I worry that the proliferation of advertising, entertainment and news organizations hoping to engage predominantly English-speaking Hispanics will also isolate a continuously assimilating community from a mainstream that seems to view Latinos as newcomers who don’t quite want to blend into the crowd.
The list of news and entertainment companies jumping into bilingual or English-only programming aimed at Latinos is long and ever-growing, the two most recent examples being Cosmopolitan magazine and Univision-ABC News.
Hearst Magazines premiered Cosmopolitan for Latinas earlier this month to its target audience, “the young, bold, Latina woman who is sexy, stylish, and intelligent,” according to editor Michelle Herrera Mulligan, “and wants to see herself reflected in the pages of a magazine.”
Well, OK. But isn’t that what Latina magazine has been doing for about 16 years? And even it wasn’t the only magazine already aimed at bilingual, fashion-conscious Hispanic women.
You have to wonder why Cosmopolitan sought to capture the attention of young Hispanic women with a separate publication instead of simply folding in more Latina celebrities, models, staff writers and photographers into its flagship offering. It’s not as if you couldn’t quote a Dominican starlet saying “I’m very proud to have Latin blood” or feature photo spreads of Brazilian Carnaval dancers in the regular Cosmo.
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