1 About Acerca de Texas State Texas State Texas State’s 34,225 students choose Los 34,225 estudiantes de Texas State pu- from 96 bachelor’s, 87 master’s and 12 doctor- den escoger entre 96 programas de licenciatura, al degree programs. Our students come from 87 de maestría y 12 de doctorado. Contamos around the globe, and our student body is con estudiantes de diversas partes del mundo diverse. manteniendo un cuerpo estudiantil diverso. Thirty-five percent of Texas State stu- El 35% de los estudiantes de Texas State dents are ethnic minorities. Hispanic Outlook son de minorías étnica. Hispanic Outlook ranks Texas State 15th in the nation for the posiciona a Texas State en el número 15 a nivel number of bachelor’s degrees awarded to His- nacional por el número de licenciaturas conce- panic students. didas a estudiantes hispanos. Completed in 1903, the red-roofed, castle-like Terminado en 1903, el edificio con forma de landmark called Old Main was Texas State’s first castillo, llamado Old Main, fue el primero en building. Texas State. As the university’s student population Al mismo tiempo que la población es- has grown- from 303 in 1903 to 34,225 in 2012 tudiantil ha aumentado - de 303 en 1903 a - our San Marcos campus also has expanded. 33,225 en el 2012 - nuestro campus en San Today it consists of a 457-acre main campus Marcos también se ha expandido. En la actu- and 5,038 additional acres in recreational, in- alidad consiste de un campus principal de 457 structional, farm and ranch land. acres y 5,038 acres adicionales. The Texas State campus is as diverse as El campus de Texas State es tan diverso the students who live and learn here. Our hilly como lo son los estudiantes que viven y es- grounds are home to 218 buildings. Some, like tudian aquí. Nuestras tierras son el hogar de Old Main, are as old as the university itself. 218 edificios. Algunos como el Old Main son Others, such as the new Undergraduate Aca- tan viejos como la misma universidad. Otros, demic Center, opened in 2012 and more new mas nuevos, como el Centro Académico, se buildings are scheduled for completion soon. inauguro en el 2012, y otros más se encuentran ya casi por terminar.

2 Federico Subervi Director The Center has been developed as a re- sponse to the University’s recognition of the in- crease in the Latino population. The Center also emerges from the recognition that there has been an expansion in the number of media corpora- tions venturing into Latin America. The dynamics of Latino-oriented and Latin American media as well as the changing configuration of Latinos and Latin Americans as consumers and audiences have received only limited attention. This has left open the opportunity to establish a center that special- ized in this area of knowledge. Sindy Chapa Associate Director

El Centro se ha desarrollado gracias al reconocimiento que hace la Universidad a el au- mento de la población latina en Estados Unidos. El Centro también surge como un reconocimiento a la expansión de empresas de comunicación que ha surgido en América Latina. La dinámica entre los medios de comunicación orientados al mercado latino en Estados Unidos y los medios en Latino- américa, así como también los hábitos de consumo de esas audiencias han recibido una atención limitada. Esto ha dejado abierta la posibilidad de Olga Mayoral Wilson, APR establecer un centro especializado en esta área de PR Director conocimiento.

3 Director Judy Oskam Dean Timothy Mottet School of Journalism & Mass College of Fine Arts & Communications Communications

Welcome to Texas State University and the Col- On behalf of the faculty, staff and students of lege of Fine Arts and Communication. We are pleased the School of Journalism and Mass Communication, to be hosts for the fourth International Conference on I want to welcome you to Texas State University. Our the State of the Spanish Language Media. The College university has more than 34,000 students and we are has one of the most innovative schools of journalism excited to host you and your colleagues on our lovely and mass communication in the country and we’re de- campus. Please take the opportunity to talk with our lighted to have you visit us here, in the heart of Texas. students and faculty during your time on campus. Texas State University developed the Center for The School of Journalism and Mass Commu- the Study of Latino Media and Markets in an attempt nication is nationally accredited and recognized for to generate new knowledge about the dynamic oppor- our excellent faculty, programs and students. We have tunities emerging in this multicultural landscape that more than 1,800 students studying journalism, elec- defines America today. As Hispanic markets expand tronic media, advertising and public relations. We are and technology changes the way we communicate, our also home to the University Star (newspaper), KTSW- research provides ways to develop new opportunities 89.9 (radio), The Center for the Study of Latino Media to present information, communicate with Hispanic and Markets and many different student media and audiences, and empower citizens to engage in their communication organizations. communities. Thank you for traveling to San Marcos and Thank you for your academic contributions sharing your time and expertise with us. We welcome that aim at serving the educational needs of a more you to the 2013 conference and to Texas State diverse population of Texas and America. Your re- University. Have a super time! search contributions empower citizens to bring posi- tive change to a multi-ethnic society. We are thrilled to have you at Texas State University. Enjoy the confer- ence and enjoy Texas!

4 Federico Subervi Director of The Center for the Study of Latino Media & Markets As was the case when we hosted the con- ference in 2009, this event has been made possible only because of the collaborative efforts of many people. First, each of your because of your contin- ued dedication to study and learn more about the enormous mosaic of Spanish-language and Lati- no-oriented media in the US, Latin America and Spain. I trust that your travel to our campus will be worthwhile to continue on this journey, but now fueled with more energy from the discussions and new friendships with others who share your pas- sion in this arena. Second, I acknowledge and appreciate the sponsorship of all the companies, academic units, organizations and individuals who have generous- ly funded this conference with their checks and/or ¡Bienvenidos! Welcome! It is an honor for services. the faculty, students, and volunteers of the Cen- Last, but certainly not least, this conference ter of the Study of Latino Media & Markets to be is a reflection of the hard work of my colleague, the host of the 4th International Conference on Dr. Sindy Chapa, and all the members of the 2013 the State of Spanish Language & Latino Oriented Conference Committee, which she assembled Media. Once again, this conference is the largest and directed from start to finish. To them and all meeting of scholars, media professionals, and stu- others who also contributed in some capacity, I dents who have assembled to celebrate the history also extend my heartfelt thanks. ¡Muchas gracias a and analyze the current status of Spanish-language todos! and Latino-oriented media in the United States, the hemisphere, and even Spain. Enjoy the conference, The study of these media has been at the core of my academic life since I was a gradu- Federico Subervi ate student at the University of Wisconsin three decades ago. Since then, the SL/LO media have grown exponentially, and today continue to be more diverse and complex than ever in their ownership, availability and content offerings. Organizing this conference to share our collective knowledge about the status and challenges faced by these media, as well as the impact those media have on their audiences, is one more milestone in the history of this arena in the field of Journalism and Mass Communication.

5 Pre-Conference Event 4th Annual Summit & Survey of Latino Radio: En Español. Organized by the Latino Public Radio Consortium LBJ Student Center 3-14.1 8:00 a.m. to 5:00 p.m.

Thursday, February 21 DAILY HIGHLIGHTS

Conference Registration & Exhibits 1:00-5:00 p.m. First Session 2:00-3:15 p.m. Concurrent Sessions 3:30-4:45 p.m.

Welcome & Opening Reception 5:00-6:00 p.m. Music entertainment by “Mariachi Nueva Generación”

Plenary Session 6:00-8:00 p.m. How Spanish Language & Latino Oriented Media are Studied & Researched in Academic Settings Across the Country

First Session 2:00-3:15 p.m. Session 1.0 - LBJ 3-15.1 Marketing Communications Track Title: Tailoring Messages to Hispanic Audiences Moderator: Hilda Velásquez, Baptist University of the Americas

Does Ethnic Identity Predict Television Commercial Preference among Hispanic Audiences of Mexican Descent?: Moderating Role of Gender and Generation in the Host Culture John B. Burton, Laster Group Kenneth C.C. Yang, University of Texas- El Paso

Green Advertising: Exploring the Impact of Fear Appeal Advertising on Madres Latinas Shawna White, Texas State University

Green Messages and Discourses of Sustainability in Chick Flicks: Before and After the OECD Green Model Amparo Vasquez, Tecnológico de Monterrey

Invisibilidad de los Latinos Naturalizados en la Política del Lenguaje hacia las Camañas Presidenciales en Español Blanca Gómez, University of Houston

6 Thursday, February 21 Concurrent Sessions 3:30-4:45 p.m. Session 2.1 - LBJ 3-15.1 Media Ownership & Practice Track Title: Journalism: Principles and Practices in Latin America Moderator: Maria Flores, Texas A&M University- Laredo

Marco Metodológico para el Análisis de las Prácticas Periodísticas en la Ciudad de Querétaro Gabriel Corral, Universidad Autónoma de Querétaro

La Investigación Académica sobre el Tratamiento Informativo del VIH/Sida de la Prensa Española como Base del Trabajo Colaborativo entre Periodistas y ONG’s José Luis Terrón Blanco, Luisa Martinez-García y Ramón García Sedó, Universidad Autónoma de Barcelona

Tratado de Libre Comercio Colombia- Estados Unidos: ¿Un Instrumento más de Penetración Económica y Cultural de las Industrias Culturales Norteamericanas? Lucy Erazo Coronado y Jesús Arroyave, Universidad del Norte- Colombia

Agenda Digital y Políticas de Comunicación y Cultura en México Irma Portos, Universidad Nacional Autónoma de México

