Elevating Latino experiences and voices in news about racial equity: Findings and recommendations for more complete coverage

Elevating Latino experiences and voices in news about racial equity: Findings and recommendations for more complete coverage

Introduction

Every day, Latinos in the United States encounter — and work to dismantle — many forms of inequality. Latinos are disproportionately killed by police,¹ face unaffordable rent and high risks of homelessness,² and are more likely than non-Latino groups to experience hunger and material hardship,³ like difficulty paying bills. These are all racial injustices, rooted in fundamentally unequal systems and structures, but do we recognize them as such? And are connections between racial injustices and Latinos, the country’s largest ethnic minority, clear?   

Studying whether — and how — these issues appear in the news can give us answers. That’s because news institutions play a powerful role in shaping public conversations. Journalists provide both policymakers and the public with information on events, trends, social injustices, and other developments in our communities, the nation, and beyond. Knowing how issues are discussed in the media, then, gives us a baseline for understanding how people are — or aren’t — thinking about our world’s challenges, who is affected by them, and what solutions seem possible.^{4, 5, 6} 

Beyond telling stories, the news can be a powerful vehicle for positive social change. Carefully crafted news can uplift dignified and humanizing stories that reflect the power of communities whose perspectives have been excluded from history books. Too often, however, news coverage preserves, upholds, and weaponizes harmful, discriminatory, and racist narratives about people of color and marginalized communities.⁷ 

Without visibility, even the basic facts about how a societal issue affects Latinos may be lost. Furthermore, in the absence of inclusive news coverage, the contributions, challenges, and needs of Latino communities may be overlooked, or poorly understood, by policymakers, their allies in the fight for racial equity, and the public in general. 

For journalists to avoid causing — and compounding — harm, they must tell fair, accurate, and complete stories that feature a range of perspectives, including those of Latinos, across all reporting beats. Doing so is a critical step toward building and maintaining an inclusive, just, and transformative narrative about racial equity in the U.S. 

Fortunately, in recent years we’ve seen more awareness of and discussion about whether the people who tell our stories and catalog our history reflect the communities they represent. Yet, a large gap between discussion and positive action remains. Surveys from Pew Research Center have found that journalists rate the news industry poorly when it comes to diversity, especially for racial and ethnic groups.⁸ Indeed, according to a study by the U.S. Government Accountability Office, only 11% of news analysts, reporters, and journalists are Latino.⁹ This lack of newsroom diversity harms news quality and employee morale, and research has shown that diverse newsrooms are more profitable¹⁰ — an important consideration amid continued budget cuts and industry layoffs.

Journalists and reporters of color have long protested¹¹ against the predominantly white and male lens of news coverage, and the culture of newsrooms themselves,¹² by establishing advocacy groups, including the National Association of Hispanic Journalists. Similarly, Latino⁺ communities and leaders have been at the forefront of organizing around racial equity for decades, but there is concern that their perspectives and voices are underrepresented in the surging public discourse around racial equity and systemic racism.¹³ 

To gain a window into the current state of public discourse surrounding racial equity and to identify opportunities for improvement, BMSG researchers, in consultation with UnidosUS, explored how Latino communities have been represented in national news about both racism and racial equity (including news about issues like inequities in wealth, housing, and health). We reviewed news published in both print and online national outlets. We studied the content, tone, and perspectives included in or excluded from news coverage and used our findings to make recommendations for journalists, advocates, and philanthropists to expand and deepen their understanding of racial equity and to improve news coverage of Latinos.

What we found: What the numbers tell us 

Finding: Racism and racial equity were major news topics in 2020, though coverage fell dramatically in 2021 and 2022. Across years, only 5.6% of articles referenced Latinos.

We found a total of 195,536 articles that covered racial equity and related issues published between May 1 and September 30 in 2020, 2021, and 2022 (see Appendix A for methods). Of those, 10,963 articles referenced Latinos — only 5.6% of all racial equity news (see Figure 1).

Figure 1. Total volume of news about racial equity and of news about racial equity and Latinos, published in U.S. news outlets (May 1st – September 30, in 2020, 2021, and 2022).

Overall, the volume of coverage in 2020 was three to four times higher than in 2021 and 2022 (see Figure 2). Latinos were referenced in 5% of news coverage in 2020, compared to 7% of coverage in 2021 and 2022.

