"targeting Billennials": Billenials, linguistic flexibility, and the new language politics of univision

Manuel G. Avilés-Santiago, Jillian M. Baéz

    Research output: Contribution to journalArticlepeer-review

    7 Scopus citations

    Abstract

    Univision, historically the number one Spanish network, departed from its long tradition of safeguarding neutral Spanish to embrace not only English, but also Spanglish and Spanish-Caribbean accents in 2015. This article explores Univision's new linguistic flexibility via two emblematic reality TV shows: Nuestra Belleza Latina (2007-) and La Banda (2015-). Through a textual analysis of these shows and industrial analysis of the strategies deployed by the network, the authors argue that Univision's targeting of "billennials"-bicultural and bilingual millennials-prompted a linguistic flexibility that challenges the traditional lineup of neutral, Spanish-only, television, and is more inclusive of Latina/o audiences' language use.

    Original languageEnglish (US)
    Pages (from-to)128-146
    Number of pages19
    JournalCommunication, Culture and Critique
    Volume12
    Issue number1
    DOIs
    StatePublished - Mar 1 2019

    Keywords

    • Billennials
    • Linguistic Flexibility
    • Millennials
    • Reality Television
    • Spanish Language Television
    • Univision

    ASJC Scopus subject areas

    • Cultural Studies
    • Communication
    • Computer Science Applications

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