Session 2.2 - LBJ 3-9.1 Media & Society Track Title: Portraits of Latinas in the Media Moderator: Gloria Velasquez, Texas State University

The Representation of Latina Actresses in 21st Century Hollywood Commercial Films Adrianna Villanueva, Texas State University

La Mujer en la Neutralización del Cine de la Revolución Mexicana María Consuelo Guerrero, University of Texas- Pan American

Perceptions of Pregnant Latinas in Hollywood Films Stephanie Guzman, Texas State University

Thursday, February 21 7 Welcome Reception 5:00-6:00 p.m. LBJ Ballroom

Guest Speakers Daniel Guerrero, Mayor of the city of San Marcos Tim Mottet, Dean of the College of Fine Arts & Communication Judy Oskam, Director of the School of Journalism & Mass Communication

Entertainment provided by the School of Music “Mariachi Nueva Generación”

Plenary Session 6:00-8:00 p.m. Session 3.0 - LBJ Ballroom Title: How Spanish Language & Latino Oriented Media are Studied & Researched in Academic Settings across the Country Moderator: Federico Subervi, Center for the Study of Latino Media & Markets Texas State University

Presenters Sindy Chapa, Center for Hispanic Marketing Communication Florida State University

Kent Wilkinson, Institute for Hispanic & International Communication Texas Tech University

Alejandro Alvarado, Telemundo Hispanic Future Institute Florida International University

Zita Arrocha, Borderzine University of Texas- El Paso

Lucila Vargas University of North Carolina- Chapel Hill

Alan Albarran, Center for Spanish Language Media University of North Texas

8 Thursday, February 21 Friday, February 22 DAILY HIGHLIGHTS

Registration & Exhibits 8:00-9:00 a.m. LBJ Ballroom Concurrent Sessions 9:00-10:15 a.m. 10:30-11:45 a.m. Conference Awards Luncheon 12:00-1:15 p.m. LBJ Ballroom Music by School of Music: Voca Libre Group Concurrent Sessions 1:30-2:45 p.m. 3:00-4:15 p.m.

Book Premiere- Special Session 4:30-5:00 p.m.

Recognition Award Gala Recognition of Alan Albarran, The Center for Spanish Language Media University of North Texas 7:30- 9:30 p.m. LBJ Ballroom Music entertainment by “Orquesta Salsa del Río”

Concurrent Sessions 9:00-10:15 a.m. Session 4.1 - LBJ 3-15.1 Telecommunication Policies Track Panel: Latino Public Radio Consortium: Is Spanish-Language Programming Relevant to 2nd & 3rd Generation Latinos in the United States? Moderator: Susanne Marte, Public Media Executive Presenters Saúl Madrid- Radio Campesina Phoenix, Arizona

Graciela Orozco- Researcher, Radio Bilingüe Oakland, California

Friday, February 22 9 Concurrent Sessions 9:00-10:15 a.m. Session 4.2 - LBJ 3-09.1 Media Adoption & Culture Track Title: Perspectives for Assessing the State of Media in Puerto Rico: Studies on Journalists, Television Programming, Music Events Production and New Media Moderator: Anilyn Díaz-Hernández, Universidad de Puerto Rico-Arecibo

Producción de Eventos Musicales e Intercambios Artísticos en Puerto Rico (1955-1970) Anilyn Díaz-Hernandez, Universidad de Puerto Rico-Arecibo

Estructura y Contenido de la Programación de Televisión en Puerto Rico (2002-2005) José A. Fonseca-Delgado, Universidad de Puerto Rico-Arecibo

No Puppet’s Land: The Role of Social Media in Puerto Rico’s Mainstream Television Manuel G. Avilés-Santiago, Arizona State University

Session 4.3 - LBJ 3-10.1 Media Adoption & Culture Track Panel: Latinos, Broadband Access and New Media Moderator: Jorge Schement, Dean of the School of Communication & Information Rutgers University

Participants: Robert Montemayor, Director of Latino Information Network @ Rutgers Rutgers University

Jason Llorenz, Executive Director of Hispanic Technology and Telecommunications Partnership

Refreshment Break 10:15- 10:30 a.m.

10 Friday, February 22 Concurrent Sessions 10:30-11:45 a.m. Session 5.1 - LBJ 3-15.1 Telecommunication Policies Track Workshop Title: Contracts Made Simple. Presented by Screen Actors Guild/American Federation of Television and Radio Artists Presenter: Michele Anderson, Texas State University

Participants: Carlina Rodriguez, Director of Spanish Language Media Industry Relations

Trish Avery, Executive Director of SAG-AFTRA Houston-Austin Local

T.J. Jones, Executive Director of SAG-AFTRA Dallas-Ft. Worth Local

Session 5.2 - LBJ 3-09.1 Media Practices Track Panel: Targeting Consumers and Citizens in Transnational Communities: Historical and Contemporary Perspectives/ By La Red de Periodistas Moderator: Celeste González de Bustamante, University of Arizona

Prácticas Transnacionales del Consumo Cultural: Diásporas Latinoamericanas en el Contexto Europeo Jéssica Retis, California State University-Northridge

The State of Spanish-Language Media Moses Shumow and Mercedes Vigón, Florida International University

The Editorial Approach of Somos Frontera Lourdes Cardenas, University of Texas- El Paso

Transnational Lives, Domestic Media: A History of Violence and Journalism in the Arizona/Sonora Borderlands Celeste González de Bustamante, University of Arizona

Friday, February 22 11 Concurrent Sessions 10:30-11:45 a.m. Session 5.3 - LBJ 3-10.1 Media and Society Track Title: Challenges and Opportunities in News Literacy Moderator: Dean Miller, Stony Brook University

News Literacy in Puerto Rico: Past, Present and Future Anette Sofia Ruiz Moralez, Center for the Freedom of the Press University of Sacred Heart

Pasos al Futuro: Engaging Chicago Latino High Schools in New Literacy Cristina Benitez, DePaul University

News Literacy in High School Spanish Classes Claudia Vasquez, Lehman High School; Kyle, Texas

A Comparison of the Quality of Political News of Spanish Television Newscasts: Univision vs. Telemundo Maria Flores, Texas A&M International University

CONFERENCE AWARD LUNCHEON 12:00-1:15 p.m. LBJ Ballroom Entertainment by Voca Libre

Concurrent Sessions 1:30-2:45 p.m. Session 6.1 - LBJ 3-15.1 Electronic and Interactive Communication Track Title: New Forms of Communication Moderator: José Carlos Lozano, Texas A&M International University

International Telepractice: Video Conferencing with Latino Patients and Families with Speech-Language Disorders Clarissa Rodriguez and Érica Almaraz, Texas State University

Webnovelas: A New Economic and Cultural Bridge between the U.S. and Latin America Tomás López-Pumarejo, Brooklyn College

Los Videoblogs, una Tendencia Actual para Contar en Imagen Audiovisual Alejandro Ángel Torres, Universidad de Norte-Colombia

12 Friday, February 22 Concurrent Sessions 1:30-2:45 p.m. Session 6.2 - LBJ 3-09.1 Political Communication Track Title: The Latino Vote and Elections 2012 Moderator: Federico Subervi, Texas State University

“Dime lo que pasa”: How Mexican Americans and Whites Access Political Information Resources through Family Marcela García- Castañon, University of Washington

Spanish-Language Media and the Development of Hispanic/Latino Issue Agendas in the States D. Xavier Medina Vidal, Virginia Polytechnic Institute and State University

Portrayal of Latino Issues and Topics in the New York Times and the Arizona (Phoenix) Republic between August 5 through November 12, 2012 Beatriz Gómez, Texas State University

Session 6.3 - LBJ 3-10.1 Media & Society Track Title: Cultura de Medios y Prensa Sensacionalista Moderator: Manuel Chávez, Michigan State University

Audience Awareness and Evaluation of Sensationalism in Prime Time Newscasts Iliana Ferrer, Universidad Autónoma de Barcelona Vinicio Sinta, Insituto Tecnológico y de Estudios Superiores de Monterrey Virginia Luzón, Universidad Autónoma de Barcelona

Los Noticiarios Televisivos Españoles de Prime Time Bajo los Estigmas del Infotainment Belén Monclús y Emili Prado, Universidad Autónoma de Barcelona

Análisis Descriptivo del Manejo de la Comunicación Post-Crisis en las Inundaciones del Sur del Atlántico a través de la Óptica del Diario Local “El Heraldo” Jesús Arroyave y Ana María Erazo, Universidad del Norte-Colombia

Homofilm Espectador Juvenil en América Latina María Esther Chamosa Sandoval, Universidad Justo Sierra- México

Refreshment Break 2:45- 3:00 p.m.

Friday, February 22 13 Concurrent Sessions 3:00-4:15 p.m. Session 7.1 - LBJ 3-15.1 Electronic and Interactive Communication Track Title: The Applications of New Media Moderator: Juan Tornoe, Hispanic Trending Co.

