Scene: North Texas Daily (Denton, Tex.), Vol. 91, No. 76, Ed. 1 Friday, February 23, 2007 Page: 4 of 12
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Scene I NT Da ly
Life
February 23, 2007
Guest professor lectures about Latinos in media
ByAdrienne Scruggs and
Adrienne Borrego
Contributing Writers
Federico Subervi, professor of
journalism and mass communica-
tion at Texas State University in
San Marcos, spoke to NT students
about Latinos in the media last
night in the Radio, Television, Film
and Performing Arts Building.
Subervi's lecture was titled "La-
tino Communication Research
in the Era of Hispanic Marketing
Growth, Media Conglomeration,
Electoral Wooing and Immigra-
tion Backlash."
"This is not something just about
Latinos for Latinos," Subervi said.
"It's about people who take inter-
ests in different demographics."
In today's world of media down-
sizing, the Hispanic media, along
with other ethnic media, are in-
creasing and growing, Subervi
said. He said the ethnic media are
growing because they are providing
specific relevance to the population
that is currently being ignored.
According to research done by
Subervi, Latinos are in less than
1 percent of network news and in
a narrow range of topics such as
crime and immigration stories.
"We are living in a time in which
Latinos are the scapegoat for the
fears of 9/11," Subervi said. "The
terrorist threat has been merged
to include people with brown skin
and who can speak Spanish."
The second portion of his lecture
included the wooing of the Latino
vote towards a particular political
party. Subervi explained the 40-
40-20 rule: 40 percent will vote
republican, 40 percent will vote
democrat and 20 percent is unde-
cided.
The biggest challenge for the
next election will be wooing the
wavering 20 percent, since politi-
cal parties have an increased need
to obtain the Latino vote, Subervi
said,
"There are many jobs for people
who are interested to reach out and
get the Latino vote," Subervi said.
"More expertise and paid staff will
be needed."
Subervi also discussed a book he
is currently writing with Otto San-
ta Ana, professor at the University
of California at Los Angeles called
"Juan in 100" a pun on the one sto-
ry out of 100 that is about Latinos.
In the media and film, Latinos are
portrayed by a certain stereotype
with metaphors and word choices,
Subervi said.
'The number one metaphor
of Latinos is as animals — as a
threat," Subervi said.
Patricio Salinas, Laredo gradu-
ate student, introduced Subervi be-
fore the lecture. Salinas contacted
Subervi and helped organize the
event as a staff member of the cen-
ter for Spanish language media.
Salinas said he enjoyed the lecture
and that it lived up to his expecta-
tions.
'The electoral wooing was my
favorite part of the lecture because
I enjoyed him talking about both
parties attempting to woo the La-
tinos for their vote," Salinas said.
"I'm a political junkie and non-
partisan."
Subervi concluded his lecture
by saying that the way ethnic mi-
norities are portrayed in the media
depends on how the future genera-
tions will deal with immigration
backlash and teach intercultural
communication.
"It's in your hands, not mine to
deal with this immigration back-
lash," Subervi said. "Challenges
are there and so are opportuni-
ties."
FREE TUTORS
Volunteer Tutor List Available
online at:
www.unt.edu/lc
Find a tutor in over 150 different courses!
LS
LEARNING CENTER
The Learning Center
University Union, Suite 323
(940) 369-7006
Justin Tennison / NT Daily
Federico Subervi, a journalism professor at Texas State University,
speaks to students about Puerto Rican media Thursday night in the
Radio, Television, Film and Performing Arts Building.
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Scene: North Texas Daily (Denton, Tex.), Vol. 91, No. 76, Ed. 1 Friday, February 23, 2007, newspaper, February 23, 2007; Denton, Texas. (https://texashistory.unt.edu/ark:/67531/metapth145431/m1/4/: accessed April 27, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting UNT Libraries Special Collections.