Figure 2. Volume of all news about racial equity and of news about racial equity and Latinos, published in U.S. news outlets (May 1 – September 30, in 2020, 2021, and 2022).

Finding: California newspapers published the most news about racial equity and Latinos, but Latinos were still underrepresented, given the state’s high Latino population. 

Several high-circulation national outlets such as The New York Times and USA TODAY published large volumes of news about racism and racial equity (see Figure 3). However, less than 10% of the news about racial equity published in each of these outlets referenced Latinos. By contrast, The Washington Post was the outlet that published the highest proportion of racial equity news that referenced Latinos (17.8% of their coverage); however, this difference may be in part attributable to the different methodology used to retrieve stories from this outlet (see Appendix A for more information). 

Figure 3. Outlets that published the highest proportion of news about racial equity and Latinos (May 1 – September 30, in 2020, 2021, and 2022).

Of all news articles about racial equity published in the U.S., California newspapers published the most coverage that referenced Latinos (15.5% of all articles about racial equity and Latinos in the U.S., see Figure 4). However, that coverage still fell far short of representing the state’s demographics: According to the American Community Survey 2021, a quarter of all Latinos in the U.S. live in California.¹⁷ We found an even steeper disparity in news out of Texas: Just 4.7% of all racial equity news that referenced Latinos was published in Texas, where about 19% of the nation’s Latinos live.¹⁷ Additionally, a small number of journalists wrote the bulk of the articles that referenced Latinos, giving audiences an even more limited perspective on issues facing the country’s largest ethnic minority. 

Figure 4. Geographic distribution of racial equity news that referenced Latinos published in U.S. outlets, compared to proportion of national Latino population by state (May 1 – September 30, in 2020, 2021, and 2022).

What we found: What stories about racial equity and Latinos tell us 

Finding: News articles most often used terms like Hispanic, Latino, or Latina.

Latino communities were described in multiple ways in news articles, and some articles used more than one descriptor (see Figure 5). The most frequently used terms were Hispanic and Latino or Latina, which appeared in 61% and 60% of articles, respectively. Latinx or Latine appeared in 29% of articles. Descriptions based on nationality (i.e., birthplace) were used in 11% of articles, and a few articles described Latino communities as Spanish-speaking or Afro-Latino/a.

Figure 5. Demographic descriptions in news about racial equity and Latinos, published in U.S. news outlets (May 1 – September 30, in 2020, 2021, and 2022). (n = 62 relevant articles)

Finding: Few authors could be identified as Latino.

In our qualitative analysis, we found no authors of news articles who could be explicitly identified as Latino (see Appendix A). Using contextual clues like names, we were able to identify just 15% of authors as Latino (see Appendix B). For more information about journalists who frequently wrote about Latinos, see Appendix C.

Defining Latino identity is complex and depends on a range of factors — only some of which may be apparent in print news coverage. To accommodate that complexity to the best of our ability, we differentiated between identifications of Latinos: explicit identification based on descriptions in the article or self-identification by speakers themselves, and implicit identification using contextual clues like surnames. We erred on the side of conservative coding; however, we recognize that our findings may underreport the prevalence of Latino speakers and authors. To learn more about how we identified authors and speakers as Latino, please see Appendix A.

Finding: News coverage described problems facing Latinos, but named solutions less often. 

A typical question we ask when we analyze news about any subject is: How are problems and solutions characterized? From decades of research, we know that media narratives tend to focus on problems, rather than solutions.¹⁸ When the news fails to illustrate a way forward, it can be difficult for readers to see the possibility and promise of solutions, making the problems seem all the more intractable. 

Since we evaluated stories about Latinos and racial equity issues like wealth and housing gaps, it is perhaps unsurprising that 81% of articles described at least one problem affecting Latinos. The problems that journalists identified as affecting Latinos spanned a wide range of issues: Among the most commonly named were racism, as well as problems rooted in racial inequity, such as a widening wealth gap, health disparities, and inadequate health insurance coverage.

By contrast, solutions to address problems affecting Latinos were named in fewer than 40% of articles. Most of the solutions named related to closing the wealth gap,¹⁹ improving housing and homeownership rates,²⁰ and advancing educational attainment.²¹

Finding: Authentic voices appeared in only one-third of articles about racial equity and Latinos.