Las Sinergias entre los Social Media y la Radio Generalista en España: Una Historia Incipiente Maria Gutiérrez, Iliana Ferrer, Xavier Ribes, Belén Monclús y Josep María Martí Universidad Autónoma de Barcelona

Maintaining Connections: Hispanics and the American Mobile Industry Neleen Leslie, Florida State University

Spanish-Language Media Outreach through Social Networking in the U.S. South Lisa M. Pulin, North Carolina Central University

What Kind of Companies Take Their Advertising In-House Femi Omoni, Josh Twilliger, Jacob Erhnstein and Brandon Simmons, Texas State University

Session 7.2 - LBJ 3-09.1 Media Adoption & Culture Track Title: Televisión Hispana Moderator: María Consuelo Guerrero, University of Texas- Pan American

Las Televisiones Hispanas en EEUU. Cómo se Adaptan al Cambio Actual de la Televisión tanto de Norteamérica como de EEUU Tómas López-Pumarejo, Brooklyn College

Latino Family TV Viewing Across Generations: An Exploratory Analysis Adolfo Mora, University of Texas-Austin Viviana Rojas, University of Texas- San Antonio

La Isla y sus Imágenes: Análisis de los Flujos Audiovisuales en Cuba Carla Maeda y Antonio Corona, Tecnológico de Monterrey-México

Refreshment Break 4:15- 4:30 p.m.

14 Friday, February 22 Book Premiere- Special Session 4:30-5:00 p.m. Session 8.0 - LBJ 3-15.1 Title: 5 Steps to the End the Digital Divide: É-X-I-T-O Author: Joe Kutchera, Kutchera Consulting Introduction by Karen Buenrostro and Michael Kasprzynski, Texas State University

Recognition Award Gala 7:30-9:30 p.m. LBJ Ballroom

In Honor of Dr. Alan Albarran Director of the Center for Spanish Language Media University of North Texas

Music entertainment by “Orquesta Salsa del Río” School of Music, Texas State University

Friday, February 22 15 Saturday, February 23

DAILY HIGHLIGHTS

Registration & Exhibits 8:00-9:00 a.m. LBJ Ballroom Plenary Session 9:00-10:15 a.m.

Refreshment Break 10:15-10:30 a.m.

Concurrent Sessions 10:30-11:45 a.m.

Spanish Language Media Consortium Working Luncheon 12:00-1:00 p.m. LBJ 3-15.1

Plenary Session 9:00-10:15 a.m. Session 9.0 - LBJ Ballroom Media Adoption & Culture Track Panel: Reaching Latinos with News and Entertainment via the Internet: New Options and Challenges

Moderator: Alan Albarran, University of North Texas

Presenters Chris Peña, Executive Editor of NBC Latino.com

Laura Perez, Founder/Director of iLatino.TV/Gobba.TV

Francisco Cortes, Director of Fox News Latino

Victor Landa, News Taco

Working Luncheon for Latino Media Program Directors Latino Oriented Media Consortium Refreshment Break 10:15- 10:30 a.m.

16 Saturday, February 23 Concurrent Sessions 10:30-11:45 a.m. Session 10.1 - LBJ 3-15.1 Marketing Communication Track Title: Language and Culture Moderator: Celeste González de Bustamante, University of Arizona

Addressing the Communication Needs of the New Hispanic Majority Jon Bekken and Margaret Rakus, Albright College

The Impact of Communication of Quality Service: The Case of Psychological Patients in Ecuador Waly Cardona, Texas State University Marisel Cordoba, Instituto HUMANOS

Aciertos y Errores Lingüísticos y Culturales de la Publicidad en Español y su Relación con los Medios de Comunicación Hilda Velásquez, Baptist University of the Americas

Session 10.3 - LBJ 3-09.1 Consumer Behavior Track Title: Latino Audiences and Consumers Moderator: Antonieta Reyes Echezuria, Florida State University

Bilingual Latino Viewers’ Language and Genre Preferences: A Comparative Analysis by Nativity, Gender, Education Level and Mood Condition Amy Jo Coffey, University of Florida

Ethical Ideology Effects on Alcohol Advertising Appraisals: The Moderating Role of Ethnic Identification Miguel Zúñiga, Morgan State University

Branding Opportunities in the Baby Care Industry with Hispanic Moms Alejandra Guacaneme, Florida State University

Spanish Language Music Consumption: Taste and Preferences Eva Fuentes, Texas State University

Working Luncheon for Latino Media Program Directors Latino Oriented Media Consortium Session 11.0 - LBJ 3-15.1 12:00-1:00 p.m. Title: Discussion on the Forthcoming Spanish Language Media Conferences and Consortium Agenda

Saturday, February 23 17 Session 1.0 - LBJ 3-15.1 Marketing Communications Track Title: Tailoring Messages to Hispanic Audiences Moderator: Hilda Velásquez, Baptist University of the Americas

Does Ethnic Identity Predict Television Green Advertising: Exploring the Impact of Fear Commercial Preference among Hispanic Audiences Appeal Advertising on Madres Latinas of Mexican Descent?: Moderating Role of Gender and Generation in the Host Culture

John B. Burton, Laster Group Kenneth C.C. Yang, University of Texas- El Paso Shawna White, Texas State University

Abstract: This study focused on the dominant mass- Abstract: This research is concerned with several reach medium of television and explore if ethnic iden- questions: do women who become mothers in turn tity among Hispanic audiences of Mexican descent become more concerned about the state of the Earth’s predict their television commercial language prefer- environment; does the realization that future gen- ence and if their gender and generation in the host erations will live on after a mother’s passing cause culture moderate the relationship. The study used a environmental action; and how can professional questionnaire survey to collect empirical data from promoters of environmental causes best market 291 Hispanic college students in a large public univer- their campaigns toward mothers? The purpose of sity in the Southwest. Our results show that self-iden- this study is to examine the effectiveness of the fear tification as being bicultural, Mexican, or Anglicized appeal in advertising to influence the attitudes and predict Hispanic audience’s language preference for behaviors of mothers with regard to environmental television commercials. The more Anglicized His- concerns, specifically the environmental threat posed panics are found to prefer English language television by the need for disposal of plastic containers from commercials. Participants’ gender and generation the continuously rising consumption of bottled water. in the host culture do not moderate their language Consumer attitudes will be tested by contrasting the preference for television commercials. Discussion of attitudes of a group of mothers against the attitudes findings and the study’s limitations are presented and of a group of non-mothers viewing a print ad reflect- the implications for future research are outlined. ing a fear appeal message. Both groups will receive a pre and post survey to measure attitudes, and the re- sults will be examined through the lens of the theory of planned behavior.

18 Proceedings Green Messages and Discourses of Sustainability Invisibilidad de los Latinos Naturalizados en la in Chick Flicks: Before and After the OECD Green Política del Lenguaje hacia las Camañas Model Presidenciales en Español

Amparo Vasquez, Tecnológico de Monterrey Blanca Gómez, University of Houston

Abstract: This paper explores the presence of green Abstract: Este trabajo tiene como finalidad hacer messages and content on sustainable development in un análisis del lenguaje de los anuncios en español films of the chick flick sub-genre, produced before utilizados en las últimas dos campañas presidenciales and after the emergence of the Green Model of the de George W. Bush con el propósito de descifrar qué Organization for Economic Cooperation and De- clase de política del lenguaje se empleó en el dominio velopment (OECD). The variables revolve around de la esfera política pública para alcanzar más vo- the fundamental aspects of the model: production, tos latinos. Para realizar este análisis fue necesario consumption and recycling. Variables about the use establecer primero la ideología que existe detrás de la of alternative technologies and other discourses of política de lenguaje de quienes son los responsables sustainability are also included. The messages and de tomar decisiones con respecto a estos anuncios content presented on the films are evaluated and televisivos. Asimismo, también fue necesario esta- presented as a sustainability stoplight. Finally, it is blecer desde el principio que además de las agencias suggested the concept of green representations as publicitarias, que son las responsables en parte de la main characters that could function as models of planificación lingüística, existen otros participantes sustainable behaviors or a green role model. en este dominio como son los operadores políticos y organizaciones afines al partido político que también tienen un rol definitorio en las decisiones de conteni- do de estos mensajes.

Proceedings 19 Session 2.1 - LBJ 3-15.1 Media Ownership & Practice Track Title: Journalism: Principles and Practices in Latin America Moderator: Maria Flores, Texas A&M University- Laredo

Marco Metodológico para el Análisis de las La Investigación Académica sobre el Tratamiento Prácticas Periodísticas en la Informativo del VIH/Sida de la Prensa Española como Ciudad de Querétaro Base del Trabajo Colaborativo entre Periodistas y ONG’s

José Luis Terrón Blanco, Luisa Martinez-García y Ramón Gabriel Corral, Universidad Autónoma de Querétaro García Sedó; Universidad Autónoma de Barcelona

Abstract: This paper shows a methodological ap- Abstract: En esta comunicación presentamos los re- proach that aims at presenting an analysis of journal- sultados de un estudio realizado entre los años 2005 istic practices in the City of Queretaro. Specifically, y 2012 por el Observatorio de Comunicación y Salud the data was collected by performing a field tech- (OCS) del Instituto de la Comunicación (InCom) nique adopted by the theory of the sociologist Pierre de la Universidad Autónoma de Barcelona (UAB), Bourdieu, which lens is focused on establishing the sobre el tratamiento que hacen los diarios españoles journalistic habitus. del VIH/sida. La metodología que hemos utilizado es cuantitativa y nuestra herramienta de investigación es el análisis de contenido. Los resultados obtenidos muestran que la agenda de los medios españoles analizados está marcada por los acontecimientos y actualmente no sólo se escribe menos sobre VIH/sida sino que también se explica y se contextualiza menos.

