The Role of Mainstream/Hispanic Media in the Latino Vote - Portada

According to Dr. Federico Subervi, author of The Mass Media and Latino Politics, a book that examines Hispanic-related media content and campaign strategies over the past twenty years, “Spanish-language media does a better job than mainstream media, but the coverage is still not as substantive as it should be, particularly with regard to mobilizing Hispanics to become more involved.” One problem, he says, is that that the mainstream media focuses more on the spectacle of a politician campaigning in Hispanic areas—and on the fiestas and cultural notes that they hit—than on the pressing issues that face Hispanics and are at stake in their political choices. Some will remember the not-prescient photo of Senator Clinton drinking Presidente Beer in Puerto Rico while campaigning there—an example of the colorful, but vacuous, treatment of Hispanic political outreach that is typical of the mainstream media, according to Dr. Subervi.”*

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