Following is a posting from Ivette Lopez of FH Out Front:
I recently had the opportunity to meet Chuy Sánchez, Spanish language media strategist for GLAAD. He agreed to talk with me about the work GLAAD is doing to raise the profile of gay and lesbian Hispanics in Spanish media representation. The first part of our two-day conversation follows below. Come back tomorrow for the conclusion of our conversation.
Ivette Lopez: Why is a Spanish language media component important to GLAAD?
Chuy Sánchez: The needs of the growing Spanish speaking LGBT community in the United States are often ignored or overlooked, and our ability to communicate with or be acknowledged by the media is vastly underdeveloped. In response, GLAAD’s Spanish Language Media Program works to increase the number and quality of LGBT Latino images in Spanish language news and entertainment media to further achieve our goal of eliminating homophobia and discrimination based on gender identity and sexual orientation.
GLAAD uses a combined strategy of providing media literacy trainings to Latino/a LGBT activists and journalists, garnering media attention for major events, conferences and Pride festivals and exposing defamation when it occurs.
Ivette Lopez: Aside from the language differentiator, what are some additional cultural differences when approaching Spanish language media in regards to GLAAD’s goals?
Chuy Sánchez: Understanding Spanish language media comes down to understanding the Spanish language audience. Spanish language media has historically represented the LGBT community in a sensationalistic and archaic way. The progress made in recent years has been exceptional but there is much more work to be done especially in entertainment.
There is very little solid messaging research on how to talk to Latino audiences. The little that we do know can be summed up as follows:
* First generation Latino Americans typically hold more conservative positions on a number of issues, including the spectrum of gay issues. Similar differences can be seen between Spanish-speaking Latinos versus bilingual or English-speaking Latinos. That said, it’s important not to assume all US born or first-generation Latinos think the same; a host of other issues can all affect their political beliefs and affiliation.
* Latino audiences may respond better than most to messages that emphasize concrete injustices faced by gay people (such as lack of hospital visitation rights, medical leave, etc.)
* There is high support for relationship recognition but lower support for marriage and adoption [from Latino Americans].
* Latino audiences are more swayed than overall moveable middle audiences by messages that emphasize families (e.g., protecting families or avoiding harm to families).
Ivette Lopez: You do a lot of work with Mexican and other international television networks, are there any additional challenges with them?
Chuy Sánchez: We work with international networks with same rigor as we do with our national networks although our primary goal is the representation of the LGBT community in the United States. We’ve worked consistently with Mexico due to the fact that 70% of Spanish language programming seen in the United States is produced in Mexico. The number of programming coming from other Latin American countries is growing and we expect our collaboration with different Latin American countries to grow as well. Our network of LGBT community organizations includes Mexico, Puerto Rico, El Salvador, Argentina, Brazil, Uruguay, Chile and we are working diligently to increase our number of community spokespeople and experts throughout Latin America.
Ivette Lopez: What can marketing and communications professionals do to improve their LGBT outreach with Spanish language media?
Chuy Sánchez: Marketing and communications professionals are one of the links to help us reach our overall goal of changing hearts and minds everywhere and we’ve always included representatives of LGBT Latino/a organizations to speak alongside our organization. We do not work alone, but in collaboration with our constituency.
Tomorrow, come back for specifics of GLAAD’s radio training program which includes some of the most listened Spanish morning shows in the country.
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