The State of Spanish-Language Media

An extension of “familia” is what Juan Gonzáles, editor of El Tecolote newspaper, calls Spanish-language media today.

In a workshop earlier today Spanish-language media professionals today focused on the state of Spanish-language media, its history, its differences, and why cultural relevance will be the saving grace of the medium.

“The Latino community may acculturate but we won’t assimilate,” said Federico Subervi, director of the Center for the Study of Latino Media & Markets. “These populations need to have a voice of their own.”

The Hispanic and Spanish-speaking population, a historically under-represented segment of mainstream media, has seen recent increase in the media market to match information needs of an ever-growing population.

“We can’t ignore the fact the fastest growing population of Austin is the Spanish language community,” said Gissela SantaCruz of ¡Ahora Si!, the Spanish-language affiliate of the Austin American-Statesman.

Spanish-language and bilingual media also plays an important role in confronting negative issues of Latinos in the mainstream media. According to Subervi the most widely covered mainstream issues of Latinos are immigration and crime.

“Those stories won’t go away and they need to be told, but they need to be told giving reasons behind them,” said Gonzáles.

But just because the focus is on Hispanic issues doesn’t mean the journalism is any different, said Dino Chiecchi, Editor of Hispanic Publications and Conexíon at the San Antonio Express-News.

“The level of quality is just as high as everywhere else,” he said.

The same economic issues that pressure mainstream newsrooms have made their way into Spanish-language media as well driving, away advertisers and shrinking editorial boards.

“I don’t think we are immune to anything just because we’re a niche paper doesn’t mean we’re special,” SantaCruz said.

But amidst economic upheaval cultural relevance is what’s going to keep Spanish-language media thriving.

“Somebody has to tell our stories,” said Subervi “And it’s you.”