20 Proceedings Tratado de Libre Comercio Colombia- Estados Unidos: Agenda Digital y Políticas de Comunicación y ¿Un Instrumento más de Penetración Económica y Cultura en México Cultural de las Industrias Culturales Norteamericanas?

Lucy Erazo Coronado y Jesús Arroyave, Irma Portos, Universidad del Norte- Colombia Universidad Nacional Autónoma de México

Abstract: La globalización es sin lugar a dudas una Abstract: La ponencia analizará y evaluará el estado realidad actual e irreversible, de la cual no escapan actual de la industria de la comunicación y la cultura las industrias culturales. Los tratados de libre comer- en México, y las políticas públicas propuestas para cio reflejan esta tendencia, por lo cual se requiere impulsar el desarrollo del país. El estudio presen- explorar alternativas para estimular y fortalecer las ta datos que permiten conocer la evolucion de las industrias culturales nacionales. industrias de la informacion y la cultura en Mexico. Asimismo, este trabajo expone tambien, los prin- cipales elementos de las politicas propuestas para impulsar la convergencia digital de la llamada Agen- da Digital para Mexico y el calendario del llamado “apagon digital”.

Proceedings 21 Session 2.2 - LBJ 3-9.1 Media & Society Track Title: Portraits of Latinas in the Media Moderator: Gloria Velasquez, Texas State University

The Representation of Latina Actresses La Mujer en la Neutralización del Perceptions of Pregnant Latinas in 21st Century Hollywood Cine de la Revolución Mexicana in Hollywood Films Commercial Films María Consuelo Guerrero Stephanie Guzman Adrianna Villanueva Texas State University University of Texas- Pan American Texas State University

Abstract: This study explores Abstract: The focus of this study is Abstract: The purpose of this quan- representations of Latina actress- on the colonial discourse of society titative experiment is to discover the es in twenty-first century top ten and the state embedded within the perception of pregnant Latina charac- grossing Hollywood films. 2010 phase of neutralization of the Mex- ters in Hollywood films for Latino and Census data reveal Latinos are the ican cinema depicting the Mexican non‐Latino audiences at Texas State largest and fastest-growing mi- Revolution. A critical analysis is University. In the absence of similar re- nority group in the US. This study set forth focusing on the lack of search, this experiment is significant in seeks to reveal the quantitative representation of women within analyzing whether or not the constant presence of Latina actresses in film. this period of the cinematographic repetition of negative portrayals, which In addition, this study assesses how genre. The intent is to show how many authors denounce, does possibly Latina women actors are defined by myths -an integral part of colonial have an effect on audiences. Audience role types, stereotypes, and image discourse in any society- play a participants watched one of two short portrayals that include positive central role in the construction of film clips and answered corresponding and negative depictions. A critical post-revolutionary cultural identity, questions on a survey about overall per- content analysis was conducted and very specially during the most ception of the pregnant character in the on select top 10 grossing films of prolific phase of this genre. Another clip. Overall audience perception of the the first decade of the twenty-first goal of the present study is docu- Latina pregnant character, regardless of century by coders. Holsti formula menting the diverse and essential the participants’ ethnic backgrounds, was calculated using selected vari- roles Mexican women play in this was more positive than the overall ables to gauge intercoder reliability. historic event besides the tradition- audience perception of the Caucasian This research sets the foundation al soldadera. In general terms, this pregnant character. Results suggested in quantitatively and qualitatively post-colonial analysis reveals that that audience emotion, evaluation and measuring the representation of the representation of revolutionary perception implies that educated college Latina/os in the twenty-first centu- women during this cinematograph- students may have a better understand- ry. ic phase is extremely poor. Even ing and attitude toward the roles of Lati- though the character appears inces- na characters in Hollywood film. This santly on the screen, her image is study suggests that as the portrayals of distorted and absurdly portrayed in Latina characters play in Hollywood a cartoon-like manner. film remain similar to roles of the past, the positive perceptions from audience members are significantly noticeable regardless of audience ethnicity.

22 Proceedings Session 3.0 - LBJ Ballroom Title: How Spanish Language & Latino Oriented Media are Studied & Researched in Academic Settings across the Country Moderator: Federico Subervi, Center for the Study of Latino Media & Markets Texas State University

Presenters Abstract: This panel includes representatives and Sindy Chapa, leaders of Centers from across the country that teach Center for Hispanic Marketing Communication about and/or conduct research related to Spanish-lan- Florida State University guage/Latino-oriented media and markets. They will present an overview of contributions each has made to Kent Wilkinson, the field of Journalism & Mass Communication, with Institute for Hispanic & International Communication, the special focus on Hispanic related media content, Texas Tech University Latino audiences and markets.

Alejandro Alvarado, Telemundo Hispanic Future Institute Florida International University

Zita Arrocha, Borderzine University of Texas- El Paso

Lucila Vargas, University of North Carolina- Chapel Hill

Alan Albarran, Center for Spanish Language Media University of North Texas

Proceedings 23 Session 4.1 - LBJ 3-15.1 Telecommunication Policies Track Panel: Latino Public Radio Consortium: Is Spanish-Language Programming Relevant to 2nd & 3rd Generation Latinos in the United States? Moderator: Susanne Marte, Public Media Executive

Presenters Abstract: The purpose of this panel is to: Saúl Madrid, Radio Campesina 1) Describe programming currently being produced Phoenix, Arizona for Spanish-speaking audiences; 2) Discuss demographics of Spanish-speaking public radio consumers in different markets. Graciela Orozco- Researcher, Radio Bilingüe Oakland, California Spanish language public radio stations from four different areas of the country and Puerto Rico talk about their past, current and future productions for public radio. Panelists from California and Arizona re- late how they serve their Spanish-speaking community and how that impacts their programming, community work, fundraising and their status as indispensable community institutions. They will also discuss the appeal of Spanish programming for 1st, 2nd and 3rd generation Latinos in their broadcast areas.

24 Proceedings Session 4.2 - LBJ 3-09.1 Media Adoption & Culture Track Title: Perspectives for Assessing the State of Media in Puerto Rico: Studies on Journalists, Television Programming, Music Events Production and New Media Moderator: Anilyn Díaz-Hernández, Universidad de Puerto Rico-Arecibo

Producción de Eventos Musicales Estructura y Contenido de la No Puppet’s Land: The Role of e Intercambios Artísticos en Programación de Televisión en Social Media in Puerto Rico’s Puerto Rico (1955-1970) Puerto Rico (2002-2005) Mainstream Television

Anilyn Díaz-Hernandez, José A. Fonseca-Delgado, Universi- Manuel G. Avilés-Santiago, Arizona Universidad de Puerto Rico-Arecibo dad de Puerto Rico-Arecibo State University

Abstract: La profesionalización Abstract: Esta ponencia se centra Abstract: This paper explores the de la producción de eventos mu- en el concepto y el significado de la role of social media in the boycott sicales en Puerto Rico coincide programación y la importancia de la and eventual cancellation of Puerto con cambios significativos en la figura del programador de televisión. Rico’s highest rating TV show, title habilidad del país para participar Además, a través de gráficas y datos “SuperXclusivo”. The Puerto Rican en redes transnacionales en el numéricos se pretende plasmar gossip and “news” show featured a contexto geopolítico y geocultural un análisis estructural de la pro- puppet character called La Comay de la Guerra Fría. Esta ponencia gramación local televisiva en Puerto (in English, the godmother) who explora dicha coyuntura a través de Rico y su evolución en cinco años focused on gossips about celebri- un análisis histórico sobre políti- (2002-2005). Se estudia y describe la ties, political figures, as well as news cas culturales y las características oferta de contenidos por cadenas y and social commentary primarily poco estudiadas de la relación entre su clasificación por macro-géneros on local issues. This investigation productores de eventos, artistas y el y géneros en las franjas de horarios explores how social networking estado en Puerto Rico. Este análisis, en la televisión puertorriqueña. La sites (SNS, such as Facebook) and que también se nutre de entrevis- técnica empleada durante la in- user-generated content sites (UGS, tas a representantes de estos tres vestigación fue el análisis de con- such as YouTube) 1) decentralized sectores, se enfoca en cómo y por tenido, sin obviar un análisis breve the power of mainstream media pué este contexto histórico generó del contexto histórico y político en (particularly Television) and; 2) oportunidades para que los pro- Puerto Rico. La delimitación de la prompted the configuration of a ductores y productoras de eventos investigación se plantea a partir de cultural citizenship that challenged musicales participaran desde en- llegada a la esfera local de la cadena the idea of second-class citizenship tonces en redes locales, regionales Univisión en el año 2002. attached to Puerto Ricans. A cultur- y translocales con poca o ninguna al citizenship refers to shifts in the intervención del estado. focus of citizenship onto common experiences, learning processes, and discourses of empowerment (Delanty, 2007). This notion is par- ticularly relevant given the fact that the show promoted discrimination against the LGBT community, rac- ism, xenophobia and sexism.

