Digital Hollywood
Hispanics and Mobile: Content and Latin
Culture
Adriana Peña Ruiz
1
Oct 2013
US Latinos: A sustainable culture
Cultural
Sustainability :
90% are
proud of
being Latino
State	
  of	
  the	
  Hispanic	
  Consumer:	
  The	
  Hispanic	
  ...
4
State	
  of	
  the	
  Hispanic	
  Consumer:	
  The	
  Hispanic	
  Market	
  Impera8ve	
  –	
  Nielsen	
  Q2,	
  2012,	
 ...
Bicultural
US Latinos are::
Otra Familia, to stress the point that our
Latino concept of family goes up to el primo
I Really like this photo for this,...
.!
.! .!
7
The	
  Plus	
  Iden8ty,	
  La8nworks,	
  EthnicFacts	
  Feb	
  2013,	
  personal	
  hypothesis	
  on	
  archety...
.!
.!
8
Distinctive Latin Passion Points: 

•  Music, 
•  Soccer, 
•  Food, 
•  Family 
•  Immigration 

…are very well kn...
.!
.!
9
BUT
.!
.!
10
Over-simplification and
misunderstanding 
is more the norm than
the exception
.!
.!
11
Anglo Storytelling: Journey of the Hero
Does not resonate to Latino culture as
much as it does to other cultures
...
12
State	
  of	
  the	
  Hispanic	
  Consumer:	
  The	
  Hispanic	
  Market	
  Impera8ve	
  –	
  Nielsen	
  Q2,	
  2012,	
...
.!
.! .!
13
Collective Consciousness: 

Latino self identity is conformed more
by a collective identity, therefore
beliefs...
For a Latino, Family comes first and
family has a broader definition, that
includes extended family
Logo
do n
loca
Adriana Peña Ruiz
15
apena@entravision.com
Executive Vice President Marketing and Sales Development
Los Ang...
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Digital Hollywood 2013: Content and US Hispanics

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US Hispanics and Content: US Latinos have a sustainable culture with a different story telling and passion points than anglos. Relevant content for Latinos goes beyond language but 90% of Latinos want their children to speak spanish

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Digital Hollywood 2013: Content and US Hispanics

  1. 1. Digital Hollywood Hispanics and Mobile: Content and Latin Culture Adriana Peña Ruiz 1 Oct 2013
  2. 2. US Latinos: A sustainable culture
  3. 3. Cultural Sustainability : 90% are proud of being Latino State  of  the  Hispanic  Consumer:  The  Hispanic  Market  Impera8ve  –  Nielsen  Q2,  2012,    EthniFacts,  La8nworks  2013  
  4. 4. 4 State  of  the  Hispanic  Consumer:  The  Hispanic  Market  Impera8ve  –  Nielsen  Q2,  2012,    EthniFacts,  La8nworks  2013   Cultural Sustainability : 90% want their children to speak Spanish 56% of US Latino adults speak primarily Spanish at home 90% of US Latinos want their children to speak Spanish at home 15% Of US Latinos speak only English
  5. 5. Bicultural US Latinos are::
  6. 6. Otra Familia, to stress the point that our Latino concept of family goes up to el primo I Really like this photo for this, big family holding American flags at a birthday party http://www.bigstockphoto.com/image-32541008/stock-photo-large-hispanic-family-celebrating-birthday AmbiculturalTM The  Plus  Iden8ty,  La8nworks,  EthnicFacts  Feb  2013,     US Latinos are::
  7. 7. .! .! .! 7 The  Plus  Iden8ty,  La8nworks,  EthnicFacts  Feb  2013,  personal  hypothesis  on  archetypes  and  La8no  Story  telling     Latinos have the ability and willingness to function completely in two cultures. Being Latino is not a transition between two cultures, it is and aspirational and behavioral destination of being in two cultures at the same time
  8. 8. .! .! 8 Distinctive Latin Passion Points: •  Music, •  Soccer, •  Food, •  Family •  Immigration …are very well known
  9. 9. .! .! 9 BUT
  10. 10. .! .! 10 Over-simplification and misunderstanding is more the norm than the exception
  11. 11. .! .! 11 Anglo Storytelling: Journey of the Hero Does not resonate to Latino culture as much as it does to other cultures We have a different set of priorities in our archetype mythology and beliefs
  12. 12. 12 State  of  the  Hispanic  Consumer:  The  Hispanic  Market  Impera8ve  –  Nielsen  Q2,  2012,    EthniFacts,  La8nworks  2013   The Mother, The Magician and the Regular Guy are essential archetypes in the Latin Culture
  13. 13. .! .! .! 13 Collective Consciousness: Latino self identity is conformed more by a collective identity, therefore beliefs, myths and values of the family and the community have a profound impact on the individual self identity
  14. 14. For a Latino, Family comes first and family has a broader definition, that includes extended family
  15. 15. Logo do n loca Adriana Peña Ruiz 15 apena@entravision.com Executive Vice President Marketing and Sales Development Los Angeles 2013

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