I know this is going to immediately appear politically incorrect or ethnically-challenging, but at what point did CNN become the Latino Awareness Station? It seems only yesterday that Latino organizations were calling for the skewering of Lou Dobbs and CNN for its continuous, vitriolic series of attacks on illegal immigration, and now the front page of CNN wouldn't be any more Hispanic promoting, even if was covered with interactive pinatas. On the front page today (October 22), there are articles exclaiming:
Killing puts focus on crimes against Latinos
In depth: Latino in America
Commentary: But what's a Latino?
CNN Wire: Top Mexican Cartel Leader
Share Your Reaction (to Latino in America)
Soledad O'Brien Reports (on Latino in America)
Incentives Draw Latinos to Miltary Service
Latinos in America: Meet the Garcias
Latinos in America: Full Coverage
Should Mexico Mess with corn genes?
If this was an article by someone who was racist or ethnically-challenged, the article would now go off on a rant of how the news media is forgetting whites or some equally stupid direction, so let's leave that distraction for those who think in such limited fashion. Instead, I'd like to focus on why CNN is now going off on this particular area of reporting. In other words, let's study it from a communicative media perspective.
I can think of a hypothesis or two that might make sense. How about the obvious?
Hypothesis 1. In order to respond to negative comments from Latino viewers, CNN is now attempting to appear more favorable towards Latinos.
Okay, this is a good hypothesis for our purposes, although it's not completely correct, mainly because it is a big lacking. Yes, CNN is probably responding to the negative commentary it received from its viewers, but it is not much of a stretch to assume that a lot of those comments came from people who were not normally viewers of CNN. After all, Lou Dobbs has been doing his schtick for some time now, and people generally don't subscribe to services that work against them and their beliefs.
Hypothesis 2. CNN was attacked seriously over its coverage of illegal immigration in Lou Dobbs's segments that studio executives realized how many Latinos were out there potentially available for watching, so they're now trying to tap that market.
This makes a lot more sense, even if it's not worded the best it could be for a hypothesis. Think about it. Lots of people have been complaining about CNN, and as more and more people heard about the negativity of Dobbs and his show, more people must have been contacting CNN. Somewhere down the line, a studio executive had to put some figures together to realize that there were a lot of potential viewers out there who might start watching CNN. But they wouldn't watch ONLY if CNN toned down the rhetoric. But they had to do something to actually attract the demographic population. So what better than to pull out one of their long term reporters, Soledad O'Brien, a Latino, and then start producing content around the idea that CNN is a Latino-positive station?
It might work. There are some problems, however. As much as I hate to say it, the more content that exists that tries to attract Latinos might actually serve to push away non-Latino populations, which right now make up the majority of the viewer audience. So, CNN is taking a bit of a chance by focusing so much attention on one particular demographic. Sadly enough, Fox News actually attracts quite a bit of the already established demographic that CNN draws upon. If Fox News were to tone down its conservative rhetoric, it is quite possible that it might successfully take away most of the general viewership of CNN itself. Fox already has the advantage of placement, due to cable subsidiaries and Murdoch's ability to ease into such markets.
The next few months could prove to be very interesting for CNN because of the chances it is taking and how quickly the tide can turn based on any one decision.
Labels: Connunication Theory, Media
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