Proceedings 25 Session 4.3 - LBJ 3-10.1 Media Adoption & Culture Track Panel: Latinos, Broadband Access and New Media Moderator: Jorge Schement, Dean of the School of Communication & Information Rutgers University

Participants: Panel Abstract: The panel will address changing de- Robert Montemayor, Director of Latino Information mographics of Latinos in the U.S., challenges in access Network @ Rutgers; Rutgers University to information technologies, and the implementation of university media to increase knowledge of the Lati- Jason Llorenz, Executive Director of Hispanic no community. Technology and Telecommunications Partnership

26 Proceedings Session 5.1 - LBJ 3-15.1 Telecommunication Policies Track Workshop Title: Contracts Made Simple. Presented by Screen Actors Guild/American Federation of Television and Radio Artists Presenter: Michele Anderson

Participants: SAG-AFTRA represents more than 165,000 di- Carlina Rodriguez, Director of Spanish Language verse entertainment and media professionals including Media Industry Relations actors, announcers, broadcast journalists, dancers, DJs, news writers, news editors, program hosts, puppeteers, Trish Avery, Executive Director of SAG-AFTRA recording artists, singers, stunt performers, voiceover Houston-Austin Local artists and others. SAG-AFTRA agreements cover work in film, television, radio, new media, commer- T.J. Jones, Executive Director of SAG-AFTRA cials, corporate/educational projects, sound recordings Dallas-Ft. Worth Local and video gaming and its members are the faces and voices that entertain and inform America and the Hector Garcia, SAG-AFTRA Member world. There are contracts available for all budgets of production, and staff from SAG-AFTRA will share with you how easy it can be for students and producers to work with professional performers locally and na- tionally. With this workshop, current and future media professionals will learn about vital resources in the business of media production that crosses all platforms and audience types. Get your questions answered on working with professional talent, ease of using SAG-AFTRA con- tracts, and developing a budget for your next project. Visit SAG-AFTRA online at SAGAFTRA.org and find out more about SAG-AFTRA’s simplified contracts for students and low-budget producers at SAGAFTRA.org/ProductionCenter.

Proceedings 27 Session 5.2 - LBJ 3-09.1 Media Practices Track Panel: Targeting Consumers and Citizens in Transnational Communities: Historical and Contemporary Perspectives/ By La Red de Periodistas Moderator: Celeste González de Bustamante, University of Arizona

Prácticas Transnacionales del Consumo Cultural: The State of Spanish-Language Media Diásporas Latinoamericanas en el Contexto Europeo

Moses Shumow and Mercedes Vigón Jéssica Retis, California State University-Northridge Florida International University

Abstract: Este ensayo presenta avances de una inves- Abstract: This investigation leverages the rapid tigación más amplia que busca analizar y comprender growth of Spanish-language media outlets across the las Prácticas de consumo cultural de los inmigrantes United States and an increasing emphasis on issues latinoamericanos en contextos diaspóricos. Propon- confronting Spanish-speaking and bilingual vot- emos abordar desde la perspectiva transnacional el ers during a presidential election season combined examen de las formas de consumo en los enclaves with an innovative open-source software that allows étnicos contemporáneos. Las entrevistas en profundi- researchers to automatically capture and download dad y los grupos de discusión con inmigrantes ecua- content from any Internet source on a daily basis. torianos y colombianos en Madrid y Murcia nos per- The result is a unique opportunity for an in-depth miten esbozar las tendencias en el comportamiento analysis of the role that these media outlets are play- de los grupos latinoamericanos en entornos urbanos y ing in the month leading up to the election on Nov. 5. rurales en España. Como demostramos en esta inves- Using a list of the most influential Spanish-language tigación, resulta imprescindible tomar en cuenta las media outlets published by the Pew Report on Excel- prácticas en los entornos de origen, sus transforma- lence in Journalism from 2011, this research gathered ciones durante los procesos migratorios y de asen- all news coverage fed through the top news RSS feeds tamiento local. El análisis comparado nos permite of each of the outlets in the Pew Report for the entire identificar semejanzas y diferencias en los consumos. month of October. The resulting data set of articles Los procesos coetáneos de los latinoamericanos en (n=16,000) provides a comprehensive snapshot of los circuitos transfronterizos nos permiten analizar la the state of Spanish-language media leading up to the génesis y evolución de las audiencias transnacionales election. a ambos lados del Atlántico.

28 Proceedings The Editorial Approach Transnational Lives, Domestic Media: A History of of Somos Frontera Violence and Journalism in the Arizona/Sonora Borderlands

Celeste González de Bustamante Lourdes Cardenas, University of Texas- El Paso University of Arizona

Abstract: La generación de noticias en un área bina- Abstract: This paper examines the ways in which cional como la frontera entre los Estados Unidos y Spanish-language and English news media in the México presenta preguntas sobre la calidad y tipo de United States’ southern border region covered issues contenidos emitidos desde la agencia noticiosa, la regarding Mexico and its citizens. Focusing on the naturaleza del lector imaginado y las prácticas peri- Mexican Revolution and the Arizona-Sonora border- odísticas que mejor se adecuan al público existente. El lands, the paper discusses the various countervailing lenguaje y su transformación, los imaginarios nacio- historical meta-narratives that emerged during this nales y la formación de una consciencia de comuni- critical time in US/Mexican relations. Although lo- dad fronteriza son también conceptos que se deben cated in the U.S., writers for Spanish-language media tener en cuenta al intentar entender una empresa cul- catered to readers who were primarily of Mexican or- tural generadora de textos y discursos emitidos desde igin and heritage. Conversely, writers for English-lan- esta situación particular. Las preguntas fundamentales guage media attempted to fit the needs and interests serían: ¿qué retos presenta editar noticias y conteni- of mostly Anglo news consumers. As a result, distinct dos culturales desde una situación fronteriza? ¿Qué portrayals of violence along the U.S./Mexico border tipo de lector-receptor es funcional a esta propuesta y and the Mexican Revolution emerged. At the start of cuáles las implicaciones de su existencia? the twentieth-century, Mexican residents fled to the U.S., seeking refuge during the nation’s Revolution, while U.S. journalists flocked south across the border to cover the political and social turmoil that engulfed Mexico. During this period, the US-Mexico border- lands became a region defined by conflict as well as collaboration.

Proceedings 29 Session 5.3 - LBJ 3-10.1 Media and Society Track Title: Challenges and Opportunities in News Literacy Moderator: Dean Miller, Stony Brook University

News Literacy in Puerto Rico: Past, Present and Pasos al Futuro: Engaging Chicago Latino High Future Schools in New Literacy

Anette Sofia Ruiz Moralez, Center for the Freedom of Cristina Benitez, DePaul University the Press, University of Sacred Heart

Abstract: In many formal and informal conversations Abstract: In September 2010, DePaul University with communication professionals in Puerto Rico, launched the Latino Media and Communication including university professors as well as journal- program in the College of Communication. The first ists, there has been a general unwritten agreement year’s efforts included an outreach to Chicago’s Latino that there is a need to develop critical thinking skills high schools with two components: 1) an invitation towards news and media, as affirmed in the Grünwald to attend a Latino media panel at DePaul University Declaration on Media Education in 1982. But, how in the winter 2011. 2) a Latino journalism workshop theories and words are applied in practice? How news in the summer of 2011. Year one was a three-day literacy looks like in Puerto Rico? How we got where seminar with fifteen Latino students. Year two saw a we are now? How are teachers training their students 17.5% increase in students and the program expanded to become critical media users/consumers/producers? to one week, with students producing and reporting a This presentation gives an overview of best practices variety of multi-media journalism stories. Their work and projects that several institutions and key players included reports on the Obama Campaign National have implemented to develop news literacy in Puerto Headquarters in Chicago and the 25th Anniversary Rico in response to the assertion described above. It of the National Museum of Mexican Art. In Septem- includes a summary of the efforts carried by the Uni- ber 2012, DePaul’s Latino Media & Communication versity of Sacred Heart and Dr. Aileen Estrada since received a generous grant from the McCormick 1995, the Center for the Freedom of the Press model Foundation to increase the program over the next two since 2011 and the major findings of an exploratory years. Pasos al Futuro’s focus is to provide first gen- study focused in curricula of two journalism under- eration Latino high school students an opportunity graduate programs. to spend time in a four-year university and create a multi-media news story with a focus on news litera- cy. Partial list of learning outcomes: (1) Distinguish between opinion, entertainment and news literacy through a variety of media production. (2) Evalu- ate existing coverage, organize and write stories by studying how journalists frame and construct news. (3) Analyze story and sources behind the news and produce print, broadcast and digital stories.

