Spanish-language media gains strength

Radio, newspapers show influence in recent immigration demonstrations

Newspapers, radio and television stations across the country in March and April were instrumental in organizing opposition to House Bill. The bill included a provision to build a tall fence along the U.S-Mexico border.

In Chicago, radio personality Rafael “El Pistolero” Pulido told his audience weeks in advance about a planned protest. The result was 100,000 people on the streets of Chicago on March 10.

In Los Angeles, radio host Eduardo “El Piolin” Sotelo provided information weeks before the March 25 protest. The result: 500,000 marching through the city.

Spanish-language media has long played a leadership role within the Hispanic community, said Félix Gutiérrez, a graduate journalism professor at the University of Southern California.

The role of the media has not changed, but molded with the times to serve the community, says another professor.

“Spanish-language media has traditionally served three main roles: They help Latinos maintain their culture, learn about United States society and create a completely new society,” said Federico Subervi, Texas State University journalism professor and director of the Latinos and Media Project.

El Misisipí was the first Spanish-language newspaper founded in the United States in 1808.

Later, radio personalities such as Pedro J. Gonzalez warned immigrants about the deportation of a half million immigrants used as scapegoats during the Great Depression in the 1930s.

“The role of Hispanic media is to connect the community,” said Aly Colón, reporting, writing and editing group leader at the Poynter Institute. “It helps to give a picture of the new world they have entered ... to maintain their connections to the culture they left behind.”

The role of Spanish-language media, like any media, is to inform the public with pertinent factual information, said Ileana Oroza, University of Miami director of the graduate Spanish-language journalism program.

“Once the community has the information, they can make their own decisions,” she said.

Though not yet nearly as available as English media, Spanish-language press has seen considerable growth over the past few years by taking on a “conscience-raising role,” Oroza said.

“Except for a dip last year, Spanish-language media has been growing for the last 10 years,” said Oroza, noting that even print media in Spanish has seen a steady growth despite the declining readership in English newspapers.

Seven years ago there were less than 10 Spanish-language dailies, Gutiérrez said. Today there are more than 20.

In 2004, according to the most recent Hispanic Radio Today survey released by international media marketing firm Arbitron, there were 678 Spanish- language radio stations in the United States, up from 664 in 2002 and 589 in 2000.

“Across the spectrum, ethnic media is growing in circulation and numbers,” Subervi said.

While many immigrants may feel comfortable using Englishlanguage sources of information, they opt for Spanish-language media because it covers subjects they are more likely to be interested in, such as news about their home countries.

“Ethnic media provide social, political and economic relevance,” said Subervi. “While English media still look at us like that person with a sombrero, they look at us like what we really are – the whole spectrum.”

Contact Rubén Alberto Carrete at rcarrete@stmarytx.edu.