for sure, it appears some Latinos share the concerns of the overall population about global warming and the environment. According to a couple of recent surveys, some concerned Latinos are willing to put their money where their mouth is and others may not be willing to do anything about it.
The market seems divided. While English dominant Latino youth with a strong online presence appear to mimic the pro green attitudes of youth across the country; Spanish dominant Hispanic families and older Latinos with a weak online presence may be more concerned with making ends meet and providing for their loved ones than with what may appear to be lofty goals they are unwilling or unable to support.
The dichotomy may be illustrated by two 2007 polls, the Green Living Report, a national online poll by Mintel, and Just the Facts: Latino Attitudes and the Environment, a state poll by the Public Policy Institute of California. While Latino respondents to the national online poll expressed willingness to support green initiatives; Latino respondents to the California phone poll demonstrated the most concern among their peers about air pollution but they were also the least supportive of measures to address the situation.
According to the December 2007 Mintel survey among 3,085 online English speaking respondents 18 and older, Asians were the most likely to buy green products and blacks were the least likely while Latinos were in the middle. Only 40 percent of Latinos said they buy green products always or almost always and 60 percent said they never or almost never do.
Presenter Miguel Gomez Winebrenner
Discusses
Click here for details about “Segmentation by Level of Acculturation”
At the same time 49 percent of Asians, 35 percent of whites and 32 percent of black respondents claimed to buy green always or almost always. Likewise, 69 percent of black, 65 percent of white and 51 percent of Asian respondents said the never or almost never purchase green products.
“Like most Americans, Hispanics are becoming more interested in ‘green’ living. Our research found that Hispanics are especially concerned about pollution and are more willing than non-Hispanics to pay extra for environmentally-friendly products,” said Colleen Ryan, who wrote the Mintel Green Living Report. “When you look at tech-savvy, English-speaking Hispanics, this is especially true. Hispanics in this category tend to be ‘greener’ in both attitudes and behavior than non-Hispanics.”
Although Mintel selected its sample hoping to be demographically representative of the overall U.S. population, individuals who are not online were excluded from the survey, introducing a bias, especially among some racial and ethnic groups. Because the survey was conducted in English, it is not reflective of English-speaking Hispanics without Internet access. The views of Spanish dominant or Spanish preferred Latinos may differ.
At the same time, the Public Policy Institute of California statewide phone survey conducted in July 2007 among 2,500 adult residents of California and published in November 2007 revealed Latino respondents in that state are the most concerned about air pollution but the least willing to support measures to regulate and remedy the situation. The survey was conducted in several languages including Spanish. Almost half of Latinos respondents (45 percent) think regional air pollution is a big problem followed by blacks (36 percent), whites (29 percent), and Asians (24 percent).
Among survey respondents Latinos 72 percent said the effects of global warming are already happening compared to 66 percent of blacks, 65 percent of whites and 59 percent of Asians. Latinos and blacks were the least likely to support heightened fuel efficiency standards for auto manufacturers.
According the Master’s thesis of Angela Lopez published December 2005 at Texas A&M University, Texas Latino knowledge and attitudes toward natural resources and the environment, women are 1.5 times more environmentally aware than men. Also, respondents who supported a political candidate who valued the environment showed greater concern for the environment than respondents who supported a candidate who didn’t show environmental concern.
She also found that the higher the income of a student’s parents the more likely he or she was to express concern for the environment. At the same time, the higher a mother’s educational level, the less likely a student was to show concern for the environment. Her thesis was based on a survey of 635 college students.
Mintel, founded in the United Kingdom 35 years ago, is a supplier of consumer, media and market research. The company, with offices in Chicago, London, Belfast, Sydney and Shanghai, has been studying the United States Hispanic market since 2003.
The Public Policy Institute of California is dedicated to “Informing and improving public policy through independent, objective, non partisan research.” The authors of Just the Facts: Latino Attitudes and the Environment are Mark Baldassare, Dean Bonner, Jennifer Paluch, Sonja Petek.
Reach Hispanics online today with
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on April 21, 2008
Hot Bread CD cover
Photos, songs: The Mambo Project
New York Latino pianist, bandleader and arranger Gilberto “Pulpo” Colon, Jr. recently released his debut CD, Hot Bread. Colon, Jr. is recognized by many in the Latino music industry as the former pianist and musical director for the well-known Héctor Lavoe. Released by The Mambo Project, Hot Bread features Latin jazz and salsa music. The album, available for purchase online, also includes music from Chino Nuñez, Richie Bastar, “Little” Johnny Rivero, and Joe Santiago.
There are arrangements by Jóse Febles, Papo Lucca, and Oscar Hernández and Pulpo enlisted the participation of Héctor “Papote” Jiménez, a young vocalist. Driving the project home are Pulpo’s solos and montunos for which the veteran is known, including five original numbers. He also pays homage to Latin musicians Eddie Palmieri, Willie Colón, and Héctor Lavoe.
“About 20 years ago, Pulpo asked his musical mentor José Febles to write two original songs for a potential album Pulpo was going to record. Of the two, ‘Hot Bread’ was a Latin jazz composition written specifically for Pulpo and his style of piano playing. That album never came to fruition and the arrangement sat in the bowels of Pulpo’s basement for two decades. While brainstorming titles for the CD, it was deemed to be a fitting tribute to his musical mentor and to Pulpo’s true passion for Latin jazz,” said
Chris Soto, founder of The Mambo Project, when asked how the album title was picked.
Gilberto “Pulpo” Colon, Jr.
