ABSTRACT
This chapter deals with how two distinct audiences—the traditional panish-speaking followers of ethnic media corporations like Univision, and a younger, English-speaking and more acculturated audience—have responded to online contents produced by Univision Communications. It discusses the increasing involvement of audiences in the process of gatekeeping—in social media, the selection and dissemination of individual contents through platforms like Facebook and Twitter. The situational view of acculturation as represented in media contents can manifest itself in contradictory ways. As outlets aimed at US Latinos created by mainstream media organizations try to expand their reach into a specialized audience, traditional Latino media face the acculturation of its potential audience. Results from a study of Univision and Fusion’s online contents shared by their respective audiences can underscore similarities and differences between both audiences’ interests and engagement in social media environments, revealing similar or diverging cultural dispositions.