30 Proceedings News Literacy in High School Spanish Classes A Comparison of the Quality of Political News of Spanish Television Newscasts: Univision vs. Telemundo

Claudia Vasquez, Lehman High School; Kyle, Texas Maria Flores, Texas A&M International University

Abstract: The author of this paper attended the Abstract: This research paper examines the quality Center for News Literacy at Stony Brook University of journalism on election coverage of two major in 2011. During her attendance at Stony Brook In- Spanish-language television networks. Through stitute, she studied the history of journalism and the the application of News Media Literacy theory, this importance of becoming more discriminating news study examines news content of Spanish televi- consumers within the fast-moving world of technolo- sion networks to identify their journalism quality gy. This program offered a model to teach high school using the Center for News Literacy at Stony Brook students how to incorporate critical literacy skills into University’s model as a basis for the analysis. The the classroom by using the reporter skill set. Specif- purpose of the study is to identify the news quality ically, Vasquez created Spanish lessons that utilized that each network disseminated to voters who se- the same critical thinking skills and strategies that a lected the major Spanish-speaking television news reporter uses to find the truth. These strategies have media outlets as their primary source of election helped her students view news stories with a different news. This analysis focuses on how the two main lens by becoming active news consumers. Vasquez national Spanish television networks-Univision and taught her students how to utilize those same skills Telemundo- reported the election on their main and apply them to the Spanish IV AP class. These evening newscasts. In order to determine the jour- same skills have also transcended to other classes. nalistic news quality of election coverage, a content Currently, the students are taught how to read news analysis of Univision’s and Telemundo’s national articles and watch news in Spanish to deconstruct the evening newscast was conducted. The national story by verifying the validity of the news piece or newscasts selected for this study were Noticiero story. Vasquez’s students have been assigned several Univision and Noticiero Telemundo, both broad- news articles to read, and the students’ responsibility cast from 5:30 to 6:00 p.m. central time. The time is to decipher the meaning and identify the correct frame used to determine the media’s news agenda multiple-choice answer. This skill set has become was from September 14, 2012, to November 6, 2012. valuable to her students because they not only learn The sample consisted of weekday newscasts only; how to find the answer, but also learn to become ac- weekend newscast editions were not included in the tive news consumers capable of distinguishing false- study. The unit of analysis was every presidential hoods from the truth. election news story broadcast on both Spanish-lan- guage networks.

Proceedings 31 Session 6.1 - LBJ 3-15.1 Electronic and Interactive Communication Track Title: New Forms of Communication Moderator: José Carlos Lozano, Texas A&M International University

International Telepractice: Video Webnovelas: A New Economic Los Videoblogs, una Tendencia Conferencing with Latino Patients and Cultural Bridge between the Actual para Contar en Imagen and Families with Speech-Language U.S. and Latin America Audiovisual Disorders

Clarissa Rodriguez and Érica Tomás López-Pumarejo, Alejandro Ángel Torres, Almaraz, Texas State University Brooklyn College Universidad de Norte-Colombia

Abstract: A collaborative effort Abstract: No academic research currently Abstract: El video online en to- between professionals in Mon- exists on the webnovela, a new type of mar- das sus vertientes y acepciones ha terrey, Mexico and San Marcos, keting genre and sentimental serial drama dejado de ser una utopía técnica y Texas resulted in the Multicultural which is popular among immigrants, pivot- narrativa para volverse un espacio, Intensive Speech-Language Thera- al to the future of the U.S. Spanish-language un dispositivo -emisor y receptor- py Intervention Clinic (MISTIC). media and informative about its past. This desde donde contar y contarnos. Es This pioneering project evolved to paper applies cultural studies, management, decir, los espacios, los personajes, provide speech-language pathology new media and marketing theory to the las vidas paralelas, lo onírico y lo services for individuals with dis- study of the first three webnovelas launched terrenal han descubierto una nue- abilities in Mexico. Bilingual and from 2006 to 2011. It analyzes how this va pantalla, que se mueve, que no bicultural graduate students and new genre fits into the history of sentimen- es estática y que tiene al anything, supervisors in the Communication tal serial drama; how it appeals to Hispanics anyplace, anydevice, and anytime. El Disorders program completed as- and to immigrants at their home countries acceso y desarrollo de cámaras, y eq- sessments, parent trainings, profes- and at their host country as well; and how uipamiento de alta calidad, los bajos sional development, and follow up the U.S. Spanish-language television and costos, y la aparición de innumer- telepractice therapy, directly and new media address its $900 billion Hispanic ables plataformas de video online via video conferencing. consumer market. This study revealed that donde alojar estas narraciones frag- although webnovelas are likely to continue mentadas, han permitido potenciar being popular as romantic fiction for the este fenómeno a pasos agigantados. new media and profitable as a marketing Esta ponencia presenta las apli- system, they are unlikely—as operationally caciones de las nuevas tendencias defined by this analysis—to be produced audiovisuales - que han abierto un independently from the Univision media lugar en el entorno digital colombi- group in the foreseeable future, even when ano - logrando narrar desde lo local the entry barriers for competitors are low. de las historias personales hacia lo This paper should be of value to those in- global de las historias del mundo, terested in the latest developments in ethnic generando con estos microrelatos marketing, narrative theory, interactive un espacio de memoria audiovisual marketing, and international business and digital de espacios urbanos, perso- communications. najes sin voz y mucha cotidianidad.

32 Proceedings Session 6.2 - LBJ 3-09.1 Political Communication Track Title: The Latino Vote and Elections 2012 Moderator: Federico Subervi, Texas State University

“Dime lo que pasa”: How Mexican Spanish-Language Media and the Portrayal of Latino Issues and Topics Americans and Whites Access Development of Hispanic/Latino in the New York Times and the Arizona Political Information Resources Issue Agendas in the States (Phoenix) Republic between August 5 through Family through November 12, 2012 D. Xavier Medina Vidal, Marcela García- Castañon, Virginia Polytechnic Institute and Beatriz Gómez, University of Washington State University Texas State University

Abstract: This paper focuses on the Abstract: In this paper I offer evidence of Abstract: Latinos have the potential to manner in which political socializa- the Spanish-language media’s impact on influence and to be influenced by all tion plays out in through media use lawmakers’ behavior as reflected in their aspects of the American society. This amongst Latinos and Whites within impact on the degree to which state legisla- research looks at one of these aspects: their families. Specifically, I explore tors agree with their constituents on what the media in the form of newspapers. Media through family as informa- policy issues are most salient. Analyzing The study focuses on two important tion sources for native and foreign this relationship using original data from English-language newspapers: the born citizens. Media as political the “Media and Public Policy in the States: New York Times and the Arizona resources vary in language, content, 2011 Survey,” in which state lawmakers’ (Phoenix) Republic with the purpose and potential impact in Latino and policy preferences and the degree to which of understanding how these dailies White populations. Utilizing survey they use Spanish-language media to depict Latinos/Hispanics during the data and in-depth interviews, I communicate with their constituents and 2012 U.S. Presidential campaign. The analyze the frequency with which other elite political actors are reported, and study examines the headlines of each potential political actors use media by operationalizing the Spanish language newspaper from August 5th through through family and their effect on media environment as a set of independent November 12th and uses a content their overall political orientation. I variables affecting policy issue agreement. analysis approach. The research ques- find that, particularly for those with I find the presence of Spanish Radio and tion that drives the study is: When limited English-language proficien- Spanish TV in state legislators’ districts and how do English-language news- cy, their family serves as a mediat- has independent and conditional effects papers campaign news headlines talk ing resource for local and national on predicting issue priority agreement about Latinos/Hispanics? The answer political news and information, between state lawmakers and their constit- is this question sheds light on the often translating English-language uents. In identifying a relationship between importance of newspapers as one of media for the immigrant. More- the presence of Spanish-language media the main sources of information for over, those that are native born rely and policy agreement among lawmakers Latinos/Hispanics. As a byproduct, on more individual information and their constituents, I reveal evidence of this study dads to scarce but growing resources, like the media, as well as the Spanish language’s function as a repre- literature on the potential influence the Internet. sentational link between lawmakers and newspapers can have on Latino their constituents along with preliminary involvement and influence in U.S. evidence of the Spanish-language media’s politics. potential to influence Hispanic/Latino policy agendas in the states.

Proceedings 33 Session 6.3 - LBJ 3-10.1 Media & Society Track Title: Cultura de Medios y Prensa Sensacionalista Moderator: Manuel Chávez, Michigan State University

Audience Awareness and Evaluation of Los Noticiarios Televisivos Españoles de Prime Sensationalism in Prime Time Newscasts Time Bajo los Estigmas del Infotainment

Iliana Ferrer, Universidad Autónoma de Barcelona Vinicio Sinta, Insituto Tecnológico y de Estudios Superiores de Monterrey Belén Monclús y Emili Prado, Universidad Autónoma Virginia Luzón, Universidad Autónoma de Barcelona de Barcelona

Abstract: This paper presents some of the main results Abstract: Esta comunicación se enmarca en un esce- of a study on the perception that Spanish audienc- nario caracterizado por la hegemonía del noticiario es have of the spectacularization of information on televisivo como principal referente informativo para prime time newscasts. The study, conducted through los españoles y de la influencia del infotainment en a qualitative methodology based on focus groups, estos productos televisivos, tanto en su forma como en addressed issues such as the hybridization of genres su fondo. Los resultados que se derivan de este estudio (infotainment) and formats on the news, the spectac- forman parte de una tesis doctoral que analiza la in- ularization strategy of presenting news items with a fluencia del grado de competencia televisiva (contexto dramatic structure and the role of journalists and their televisivo) y del signo del partido gobernante (con- attributes. As a conclusion, it was found that there are texto político) en las características generales de los some features particular to contemporary prime time noticiarios españoles contemporáneos de las cadenas newscasts that influence the viewers’ perception of generalistas. El objetivo principal de este estudio es current events and of the media themselves. determinar si el contexto televisivo, entendido como el grado de competencia directa entre los noticiarios, y la titularidad de la cadena devienen factores claves en la determinación de la presencia y el modo en el que se manifiesta el Infotainment en los noticiarios de máx- ima audiencia en la televisión generalista española de cobertura estatal.

