Impact
In The Community
Early morning, March 26, 2024. While most Baltimoreans were resting, thousands of others worked night shifts to keep the societal wheels turning for their neighbors.
Seven of those workers —all Latinos— were on the Francis Scott Key Bridge, making repairs that are often taken for granted by the over 31,000 drivers who cross it daily, when tragedy struck.
A container ship, the Dali, lost power, veered off course, and crashed into the bridge, causing it to collapse. All seven passengers were sent into the icy waters below. Only one survived.
Thanks to the diligence of local and national news outlets, we know initial calls to alert authorities that the Dali was drifting out of control potentially saved hundreds, if not thousands, of lives. We also know that as officials worked to stop bridge traffic in those crucial moments, they also discussed next steps over radio chatter, including alerting any work crews to leave the bridge.
Bridge personnel halted traffic but didn’t evacuate seven bridge workers — why?
The answer is unclear because while most media reported on the collapse’s economic impact and efforts to reopen, too few asked relevant questions about the largest tragedy of them all: the six people who lost their lives that day. They left behind children, spouses, and families dependent on their wages, yet commerce and bridge infrastructure dominated headlines.
The six workers who died, all from Latin American countries, were doing everyday jobs often overlooked and, for Latinos, disproportionately more dangerous. Where was the reporting about the lack of life-saving communication to these workers?
We can discern from past patterns that the lives of non-white Americans are portrayed differently than their white counterparts. When white women go missing, headlines blare. By contrast, according to a 2016 analysis by the Journal of Criminal Law and Criminology, only about 1 in 5 missing person cases involving people of color are covered by the news media. When farm workers are caught in insidious climate catastrophes, their plights are rarely reported.
When seven bridge workers plunge into the cold and murky depths of the Patapsco River, too few ask why.
Latino media in crisis
As another critical presidential election nears, there’s plenty of hand-wringing around the growing U.S. news crisis. And rightly so. At a time when Americans need and deserve relevant, trustworthy information the most, newsrooms continue to reel from closures (2.5 newsrooms shutting down each week, on average), layoffs (nearly 2,400 already this year), consumer mistrust (39% of Americans have zero confidence in U.S. media), and plummeting revenues (down more than 50% since 2005).
For independent Latino media, however, the hand-wringing is all too familiar. There has never been a time when Latino media wasn’t in crisis. When U.S. newsrooms were rolling in multimillion-dollar investments and acquisitions, Latino media outlets were living hand-to-mouth while doing their absolute best to keep 64 million U.S. Latinos informed and accurately represented in media narratives.
To the uninformed, the combination of false stereotypes (‘all Latinos speak and prefer their news in Spanish”) and the outsized influence of multibillion-dollar media behemoths (Univision and Telemundo) might make it easy to believe that U.S. Latinos are well served.
There is nothing further from the truth.
To be clear, Latinos prefer consuming information in English, Spanish, and bilingually. Latinos aren’t a monolith in race, culture, or language. Many speak only English (31%), many speak only Spanish (an estimated 19%), and most speak both (75%), and to add further nuance, fluency or language dominance doesn’t pre-determine preference.
By one count, the nation’s 64 million Latinos are informed by just 558 media operators — a generous estimate when you consider that most of them publish through outdated print and broadcast models, have no dedicated newsroom staff, or don’t produce original content at all. If Puerto Rico is included, that number goes up to 624. While much attention is paid to the disappearance of local news, Latino media ends up lost among “ethnic outlets that fly below the radar and receive scant attention beyond the communities they serve,” per the authors of the “State of Local News 2023.” As a result, researchers opt to skip these outlets and promise to “delve more deeply” in future reports with no determined publication dates.
It’s difficult to know exactly how many Latino media operators exist and who they reach today because the last known deep dive media landscape study was done in 2019 by the Newmark Journalism School at CUNY — a year before the global pandemic accelerated the demise of newsrooms and media platforms across the country. (The CUNY team is preparing an update this fall.)
We don’t have a recent survey of how many Latino journalists are out of work, either, but we do know that even in places like Los Angeles County, where 49% of the population is Latino, the Los Angeles Times didn’t hesitate to pad its profit margin with a chopping block layered thick with Latino and other diverse journalists.
When Aquí, the national civil rights organization, wrote a letter to the Los Angeles Times asking for the reasoning behind gutting their Latino staff, leadership didn’t even bother to respond.
Is it any wonder then, why Latinos are so misunderstood, disenfranchised, and hard to reach?
Latinos generate $3.2 trillion dollars in GDP; if Latinos were a country, they’d have the fifth-largest economy in the world. They start businesses at a higher rate than any other group. They spend more time than anyone else streaming music, film, and entertainment, contributing an estimated $2.9 billion in box office receipts per year. They also dominate service jobs.
