Hispanics’ Web Identity Grows As Ads Target Diverse Audience

“Today, a contest over Hispanic identity is being waged on the terrain of the Internet. The proliferation of Web sites such as Batanga, which appeal to Latinos regardless of where they come from, is pulling in one direction, encouraging the emergence of a wider Hispanic identity that transcends the borders that long fragmented the group. But a countervailing trend, which taps into the endless specialization available on the Web, is pushing the opposite way, toward a narrower identity rooted in homeland and even in hometown.

“The Internet allows you to develop a greater identity, but you can still find out the weather in your parents’ hometown,” said Rebeca Logan, a former news producer at AOL Latino.”

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