It’s important to understand who speaks in the news because the messenger is just as important as the message: Sources quoted in news articles can provide credibility and unique perspectives on problems and solutions.²² Given the diversity of issues in our sample, we documented a broad range of speakers in the news, regardless of whether they were quoted talking about Latinos (see Figure 6). 

Authentic voices — that is, people speaking from lived experience of an issue who were not otherwise affiliated with an organization or profession — were quoted in 34% of articles. Examples included a Salvadoran mom struggling to find formula for her baby²³ and a congregant from a majority-Latino immigrant church embroiled in scandal.²⁴ 

Overall, the most frequently quoted speakers were government officials or government agency representatives (76% of articles); researchers from academia, think tanks, or public oversight groups (56%); and community representatives affiliated with social justice organizations, schools, and religious institutions (47%). 

Figure 6. Speakers in news about racial equity and Latinos, published in U.S. news outlets (May 1 – September 30, in 2020, 2021, and 2022). (n = 62 relevant articles)

Finding: Few speakers/sources could be identified as Latino.

Based on our criteria (see Appendix A), only 14% of articles explicitly identified speakers as Latino (see Figure 7). Some articles provided descriptive details about the speaker’s ethnicity, as when a journalist described a college student as Mexican American.²⁵ Occasionally, speakers describing their lived experiences (as parents, congregants, writers, or representatives of community organizations) self-identified as Latino, as when a representative from a women’s advocacy organization described herself as “a Latina and a mother.”²⁶ 

We were also interested in understanding how, if at all, Latino speakers were depicted as agents of or advocates for change. Often, speakers quoted in news stories are called upon to provide personal details about their experiences but not to connect these details to calls for solutions. Latinos were rarely characterized as agents of change at the helm of solutions. A rare example focused on a local health department’s efforts to involve Latino communities in planning, with a coordinator noting, “the Latinx community needed to be heard … [so] the Department of Health and Human Services can create changes in policies, initiatives, programs and events that would benefit the Latinx community.”²⁷ Only two articles included a call to action with solutions supporting Latino communities. However, these calls to action were not voiced by speakers who were readily identifiable as Latinos.

Figure 7. Articles with Latino-identified speakers in news about racial equity and Latinos, published in U.S. news outlets (May 1 – September 30, in 2020, 2021, and 2022). (n = 62 relevant articles)

Finding: Latino organizations rarely appeared in the news. 

Only one representative from a Latino advocacy organization, Chicanos por la Causa, an UnidosUS affiliate, was quoted in our sample. Overall, we found that Latino organizations rarely appeared in racial equity news. Since Latino advocacy organizations might be expected to have informed perspectives on the scope of certain problems and/or solutions, the scarcity of their appearances in the news could deny readers access to important information.

Summary

Our analysis of national news from three time periods suggests that: 

• Racism and racial equity were major news topics in 2020 (though coverage fell dramatically in 2021 and 2022), and across the board, news rarely referenced Latinos.
• California newspapers published the most stories about racial equity that also mentioned Latinos; however, Latinos were still underrepresented in news coverage in that state. 
• News coverage tended to focus on problems facing Latino communities, with only 40% of articles mentioning solutions. When solutions did appear, they were related to closing the wealth gap, improving housing and homeownership, and advancing educational attainment.
• Few authors or speakers could be identified as Latino, and organizations representing Latinos rarely appeared in the news.

Recommendations

In 2019, the documentary “This Changes Everything” revealed a stunning lack of gender parity at every level in Hollywood. Produced by Geena Davis, who founded her own media institute in 2004 to fill a critical gap in research, the film exposed discrimination across all categories and ratings of movies and television and found that the ratio of male to female characters was the worst in kids’ programming.²⁸ Thanks in large part to the institute’s research and efforts to improve gender parity, children’s television shows are now far more inclusive,²⁹ with nearly equal representation of prominent male and female characters; however, gender diversity in kid-focused films still lags,³⁰ with male leads remaining twice as common as female leads.  

Such challenges are not unique to gender — or to Hollywood — and the research shared in the film expanded the opening that advocates and media professionals have for discussing diversity in all its forms. Our researchers took many of the same questions Davis asked about gender in movies  — Who is or isn’t being represented? What are the implications for viewers? How can we address this bias? — and applied them to racial equity in the news. While our findings about Latino underrepresentation in news about racial equity may seem discouraging, like Davis, we know that the only way we can solve problems is to first identify them, name them, and make others aware that they exist.  

