On public media content and identification

aka: Explain this Latinx thing to me like I'm five

When it comes to content and community engagement, for public media leaders, determining the right terminology to describe residents of Latin American ancestry requires walking a nuanced line.

Shifting cultural identities have sparked debate around terms like "Hispanic," "Latino," "Latina," "Latinx" and "Latine." What feels inclusive to some may be felt to be exclusive others. 🙄 PBS just discussed this. Sometimes we presume certain terms have permeated everywhere. But as a lifelong Texas resident now part of coastal life, I understand at times many a dialogue has not spread equally.

That’s why recent discussions I had at the Public Media Content Conference about Hispanic identification were enjoyable to me. ✏️ I have not written about such in OIGO primarily because I had not had the bandwidth. However, I want to help public media editors, news directors and content heads grasp the differences. (By the way, you can read my summation of PMCC takeaways in the last OIGO.)

As you have seen in OIGO, I tend to use all the terms: Hispanic, Latino, Latina, Latine and Latinx interchangeably and throughout the newsletter. This is my attempt to include the phrases you have heard of. 👂 It’s also good for those searching for content related to public media and the issues featured here. Chances are, your organizations may not have the luxury of being as blended, and you have questions.

Curious how to understand the many ways Latino/a/e/x people describe ourselves? Let’s get into it. You may wish to pretend we’re having this chat over a drink. 🍹

The appropriate terminology for describing Americans of Latin American descent has become a complex issue as cultural identities and language continue to evolve in the United States. 🗣️ Traditionally, the terms “Hispanic,” "Latino" and "Latina" have been used to refer to people originating from Latin America and living in the U.S. But some find these particular terms to be exclusive or inaccurate in a shifting social landscape. New identifiers like "Latinx" and "Latine" have emerged as potential alternatives, sparking debate within and outside of our communities.

“Hispanic”

“Hispanic” is still in use, but, in my observation, that prominence is shaped by generation and location. Where there was no unifying element, Hispanic was the term activists in the 1970s embraced to bring together disparate interests of those of Latin/South American ancestry. 🤠 History is among many with some backstory.

Growing up in Texas, I met many older Latinos, who would tell you about how “Hispanic” was a preferred term, because “Mexican” was used in their day as a pejorative. ⚠️ Such probably isn’t the case for everyone, but the term gave the community a sense of itself, and could still mean quite a lot to older generations especially.

"Latino" and "Latina"

"Latino" and "Latina" have long served as the predominant identifiers for Americans with Latin American roots. 📈 A 2019 Pew Research study found that 61 percent of U.S. adults with Latin American ancestry personally prefer to use the term “Latino” to describe their identity.

Today, some criticize Latino/Latina as reinforcing a gender binary or reflecting a patriarchal bias. 😠 The male form, "Latino," is used as a catch-all singular identifier, because it is in Spanish. Yet, as Latino is supposed to refer inclusively to both males and females, it may be seen as excluding women.

There’s another dimension related to the use of “Latino” or “Latina”: the audience. A majority (55 percent) of Latino/as say they use the term “Latino” to describe the U.S. Hispanic or Latino population overall. 📊 In the sense “Latino” is accessible to the average person consuming our work. Possibly for that reason many newsrooms still use it widely.

"Latinx"

The term “Latinx” emerged in recent years as an alternative to Latino/Latina, particularly in progressive academic circles and activist communities. 👋 It aims to be inclusive of non-binary genders.

However, Latinx has yet to gain widespread popular usage. Challenges include unfamiliarity with the term and difficulty pronouncing it in Spanish. Critics also argue imposing Western gender constructs onto Latino identity is misguided. Finally, Latinx has become a lightning rod for political elements across the spectrum. Arkansas Gov. Sarah Huckabee Sanders is among Republicans targeting the use of Latinx, as are some Democrats. ⚔️

While I have some who disagree with me, I think using Latinx may depend on your community and audience. Spanish-dominant speakers who aren’t P1s (e.g. public media diehards like me) tell me “Latinx” signals that content is intended for an English-language audience, because the word doesn’t feel natural in Spanish. 🤔 Then again, I’ve also heard from others who say this feels like the appropriate word.

