How to Decide Between Hispanic and Latino Terms

Portrait of multigenerational family on field after daughters soccer game

By Melissa Vela-Williamson, APR

Besides being Hispanic myself, I have researched and worked with the culture since the beginning of my career. 

In San Antonio, Texas, where my firm is located, more than 64 percent of the local population is categorized as “Hispanic or Latino.” However, the business world often still regards these residents as a specialty market. Even in public relations, many practitioners separate general-market media outlets from Spanish-language media…PRSA

New Research Finds Eye-Opening Gaps in Latino Media News Coverage

NEW YORK, NY; Aug. 18, 2020: A research report released today by the Center for Community Media (CCM) shows surprising gaps and biases in news coverage by the Spanish-language media in the United States.

The report, in English and Spanish, is based on an analysis of almost 700,000 Spanish-language news stories in the 41 primary outlets, published during the first three years of the Trump presidency. CCM, which is part of the Craig Newmark Graduate School of Journalism at CUNY, will translate the report from Spanish to English in the coming weeks.

Using a tool to search for specific terms and phrases, Ronny Rojas, an investigative journalist and Newmark J-School faculty member, analyzed the news coverage by the Latino media at a time when Spanish-speaking communities have been the target of government and political leaders in U.S. There are 60 million Latinos in this country, and 40 million people speak Spanish.

While multiple surveys show that Spanish-speaking Latinx audiences are most interested in U.S. news about the economy, healthcare costs, immigration, and, increasingly, race and race relations, these topics comprised a remarkably small and declining share of Spanish-language news coverage during the three years studied. Rojas found that news on jobs and healthcare accounted for just one percent of all stories published or broadcast in Spanish each month, a decrease of 50% between 2017 and 2019…CENTER FOR COMMUNITY MEDIA AT CUNY