Change is happening as newsrooms become more diverse and put their own coverage under the microscope, but progress is slow³¹ and little attention has been given specifically to Latino representation. Our findings create an opportunity for journalists and publishers to expand and deepen their understanding of racial equity and how Latinos are affected. Philanthropists and advocates can be partners, helping to ensure that journalists always have access to diverse sources and perspectives at the ready. Here are a few suggestions to help elevate Latinos within news about racial inequities, starting with considerations for how to frame this topic. 

Create messages that explicitly frame inequities facing Latinos as racial equity issues.

This is something that everyone can do, whether they are approaching the issue as a journalist, philanthropist, organizer, or simply as a concerned resident. A common question we get at BMSG when our research exposes an omission in the news is: How can we increase coverage of one important issue or group without decreasing it of another? 

We believe it is possible to elevate underrepresented voices without pitting one community against another, which risks race becoming a wedge that stokes further division.³² To avoid this trap, think of equity not as a pie to be “portioned out,” but as a tide that lifts all boats. Inclusive coverage does not necessarily mean that the overall volume of coverage must change. Rather, its framing does. You can start by brainstorming the following: 

• Whenever there is a story about [fill in the blank] aspect of racial equity, it must include Latinos. 
• Whenever there is a story about Latinos, it must include [fill in the blank] aspect of racial equity. 

Doing so can help demonstrate how policies affect Latinos across all issues. A racial equity angle can be applied to health, housing, education, and more. For example, Latinos may be represented in policy decisions, but the public may not know it. Make those kinds of links explicit, and connect dots for the reader in your messages, stories, and other public-facing materials.

Conclusion

Our findings highlight deficits in the public discourse about Latinos — deficits that are problematic because they may limit how Latinos and their contributions are understood not only by newspaper readers, but also by policymakers, business leaders, and others whose choices may affect the course of our nation. It is simply not possible to fully understand the issues facing our country if the experiences and perspectives of our second largest ethnic group are excluded from the news. Our findings highlight the need for and promise of more diverse and inclusive newsrooms that elevate the voices of the communities they serve — and, in turn, help paint a clearer, more complete picture of the United States.

Acknowledgments

This report was authored by media researchers Kim Garcia, MPH, and Sarah Perez-Sanz, MPH; Head of Research, Pamela Mejia, MPH, MS; and Senior Manager of Communication and Digital Strategy, Heather Gehlert, MJ. 

Many thanks to UnidosUS staff Charles Kamasaki, senior cabinet advisor; Viviana López Green, Esq., senior director, Racial Equity Initiative; and Clarissa Martinez de Castro, vice president of the Latino Vote Initiative, for their valuable assistance during the analysis phase of the study and substantive feedback to the report.

Thanks also to David Castro, deputy vice president of communications and marketing at UnidosUS; Kristina Villavicencio, marketing and events specialist at UnidosUS; Elsa Rainey, director of public affairs and communications at GPS IMPACT; and Brandie Campbell, press and outreach specialist at Public Health Institute, for their support with strategic communications and dissemination. 

This research report was made possible through the support of the UnidosUS Racial Equity Initiative (REI) funders. UnidosUS’s REI aims to reposition the Latino community’s contributions to and presence in the public discourse as an essential element of a strategy to advance Latino equity in our multiracial society. The views and conclusions expressed here are those of BMSG and UnidosUS alone and do not necessarily reflect the opinions of UnidosUS’s funders.

Endnote

Click the above heading “endnote” to return to its corresponding location within the report text.

The term “Latino” is used interchangeably with “Hispanic” by the U.S. Census Bureau. We use the term “Latino” in this document to refer to persons of Mexican, Puerto Rican, Cuban, Central and South American, Dominican, Spanish, and other Hispanic descent. According to the technical definitions used by the Census, Latinos may be of any race. This document uses the sociological construct of “race,” whereby, at least historically, most Latinos were treated as a distinct racial group, regardless of ethnicity. UnidosUS also occasionally refers to this population as “Latinx” to represent the diversity of gender identities and expressions that are present in the community.

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