From segmented to fragmented: Latino media in San Antonio, Texas

Journalism and Mass Communication Quaterly

Volumn 78, Issue 2, 2001, Pages 291-306

  Mayer, Vicki ^a  

^a UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0041026914     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769900107800206     Document Type: Article

References (81)

1. Susanne Oboler, Ethnic Labels, Latino Lives: Identity and the Politics of (Re)Presentation in the United States (Minneapolis: University of Minnesota, 1995).
2. Anghrad Valdivia, A Latina in the Land of Hollywood and Other Essays on Media Culture (Tempe: University of Arizona Press, 2000), and Clara Rodríguez, ed., Latin Looks: Images of Latinos and Latinos in the U.S. Media (Boulder: Westview, 1998).
3. Anghrad Valdivia, A Latina in the Land of Hollywood and Other Essays on Media Culture (Tempe: University of Arizona Press, 2000), and Clara Rodríguez, ed., Latin Looks: Images of Latinos and Latinos in the U.S. Media (Boulder: Westview, 1998).
4. Davis' argument has been supported by recent census figures that demonstrate the growth of Latinos throughout urban America. Mike Davis, Magical Urbanism: Latinos Reinvent the U.S. City (London: Verso, 2000).
5. Félix Gutiérrez and Jorge Schement, Spanish Language Radio in the Southwestern United States (Austin: Center for Mexican American Studies, 1979); Virginia Escalante, ́In Pursuit of Ethnic Audiences: The Media and Latinos,́ Renato Rosaldo Lecture Series Monograph, no. 7th ser. (1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis: University of Minnesota, 1993); Chon Noriega, ́Introduction,́ in The Ethnic Eye: Latino Media Arts, ed. Chon Noriega and Ana Lopez (Minneapolis: University of Minnesota, 1996); Chon Noriega, Shot in America: Television, the State, and the Rise of Social Movement Cinema (Minneapolis: University of Minnesota, 2000).
6. Félix Gutiérrez and Jorge Schement, Spanish Language Radio in the Southwestern United States (Austin: Center for Mexican American Studies, 1979); Virginia Escalante, ́In Pursuit of Ethnic Audiences: The Media and Latinos,́ Renato Rosaldo Lecture Series Monograph, no. 7th ser. (1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis: University of Minnesota, 1993); Chon Noriega, ́Introduction,́ in The Ethnic Eye: Latino Media Arts, ed. Chon Noriega and Ana Lopez (Minneapolis: University of Minnesota, 1996); Chon Noriega, Shot in America: Television, the State, and the Rise of Social Movement Cinema (Minneapolis: University of Minnesota, 2000).
7. Félix Gutiérrez and Jorge Schement, Spanish Language Radio in the Southwestern United States (Austin: Center for Mexican American Studies, 1979); Virginia Escalante, ́In Pursuit of Ethnic Audiences: The Media and Latinos,́ Renato Rosaldo Lecture Series Monograph, no. 7th ser. (1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis: University of Minnesota, 1993); Chon Noriega, ́Introduction,́ in The Ethnic Eye: Latino Media Arts, ed. Chon Noriega and Ana Lopez (Minneapolis: University of Minnesota, 1996); Chon Noriega, Shot in America: Television, the State, and the Rise of Social Movement Cinema (Minneapolis: University of Minnesota, 2000).
8. Félix Gutiérrez and Jorge Schement, Spanish Language Radio in the Southwestern United States (Austin: Center for Mexican American Studies, 1979); Virginia Escalante, ́In Pursuit of Ethnic Audiences: The Media and Latinos,́ Renato Rosaldo Lecture Series Monograph, no. 7th ser. (1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis: University of Minnesota, 1993); Chon Noriega, ́Introduction,́ in The Ethnic Eye: Latino Media Arts, ed. Chon Noriega and Ana Lopez (Minneapolis: University of Minnesota, 1996); Chon Noriega, Shot in America: Television, the State, and the Rise of Social Movement Cinema (Minneapolis: University of Minnesota, 2000).
