No more prostitutes, pimps, & pushers: deploying Hispanic panethnicity in media advocacy

Arcelia Gutiérrez

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


This article explores the media advocacy strategies utilized by Hispanics in the 1980s through an examination of the National Hispanic Media Coalition’s (NHMC’s) campaign against KCBS-TV, Los Angeles. Relying on archival materials and interviews, it argues that through their deployment of Hispanic panethnicity, embodiment of respectability politics, management of the aesthetics of media activism, and reliance on post-civil rights laws, the NHMC utilized the threat of a petition to deny a license renewal as a means to enter into minority agreements with broadcasters and improve the employment of Hispanics in the media at the national level. The NHMC would be the first media organization to speak nationally and pan-ethnically for all Hispanics in media-related litigation issues and use this rhetoric as a way to push stations to comply with Equal Employment Opportunity requirements.

Original languageEnglish
Pages (from-to)309-322
Number of pages14
JournalCritical Studies in Media Communication
Issue number4
StatePublished - 2019

Bibliographical note

Funding Information:
Special thanks to Alejandro Herrero-Olaizola, Yeidy M. Rivero, Colin Gunckel, Simone Sessolo, the NHMC, and the UCLA Special Collections Librarians.

Publisher Copyright:
© 2019, © 2019 National Communication Association.


  • Latino media
  • Media activism
  • media industry studies
  • media policy
  • race & ethnicity

ASJC Scopus subject areas

  • Communication


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