Los Angeles (Calif.)Sacramento (Calif.)Delano (Calif.)Longhorn Radio Network (creator)Goodman, Richard (host)2/14/1977The Mexican American Experience, a radio program produced by the Longhorn Radio Network, includes interviews, music, and informational programs related to the Mexican American community and their concerns. Program summary: Richard Goodman discusses how Chicano movements have used mass media and how the media has portrayed Chicanos. Goodman discusses how Chicanos have used the media to further the movement and how the media has portrayed Chicanos. Goodman begins by first describing how Cesar Chavez capitalized on the media to build publicity for the UFW and protect protestors from police brutality. He then moves on to talk about other chicanos who have tried to work with the media. Summarizing the research of Dr. Francisco Lewels, Goodman claims that while in the early days of print media, Chicano newspapers often failed because the target population was often illiterate and politically apathetic, in the twentieth century, Chicano activists have sought access to the mainstream media to build publicity for their cause. The media however has been unwilling to accommodate their new interest and in fact has historically fostered racism and perpetuated discrimination. Although some stations offer Spanish language programming from Mexico City, Chicanos want programming that reflects the concerns of their community in the United States. Moreover, they are working to combat the negative stereotypes of Mexicans prevalent in the mass media and advertising. Their protests have led to more coverage of Mexican Americans in the media and new programming at the local level. Goodman concludes that the national media has also become more aware of the problems facing minority communities. Keywords: Anglo Press, Bill Dana, Boycotts, Cesar Chavez, Community Programming, Credit Union, Delano, California, Domingo Nick Reyes, El Clamor Publico, El Mal Criado, Farm Worker March to Sacramento, Francisco Lewels, Frito Bandito, Frito Lay, Jose Angel Jimenez, Leonard Pitt, Los Angeles, Mexican American Political Association, Mexican Media, Minorities and the media, Minority representation in the media, National Farm Workers Association, National Mexican American Anti-Defamation Committee, Newspapers, Police Brutality, Race Riots, Racism in advertising, Racism in the media, Spanish International Network, Spanish-language media, Spanish-language newspapers, Stereotypes, The Civil Rights Movement, The Decline of the Californios, The Kerner commission, The San Antonio News, The Sun, The Uses of the Media by the Chicano Movement. Broadcast date: 1977-02-15.utblac:21677301-4f31-4b66-81e1-d06686ba747dEnglishhttp://rightsstatements.org/vocab/InC/1.0/Mexican American Programs of the Longhorn Radio Network15 minutes, 18 secondsMexican Americans--Political activityMass mediaMexican Americans and mass mediaMexicano americanos y medios de comunicación masivaRace relations and the pressChicano Social Movements and Mass Mediasound recordingsgrabaciones sonorasradio programsprogramas de radioAudio