9. Félix Gutiérrez and Jorge Schement, Spanish Language Radio in the Southwestern United States (Austin: Center for Mexican American Studies, 1979); Virginia Escalante, ́In Pursuit of Ethnic Audiences: The Media and Latinos,́ Renato Rosaldo Lecture Series Monograph, no. 7th ser. (1991); Rosa Linda Fregoso, The Bronze Screen: Chicana and Chicano Film Culture (Minneapolis: University of Minnesota, 1993); Chon Noriega, ́Introduction,́ in The Ethnic Eye: Latino Media Arts, ed. Chon Noriega and Ana Lopez (Minneapolis: University of Minnesota, 1996); Chon Noriega, Shot in America: Television, the State, and the Rise of Social Movement Cinema (Minneapolis: University of Minnesota, 2000).
10. Carlos E. Cortéz, ́Who Is Maria? What Is Juan? Dilemmas of Analyzing the Chicano Image in U.S. Feature Films,́ in Chicanos and Film: Essays on Chicano Representation and Resistance, ed. Chon Noriega (New York: Garland, 1992).
11. Raymond Williams, ́Typification and Homology,́ in Marxism and Literature (Oxford: Oxford University Press, 1977).
12. Jacques Derrida, Of Grammatology, trans. Gayatri Chakravorty (Baltimore: Johns Hopkins University Press, 1976).
13. Vincent Mosco, The Political Economy of Communication: Rethinking and Renewal (London: Sage, 1996).
14. Rodolfo Acuña, Occupied America: A History of Chicanos, 3d ed. (New York: Harper Collins, 1988); Richard García, Rise of the Mexican American Middle Class: San Antonio, 1929-1941 (College Station: Texas A&M UP, 1991); Chris Richardson, Batos, Bolillos, Pochos, and Pelados: Class and Culture on the South Texas Border (Austin: University of Texas, 1999).
15. Rodolfo Acuña, Occupied America: A History of Chicanos, 3d ed. (New York: Harper Collins, 1988); Richard García, Rise of the Mexican American Middle Class: San Antonio, 1929-1941 (College Station: Texas A&M UP, 1991); Chris Richardson, Batos, Bolillos, Pochos, and Pelados: Class and Culture on the South Texas Border (Austin: University of Texas, 1999).
16. Rodolfo Acuña, Occupied America: A History of Chicanos, 3d ed. (New York: Harper Collins, 1988); Richard García, Rise of the Mexican American Middle Class: San Antonio, 1929-1941 (College Station: Texas A&M UP, 1991); Chris Richardson, Batos, Bolillos, Pochos, and Pelados: Class and Culture on the South Texas Border (Austin: University of Texas, 1999).
17. George Sanchez, Becoming Mexican American: Ethnicity and Acculturation in Chicano Los Angeles, 1900-1943 (New York: Oxford University Press, 1993).
18. América Rodríguez, "Made in the U.S.A.: The Constructions of Univision News" (Ph.D., University of California, San Diego, 1993), 78.
19. "La Prensa, an Institution in Our Community" (San Antonio: La Prensa, 1999).
20. Victoria Lerner, "Los Exilados De La Revolución Mexicana Y La Comunidad Chicana (1915-1930)," in El Mexico Olvidado I: La Historia Del Pueblo Chicano, ed. David Maciel (Chihuahua: Universidad Autónoma de Cuidad Juárez and University of Texas, El Paso, 1996).
21. Onofre de Stefano, "La Prensa of San Antonio and Its Literary Page, 1913 to 1915" (Ph.D. diss., University of California, Los Angeles, 1983).
22. Patricia Elena Constantakis, "Spanish-Language Television and the 1988 Presidential Elections: A Case Study of the 'Dual Identity' of Ethnic Minority Media" (University of Texas, Austin, 1993).
23. They write the broker's name was Lozano, but it is unclear if this was the same person as the owner of La Prensa. See Felix Gutiérrez and Jorge Schement, "Spanish Language Radio in the Southwestern United States," Communication Research 11 (2, 1984): 6.
24. Nicolás Kanellos, ed., The Hispanic-American Almanac: A Reference Work on Hispanics in the United States (Detroit: Gale Research, 1993), 646.
