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Spanish-dominant Bilingual Youth
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 with a casual language among their peers that mixes phrases and words of these two languages.
According to my study of language preferences in digital media among 18-25 year-old Latinos/Hispanics, the less acculturated ones side with Spanglish-themed programming such as the no longer existing Univision-owned radio station “La Kalle,” because mainstream media does not resonate with who they are collectively.
“Spanglish” Speakers
To attract “Spanglish” speakers, you need to appeal, invite, and get close to a younger generation of Latinos who do not necessarily are fully fluent in Spanish but have acquired the emotional vocabulary of their parents’ language.
Speaking Spanglish represents having a dual and hybrid cultural identity. The language itself is a mix of what is relevant in Spanish but does not exist in English or cannot be completely expressed in English.
IXMATI 