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Being Latino on Facebook

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©IXMATI Communications, 2023. The unauthorized use or duplication of this material without permission from the author is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Mari D. González or IXMATI Communications with appropriate and specific direction to the original content.

An Interview with Lance Rios

By Mari D. González

In preparation for my independent study research proposal on Social Media and cultural indicators, I interviewed Lance Rios, creator and administrator of Facebook’s Being Latino.

I became fascinated by Lance’s ability to attract a wealth of followers –“31,576 People Like This” as of today, to keep them engaged, and to maintain consistent and personalized contact with them. All of his posts are culturally relevant and promote individual opinions and collective discussion. Thirteen percent or 18 out of my 138 Facebook friends joined Being Latino after I suggested it.

How Does He Manage It?

Lance is a young English-speaking and bicultural blogger and social media addict –as he describes himself. He is of Puerto Rican descent and both his Latino cultural background and American values are alive and communicated throughout his posts.

He resonates with acculturated English-speaking Latinos across the board –Mexican, Puerto Rican, Dominican, Central American and South American. His posts range from informational and serious activism to entertaining on American popular culture, national news from Latin America, politics, statistics, biographies and other socio-cultural topics.

When I asked him about the role of Being Latino, he humbly replied, “It is something I created [which has] attracted a lot of people via word of mouth and it is bigger than I anticipated.”

Being Latino vs. Lance Rios

Lance recognizes that it is more effective to tone down individual views and reserve those for his personal page, “I’m more balanced, neutral, and less biased on Being Latino. I wanted to separate [myself from it]. It is not about me.”

Concurrently, he wants people to know that although Being Latino is an “open platform” he is behind the page by personally approaching people “who had their own agenda.”

Cultural Relevance – What Makes Being Latino, Latino

Being Latino has filled a huge gap in mass media communications with a conventional social media platform. There isn’t media that communicates to bicultural and acculturated Latinos. “Most media outlets use Spanish language” which doesn’t echo with American-born Latinos. Being Latino caters to “second- and third-generation Latinos” not only in the U.S. but also in Europe, South Africa and Latin America.

American-born Latinos have been raised in an English-speaking world surrounded by American media which unfortunately neither represents nor includes them. They are the majority, as compared to foreign-born, and prefer speaking English; yet, they also choose to unassimilate by continually sharing and communicating certain cultural values on- and off-line.

Lance recognizes that “[his] audience is more comfortable with Spanglish and English,” which speaks of their upbringing. Culturally relevant elements are communicated in the language that is more fitting. Spanglish is used for what cannot be translated without losing connotation, “I never spoke [Spanish] growing up; everything was in English, [except] certain words with meanings that cannot be transferred, [such as] words used in normal conversations [and] those words are identifiers and connectors.”

I do not consider myself another social media addict, however I am becoming addicted to Being Latino.

Why Facebook?

[To be continued].


  1. […] Continue reading here: Being Latino in Facebook « IXMATI communications […]

  2. beinglatino says:

    Awesome! What a wonderful write-up Mari!

  3. Excellent start to your proposed research project.

    It’s interesting how real time communication platforms such as Facebook allows communities to be formed of like interests, like a social collective. The strength of Being Latino lies in the fact that there is finally an online location for Latinos to gather and share culture, particularly benefiting first and second generation Latinos who want know more knowledge of their parents’and grandparents’ place of origin.

    What is also positive about Being Latino, it gives advertisers, marketers, businesses who want to successfully target the Hispanic market a resource to study and build campaigns that will actually attract us.

  4. Mari D. Gonzalez says:

    Excellent point Frankie.

  5. Héctor says:

    This article is about Facebook and yet I there is no embedded link to share on Facebook. I’d like such an option. Why have you not included the option to share this article on Facebook?

    Hope you make the change to include the “share this” option.


    • Mari D. Gonzalez says:

      Thank you Hector for bringing it up. I just added the “share” option in a way that is compatible with wordpress.

  6. […] IXMATI communications discussion of cultural relevance in marketing of latinos/hispanics in the u.s. « Part III: A Socio-Cultural Perspective Best of Blog Posts August 25, 2010 Being Latino on Facebook […]

  7. […] with 41,460 “People Like This” to date -an additional 9,884 followers since the date of my first post on May 27, […]

  8. […] Being Latino on Facebook May 2010 8 comments and 1 Like on WordPress.com, 4 […]

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