By Mari D. González
What makes an e-novela appealing to acculturated Latinos(as)?
I watched the first five “capítulos” (chapters) of “Vidas Cruzadas” (Crossed Lives) the first webnovela -an online limited-run soap opera featured on Univision.com. I noticed this Internet “novela” had some characteristics that set it apart from the traditional ones shown on major U.S. Spanish-language TV -Univision and Telemundo or Spanish-language TV from Latin America.
An “acculturated” e-novela
1. It is online.
2. It is bilingual. It has English subtitles.
3. It is filmed in the U.S. Yet, it feels Latina.
4. The main characters are bilingual.
5. Modern plot, not the usual Cinderella-like who is saved by the rich guy.
Vidas Cruzadas’ main female character Mariana is an U.S. second-generation professional and independent Latina whose parents emigrated from Latin America. They represent the traditional and working-class family who has achieved the American dream by giving her daughter the education they did not have. It has very good reviews by viewers as expressed on the novela’s forum. They consistently remark that it is a great production, yet that it’s too short. The webnovela it’s from 5 -8 minutes long shown three times a week with one commercial at the beginning and other embedded in the novela. For instance Mariana helps her mom dye her hair. She shows L’Oreal’s hair color package and tells her mom that she has used it before and is happy about the results. There is also a link on Univision.com on L’Oreal including information in English.
Cultural Relevance and Research
Research points out three main cultural values when targeting online U.S. Latinos/Hispanics: 1) preference for bilingual content; 2) familismo; and 3) the use of celebrities as spokespersons. I will focus on the first one and will discuss the other two later.
Bilingual Content Preferred by a Bilingual Audience
The majority of online Latinos/Hispanics prefer English content. Yet, bilingual U.S.-born or second generation, and 1.5-generation who immigrated as children, prefer English websites that include Spanish because those sites speak to their cultural identity and make them feel included (Lee Vann (2006). In fact, researchers (Singh, Baack, Kundu, & Hurtado, 2008) argue that “Language in this case… Spanish, tends to be the most visible manifestation of U.S. Hispanic identity” (p.2). According to Williamson (2006), Latinos/Hispanics appreciate “quality Spanish-language content online…. [It resonates with their] cultural pride and a feeling of community” (p. 17).
You mention bilingual content as a preference among 2nd generation and 1.5 generation Hispanics. In your opinion: Does it preclude Spanish only content like Univision, etc. or, in press, La Opinion. What could be an example of bilingual programming? And is Spanglish a tool of communication inside the group or not yet?
Bilingual youth who construct their vocabulary between what they learned at home in Spanish and what they learned at school or work in English are more comfortable among their peers with a casual language that mixes phrases and words of these two languages.
According to my study of digital media language preference among 18-25 years old, young bilingual Latinos/Hispanics prefer bilingual or Spanglish music-themed programming such as Univision owned radio station “La Kalle” http://www.univision.com/content/channel.jhtml?chid=9598&schid=9793 or video-centered programming “mun2” (NBC Universal) http://www.holamun2.com/ – because it speaks of their “hybrid” and mixed culture. Also, because mainstream media does not resonate with who they are culturally and collectively.
Please also see my latest post in Spanish – “Nota en epañol sobre Spanglish.” Gracias por sus preguntas.
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