The State of Latino Media: Remezcla, Mitu, and Latino Rebels
Open AccessAlthough foreign-born Latinos accounted for most of the demographic from 1980 to 1990, growth in the last decade has been fueled by young Latinos, many of whom were born in the U.S. and are the children of immigrants. According to research, they mostly speak English, but navigate bicultural traditions and cultural references; are more digitally savvy; and have more disposable income than previous Latino generations (Hugo Lopez, 2014)—all traits that have attracted marketers and media companies alike. The goal of this research is to understand how three news websites for young Latinos—Remezcla.com, LatinoRebels.com, and WeAreMitu.com—view and conceptualize their audiences. To answer this question, the author conducted an exploratory content analysis of the top headlines at these outlets for one week, gaining insights into how these publications see, shape, and create content to appeal to the Latino demographic on their sites. In addition to the content analysis, this research was supplemented through interviews with three editors identified at each publication, who provided additional information about the approach, mission, and workflow of each website. Existing academic scholarship about traditional media networks, primarily Univision and Telemundo, were used to draw insight about how the approach of these publication’s compares to Latino media organizations in the past.
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