F R A N C E S N E G R Ó N - M U N TA N E R
DIRECTOR, CENTER FOR THE STUDY OF ETHNICITY AND RACE
COLUMBIA UNIVERSITY
MOCTESUMA ESPARZA
CEO, MAYA CINEMAS
ZIJIAN YAN
GRAPHIC DESIGNER
K E L LY SW O P E
RESEARCH ASSISTANT
HIGHER STAR POWER
60 YEARS AGO THAN TODAY
Hayworth Moreno
Roland
Arnaz
Romero
Jurado
Montalban
Moreno
Ferrer
Quinn
Montez
Lamas
Montez
Del Rio
Miranda
STAR POWER TODAY
LEADING MEN (STARS WHO CARRY A FILM AT THE BOX OFFICE): None.
LEADING WOMEN: CAMERON DIAZ
CO-STARS: ZOE SALDAÑA, JESSICA ALBA, ROSARIO DAWSON, EVA MENDES
SALDAÑA
DIAZ
ALBA
MENDES
DAWSON
WHY IS THIS HAPPENING?
POPULATION RISING
PARTICIPATION IN MEDIA DROPPING
THE SAME STORY: EMPLOYMENT IN WRITING
AND DIRECTING
18
16
14
12
10
8
6
4
2
0
GROWING GAP
Percentage of Latinos in
the U.S. Population
Percentage of Latino
Writers in the Television
Industry
Percentage of Latino
Writers in the WGA
2000
2003
2005
2007
Source: 2010 U.S. Census, Writers Guild of America and Directors Guild of America reports.
OUT OF THE PICTURE: EMPLOYMENT IN ACTING
Latino Actors in Television/Film Roles
(%of total roles)
2002
2004
2006
2008
6%
5.6%
4%
6.4%
This figure INCLUDES roles as extras, dayplayers, and supporting roles.
The number of featured/lead roles is at least 1% less.
Source: Screen Actors Guild, 2008-2009.
NOT WORKING OUT: SHARE OF DAYS OF WORK
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Other/Unknown
Native American
Asian/Pacific
Latino
Black
1993 1994 1995 1996 1997 1998
Non-Hispanic
White
Source: Calculations based on Screen Actors Guild reports, 1993-1998.
NO SUITS: EMPLOYMENT IN EXECUTIVE RANKS
Percentage of Latino show runners, TV, and film executives with greenlight authority: LESS THAN 0.1%
Source: Maya Entertainment and Columbia University, 2012.
NO OWNERSHIP: LATINOS AND MEDIA
COMPANIES
STUDIOS
TV
RADIO
0
2.6%
2.9%
1,349 TOTAL TV
STATIONS
36
LATINO
STATIONS
(2.6%)*
All current Latino media ownership is
limited to Spanish-language media.
Source: National Minorities Telecommunications Report, 2009.
NO RESPECT: LACK OF INDUSTRY RECOGNITION
Percentage of Oscar Nominees,
2002-2012
White: 80
Other: 2
Asian: 2
Latinos: 4
Black: 12
Source: ”Not Quite a Breakthrough,” UCLA Chicano Research Studies Center Report, 2012.
NO WINNERS
Percentage of Oscar Winners,
2002-2012
White: 82
Latino: 0
Asian: 0
Black: 18
Source: ”Not Quite a Breakthrough,” UCLA Chicano Research Studies Center Report, 2012.
REALITY WORSE THAN FICTION:
NEWS AND TALK SHOWS
ONLY
0.71%
of news stories were Latino-related*
Source: Network Brownout 2003: The Portrayal of Latinos in Network Television News
2002, National Association of Hispanic Journalists.
*from 1999-2005.
Out of those few
stories, 66%
focused on crime,
terrorism, or illegal
immigration
NOT TALKING: LATINOS IN TALK SHOWS
% OF WHITE MALE
GUESTS ON
NEWS PROGRAMS
FOX NEWS: 88%
MSNBC: 83%
CNN: 83%
PBS: 82%
LATINO
GUESTS:
2.7%
Source: “Taking the Public Out of Public TV: PBS fare differs little from commercial TV,” Fair and Accuracy in
Reporting report, 2010; and “Gender and Ethnic Diversity in Prime-Time News,” Media that Matters
report, 2007.