Born in New York City on December 28, 1953, Pulpo’s musical journey began at the age of 14 and has spanned more than four decades. His parent’s commitment to their heritage played an important role in his decision to pursue Latin music at a time when his contemporaries were moving towards mainstream rhythms. After experimenting with various instruments, Pulpo followed the tutelage of piano man Charlie Palmieri.
In 1975, Pulpo received his big break when he was approached by Fania All-Star vocalist Héctor Lavoe to be his pianist and musical director. For 16 years, Pulpo recorded and worked with Lavoe while they toured throughout the world. Pulpo was also a piano and musical theory teather for more than 16 years at Johnny Colón’s East Harlem Music School in New York City.
In addition to his own band, Pulpo plays and tours with the Big 3 Palladium Orchestra. Most recently, Pulpo became the musical director of Orquesta De La Gente (ODLG), a group dedicated to the memory of Héctor Lavoe which performs original tunes from the vocalist’s repertoire.
The nickname “Pulpo” (Spanish for octopus) was coined in recognition of his ability to move up and down the keyboard. Pulpo’s love for Latin jazz led him to start his own band named Ensalada De Pulpo.
The Mambo Project, started as an annual dance event in South Florida, provides representation and management services for professional salsa dancers and musicians. Clients incluye Richie Bastar from El Gran Combo, Pulpo, and Hacha y Machete Dance Company.
Click on the play button to listen to Apariencia and Tirandote Flores from the Hot Bread album
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on April 18, 2008
The Mass Media and Latino Politics book cover
Photo: Federico Subervi-Velez, Ph.D.
Texas professor Federico Subervi-Velez, Ph.D. and 22 colleagues, many of them academics, examine mass media and Latino politics in the United States over a 20 year period in the recently published The Mass Media and Latino Politics Studies of U.S. Media Content, Campaign Strategies and Survey Research: 1984-2004 (Routledge, $49.95). The authors recommend the book for scholars and researchers in communication, political science, and Latino studies, and for advanced courses on politics, media, and minority populations in the United States.
Contributors include: Laurien Alexandre, Ph.D., Marc Brindel, Stacey Connaughton, Ph.D., Patricia Constantakis-Valdés, Ph.D., Louis DeSipio, Ph.D., Renée Espinoza, María Flores-Gutiérrez, Erika Franklin Fowler, Ph.D., Mathew Hale, Ph.D., James Henson, Ph.D., Amy Langenkamp, Katie Lever, José Carlos Lozano, Ph.D., Maxwell McCombs, Ph.D., Victor Menayang, Ph.D., Dina Nekrassova, Zachary Oberfield, Tricia Olsen, Henrik Rehbinder, Adam Segal, Juandalynn Taylor, Ph.D., J.D., and Kenton Wilkinson, Ph.D.
The 415-page soft cover book edited by Subervi-Velez is divided into three parts: Part one, Foundations, has two chapters What is Known? Writings on Contributions of Newspapers and other Mass Media to Latino Political Life; and Theoretical, Contextual, and Methodological Considerations. Part two, Studies of Media Coverage of Elections, is subdivided into two parts, The Spanish-Language Media and The English-Language Media.
Improve your outreach programs by understanding
how Latinos see themselves – listen to
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
The Spanish language discussion includes four chapters: Spanish-Language Daily Newspapers and Presidential Elections; Univisión and Telemundo on the Campaign Trail: 1988; Watching the 2000 Presidential Campaign on Univisión and Telemundo; and Hablando Política: What Spanish-Language Television News Told us About the 2004 Elections. The English language media is discussed in: Latino Politics in General Market English-Language Daily Newspapers: 1988 – 2004; Coverage of Latino Political Issues in Forty General Market Daily Newspapers Nationwide: 1989; Television News, Character Issues and Latino Images in U.S. National Elections of 1988, 1992 and 1996; and La Mala Educación of Network Media and National Politics: A Content Analysis of the Education Issue in the 2000 Presidential Election.
The final section of the book, Campaign Strategies, Political Advertisements, Surveys, is discussed in chapters 12 to 16: Democratic and Republican Mass Communication Campaign Strategies: Historical Overview; Pluralism Examined: Party Television Expenditures Focused on the Latino Vote in Presidential Elections; Talk About Issues: Policy Considerations in Campaign 2004 Latino-Oriented Presidential Spots; Latinos’ Use of Media and the Media’s Influence on Political Knowledge and Participation: Findings From the 1989 Latino National Political Survey; and Latino Agenda-Setting Effect on the 2004 Presidential Election. The book closes with Summary and Conclusion: Recommendations for New Directions for Latino Political Communication Research.
The authors believe that studying the mass media can enhance the understanding of Latino politics in the United States. The contributors study theoretical foundations in an effort to establish what is known and how study of the media may promote an understanding of Latino politics. They assess how Spanish-language media have covered elections, and how English-language media have covered Latino-related issues and candidates in past elections. Some examine campaign strategies, political advertisements, and surveys to determine how the main political parties have relied on the media to promote Latino votes; and others discuss whether there is evidence that exposure to the media influences Latino politics.
The book concludes with a discussion of the steps the authors propose for the next generation of political communication research related to Latinos, and a possible agenda with theoretical and methodological guidelines relating to content analyses, studies of campaign strategies and advertisements, and survey research.
Subervi-Vélez is a professor at the School of Journalism and Mass Communication at Texas State University-San Marcos. He is also directs the Latinos and Media Project (LaMP). Prior to his work in Texas he held academic positions at the University of California Santa Barbara and the University of Texas. He is a contributing co-author of the Hispanic Marketing & Public Relations book.
Click here to buy The Mass Media and Latino Politics