34 Proceedings Análisis Descriptivo del Manejo de la Homofilm Espectador Juvenil Comunicación Post-Crisis en las Inundaciones del en América Latina Sur del Atlántico a través de la Óptica del Diario Local “El Heraldo”

Jesús Arroyave y Ana María Erazo, Universidad del María Esther Chamosa Sandoval, Universidad Justo Norte-Colombia Sierra- México

Abstract: El 30 noviembre de 2010 el sur del departa- Abstract: La ponencia muestra resultados prelimin- mento del Atlántico, en el caribe colombiano, sufrió la ares sobre una investigación que explora los hábitos de mayor inundación de la que se tenga conocimiento a consumo, así como los principales procesos de recep- raíz de la rotura del Canal del Dique como consecuen- ción-identificación-apropiación cinematográfica de cia de las lluvias que padeció el país por el fenómeno ciertos universitarios latinoamericanos, esto a fin de: de La Niña. Aun cuando no hubo pérdidas humanas, a) establecer algunos de los mecanismos a partir de los durante 57 días cinco poblaciones vieron cómo los go- cuales éstos se relacionan de manera entrañable con biernos nacional y departamental realizaban ingentes el cine, b) ubicar convergencias y divergencias entre esfuerzos por tratar de cerrar la abertura y controlar los espectadores de distintos países. En el estado la emergencia que dejó 300.000 personas sin hogar. El actual de la investigación, se puede observar ya una rol de la comunicación en situaciones de emergencia cierta gama de convergencias y divergencias entre los concierne a dos campos: comunicación de riesgos y espectadores mexicanos, colombianos y peruanos. comunicación de crisis. Este trabajo busca describir Más allá de un mero consumismo vacuo, se podría el manejo de la comunicación post-crisis en el diario demostrar que desde las superproducciones hasta las local El Heraldo, el medio impreso más importante películas más humildes (presupuestalmente hablando) de la Región Caribe, y la mirada que este propuso a la el cine es mucho más que un mero divertimento para opinión pública a raíz de las inundaciones del sur del los jóvenes, podría tratarse de un vínculo, de un hilo Departamento del Atlántico desde la óptica de la segu- conductor entre sus ser individual, su ser colectivo ridad pública, financiera y de reputación e imagen. inmediato y nacional y su ser continental.

Proceedings 35 Session 7.1 - LBJ 3-15.1 Electronic and Interactive Communication Track Title: The Applications of New Media Moderator: Juan Tornoe, Hispanic Trending Co.

Las Sinergias entre los Social Media y la Radio Maintaining Connections: Hispanics and the Generalista en España: Una Historia Incipiente American Mobile Industry

Maria Gutiérrez, Iliana Ferrer, Xavier Ribes, Belén Monclús Neleen Leslie, Florida State University y Josep María Martí; Universidad Autónoma de Barcelona

Abstract: Internet ha desencadenado una revolución Abstract: This investigation reveals that Hispanics en las rutinas productivas de los medios de comuni- view their mobile phones as essential for maintaining cación tradicionales. En el caso de la radio, las emi- connections with family and friends. The multi-func- soras han asegurado su presencia en internet gracias tion feature of smartphones makes them desirable a las redes sociales. Los organismos de radiodifusión devices for Hispanics, who view added functions to españoles se han integrado en las redes sociales para be just as important as the ability to talk and text. situar su marca online, para explorar nuevas formas This presents an opportunity for marketers to reach de interactuar con las audiencias y finalmente para ac- Hispanic consumers through mobile apps and mobile ceder al público juvenil. Esta comunicación pretende advertising. Hispanics’ dual identity makes it neces- definir las estrategias de programación de la radio sary for marketers to consider both motivations and generalista española y las sinergias entre la antena patterns of usage when separating them into differ- convencional y las redes sociales, específicamente ent segments. Family and friends remain important Facebook y Twitter. Por un lado, profundizar en el reference groups for Hispanics when deciding on both análisis de la gestión de los contenidos de las emisoras mobile service provider and cell phone brands. De- de radio tradicionales, que siguen siendo la base de la spite the proliferation of pay as you go mobile service oferta programática; y por otro, analizar la presencia y options, Hispanics without credit still only have a few el uso de las redes sociales de estas cadenas. options to choose from when trying to acquire hand- sets, especially smartphones.

36 Proceedings Spanish-Language Media Outreach through Social What Kind of Companies Take Their Advertising Networking in the U.S. South In-House

Lisa M. Pulin, North Carolina Central University Femi Omoni, Josh Twilliger, Jacob Erhnstein and Brandon Simmons, Texas State University

Abstract: States in the U.S. South continue to be Abstract: This study examines how the use of social among those with the fastest-growing Hispanic media affect adolescents’ social interactions across population. Additionally, mobile phone use among ethnic groups. Particularly, this study will examine U.S. Hispanics outpaces other ethnic groups creat- how high school students between 15 – 18 years old ing obvious opportunities for media in the region to utilize social media, and how it affects their social interact with audiences and readers. This study uses interactions. Social networking is a relatively new content analysis to examine social media outreach by phenomenon which is often clumped into computer Spanish-language radio stations and newspapers in and internet usage studies. There is lack of research the South. The researcher looked at both presence of targeting specific effects on targeted demographics. Facebook, Twitter, Streaming, and Mobile Apps on This study targets not only teenagers but ethnicity as media outlet websites and levels of interactivity on well. Differences in terms of consumption and impact Facebook and Twitter. of social media between African Americans and Lati- nos are examined and discussed.

Proceedings 37 Session 7.2 - LBJ 3-09.1 Media Adoption & Culture Track Title: Televisión Hispana Moderator: María Consuelo Guerrero, University of Texas- Pan American

Las Televisiones Hispanas en Latino Family TV Viewing Across La Isla y sus Imágenes: EEUU. Cómo se Adaptan al Generations: An Exploratory Análisis de los Flujos Cambio Actual de la Televisión Analysis Audiovisuales en Cuba tanto de Norteamérica como de EEUU Adolfo Mora, University of Texas-Austin Tómas López-Pumarejo, Viviana Rojas, Carla Maeda y Antonio Corona, Brooklyn College University of Texas- San Antonio Tecnológico de Monterrey-México

Abstract: Este trabajo describe y Abstract: With the increased visibility Abstract: El presente estudio tuvo discute como ha dejado de ser el of Latinos across English-Spanish, como objetivo explorar de qué televisor la pantalla pequeña que and the emerging bilingual/bicultur- manera se configuran los flujos preside, como medio audiovisu- al networks, Latino audiences now televisivos y cinematográficos en al, exclusivamente en el hogar. La can consume images that extend and Cuba. Para lograrlo, se analizó la proliferación vertiginiosa de las deliberately are more representative cartelera de 5 cines en La Habana, pequeñas e inalámbricas pantallas of their experiences in the United entre el 1 de julio y el 1 de agos- de los teléfonos móviles, los or- States. This exploratory study discuss- to de 2012 y la parrilla televisiva denadores portátiles y las tabletas es some of the mechanism by which de los cuatro canales de alcance ha transformado el contenido de three generations of a U.S.-born nacional en Cuba. Se codificaron la televisión en un palimpsesto de Mexican-American family engage and 195 películas y 490 programas tele- nuevos formatos. Esta ponencia negotiate presentations and meanings visivos. Se encontró que la oferta discutirá el rol de las redes de tele- from television programming with cinematográfica local es muy baja visión del mercado hispano. Latino presence. The preliminary (7.18), mientras la televisiva es alta interview analysis revealed that the (74.8%). Además se encontró que el family’s television consumption was 31.28% de las películas y el 12% de in agreement with their home English los programasTelevisivos exhibidos linguistic environment. Besides media provienen de Estados Unidos, esto consumptions and patterns, this paper a pesar del bloqueo comercial y de also explored character-audience las tensiones ideológicas prevaleci- identifications in which cultural val- entes entre ambos países. ues (e.g. familism and collectivism), generational identity, and education were salient factors. Consequently, this Latino family relied on their ac- cumulation of cultural, linguistic, and economic capital to form particular relationships with the media –both individually and collectively.

38 Proceedings Session 8.0 - LBJ 3-15.1 Title: 5 Steps to the End the Digital Divide: É-X-I-T-O Author: Joe Kutchera, Kutchera Consulting Introduction by Karen Buenrostro and Michael Kasprzynski, Texas State University

Abstract: Multiple methodologies exist for developing marketing plans like the 4 P’s (product, place, price, promotion) or the “S.M.A.R.T.” process for setting specific, measurable, attainable, relevant and timely goals. Yet, in the 21st Century, we need a new model for creating successful marketing communications strategies, which incorporates social media, technology, and content marketing to reach audiences online. The new 5-step É-X-I- T-O process offers media and marketing companies a “Latinized” acronym to incorporate the impact of digital and social media. In addition, it offers readers a methodology for developing new digital services for audiences that previously did not have access to the Internet. Co-authors Joe Kutchera and Hilda Garcia will outline their new, five-step marketing model from their forthcoming book “É-X-I-T-O Digital” to be published by Editorial Patria/Hachette. They will describe how to transform audiences into communities by telling stories with memo- rable characters and foster an emotional link to our brands.