“Latine”

More recently, the term “Latine” has emerged as another potential identifier. Similar to Latinx in aiming for inclusivity, it may appeal more to Spanish speakers based on its pronunciation. 🔊 In Spanish, this phraseology personally feels smoother — “lati-nay” as opposed to the flatter “lati-nex,” but mileage may vary.

While Latine is newer, I would assume it will become the heat magnet Latinx has with time. 🌡️ There’s a proxy war going on nationwide on gender identity and progressive politics, after all, that shows no signs of abatement.

What should your organization use?

Preferences for terms differ based on individual, generational and geographic factors. Younger Latinx generations tend to be more open to newer gender-neutral options like Latinx or Latine than older counterparts. 📢 Some simply prefer to identify by nationality, citing the diversity of Latin American cultures.

I tend to recommend that organizations talk with Latine community stakeholders. 💯 Not just the ones you want tuned in to your content, but those likely to listen/watch (e.g. the folks we know who tend to be open to public media – older and educated) and could represent an early win in terms of diverse growth and engagement.

When determining appropriate terminology, public media organizations should prioritize flexibility, accuracy and representing diverse voices. Individual preferences should be honored, and terms you choose could be explained for broad audiences. 🩻 I remind stations that this is your time to lean into why your audience tunes in: explaining things with empathy, helping them understand the evolving world, and humanizing complicated narratives.

Whatever you choose, remember that what feels inclusive to some may alienate others. 📻 Thus, cultural sensitivity is required to find the proper balance between accuracy and growth when it comes to identifiers. 🟢

Cafecito: stories to discuss ☕

• Some omissions here, but NPR has a good roundup of Latine podcasts it has just endorsed. ⏯️

• Latinx nonprofits provide vital services to Massachusetts's local communities. However, GBH shares how these organizations struggle with attracting philanthropic dollars. 💰

  • Related conversation in Nieman Lab on this matter and BIPOC newsrooms.

• WTTW has a fascinating report on how Chicago should consider reimagining Mexican Independence Day festivities in town. 🎺

• Mississippi Public Broadcasting just showed a nice approach to telling stories when one’s Latine community is small, but growing.

• The Online News Association is posting video from their recent conference, including Real Talk About the Status of DEI in Journalism. ✍🏼

El radar: try this 📡

• Offer intentionally intergenerational stories. The Public's Radio in Rhode Island recently collaborated with Nuestras Raíces, an oral history project, to produce a series of intergenerational conversations. 💬 This creative partnership provides a model for public media outlets seeking to authentically engage Latine communities.

• Tell a deeper story in local music lore. KQED has a short-run series called Hyphy Kids Got Trauma, which examines the hardships faced by Black and Brown people who lived through the early 2000s West Coast hyphy scene. 🎵 I wonder how many regional music scenes have stories this complex to share? You may have one right in your city.

• Collect reflections on our relationship with Spanish. 🗒️ LAist featured this discussion following a new Pew Research Center report. About one-quarter of Hispanic adults in the U.S. cannot converse fluently in Spanish.

• Explore trauma support for Latine residents. WFPL interviewed La Casita Center's executive director about providing culturally competent trauma assistance for Hispanic communities. ⚕️ Your station might examine the importance of meeting people where they are and offering support tuned to their cultural experiences and norms.

• See about neighborhood challenges and business. A yoga studio has created a parking nightmare for working-class Latino families in Los Angeles's Echo Park neighborhood. 🚗 Residents have united to voice complaints, though the studio appears indifferent to the parking hardships it imposes on the surrounding community. The Los Angeles Times shares a story that could be happening in your town.

The next OIGO is here Oct. 20. Thanks to everyone who reached out with kind words following announcement of my KQED promotion to executive director of radio programming and Content division DEI initiatives. 🙌 I don’t know of many organizations willing to devote DEI resources specifically for a division. I recognize I’m very fortunate. So much to do, but everything on the horizon looks exciting.

🥤 You can buy me a coffee if you’d like to support the newsletter.