Hispanics like Univision's reporting style, anchor says
By Natalie Cortes
freedomforum.org
10.19.01
ARLINGTON, Va — Many of the nation's 35 million Hispanics are choosing Univision over the mainstream networks because of the way stories are reported, rather than language, says Univision news anchor Maria Elena Salinas.
"We cover the main story in the United States. We cover the main stories in the world … but we also cover Hispanic America and we also cover Latin America. That's why we go a little bit above and beyond what some of the other networks do. And we … give it a Hispanic focus," Salinas said Oct. 6 during an "Inside Media" program at the Newseum.
A Hispanic focus was evident in Univision's coverage of the Sept. 11 terrorist attacks, she said.
"We were there at the same time and for the same amount of time as the other networks because this was something very important to our audience. …But at the same time there were hundreds if not thousands of Hispanics who were in that building and we tried as much as possible to find out which were our communities that were affected: Dominicans, Puerto Ricans, Salvadorians, Colombians, Mexicans," Salinas said.
Salinas said that in many cities, such as New York, Miami, Los Angeles and Chicago, the Univision stations are getting higher ratings than the network affiliates. One reason: lack of news about Latin America on the mainstream networks.
"During the '80s there was attention given because of the tension of the Cold War and the conflicts in Latin America, but since the conflicts were resolved, little by little the Latin American bureaus of ABC, CBS and NBC closed down, disappeared, don't exist anymore. So unless it is war or a huge natural disaster … they virtually ignore Latin America."
Talking about her 20-year career with Univision, Salinas said her desire to cover issues that affect Hispanics the most has kept her in Spanish-language TV news, even though she is bilingual and could work at other networks.
Spanish-language news is about more than just reporting what's going on in Hispanic communities and countries of origin, she said. Viewers also need "to understand their newly adopted country: how the political system works, how the social services work, how they can contribute and what their rights are."
At the insistence of some of her peers, who said there was no future in Spanish-language television, Salinas did try once to move over to mainstream news.
"The general manager, as I was told, said, 'Well, you know, I think she doesn't look ethnic enough and she has a bit of an accent that might be insulting to our general audience.' … So there was another young Hispanic woman who was also applying for the job who looked ethnic but didn't sound ethnic and then I realized, 'Well, it's not exactly that they're looking for a Hispanic to cover the Hispanic community,' and … I think it was a message to me was that my calling is in Spanish."
In the two decades she has covered the Hispanic community, Salinas has seen it more than double in size. She said that growth has increased awareness about the culture and affected how Latinos are portrayed in mainstream newscasts.
"People are beginning to wonder, 'Well, who are these people? … We always thought that they were just our gardeners … and the people who worked in the fields.
"I think that many people have realized that … Hispanics are people who are the owners of the companies, the president of the bank, and the chefs of the Italian restaurants, and not only the people who are serving the food."
Salinas has also witnessed something else that has been very rewarding for her. "I have seen the Hispanic community go from being completely ignored to now being courted by Republicans and Democrats … . I see a president who speaks Spanish and I see members of Congress taking books into their offices to learn Spanish and I think … that's one of the most important things that I have seen, that this community is finally getting the recognition and the respect that it deserves because after all we are Americans too."
The program was part of a special series in the Newseum's celebration of Hispanic Heritage Month.