Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
Ad & Marketing News
Creativity Ad Age Look Book Ad Age China
12/7/12 7:11 PM
Ad Age On Campus Insights Jobs Subscribe
Register Now |
Login
Advanced Search
Subscribe to Advertising
Age today!
Search
Advertising Age
HOME
THIS WEEK'S ISSUE
MOBILE APP
Home
EVENTS
WEBCASTS
BRANDED CONTENT
TREND REPORTS
HELP!
Home
AGENCY
NEWS
MEDIA
DIGITAL
GLOBAL
NEWS
HISPANIC
MARKETING
BLOGS &
COLUMNISTS
CMO
STRATEGY
ADS
DATACENTER
MARKETER
A-LIST 2012
Choose a Page...
the big tent
Of Course Networks Don't Reach Many
Hispanics: Look at the Stereotypes on TV
There's Little Sensitiv ity to the Subtleties and Intangibles of the Culture
By:
Luis Miguel Messianu
302
Published:
August 15, 2012
share this page
I could not help but react with a mix of amusement and frustration as I read a recent
New York Times article describing how the television networks are struggling to
appeal to Hispanics.
This "struggle" goes back to the most basic premise of communication: understand
Luis Mig uel
Messianu
your audience. It's that simple.
How in the world do the networks expect to appeal in a relevant way to the growing
Hispanic population if they continue to portray Latinos in a stereotypical and often condescending
way?
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 1 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
While I wholeheartedly celebrate the success and ubiquity of Sofia Vergara, starring on ABC's
"Modern Family," her character is just a modern rendition of what Hollywood expects Latinos to be.
Yes, her character is a step up from the maid and the waitress, but it is still an Anglo vision of a
Hispanic role.
We went from Carmen Miranda and Charo to Sofia's character Gloria Delgado-Pritchett, a spicy but
low-IQ trophy wife (ironic since Sofia is considered to be very smart and a sharp businesswoman).
While it's great to see that she pocketed $19 million last year, between her role in "Modern Family"
and several brand endorsements, surpassing Kim Kardashian, the content of the show doesn't appeal
to the bulk of the Hispanic audience. It's another failed attempt from Hollywood, one that continues
to pigeonhole and make caricatures of Latinos.
When the networks realize that Hispanics have become far more demanding and sophisticated, and
especially when they make a real effort to understand the complex makeup of the young biculturals
we call fusionistas, they will tap into a segment that is driving the trends and influencing many and
diverse areas of modern life.
In the meantime the gap prevails. Spanish networks continue to thrive by reaching a strong segment
of the Hispanic population, in general a bit older and more traditional, mostly foreign born. They are
keen on content about their passions: music, sports, news from back home and novelas (for which,
by the way, the roles are developed by Latinos for Latinos, understanding that it's OK to be reminded
of our origins, cultural nuances and even shortcomings, by our own people, which clearly makes a
difference). The subtleties and intangibles of a culture are always more complex than what appears
on the surface.
There's a similar problem in the world of advertising. Many agency networks want to tap into the
growing multicultural arena, but they go after it only because they see a business opportunity to
offset general market shrinkage. They lack deep cultural insight and even more so, conviction and
philosophical commitment.
Our market is ripe and ready to embrace original, aspirational and uniquely meaningful content. The
question is, how to crack the code. From my perspective it's a three-legged stool, in which advertisers,
working closely with their agency partners and the networks -- Hispanic or not -- should be open to
listen and to do the right thing (and that isn't always just what's "politically correct").
ABOUT T HE AUT HOR
Luis Mig uel Messianu is president and chief creative officer, Alma, Miami.
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 2 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
Request a Reprint of this article.
Comments
RSS feed of comments
Comments are displaying: tree
Damaso V Sant ana
Cutler Bay, Fl
Sort by Date↑ | Popularity↑
Gracias por tus comentarios Luis Miguel!
