Digital Hollywood 2013: Content and US Hispanics
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US Hispanics and Content: US Latinos have a sustainable culture with a different story telling and passion points than anglos. Relevant content for Latinos goes beyond language but 90% of Latinos want their children to speak spanish
Digital Hollywood 2013: Content and US Hispanics
- 1. Digital Hollywood Hispanics and Mobile: Content and Latin Culture Adriana Pe単a Ruiz 1 Oct 2013
- 2. US Latinos: A sustainable culture
- 3. Cultural Sustainability : 90% are proud of being Latino State of the Hispanic Consumer: The Hispanic Market Impera8ve Nielsen Q2, 2012, EthniFacts, La8nworks 2013
- 4. 4 State of the Hispanic Consumer: The Hispanic Market Impera8ve Nielsen Q2, 2012, EthniFacts, La8nworks 2013 Cultural Sustainability : 90% want their children to speak Spanish 56% of US Latino adults speak primarily Spanish at home 90% of US Latinos want their children to speak Spanish at home 15% Of US Latinos speak only English
- 6. Otra Familia, to stress the point that our Latino concept of family goes up to el primo I Really like this photo for this, big family holding American flags at a birthday party http://www.bigstockphoto.com/image-32541008/stock-photo-large-hispanic-family-celebrating-birthday AmbiculturalTM The Plus Iden8ty, La8nworks, EthnicFacts Feb 2013, US Latinos are::
- 7. .! .! .! 7 The Plus Iden8ty, La8nworks, EthnicFacts Feb 2013, personal hypothesis on archetypes and La8no Story telling Latinos have the ability and willingness to function completely in two cultures. Being Latino is not a transition between two cultures, it is and aspirational and behavioral destination of being in two cultures at the same time
- 8. .! .! 8 Distinctive Latin Passion Points: ≒ Music, ≒ Soccer, ≒ Food, ≒ Family ≒ Immigration are very well known
- 9. .! .! 9 BUT
- 10. .! .! 10 Over-simpli鍖cation and misunderstanding is more the norm than the exception
- 11. .! .! 11 Anglo Storytelling: Journey of the Hero Does not resonate to Latino culture as much as it does to other cultures We have a different set of priorities in our archetype mythology and beliefs
- 12. 12 State of the Hispanic Consumer: The Hispanic Market Impera8ve Nielsen Q2, 2012, EthniFacts, La8nworks 2013 The Mother, The Magician and the Regular Guy are essential archetypes in the Latin Culture
- 13. .! .! .! 13 Collective Consciousness: Latino self identity is conformed more by a collective identity, therefore beliefs, myths and values of the family and the community have a profound impact on the individual self identity
- 14. For a Latino, Family comes 鍖rst and family has a broader de鍖nition, that includes extended family
- 15. Logo do n loca Adriana Pe単a Ruiz 15 apena@entravision.com Executive Vice President Marketing and Sales Development Los Angeles 2013