25. Rodríguez, "Made in the U.S.A.: The Constructions of Univision News," 39.
26. Gutiérrez and Schement, Spanish Language Radio in the Southwestern United States, 10.
27. Kanellos, ed., The Hispanic-American Almanac: A Reference Work on Hispanics in the United States, 647.
28. Gutiérrez and Schement, Spanish Language Radio in the Southwestern United States, 10.
29. Kanellos, ed., The Hispanic-American Almanac: A Reference Work on Hispanics in the United States, 653.
30. Gutiérrez and Schement, Spanish Language Radio in the Southwestern United States.
31. Gutiérrez and Schement, Spanish Language Radio in the Southwestern United States, 58.
32. Kanellos, ed., The Hispanic-American Almanac: A Reference Work on Hispanics in the United States, 654.
33. Rodríguez, "Made in the U.S.A.: The Constructions of Univision News," 37.
34. Charles Rosson, "Flaco Jimenez," review of 19 Sept. 1999, Texas Monthly, January 1998.
35. Nicolas Valenzuela, "Organizational Evolution of a Spanish Language Television Network: An Environmental Approach" (Ph.D. diss., Stanford University, 1985).
36. Interview with Manuel Davila Jr., KEDA-AM General Sales Manager, 17 Apr. 2001.
37. L. A. Noriega and F. Leach, Broadcasting in Mexico (Boston: Routledge & Kegan Paul, 1979).
38. Claudia Fernández and Andrew Paxman, El Tigre: Emilio Azcárraga Y Su Imperio Televisa (Mexico City, Mexico: Grijalbo, 2000).
39. Kanellos, ed., The Hispanic-American Almanac: A Reference Work on Hispanics in the United States, 654.
40. Félix Gutiérrez and Jorge Schement, "Spanish International Network: The Flow of Television from Mexico to the United States," Communication Research 11 (2, 1984): 245.
41. Félix Gutiérrez and Jorge Schement, "Problems of Ownership and Control of Spanish-Language Media in the United States: National and International Concerns," in Communication and Social Structure: Critical Studies in Mass Media Research, ed. Emile McAnany, Jorge Schnitman, and Noreene Janus (New York: Praeger, 1981), 193.
42. Gutiérrez and Schement, "Spanish International Network: The Flow of Television from Mexico to the United States," 246.
43. Gutiérrez and Schement, "Problems of Ownership and Control of Spanish-Language Media in the United States: National and International Concerns," 193.
44. América Rodríguez, "Commercial Ethnicity: Language, Class and Race in the Marketing of the Hispanic Audience," The Communication Review 2 (3, 1997).
45. Lionel Sosa, The Americano Dream: How Latinos Can Achieve Success in Business and in Life (New York: Dutton, 1998).
46. Gutiérrez and Schement, "Spanish International Network: The Flow of Television from Mexico to the United States," 246.
47. In 1996, Hispano Marketing billed $7.8 million (Megan Kamerick, "Hispano Marketing Hit with Recent Departures of Key Staff," review of 2 Oct. 1999, San Antonio Business Journal, 21 April 1997 ); Bromley, Aguilar & Associates billed $14.8 million in 1996 ("Advertising Age Ranks Bromley, Aguilar & Associates," review of 2 October 1999, San Antonio Business Journal, 21 April 1997) and $122 million in 1998 (Steve Krajewski, "Cartel Creativo's Defense Scores," Adweek, 21 December 1998). In 1997, KJS Spark billed $18 million ("Texaco Selects Kjs as Advertising Agency for Hispanic Market," review of 2 Oct. 1997, San Antonio Business Journal, 24February 1997). In 1998, Cartel Creativo billed $27million (Krajewski, "Cartel Creativo's Defense Scores").
48. In 1996, Hispano Marketing billed $7.8 million (Megan Kamerick, "Hispano Marketing Hit with Recent Departures of Key Staff," review of 2 Oct. 1999, San Antonio Business Journal, 21 April 1997 ); Bromley, Aguilar & Associates billed $14.8 million in 1996 ("Advertising Age Ranks Bromley, Aguilar & Associates," review of 2 October 1999, San Antonio Business Journal, 21 April 1997) and $122 million in 1998 (Steve Krajewski, "Cartel Creativo's Defense Scores," Adweek, 21 December 1998). In 1997, KJS Spark billed $18 million ("Texaco Selects Kjs as Advertising Agency for Hispanic Market," review of 2 Oct. 1997, San Antonio Business Journal, 24February 1997). In 1998, Cartel Creativo billed $27million (Krajewski, "Cartel Creativo's Defense Scores").