In recent years, nearly 1.2 million Americans lost their lives to a terrifying new virus, yet service workers, dubbed “essential workers” were asked to keep working to the benefit of everyone else. According to a Pew Research Center survey, 45% of Hispanic adults worked at jobs requiring them to work outside their homes during the worst of the pandemic. Latinos did what was needed for their families, their communities, and their country.
Yet when it came time to protect themselves with a vaccine, Latino and Black Americans were the least likely to get them compared to their white counterparts. Research has attributed these lower vaccination rates to various causes, such as exposure to misinformation, mistrust in the U.S. healthcare system due to historical injustices, uncertainty about eligibility, and discrepancies in the availability and distribution of vaccines.
Disinformation took root before fact-based information ever could. The truth never stood a chance. How many lives were lost because mainstream media didn’t know how to, or simply didn't bother prioritizing this community? How many lives could have been saved if more than 500 mostly small and underfunded outlets existed to reach 64 million people?
Introducing the Latino Media Consortium
Illustration by Sayuri Jimenez
By 2030, the Latino population will swell to 72 million. Latinos are integral to our culture, economy, and the American story, and yet, they remain practically invisible in the American media landscape.
As many philanthropic foundations, organized and inspired by the Press Forward movement, are mobilizing to inject at least $500 million into local news to attempt to save American media, we applaud the much-needed and exemplary commitment that the coalition of Press Forward funders have made through their individually aligned and Press Forward grant-making processes.
The utter dire state of Latino media, however, has made it increasingly clear that we need to highlight just how necessary it is to invest equitably in Latino media infrastructure. Nine Latino media operators — led by Lucy Flores, co-founder of Luz Media, and Amanda Zamora, co-founder of the 19th News and founder of Agencia Media, and supported by the Valiente Fund and the Latino Community Foundation — launched the Latino Media Consortium to pursue this goal.
Collectively, Latino Media Consortium publishers serve national and local audiences, immigrants and U.S.-born; they are nonprofit and for-profit and serve Latinos in their preferred languages of English, Spanish, or both. They report on issues fundamental to Latino lives —health care, child care, education, labor issues, government systems, and more— as well as the food, film, music, and culture that tie our communities together.
And they are growing. Latino Media Consortium publishers collectively grew their digital U.S. reach by 48% in the last year. Together, they serve more than 1.4 million people — nearly 4% of the Latino digital news market — across websites, social media, WhatsApp, events, broadcasts, and podcasts. With comparatively scant budgets and under-resourced newsrooms, these Latino media operators are growing because they have the trust of Latino audiences that mainstream media doesn’t.
And they deserve transformative investment.
Latinos continue to give to this country, rarely asking for anything in return other than what they earned. But we are asking now, on behalf of the nation’s 64 million Latinos, for equitable investment in an imperative that’s necessary in order to preserve a free and functioning democracy. Record numbers of Latinos become eligible to vote every year, and every single year, we see record Latino voter turnout in elections across the country. To continue to allow such a vital constituency to remain woefully uninformed, vulnerable, and confused is immoral at worst and democratic malpractice at best.
Over the next five years, the Consortium aims to raise and distribute $100 million in transformative grants for an entire ecosystem of publishers serving digital-first, Latino audiences. We are putting journalists back to work; producing news, information, and culturally relevant content; and capacity building such as grant-writing, business development, operations, and product development. A robust investment in the entire ecosystem is crucial to helping these news and media organizations scale and sustain their operations for the long term.
This country and this community need and deserve nothing less.
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Join us: Contact info@wearelatinomedia.org for more information, download our deck, and sign up to get occasional consortium updates delivered to your inbox.
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The members of the Latino Media Consortium are:
Agencia Media
palabra (a multimedia publication created by NAHJ)
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Over the past few decades, income and wealth inequality has steadily and markedly increased since the 1980s. This also coincides with what many argue are the disastrous results of President Reagan’s “trickle-down economics,” an economic theory that if wealth and income were given to the “job producers,” they would then pass it on in the form of increased wages and more jobs to everyone else.
No such thing materialized.
Instead, according to Statista, 66.9% of the U.S. total wealth is now owned by the top 10% of earners as of the third quarter of 2023. The lowest 50% of earners own only 2.5% of the U.S. total wealth. This wealth gap disproportionately impacts the Latino community, where many work in undervalued and underpaid jobs, contributing to the cycle of economic inequality that continues to widen.
The devaluation of labor, particularly in roles essential to our society, is a direct result of late-stage capitalism. It comes down to the power dynamics of our economic system, which thrives on the exploitation of essential workers while diminishing their worth.