# 13 - Sep 11, 2012 7:57 PM
Luis M Messianu
Coconut Grove, Fl
# 12 - Aug 29, 2012 10:18
AM
Reply 0
Here's another piece from The New York Times illustrating a possible
solution. Worth keeping an eye on:
http://www.nytimes.com/video/2012/08/05/business/media/100000001572160/latinoshow-for-new-generation.html
Reply 0
Luis M Messianu
Coconut Grove, Fl
# 11 - Aug 24, 2012 6:39 PM
+1
Just to add a bit more texture, here's another article on this subject. Let see
how my Latino friends react to this one:
http://www.huffingtonpost.com/2012/08/21/latino-stereotypes-impactnegative-study_n_1818087.html
Reply 0
MELISA Q UINO Y
MIAMI BEACH, FL
# 10 - Aug 21, 2012 2:39 PM
I also hate to differ. Isn't Sofia's role akin to the latin version of the blonde
bimbo or the valley girl - all stereotypes readily used in comedic situations?
And aren't all the characters in that show stereotypes on purpose to
demonstrate a point and discuss issues in a way that is more palatable to the
audience at large! Aren't successful shows like Jersey Shore and the
Kardashians all about stereotypes!
It is overly simplistic to say that the failure of networks to deliver Hispanic
audiences in any meaningful way is due to the lack of sensibility to this
audience. US networks are having problems delivering almost every other
subsegment of the population (kids, teens, etc) except seniors - is that because
of lack of their lack of sensibility and stereotyping of that audience or is it
more attributable to the fact that the proliferation of channels as well as
digital platforms like Youtube has enabled more self selection of content
consumption and like in the Hispanic market has allowed for very
segmented channels? People don't follow channels, they follow programs, the
options have never been more greater than they are now and lets face it the
best new shows are coming from cable, not the Networks.
Furthermore, to say that the novela roles are developed for a Hispanic
audience is ridiculous. These are universal stories that could be recasted in
any country that has an over the top novela culture. Hence the success of
remaking/recasting Brazilian hits for LatAm, the success of Mexican novelas
in Asia, etc. Finally, I am encouraged with the general market efforts, albeit
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 3 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
still nascent, to integrate the reality of being Hispanic in their shows without
making it about Hispanics. It doesn't all have to be Ugly Betty, George Lopez
and the like. t am talking about shows like Wizards of Waverly Place, Law &
Order SVU, CSI, The Glades, Prison Break, Cold Case, and others that show the
dilemmas that we Hispanic face in our everyday life balancing our culture
with living in this society.
Reply 0
J o n R eyna
Orange County, CA
# 9 - Aug 16, 2012 5:31 PM
+3
-1
Who says that you have to have "Sensitivity to the Subtleties and Intangibles
of the Culture" to reach Hispanics? Certainly not Hispanic ad agencies here
in the United States. If that were the case, they'd hire American Hispanics
themselves.
Instead, they don't. They award almost all of their jobs to all-American
mainstream vendors, or foreign ones from Buenos Aires. Zero sensitivity or
local cultural knowledge needed, apparently.
If Hispanic agencies can't walk the walk, why should the TV networks?
Reply 1
MAR CELO SALUP
CORAL GABLES, FL
# 9.1 - Aug 16, 2012 11:17
PM
Sensitivity to the subtleties and intangibles applies to any culture or
group. You can't really write good programming or good advertising
without being sensitive to the group that you are writing to. That there is
so much schlock out there doesn't mean that it is not needed, it just
means that there are lots of mediocre content creators out there
Reply 0
Spik e F riedman
Portland, OR
# 8 - Aug 16, 2012 4:07 PM
# 7 - Aug 16, 2012 1:13 PM
+2
-1
Networks stereotyping? You're kidding!?! Well, maybe I just took a peek at both Univision and Bravo. SAD !
Reply 0
D GY
Chicago, IL
-4
+2
-1
...and if you think the stereotyping of Latinos is bad, let's not even try to
tackle the one dimensional, degrading portrayal of African Americans on
every network....
Reply 0
Alv aro F ranco
Hialeah, FL
# 6 - Aug 16, 2012 11:53 AM
I thank you all for your information & comments. . Hispanics need more
leadership and hopefully at one point in time as you and I will see, things
have to change. According to statistics from 2009. 48.4 millions in America;
making people of Hispanic origin, the nation's largest ethnic or race
minority. This means that we are approximately 20 % of US population...it
isn't interesting enough? Changes could be happening faster and as you all
said; Things will change as hispanics participate more into Politics, Media,
education, etc. I see this happening , but very slow. I am grateful to be
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 4 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
Hispanic of Origen and I am sure more than I think people also proud of this
influence in America. Alfrancoteacher@hotmail.com
we need more people like you that hopefully are or support Hispanics.