49. In 1996, Hispano Marketing billed $7.8 million (Megan Kamerick, "Hispano Marketing Hit with Recent Departures of Key Staff," review of 2 Oct. 1999, San Antonio Business Journal, 21 April 1997 ); Bromley, Aguilar & Associates billed $14.8 million in 1996 ("Advertising Age Ranks Bromley, Aguilar & Associates," review of 2 October 1999, San Antonio Business Journal, 21 April 1997) and $122 million in 1998 (Steve Krajewski, "Cartel Creativo's Defense Scores," Adweek, 21 December 1998). In 1997, KJS Spark billed $18 million ("Texaco Selects Kjs as Advertising Agency for Hispanic Market," review of 2 Oct. 1997, San Antonio Business Journal, 24February 1997). In 1998, Cartel Creativo billed $27million (Krajewski, "Cartel Creativo's Defense Scores").
50. In 1996, Hispano Marketing billed $7.8 million (Megan Kamerick, "Hispano Marketing Hit with Recent Departures of Key Staff," review of 2 Oct. 1999, San Antonio Business Journal, 21 April 1997 ); Bromley, Aguilar & Associates billed $14.8 million in 1996 ("Advertising Age Ranks Bromley, Aguilar & Associates," review of 2 October 1999, San Antonio Business Journal, 21 April 1997) and $122 million in 1998 (Steve Krajewski, "Cartel Creativo's Defense Scores," Adweek, 21 December 1998). In 1997, KJS Spark billed $18 million ("Texaco Selects Kjs as Advertising Agency for Hispanic Market," review of 2 Oct. 1997, San Antonio Business Journal, 24February 1997). In 1998, Cartel Creativo billed $27million (Krajewski, "Cartel Creativo's Defense Scores").
51. In 1996, Hispano Marketing billed $7.8 million (Megan Kamerick, "Hispano Marketing Hit with Recent Departures of Key Staff," review of 2 Oct. 1999, San Antonio Business Journal, 21 April 1997 ); Bromley, Aguilar & Associates billed $14.8 million in 1996 ("Advertising Age Ranks Bromley, Aguilar & Associates," review of 2 October 1999, San Antonio Business Journal, 21 April 1997) and $122 million in 1998 (Steve Krajewski, "Cartel Creativo's Defense Scores," Adweek, 21 December 1998). In 1997, KJS Spark billed $18 million ("Texaco Selects Kjs as Advertising Agency for Hispanic Market," review of 2 Oct. 1997, San Antonio Business Journal, 24February 1997). In 1998, Cartel Creativo billed $27million (Krajewski, "Cartel Creativo's Defense Scores").
52. Marketer's Guide to Media (New York: BPI Communications, 1998).
53. Broadcasting and Cable Yearbook 1999 (New Jersey: R. R. Bowker, 1999).
54. Kenton Wilkinson, "Where Culture, Language, and Communication Converge: The Latin American Cultural-Linguistic Television Market" (Ph.D. diss., University of Texas, 1995).
55. Dávila rightly points out that the amount of Latin-American content on both networks still overshadows local production. See Arlene Dávila, "Mapping Latinidad: Language and Culture in the Spanish TV Battlefront," Television & New Media 1 (1, 2000).
56. Wilkinson, "Where Culture, Language, and Communication Converge: The Latin American Cultural-Linguistic Television Market," 150.
57. Gutiérrez and Schement, "Problems of Ownership and Control of Spanish-Language Media in the United States: National and International Concerns," 190.
58. "La Prensa, an Institution in Our Community."
59. Melissa S. Monroe, "New Publication Seeks to Fill Void Left by Demise of Ksjl," review of 2 October 1999, San Antonio Business Journal, 19 October 1998.
60. Megan Kamerick, "Prime Time to Bring Many Operations under One Roof," review of 2 October 1999, San Antonio Business Journal, 20 April 1998.
61. Melissa S. Monroe, "Bilingual Paper Hits the Streets in Alamo City," review of 2 October 1999, San Antonio Business Journal, 29 December 1997.
62. Melissa S. Monroe, "Current Boosts Staff, Circulation," review of 2 October 1999, San Antonio Business Journal, 30 March 1998. This niche strategy was successful assisting Alternative Media to sell all of its papers to another owner one year later, reaffirming that alternative presses are economically one of the strongest press markets in the United States ( Eric Bates, "Chaining the Alternatives: What Started as a Movement Has Become an Industry," The Nation, 29 June 1998). Soon after the buy-out, The Current discontinued its editorial policy to target Hispanic readers, though the paper still strives for racial equity in editorial hires.
