Latina/os in Media: Representation, Production, and Consumption

Abstract

Developments in contemporary Latina/os media are the result not only of an exponentially growing Latina/o population in the United States but also of the synergy between transformations in the global political economy and the emergence of new media platforms for production, distribution, and consumption. To reflect upon the emergence of the industry is to consider the politics of the labeling of the Latina/o community and the eventual configuration of a market audience. It also requires a confrontation with the cultural history of representations and stereotypes of Latina/os, particularly in radio, TV, film, and the internet, and the transnational aesthetics and dynamics of media produced by and/or for Latina/os in the United States. If the notion of media revolves around a technological means of communication, it also encompasses the practices and institutions from within which the Latina/o communities are imagined, produced, and consumed. At the start of the 21st century, the idea of Latina/os in media revolved around a handful of Latina/o stars in Hollywood who often performed stereotypical representations, a racialized and marginal Spanish-language radio industry, and two Spanish television networks, Univision and Telemundo. A more complex constellation of representations has evolved in both mainstream and Spanish-language media, among them new platforms for production and resistance, including social media (e.g., Facebook, Instagram, Snapchat), radio podcasts and streaming services (e.g., Hulu and Netflix), and a more active and engaged audience that consumes media in Spanish, English, and even Spanglish.