ABSTRACT
Media conglomerates are developing the Latino market via partnerships and buyouts of independent media, resulting in an influx of new newspapers, inserts and magazines for Latinos. During the civil rights movement, groups such as the Mexican American Legal Defense Fund and the National Association for the Advance-ment of Colored People pressured firms to represent Latinos and blacks more positively in their ads. In a similar vein, Latino media may be seen to provide an alternative reality that represents Latinos almost exclusively. Reaction to the Latino advertising boom has been mixed. Seeing Latinos in ads gives us a strong sense of validation. Images of Latinos in ads in Latino media are both affirming and seductive—just as they are for whites and blacks. Yet the key question facing the Latino community is whether Latino media will continue to serve us—especially in the face of buyouts and takeovers.