The fact is that the world would come to a screeching stop if people with thankless jobs all collectively decided to stop working. This was made clear during the pandemic when healthcare workers and others in essential roles were finally recognized for their indispensable contributions. But now, as the pandemic fades into memory, the appreciation fades with it, and these workers have once again been pushed to the margins.
These are the jobs that are often overlooked, undervalued, and yet are essential to our daily lives and in many cases, overrepresented with Latino workers:
Housekeepers and General Cleaning Staff
Photo by CDC
Housekeepers and general cleaning staff are unsung heroes who ensure that our homes, offices, and public spaces remain clean and hygienic. Their work goes far beyond just tidying up; they maintain environments that are safe and healthy for everyone. They wipe, sweep, dust, and sanitize every corner, often dealing with tasks that others would rather avoid, such as cleaning up after accidents or handling hazardous materials, often with little to no hazardous waste training
This profession is heavily represented by Latinos, with 51.9% of maids and housekeeping cleaners and 35.1% of janitors and building cleaners being Latino in 2023 according to the U.S. Bureau of Labor Statistics. Despite how vital their work is, cleaning staff is consistently overlooked and underappreciated.
It’s easy to overlook the person cleaning a room or mopping a floor, but without their efforts, our daily environments would be far less safe and comfortable.
Childcare Workers
Photo by Edward Eyer
Childcare workers take on the important responsibility of caring for children while parents are at work. These workers provide not only basic care but also emotional support, education, and a sense of security to young minds. Despite the huge responsibility they carry, childcare workers are some of the lowest-paid individuals in the workforce, earning little more than fast-food workers in many cases.
Across all occupations, Early Childhood Care and Education (ECCE) workers only made about 40% of what the average worker earned in 2023, according to the U.S. Department of Labor. Once again, Latinos represent 25.9% of childcare workers in the U.S., which is quite a big chunk. Society places a high value on children, but this value is not reflected in the way we treat those who care for them.
If we truly value our children’s well-being and future, logic would follow that society would also value the people who provide their daily care and support. That isn’t the case here.
Teachers
Photo by National Cancer Institute
That brings us to teachers, who are very much the architects of our future because they help shape the minds of the next generation. They invest countless hours in lesson planning, grading, and mentoring students, all while often facing inadequate pay, limited resources, and increasing demands. Teachers aren’t just educators; they’re role models, counselors, and guides who help students navigate the complexities of life.
In Latino communities, teachers often go above and beyond, providing not just education but also serving as advocates and support systems for students facing systemic inequities. Yet, despite their crucial role, teachers frequently find themselves underpaid, overworked and undervalued.
The reality is that without teachers, there would be no doctors, engineers, or leaders of tomorrow.
Farm Workers
Photo by Mark Stebnicki
It’s often forgotten, but farm workers are the backbone of our food supply chain, working tirelessly to ensure that fresh produce reaches our tables. They labor in fields under harsh conditions, often for long hours and minimal pay. This is another thankless job where Latinos make up a big chunk of the demographic. According to the U.S. Department of Agriculture, 54% of farm laborers, graders, and sorters were Latino in 2021.
Without farm workers, the entire agricultural industry—and by extension, the food supply—would collapse. Despite this fact, they’re also often underpaid and face a lot of different challenges, including exposure to pesticides, harsh weather conditions, and lack of access to basic necessities like clean water and rest facilities. Their work is physically demanding and often dangerous, and they’re still overlooked and underappreciated.
Food Workers
Photo by Viridiana Rivera
They prepare meals in restaurants, work in fast food chains, serve food in cafeterias, restaurants, etc., and work behind the scenes in food production. Food workers are essential to us, yet those kinds of jobs are often taken for granted and even looked down on. But it isn’t an easy job; food workers often work long hours for low pay, and have to withstand poor working conditions.
Food workers, many of whom are Latino (29.8% in food preparation and serving-related jobs), ensure that people are fed, yet they are often mistreated and undervalued. The hard work and dedication of food workers are often invisible to the people who enjoy the meals they either make or serve.
Caregivers and Home Healthcare Workers
Photo by Matthias Zomer
Caregivers and home healthcare workers provide essential care to some of the most vulnerable members of society—elderly, disabled, or chronically ill people. These workers, many of whom are Latino, offer both physical care and emotional support to people in need.
Their work is demanding, both physically and emotionally, but they’re often underpaid and undervalued. Despite how critical caregivers and home healthcare workers are, they don’t get nearly enough flowers. The demand for their services has only increased since the pandemic, but they’re not nearly as appreciated as they should be.
As you head out for that long Labor Day weekend, recognition of the essential workers who keep our world running, often without thanks or fair compensation will go a long way in fixing the foundations of what is currently not an equitable or merit-based society. Their labor isn’t meaningless—it’s the very foundation of our society.
