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MAKING HISPANICS ; HOW ACTIVISTS, BUREAUCRATS, AND MEDIA CONSTRUCTED A NEW AMERICAN

This book explores how activists, bureaucrats, and media shaped a new American identity for Hispanics. It examines changes within organizational fields, social movements, and the Census Bureau, as well as the cross-field effects on media and market dynamics.

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MAKING HISPANICS ; HOW ACTIVISTS, BUREAUCRATS, AND MEDIA CONSTRUCTED A NEW AMERICAN

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  1. MAKING HISPANICS;HOW ACTIVISTS, BUREAUCRATS, AND MEDIA CONSTRUCTED A NEW AMERICAN G. Cristina Mora University of California, Berkeley

  2. AMERICA IN THE 1960SSOCIAL MOVEMENTS

  3. AMERICA IN THE 1960SBROADCAST MEDIA

  4. AMERICA IN 1990

  5. ORGANIZATIONAL LENS • Changes within Organizational Fields • Social Movement • Census Bureau • Media • Changes Across Fields • Cross-Field Effects

  6. DATA • Records of the National Council of La Raza; Mexican American Legal Defense and Education Fund; National Hispanic Leadership Council/Agenda • Ford Foundation; Council on Foundations Reports • Interviews with 7 activists ( 4 Puerto Rican and 3 Chicano) • U.S. Census Bureau Records – National Archives • Harvey Choldin Records (15 Interviews w/ Census Agents) • Interviews with 3 Former Census Officials. • 19 Interviews; 3 Oral Histories; with Univision executives including former – Presidents, Vice Presidents, Station Managers, Programming Directors, Journalists • FCC Records; Media Trade Journals; TV Guide Data • English and Spanish-language Press Reports

  7. ARGUMENT: Cross Field Effects Social Movements Census Bureau Media Markets

  8. “One study deemed [the “Spanish Origin”] a separate race, especially if you considered the Mexican Americans…[but] others found them to be white, especially if you considered Cubans in Florida” - Nampeo McKenney Division of Racial and Ethnic Statistics 1968-2000 (Personal Interview)

  9. CENSUS BUREAU The Census Director… [and others]…spoke of the danger of including the Hispanic category as a racial one. He knew he’d get complaints from blacks if their numbers went down overall, and you had to think about the Puerto Ricans, this was a real possibility. Not to mention the Native American numbers in the Southwest….and there was even fear the Filipinos in California would chose Hispanic over Asian, and we’d get it from all three groups… Leo Estrada Census Bureau Asst. Director, 1972-1983 (Personal Interview)

  10. ARGUMENT: Cross Field Effects Social Movements Census Bureau Media Markets

  11. UNIVISION

  12. ARGUMENT • Cross-Field Effects Generated By: • Emergence of New Resources • Movement of People Across Sectors • Discursive Strategies

  13. ARGUMENT: DISCURSIVE STRATEGIES • Shared Frames • Ambiguity

  14. SHARED FRAMES • Social Movement Orgs • Hispanics as Underrepresented Minority • Census Bureau • Hispanic as a Set of Correlated Attributes • Spanish-Langauge Media • Hispanics as Consumers

  15. SHARING FRAMES Everybody’s talking about it … THE HISPANIC MARKET … Enough talk … Stand Up and Participate … contribute to the National Council of La Raza… a contribution to us is an effective way of reaching Hispanics and building good will for your product or service. NCLR “Solicitation Letter” 1981

  16. SHARING FRAMES …Spanish Language audiences are one of the most underserved and isolated groups in America. Their communities lack resources, including serious news and information outlets…[Univision] serves the public interest by providing for the needs of this disadvantaged minority population. FCC Minority Ownership Task Force Hearings, 1978

  17. AMBIGUITY Hispanics can trace their roots in the Americas back five centuries! They share a common heritage, common values, and a common mother tongue. These and other ties unite them – from east to west, north to south. • US Bureau of the Census • “We…” Rendon • April 1985

  18. INSTITUTIONALIZATION • Plausibility Structure • Linked Organizational Interests • Commensurate Representations • Ambiguity • Provides category expansiveness • Hispanic Panethnicity can mean different things to different interests

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