Are English-dominant Latinos our future?
Some possibilities, limitations, and strategies for public media
In recent years, the demographic landscape of the United States has been rapidly evolving, with the Latine population playing an increasingly significant role. For public media organizations, the quest to engage and resonate with this diverse audience is more important than ever. 📞
Furthermore, we’re all aspiring to better reflect America's diversity. Thus, there is growing interest in Latino audiences. While traditional approaches, such as Spanish-language social media and translated content, have shown some impact, efforts to reach English-dominant Latinos — the KPCC work that happened back in 2011 is one of the most memorable examples — could be our next challenge as a system.
The number of English-dominant or bilingual Hispanics has been steadily rising. 📈 I’ve written about this growth but here’s a TLDR:
Over the past few decades, there has been a steady increase in the number of Latino/as in the U.S. who are English-dominant. 🌡️ This means they speak primarily English at home.
In 1980, about 40 percent of Latinx adults were English-dominant. By 2013, that number had risen to about 62 percent, according to a Pew Research Center analysis.
Second and third generation Latinos are driving this trend. Over 90 percent of U.S.-born Hispanics were English-dominant in 2013, compared to just eight percent of immigrant Latinos.
Reasons for this shift include public schooling in English, the need to speak English for workplace advancement, and usage of English in media and entertainment. 📺 Speaking English is seen in some quarters as beneficial economically and socially.
The rise in English dominance has spurred debate about potential impacts on Hispanic identity and Spanish language retention in the U.S. Some view it positively as integration while others see it as a loss of Latinx cultural heritage.
Going forward, the slowdown of immigration as well as generational trends will likely lead to continued growth of English-dominant Hispanics in America. 📊
Spanish remains very present as well, with millions of U.S. residents speaking Spanish at home.
In brief, this group within a rapidly growing demographic presents both opportunities and challenges for public media seeking to reach. 👇🏼
Many are of the people we’re talking about are second, third or fourth generation Americans who have adopted English as their primary language. 📢 While they still identify with their cultural heritage, their media diets resemble non-Latino audiences.
As I noted in the past, it’s complicated. 🤔
Possibilities
While English-dominant Hispanics present a promising new audience, simply translating existing programming may not be the best path forward. By involving Latine creatives and community advisors, public media can craft programming that authentically reflects Latinx cultures and concerns. Two interventions to center in your discussions:
English-dominant Latina/os often possess a unique blend of cultures and identities. By producing content that celebrates this cultural hybridity, public media can establish a stronger connection with this audience. 🔗
While Spanish-language content is valuable for Spanish-dominant audiences, English-dominant Latines may have different interests and needs. Targeting this group allows media organizations to address content gaps and provide diverse perspectives.
A thoughtful, holistic approach could potentially yield loyal listeners and viewers, both English and Spanish-speaking. 🧏♀️
Limitations
Language alone may not be enough to attract these potential listeners and viewers. Public media will need to ensure it is covering issues relevant to Latine communities through a culturally competent lens. Reaching across language barriers will require new strategies and commitments from public media.
In addition, one of the challenges in reaching English-dominant Latinx audiences is ensuring cultural authenticity. 📝 Striking a balance between appealing to mainstream tastes and reflecting Latine culture authentically requires thoughtful content development. Some may prefer content with bilingual elements or cultural references, while others may lean toward entirely English-language content, for example.
Also, English-dominant Latina/os consume a significant portion of mainstream media. 📄 Public media organizations must differentiate their offerings and demonstrate unique value to capture their attention effectively.
Finally, there are risks of alienating Spanish-dominant audiences and contributing to a monolingual media landscape. Public media will need to strike a careful balance between expanding English offerings while preserving and growing Spanish-language content. 💭
But at a moment of demographic change, the rewards of cultivating deeper Latine audience engagement could be invaluable.
Strategies
Diversifying the voices and perspectives within the organization can lead to content that resonates more deeply with English-dominant Latinos. Hiring bilingual journalists and content creators can provide the necessary cultural insights.
Also, we can lean on what we tend to do well. 🎤 Public media focusing on human-centric storytelling that highlights the experiences, challenges, and triumphs of English-dominant Latinos sparks conversation. Personal narratives can foster a sense of relatability and emotional connection with the audience.
Lastly, it’s on us to forge partnerships with community organizations, influencers and content creators to extend the reach of public media content to English-dominant Latinx audiences.
Ideating off that includes these suggestions, and more:
Featuring more Latine perspectives in existing English-language shows and podcasts
Creating new shows led by Latinx creators that appeal across cultural lines
Using social media and digital platforms to promote content to younger, English-dominant audiences
Partnering with Latine media outlets and individuals to cross-promote content
Last thought
While the approach to target English-dominant Latino audiences may present challenges, it also holds immense potential for public media organizations. ♥️ By recognizing the shifting demographics and embracing culturally relevant strategies, public media can establish a meaningful and lasting connection with this dynamic and growing audience. Engaging English-dominant Latinos not only benefits the organization but also contributes to a more inclusive and representative media landscape for all. 🟢
Cafecito: stories to discuss ☕
The Reynolds Journalism Institute featured a nice essay from Factchequeado about combatting misinformation in Latinx communities. 🔉 “Quality journalism in Spanish is a very scarce commodity, and the people who spread disinformation take advantage of this and exploit information and news deserts to sneak false or misleading content to these communities.”
If you’ve followed (or haven’t) the launch of De Los, the Los Angeles Times’ Latine-focused platform, Editor & Publisher has a solid summation of its development. 📰
The bilingual community radio station KBBF is celebrating 50 years. Historians may have to confirm it is the first, as there’s a lot of public broadcast history (shoutout to Josh Shepperd, who sent me his new book on the creation of public radio in America. 📻
Fuel for the 2024 Latinx vote stories you’ll do: Pew Research shares that Latino gains among Republicans may likely have been bolstered by turnout overall. ✅
Felicidades a past OIGO interviewees Kassidy Arena and Obed Manuel, who are among Current’s Rising Stars, recognizing early-career public media pros. 🥳
El radar: try this 📡
See where cultural centers are landing. 🏛️ Boise State Public Radio explored what a Hispanic Cultural Center would mean for an area town. I’d guess there are not only community building opportunities created, but leaders might eye these developments as tourism draws.
Share bilingual experiences. If you missed the Latino USA segment, “Bilingual is My Superpower,” listen in. 🎧 My first reaction was, ‘how many unique, thoughtful, inspiring stories could we be sharing in public media by just talking about this experience for parents?’
Destigmatize medical visits. 😷 Connecticut Public covered lawmakers’ efforts to encourage Latinx men especially to see a doctor for routine checkups and emergency needs. This is likely a discussion happening locally with health care providers, and one you might consider producing content on.
Shine a light on Spanish-language creators. KUNC covered the launch of a startup providing community coverage. 🎬 Maybe not a breaking-news situation, but surely a chance to learn about audience interests and how new media organizations are stepping in to serve.
Think about bilingual approaches. 🗂️ Relevant to this newsletter’s topic, Poynter explores how two newsrooms are navigating content for English- and Spanish-dominant Hispanics. (Thanks to Julie Drizin for this one.)
We return to biweekly OIGO editions on September 8. In the meantime, plan to join me in Philadelphia, where I’ll be speaking on reaching Latine audiences as well as diversity, equity and inclusion at PRPD’s Public Radio Content Conference, Sept. 19-21. I’ll be there early and would love to talk.
🥤 You can buy me a coffee if you’d like to support the newsletter.