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• W291960759 abstract "Despite the well-documented growth of the Latino community as a political and market force within the United States over the last four decades, Latinos entered the 21st century with a lower level of media access and representation than when protests first raised the issue in the 1960s. As the Hollywood Reporter noted in November 1999, Hispanics have historically been the most underrepresented of all the minority groups in film and TV, and there is no sign that their numbers are increasing. Indeed, in the 2001-02 prime-time network television season, Latinos accounted for just 5.9 percent of actors, 1.7 percent of writers, 0.8 percent of directors, and 1.7 percent of network executives in charge of programming (Noriega 2002). Recent studies show little improvement in terms of employment (NAACP 2003). In looking at the social landscape represented on prime time, Latinos accounted for 4.1 percent of the regular characters in fall 2003 (Hoffman and Noriega 2004). Even worse, more than eight out of 10 series (84.5 percent) had no Latino regular characters, and nearly one-third (32 percent) of all Latino regular characters on prime time could be found on just two Latino-themed sitcoms, one of which was canceled early in the season. The mid-season cancellation of six series with Latino regular characters resulted in a 36 percent drop from the start of the fall 2003 season. There is worse news. While representation of Latinos in film and television has remained almost constant for the last three decades, the Latino community itself has grown from 4.5 percent of the U.S. population in 1970 to 13.5 percent in 2004. Latinos now constitute the largest minority group. Latinos have grown by roughly two and half times relative to the national population, but they still get the same small percentage of the jobs. In other words, employment opportunity for the Latino community in the entertainment industry has decreased, relative to the population, to nearly one-third the 1970s level. Meanwhile, the entertainment industry is going through a structural and technological revolution that has added new formats: cable, satellite, video, and DVD. Digital technology is further leading to the convergence of these formats with telephone, computers, and the Internet. The entertainment industry is not just big business; it also constitutes one of the primary ways in which we understand ourselves as a nation. But Latinos' presence has decreased, relative to the population, while the power of the media has increased. There is widespread consensus about the cause of the problem: Latinos are missing from decision-making positions in the industry. A Tomas Rivera Policy Institute survey conducted in 2000 found that Spanish-surnamed employees accounted for 1.9 percent of executive positions in major studios and networks. In no instance did a Latino executive occupy a creative decision-making position. Furthermore, roughly 60 percent of networks and studios did not employ any Latino executives (Noriega 2002a). Why? According to the industry, the reason is simply economic. Although Latinos may constitute a disproportionately large market, they are not distinct enough as consumers to demand inclusion on the production side. The industry is arguing that it operates on economic rationale alone. Upon closer inspection, however, the industry has an extraordinarily high failure rate: around 75 percent for new television series and not much better for movies (Noriega 2000, 173). The fact of the matter is that the industry is relatively small and its key players all tend to know each other. And Latinos have not been part of that crowd. In the absence of a formula for success, the industry has invented one around itself, going with the actors, producers, and formats it already knows. These do not provide a higher success rate, but they do provide executives with a greater comfort level than gambling on the unknown. …" @default.
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• W291960759 date "2004-01-01" @default.
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• W291960759 title "Strategies for Increasing Latinos' Media Access" @default.
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