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

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

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

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

  2. 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

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

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

  5. 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?

  6. 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

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

  8. 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

  9. 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

  10. 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

  11. 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

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

  13. 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

  14. 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

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

  16. 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

  17. 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

  18. 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.

  19. QUESTIONS?

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