63. Melissa S. Monroe, "Current Boosts Staff, Circulation," review of 2 October 1999, San Antonio Business Journal, 30 March 1998. This niche strategy was successful assisting Alternative Media to sell all of its papers to another owner one year later, reaffirming that alternative presses are economically one of the strongest press markets in the United States ( Eric Bates, "Chaining the Alternatives: What Started as a Movement Has Become an Industry," The Nation, 29 June 1998). Soon after the buy-out, The Current discontinued its editorial policy to target Hispanic readers, though the paper still strives for racial equity in editorial hires.
64. Kanellos, ed., The Hispanic-American Almanac: A Reference Work on Hispanics in the United States, 649.
65. Gutiérrez and Schement, Spanish Language Radio in the Southwestern United States, 14.
66. Megan Kamerick, "Clear Channel Plans to Buy New Building," review of 2 October 1999, San Antonio Business Journal, 21 December 1998; Debbie Nathan, "Spurs Merger Rampage," San Antonio Current, 14-20 October 1999.
67. Megan Kamerick, "Clear Channel Plans to Buy New Building," review of 2 October 1999, San Antonio Business Journal, 21 December 1998; Debbie Nathan, "Spurs Merger Rampage," San Antonio Current, 14-20 October 1999.
68. Ratings gathered from Arbitron's on-line ratings service for summer and fall 1998 and spring 1999 (Radio Y Musica Online, Radio Y Musica: San Antonio, Arbitron Personas 12+ [Radio Y Musica Inc., 9 April 1999, cited 19 September 1999]; available from http:// www.radiomusica.com/Arbitron/Sanantonio.html.). Of Clear Channel's holdings, KXTN-FM, KROM-FM, KCOR-AM, and KXTM-AM are Spanish-language formats (Broadcasting and Cable Yearbook 1999 [New Jersey: R. R. Bowker, 1999]).
69. M. Schwirtz, "Rates Soar in Quest to Woo Black Listeners," Mediaweek, 19 May 1998.
70. "Cox Buys Two Radio Stations in San Antonio," review of 2 October 1999, San Antonio Business Journal, 1 December 1997.
71. Broadcasting and Cable Yearbook 1999 (New Jersey: R. R. Bowker, 1999).
72. Gutiérrez and Schement, "Spanish International Network: The Flow of Television from Mexico to the United States," 252.
73. Wilkinson, "Where Culture, Language, and Communication Converge: The Latin American Cultural-Linguistic Television Market," 154.
74. Dan Schiller, Digital Capitalism: Networking the Global Market System (Cambridge: MIT Press, 1999), 140.
75. "Bruce Barshop, Biography" (San Antonio: Sí TV, 1999).
76. Elia Esparza, "Must Sí TV: Galavisión and Producer Jeff Valdez Go Bilingual," Hispanic, May 1998, 24.
77. Based on a San Antonio-produced pilot entitled Barbacoa, The Brothers Garcia was reconfigured for a more generic pan-ethnic consumer who predominantly speaks English. It currently airs Sundays at 5 p.m. est.
78. Clint Wilson II and Felix Gutiérrez, Race, Multiculturalism, and the Media: From Mass to Class Communication (Thousand Oaks, CA: Sage, 1995), 201.
79. Juan Flores, From Bomba to Hip-Hop: Puerto Rican Culture and Latino Identity (New York: Columbia University Press, 2000), 196.
80. Arjun Appadura, "Modernity at Large: Cultural Dimensions of Globalization," in Public Worlds, ed. Dilip Gaonkar and Benjamin Lee (Minneapolis: University of Minnesota, 1997).
81. In Schiller's analysis, multinational corporations now use the dual marketing strategies to reach rich and poor Americans with separate types of cultural messages. These plans seek to divide consumers into socially exclusive groups with their own media, producers, and visions of cultural differences. Importantly, the media targeted at the upper tier of rich consumers receive the most financial resources in the form of advertising and investor-backing. See Schiller, Digital Capitalism: Networking the Global Market System, 190.