Proceedings 39 Session 9.0 - LBJ Ballroom Media Adoption & Culture Track Panel: Reaching Latinos with News and Entertainment via the Internet: New Options and Challenges Moderator: Alan Albarran, University of North Texas

Presenters Chris Peña, Executive Editor of NBC Latino.com

Laura Perez, Founder/Director of iLatino.TV/Gobba.TV

Francisco Cortes, Director of Fox News Latino

Victor Landa, News Taco

Abstract: The presenters of this panel are pioneers in developing and presenting via their respective Internet sites news and information content of relevance and value for Latinos. They will discuss the genesis of their outlets, the current audience outreach, and the challenges they face in the ever more diverse and competitive Internet based media environment.

40 Proceedings Session 10.1 - LBJ 3-15.1 Marketing Communication Track Title: Language and Culture Moderator: Celeste González de Bustamante, University of Arizona

Addressing the Communication The Impact of Communication of Aciertos y Errores Lingüísticos Needs of the New Hispanic Quality Service: The Case of y Culturales de la Publicidad en Majority Psychological Patients in Ecuador Español y su Relación con los Medios de Comunicación

Jon Bekken and Margaret Rakus, Waly Cardona, Hilda Velásquez, Albright College Texas State University Baptist University of the Americas Marisel Cordoba, Instituto HUMANOS

Abstract: This paper reports upon Abstract: The purpose of the study Abstract: El objetivo de este trabajo an ongoing effort to meet long-ne- is to measure the impact of service es identificar los errores y los acier- glected informational and com- quality on customer satisfaction tos lingüísticos y culturales pre- munication needs of the Hispanic and word of mouth. The study was sentes en la publicidad en español majority in a poverty-stricken performed in Ecuador and the dirigida a hispanos y su relación Northeastern city while fulfilling instrument utilized included the con los medios de comunicación. core curricular objectives for a SERQUAL’s construct developed by La base de este trabajo es el primer communications program within Zeithaml, Parasuraman and Ber- corpus de publicidad creado por a liberal arts college curriculum. ry. Particularly, the authors aim at mí, además de contener una base It documents the existing media exploring how a counseling therapy teórica en la que se incluyen rep- outlets serving this community, service is evaluated by a client. By resentaciones bibliográficas espe- provides preliminary findings from exploring the impact that commu- cializadas en temas lingüísticos, our ongoing research project, and nication as a main influential factor análisis del discurso, publicidad y outlines a developing collabora- has on the level of satisfaction, and medios, entre otras. tive project to redress the existing how that in turn affects word or Los temas analizados se dividen en communications and democracy mouth. Finally, a series of manage- grupos que van desde el análisis deficits. rial implications and case scenarios cultural del lenguaje usado en la are discussed by the authors. publicidad en español hasta los ele- mentos lingüísticos y semánticos en los que se basa el discurso publici- tario en español.

Proceedings 41 Session 10.3 - LBJ 3-09.1 Consumer Behavior Track Title: Latino Audiences and Consumers Moderator: Antonieta Reyes Echezuria, Florida State University

Bilingual Latino Viewers’ Language and Genre Ethical Ideology Effects on Alcohol Advertising Preferences: A Comparative Analysis by Nativity, Appraisals: The Moderating Role of Ethnic Gender, Education Level and Mood Condition Identification

Amy Jo Coffey, University of Florida Miguel Zúñiga, Morgan State University

Abstract: As the Hispanic population has become the Abstract: In an extension of generational theory, the largest ethnic audience in the United States, as this present research argues that ethical ideology (i.e., growth is now driven primarily by birthrate rather idealism vs. relativism) impacts alcohol advertising than immigration, and as Spanish-language media responses (i.e., ad attitudes, brand attitudes, and pur- offerings continue to grow in number, industry pro- chase intentions). Additionally, this research studies fessionals and scholars have debated “the language how this relationship is mediated by ethical appraisal question.” Less focus, however, has been given to the of alcohol ads and moderated by the level of ethnic issue of language preference as it pertains to bilingual identification (i.e., high vs. low). The results of this Latinos. Applying language and genre literature with experiment provide additional evidence in support of mood management theory, this national study of generation theory which states that each generational bilingual Latinos (N=411) applied conjoint analysis cohort holds distinct ethical ideologies. This study to assess respondents’ television program preferences. further identifies ethical ideology differences among While previously analyzed results indicated that genre the Generational Y cohort. Participants with high plays a significantly greater role than language in ethnic identification and an idealistic ideology rate these bilinguals’ viewing choices and that English was the alcohol advertisements (ads) lower. These con- preferred over Spanish across all mood conditions, sumers feel they belong to a group because they iden- these results are now compared and contrasted by tify strongly with that group, this coupled with their the new variables of nativity, language spoken in the sense of idealism makes them rate alcohol ads lower home, gender, and education level. Some new group because they perceive the ads as unethical. These differences are identified. results are consistent with the notion that participants’ sense of belonging and ethical ideology influences responses to alcohol ads.

42 Proceedings Branding Opportunities in the Baby Care Industry Spanish Language Music Consumption: Taste and with Hispanic Moms Preferences

Alejandra Guacaneme, Florida State University Eva Fuentes, Texas State University

Abstract: There is no surprise that the rate of Hispan- Abstract: Texas is approximately thirty eight percent ic babies being born in the United States is increas- Hispanic. This number includes immigrants and ing on a daily basis. As Hispanic families get ready natural born citizens with many countries of origin. to welcome a child into their lives, a new budget for As more Spanish language immigrants come into baby care products is set aside to represent one of the Texas and as the native Hispanic population contin- top items on the shopping list for Hispanic moms. In ues to grow, Spanish language product consumption this paper, several key elements are analyzed when patterns will continue to change. The main purpose it comes to targeting Hispanic moms. Whether it is of this study is to determine the genres of Spanish through online social platforms or with product po- language music being consumed and the mode of sitioning the supermarket, products in the baby care consumption. The intent of this study is to capture industry have the opportunity to shine through the current musical tastes and consumption preferences eyes of Hispanic mothers by implementing an effec- through a quantitative study of adults. tive marketing strategy.

Proceedings 43 PARTICIPANTS -A- -F- -M- -S- Alan Albarran Iliana Ferrer Saúl Madrid Jorge Schement Érica Almaraz Maria Flores Carla Maeda Moses Shumow Alejandro Alvarado José A. Fonseca-Delgado Josep Maria Martí Brandon Simmons Zita Arrocha Eva Fuentes Susanne Marte Vinicio Sinta Jesús Arroyave Luisa Martínez-García Federico Subervi Trish Avery D. Xavier Medina Vidal Manuel G. Avilés-Santiago -G- Dean Miller Marcela García-Castañon Belén Monclús -T- Ramón García Sedó Adolfo Mora José Luis Terrón Blanco -B- Beatriz Gómez Robert Montemayor Juan Tornoe Jon Bekken Blanca Gómez Tim Mottet Alejandro Ángel Torres Cristina Benitez Celeste González de Josh Twilliger John B. Burton Bustamante Alejandra Guacaneme -O- Daniel Guerrero Femi Omoni -V- -C- María Consuelo Guerrero Graciela Orozco Lucila Vargas Lourdes Cardenas Maria Gutiérrez Judy Oskam Amparo Vasquez Waly Cardona Stephanie Guzman Claudia Vasquez Sindy Chapa Hilda Velasquez María Esther Chamosa -P- Mercedes Vigón Manuel Chávez -J- Lisa M. Paulin Adrianna Villanueva Amy Jo Coffey T. J. Jones Chris Peña Marisel Cordoba Laura Perez Antonio Corona Irma Portos -W- Gabriel Corral -K- Emili Prado Shawna White Francisco Cortes Joe Kutchera -R- -Y- -D- -L- Margaret Rakus Kenneth C.C. Yang Anilyn Díaz Hernández Victor Landa Jéssica Retis Neleen Leslie Antonieta Reyes Echezuria Jason Llorenz Xavier Ribes -Z- -E- Tomás López-Pumarejo Carlina Rodriguez Miguel Zúñiga Ana María Erazo José Carlos Lozano Clarissa Rodriguez Lucy Erazo Coronado Virginia Luzón Viviana Rojas Jacob Erhnstein Anette Sofia Ruiz Morales

44 Participants NOTES

45 NOTES

46 CONFERENCE COMMITTEE Conference Chair Public Relations Dr. Federico Subervi Karen Buenrostro Elia Bueno Shawn Fernandez Conference Co-Chair Bianka Garibay Dr. Sindy Chapa Karen Garza Bianka Martinez Valeria Gonzales Leyva PR Director Graciela Sandoval Olga Mayoral Wilson Miata Shaw Bianka Valdez Monica Velasquez Program Coordinators Michele Anderson Iliana Ferrer Research Team Teri Edwards Misaki Terashima Marketing Campaign Coordinator Waly Cardona Hospitality Maegan Zimmerman Advertising Catherine Arriaza Delma Catalina Limones Exhibitions AJ Arreguin Eva Fuentes Olivia Ordoñez Pamela Castelán Diane Peters Website Stephanie Díaz Bianka Martinez Kristopher Garza Selinda Sanchez

Logistics Social Media Willie Ayers Michael Kasprzynski Jacob Garcia Robert Helb Vinicio Sinta El Centro’s Interns Coordinator Daniel Palomo Kim Hurst

Special thank you to the Texas State University PRSSA Chapter

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