- Author: NBC News by Ludwig Hurtado
"We kept our languages hidden," says a host from Central California's Radio Indígena 94.1, "but no longer." The shows appeal to farmers of indigenous origin.
Josefino Alvarado, a California farm worker, describes his typical morning picking blueberries at a Ventura County farm.
As the sun beats down on him and his fellow workers, a crackle of static hums at their feet. “Hola mi gente,” (Hello, my people) a voice calls out from the radio's speakers in Spanish. Then, “tanìndíí,” which means ‘good morning' in Mixteco.
On this farm and most of the farms nearby, workers have their radios tuned into the same station: 94.1, Radio Indígena.
- Author: Mark Hugo Lopez, Jens Manuel Krogstad
U.S. Latinos say it's important for future generations of Hispanics to speak Spanish, and the vast majority speak the language to their children. However, the share of Latino parents who ensure the language lives on with their children declines as their immigrant connections become more distant, according to a new Pew Research Center analysis.
Overall, 85% of Latino parents say they speak Spanish to their children, according to the Center's 2015 National Survey of Latinos. Among immigrant parents, nearly all (97%) say they do this. But the share drops to 71% among U.S.-born second-generation Latino parents (those with at least one immigrant...
- Author: Fox News Latino by Rebekah Sager
When companies or politicians seek to speak to Latino audiences, they head to Spanish-language television networks, Spanish-language radio or Spanish-language newspapers.
The theory has always been that the best way to tap into the fast-growing segment of the population, with its $1.3 trillion spending power and increasing political influence, was to do so in its native language.
But a new poll by Fox News Latino turns that theory on its head.
When asked in what language they prefer to get their news, 79 percent of registered Latino voters said they preferred their news in English.
“I'm not incredibly surprised. It reflects a demographic shift as second-, third- and even fourth-generation Latinos,...
- Author: Warc.com
Multicultural marketers need to take a generational approach rather than focusing simply on language, a new study has suggested.
A paper in the Journal of Cultural Marketing Strategy, authored by MAGNA GLOBAL and the Center for Multicultural Science, looked at media behaviors across three generational levels – first, second and third – for the US Latino population, in what it claimed was the first such study.
And it reported that marketers' understanding of the nuances of the Latino...
- Author: Nielsen.com
In each of the past two years, the national weekly radio audience has reached all-time highs according to Nielsen's Audio Today report. In the second quarter of 2015, it found that 245 million Americans aged 12 and older are tuning to radio during an average week across more than 250 local markets large and small.
This growth trend is also evident when examining Black and Hispanic audiences—the weekly reach of radio among Blacks and Hispanics has been growing steadily over the past five years. Since 2011, the weekly national Black radio audience has grown 5% (from 29.8 million to...