WHAT’S COMING DOWN THE PIPELINE? :
NEXT TO NADA
2011 NETWORK PILOTS
TOTAL CAST ACTORS HIRED
666
TOTAL LATINO ACTORS HIRED
33
LATINO AVERAGE
4.9%
TOTAL PRODUCERS/DIRECTORS/SHOWRUNNER TEAMS
442
TOTAL LATINO PRODUCERS/DIRECTORS/SHOWRUNNER TEAMS
2
LATINO AVERAGE
0.0045%
IN SUM: LESS PRESENCE, SAME STEREOTYPES
Hot tamale
Clown
Maid
FOR WOMEN AND MEN ALIKE
Bandido
Criminal
Gardener
SIX STEREOTYPES
54 MILLION PEOPLE
WHO ARE THE REAL LATINOS?
26%
16%
of the
U.S. Population
54.4 Million
of kids
under 5
are Hispanic
years old is
the median age
of the
Hispanic Population.
LATINO BUYING POWER =
1.2 Trillion
AND GROWING
27.4
Total U.S. Population:
36.8 years old
48%
of Hispanics
live in
California or
Texas
13.5 million in California,
8.9 million in Texas
Sources: Selig Center: The Multicultural Economy 2007, Simmons
NHCS Fall 2007 Full Year Study, U.S. Census Bureau
82% are
English-language
Dominant/Bilingual
18% are
Spanish-language
dominant
19
of the Top
100 Surnames
in the U.S.
are Hispanic
LATINOS AT THE BOX OFFICE
Latinos see the most movies. They have a buying power of 1.2 trillion and growing.
70
60
65
56
50
% of Population in
2011
40
30
24
20
12 10
10
16
% of Frequent
Moviegoers in
2011
0
White
Black
Latino
Source: Theatrical Market Statistics report, Motion Picture Association of America, 2011.
PLUGGED TO TV
Non-white children spend an
average of 13 hours a day using
mobile devices, computers, TVs
and other media — about 4½
hours more than white kids.
Source: Kaiser Family Foundation, Northwestern University, 2011.
IMPACT ON CHILDREN: SELF-HATRED
CLARK DOLL TEST, 2012
Which baby is the nice baby?
100% of Mexican children chose the light-skinned baby.
By age 8, half of African American and Latino children
are aware of broadly-held stereotypes about themselves.
Source: National Council to Prevent and Eliminate Discrimination (Mexico), 2012.
IMPACT ON ADULT LATINOS:
DRAMATIC RISE IN HATE CRIMES
Anti-Latino Hate Crime
Incidents
735
800
654 681
700
576 595
600
522
475
500 426
400
300
200
100
0
Source: FBI Hate Crimes report, 2003-2010.
IMPACT ON MEDIA INDUSTRIES:
LATINOS LEAVING THE AIRWAVES
...AND SEEK CONTENT FROM
OTHER VIDEO SOURCES
LATINOS WATCH LESS TRADITIONAL
TV...
160
Latinos 15%
lower
150
8
Latinos 60%
higher
6
140
NonLatinos 4
130
NonLatinos
Latinos 2
Latinos
120
0
Monthly
Video Usage
(hours)
Monthly
Internet Usage
(hours)
Source: Nielsen National Television report, 2011.
1
2
3
5
WHAT CAN WE DO: MOBILIZE ON THE STREETS
1
2
3
4
5
WHAT CAN WE DO: ON LINE
DEVELOP
THE LATINO
RATINGS AND RANKING INDEX,
1
2
3
4
5
WHAT CAN WE DO: BEHIND THE SCENES
ADVOCATE TO ADVERTISERS,
1
2
3
4
5
WHAT CAN WE DO: IN THE NEWSROOM
INFORM JOURNALISTS.
CHANGE THE STORY, CHANGE THE WORLD:
FOR THEM
FUNDING SPONSORS:
N AT I O N A L L AT I N O A R T S
E D U C AT I O N & M E D I A I N ST I T U T E
A SPECIAL THANK YOU TO
RUDY BESERRA
Representation in Network
News and Entertainment
Representation in Network Media
Entertainment
% Latino Lead Actors*
4.1%
3.9%
2.7%
1.6%
Source: Network websites. * - In most cases, “Lead Actors” are the two most featured characters in series, except in some cases where there may be 3 to 4 (e.g. “Desperate Housewives” (ABC).
Representation in Network Media
News
% Latino Anchors
10.0%
Data includes cable news channels
Morning
Source: Network websites
0.0%
0.0%
Afternoon
Evening
Prime Time Guests by Ethnicity
Source: Media Matters
Guests by Show and Ethnicity