Alfrancoteacher@hotmail.com.
Reply 0
Ludwig O rt iz
Miami, FL
# 5 - Aug 15, 2012 7:27 PM
I couldn't agree more with Luis Miguel...Hollywood has always lacked in
innovation. Most of the shows and movies we see today follow old formulas
that have been used before. These shows are written for an anglo audience
who's stereotyped perception about Hispanics has being fed by no other than
Hollywood itself. It's all centered in a tip of the iceberg approach, where they
can only see Hispanicness (or as Hank Azaria's character in Birdcage,
Agador Spartacus puts it... Guatemalaness), through what shows above
water...the perceived differences. Unfortunately, the advertising industry has
not done much to change this perception either. We need to stop looking at
Latinos as aliens to the American culture. American mainstream culture has
long been influenced by Latino music, food, language and other cultural
nuances. It's ubiquitous! In fact, there is a bit of Latino in all Americans. So,
the next time we try to to portray a Latino, look at yourself... There is no need
to put a bunch of fruit on your head.
Reply 0
MAR CELO SALUP
CORAL GABLES, FL
# 4 - Aug 15, 2012 7:24 PM
+1
+3
-2
If the writer were other than Luis Miguel, whom I've know and respected for
decades, I would probably start: I beg to differ. In this case, I'm going to start: I
hate to differ.
There are two points where I really do:
1. Stereotypes - Univision is absolutely successful. Their numbers routinely
beat "anglo" networks in spite of appealing to only about 17% of the
population. Nevertheless, I would challenge anyone to not find 90% of
Univision's (and, honestly, of the other networks) stereotypical. I mean, take
any telenovela: the bad guys are really really bad; the good ones are really
really good, the storylines are fairly simplistic and with a few honorable
exceptions... haven't changed in ages.
Yet, people routinely watch them.
There are tons of stereotypes in English too, don't get me wrong, but focusing
only on the Hispanic market... our own media stereotypes us. And we keep
watching. So why wouldn't Modern Family stereotype us?
2. Many "anglo agencies" go after the Hispanic Market because they see a
business opportunity. Of course. Else, why go after it at all? Or, did Cubas,
Caballero, Font, Diaz Albertini, Bromley, Orci and all our pioneers not make
a bundle of money? We all see the business opportunity. That's why we are
here.
I have two peeves here:
#1 - Agencies don't do anything. People in those agencies do. So an "Anglo"
agency just needs to hire some really good people and presto! instant creds.
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 5 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
And it happens. And that's one of the reasons I admire Alma's own position:
an agency full of Hispanics but not a Hispanic agency.
#2 - It is a business. Where I think it is pitiful is that many Hispanic agencies
have conceded to other agencies and can no longer prove getting better
results than non-traditionally-Hispanic agencies. Se creyeron su propio
cuento, as we would say in Spanish.
I think that the natural evolution of the Hispanic agency will be a microtargetting agency specializing in reaching smaller groups more effectively
and efficiently. We already have the training.
Reply 0
To ny D'Andrea
FOREST PARK, IL
# 3 - Aug 15, 2012 4:59 PM
+6
Good points, all of them. It's just a bit surprising that it takes a top-agency
CCO to vent commonsensical on multicultural marketing 101 at one of the
main (though Anglo-centric) publication such as AdAde. Another remark
(barely touched by Messianu) is that Latinos do consume very old stereotypes
when they watch telenovelas. I doubt fusionistas are the core audience of
Abismo de Pasion...
Reply 0
Nelso n Cabrera
Hollywood, FL
# 2 - Aug 15, 2012 4:50 PM
-2
+3
It's 2012 and the Hollywood Studios are running under their own Rosetta
Stone version. They don't understanding the Latino audience, nor are they
making any effort. According to the Director's Guild of America - only 11% of
minorities direct network or cable TV shows, 4% Hispanics males and less
then 1% female minorities, which include Black and Hispanic women are
not at the helm.
http://www.dga.org/News/PressReleases/2011/0914-DGA-Report-AssessesDirector-Diversity-in-Hiring-Practices.aspx
Reply 0
Alina Hav andjian
Venice, ca
# 1 - Aug 15, 2012 3:31 PM
+1
Great article! Completely agree with what you are saying. It's about time we
start to change this old stereotypes. None of my American Mexican friends,
who are in their 20's and 30's, watch any of this spanish networks, ie
Univision, Telemundo. So the question is, who are they targeting? I truly
believe they don't want to make the effort, and therefore spend money, in
understanding and generating interesting and appealing content for this new
generation. However, it won't take long for them to see their revenue
plummet and only then, they will start to think about the matter.
