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Framing Latinas: Hispanic women through the lenses of Spanish-language and English-language news media

It is argued that the media’s tendency to stereotype minority groups is due, in part, to a weak identification with them. This study compared the frames used by the Miami Herald (MH), an English-language newspaper targeted to general audiences, and El Nuevo Herald (ENH), its Spanish-language counterpart targeted to Hispanics, to explore whether the stronger media identification with the audience affects the type of frames used to depict Latinas. Using framing as a theoretical framework, this investigation found that the MH emphasized the individual achievements of successful women and described them as a new profitable market. ENH highlighted the family sacrifices of successful females and depicted them as family-devoted and sensual. As a result, the greater cultural identification with the audience may avoid manifest negative stereotypes but embrace pan-ethnic stereotypes that, eventually, may become harmful because they contribute to the homogenization and racialization of a group such as Latinas.