MBC FINAL PROJECT 5/19/05 How Second-Generation Latino Americans View Latino-Targeted TV By Phillip Bogdan

Latino Americans: A burgeoning new population U.S. Citizens of Mexican, Central and South American, and Spanish Caribbean descent 35 million Latino Americans today 61 million Latino Americans by 2025

Second-Generation Latino Americans: A significant subgroup Fastest-growing Latino American segment Representing 1/3 of Latino American population Emerging as independent consumers

The problem Second generation not viewed as a significant demographic factor However, large group carries unique attitudes and interests.

What we need to know What Latino-specific TV content attracts second-generation Latino Americans? Who do they watch on TV and why? What content offends them?

Who needs to know and why? TV producers need to… Increase Latino viewership Attract advertisers TV advertisers need to… Attract Latino consumers Avoid offending Latino consumers

Research Question Do second-generation Latino Americans have a positive attitude toward Latino-targeted TV content?

Research Design Focus groups Findings reported in quotes 24 second-generation Latino American participants 4 groups of 6 interviewed 9 focus group questions Confirmed qualifications with survey

Second generation Latino Americans defined Born in America or came to America before age 13 At least one parent immigrated from a Latin American country

TV Programming Findings Growing up, second-generation Latino Americans saw TV as educational. Studied English Shaped image of American culture Learned Latino/American cultural differences

Second generation relates to TV differently. Grew up seeing themselves as different than American TV role models Now want representation on the American TV scene

See positive role models in Latino characters Salma Hayek Jimmy Smits George Lopez Jennifer Lopez

But their reactions are not all positive. Latino characters in background Busboys, janitors, maids, gardeners Latino stereotypes Guatemalans are poor Mexicans are lazy Peruvians are illiterate Columbians sell drugs

The second generation is drawn to TV programming differently Drawn to humor Family sitcoms Drawn to family values Presence of extended family Emphasis on close family relations Drawn to role models with Latino personality traits Macho, dedicated, respectful of elders

The second generation is cynical about advertising Not enough Latinos in commercials Presence of Latinos doesnt convince them to buy Token Spanish words are annoying Ads are culturally exclusive Latino-targeted advertising seen as clumsy

Conclusions Do second-generation Latino Americans have a positive attitude toward Latino-targeted TV content? TV programming: Yes Relate well to Latino characters, values, and cultural traits TV Advertising: No Ads perceived as insensitive, culturally divisive, clumsy

Recommendations for programming To attract second-generation Latino Americans… Give Latinos more character roles Avoid stereotyping Latinos Hire Latino writers Infuse Latino values into programming: family solidarity, dedication, machismo

Recommendations for advertising To build respect and loyalty among second-generation Latino Americans… Include Latinos when representing mainstream American culture. Avoid Spanglish Seek universal Latino cues to replace Mexican-specific cues.

QUESTIONS?