Reply 0
+2
-1
Y OU R COMMENTS :
Ad Age reserves the right to moderate, delete and/or republish comments. Maximum length of
comments is 500 words.
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 6 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
Your Answer
LOG IN
To submit comments you must be registered. Please login or register now.
User Name
Password
Post Comment
BIG IN PRINT
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 7 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
Zucker's CNN Will Be About More Than News
Flood of Tech-sector Ads Keep Fourth-Quarter
Doldrums at Bay
Not Just for Google: CPGs, Sony Seek Out Data
Scientists
Notre Dame Fights Its Way From Fumbling Brand
Back to Sponsor Gold With Bowl Nod
What to Watch for When Hostess Has Its Bake
Sale
YOUTUBE ORIGINAL CHANNEL TRACKER
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 8 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
Biggest Mover of the Week:
thnkrtv +-64%
MOST RE AD
Honda Throws $700 Million Creative, Media
Account Into Review
Ryan Seacrest Acquires a Marketing-Services
Agency
Online Video's Biggest Lesson for 2013: It's All
Just TV
Is Your So-Called 'Native' Advertising Really
Native?
Google's Plan to Take Over Holiday Shopping
MOST COMME N T E D
MOST E MAI LE D
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 9 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
CREATIVITY PICKS
The Auckland SPCA and MINI
Teach Dogs How to Drive
Here's a really, really good reason to adopt a dog
from the SPCA: It can drive.
Biggest Ad Spenders. When TV
Ads Wear Out. Market Share.
Product Innovation. Banking on
the Web.
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 10 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
12/7/12 7:11 PM
Page 11 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
12/7/12 7:11 PM
News from our Ad Age Partners
They slip by fast, but
not all TV spots are
so simple
What's the right
amount of content
for b-to-b emails?
Gay marriage case:
Financial benefits at
stake
American Honda
places $700 million
U.S. ad account
under review
Six email predictions
for the new year
American Airlines
pilots ratify labor
deal
Why Lincoln needs
me (and you and
Jimmy Fallon) to
reinvent itself
Navigating
international social
media engagement
Using e-books for bto-b social marketing
Gilt Groupe names
Citi exec as new CEO
Court denies
rehearing on
cigarette warnings
Unemployment rate
drops to lowest in 4
years
Teen: Boys want an
Easy-Bake Oven, too
4 ways to save on
holiday travel
City to techies:
Design pay phone of
the future
Fearing a holiday
layoff? Be prepared
for the axe
Michigan proposal
could be big blow to
labor
Fashion Week
donates tickets for
Sandy relief
Detroit slashes jobs
as bankruptcy
rumors build
Nissan names
Mexico exec to head
sales for U.S.,
Canada; Carolin to
retire
New Volkswagen
Beetle Cabrio
debuted at Los
Angeles Auto Show
Toyota reveals new
RAV4 at Los Angeles
Auto Show
Acura unveils new
RLX at Los Angeles
Auto Show
2014 Ford Fiesta ST
debuted at Los
Angeles Auto Show
AdAge.com
Resources
Services
Columns
News
Home
TalentWorks
Help Center
Rance Crain
Agency News
This Week's Issue
Ad Age Events
Subscriptions
Al Ries
CMO Strategy
DataCenter
White Papers &
Marketing
Information
Media Kit
The Media Guy
DataCenter
List Rental
Guest Columnists
Digital
Jobs
Events
Download
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Hispanic
Page 12 of 13
Stereotypes on TV Block Networks From Appealing to Hispanics | The Big Tent - Advertising Age
360
Multiplatform
Media
12/7/12 7:11 PM
Current Edition
Marketing
Print Archive
Blogs &
Columnists
More from Ad Age:
Creativity | AdAge DataCenter | AdAgeChina | AdAge on Campus | Crain's Brands
Copyright © 1994-2013
Crain Communications | Privacy Statement | Terms of Use | Contact Us
http://adage.com/article/the-big-tent/stereotypes-tv-block-networks-appealing-hispanics/236676/
Page 13 of 13