Lessons Learned from Music

by Antonieta Reyes

Last week, I attended my first Southern States Communication Association Conference. I didn’t know quite what to expect and I started freaking out after attending the first session and realizing that there was no visual aid and that it followed a panel format. I ran to my room, took out my paper and proceeded to edit it and prepare it to be presented in the required format. I went into my session feeling queasy but walked out feeling great. My paper was well received; I got great feedback, and made some new friends. I realized two things: at conferences, you really need to be prepared for anything… and, music never lets you down.

Music is central to Hispanics’ well being and given the opportunity, we will play music or listen to the radio nonstop. Music and lyrics carry cultural meaning and serve as social regulators that communicate norms and values. This inspired me to write my paper titled Portrayals of Men and Women in Latin Music, in which I name and discuss gendered themes found in top Latin songs from 1999 and 2009’s Hot Latin Songs Billboard charts. I have to say… this was probably the most fun I have ever had working on a paper.

That’s me, in a pensive mood a few minutes before my presentation.
Right: a snapshot of my panel from the program

Through my analysis, I found that although many of the stereotypes and messages of gender inequality continue to be present, messages that challenge stereotypes and traditional gender schemas were also found… and that is good news. As Rosie Molinary points out in her book Hijas Americanas (quoted in my paper), young Hispanic girls need good role models to inspire them and to learn from. The underrepresentation of women in media affects the girls [and boys] that are growing up consuming it. Molinary argues that the concept of being Latina in America is more complex that we admit to and needs to be better understood.

I don’t know if songwriters are aware of their writing or listeners aware of the messages in media. Either way, I believe that music serves as a tool that affects our personality and worldview by reinforcing and challenging norms and behaviors. Bet you’ll be paying more attention to what you’re listening to… (mischievously smiling).

Like always, there’s a lot more to this research. If you’d like a copy, please send me an email at ar07@my.fsu.edu.

The Benefits of Bilingualism in Today’s Globalized Job Market

By María Padrón

It’s a fact that only about 5 percent of the world speaks English. This means that in order to maintain a competitive advantage in today’s globalized job market, we must master an additional language. I grew up in Miami with parents of Cuban and Peruvian descent. I’m a native Spanish speaker, but English became my primary language after mastering it in grade school. Even after that I’ve always spoken Spanish among relatives, so when I moved to Tallahassee, it was a bit of a culture shock. Now I speak Spanish on rare occasions, like when I’m on the phone with parents, or when I make myself watch the nightly news in Español.  Yes, that’s right, I make myself.  I’ve even signed up for Spanish courses at FSU to become familiar with the small details that make Spanish intricate, like spelling and grammar rules. My textbooks? Literary novels and all that good stuff, but fashion magazines are an even better option for keeping up with day-to-day language and common expressions.  Whoever discovered that there was a market for Cosmopolitan among Latinas like myself, was a genius.

Bilingualism is the gift that keeps on giving.

“What’s with the obsession with maintaining my ability to communicate and understand Spanish?”, you ask. For those of you that will be entering the job market for good in the near future, being bilingual will help you in your career by granting you access to double the amount of employment and career-advancing opportunities when compared to someone who is simply fluent in one language. For instance, my versatility to communicate in either English or Spanish will increase the possibilities of where those unique opportunities may come from. My communication skills in English and Spanish can be applied to jobs in Canada, Spain, Colombia, England and other corners of the world.

Being bilingual can also make you more attractive to employers by automatically setting you apart from candidates with only a single language under their belt. By maintaining your ability to communicate in your native language, bilingualism not only gives you a wide appeal, but can showcase your cultural heritage as well. In today’s globalized job market your language skills can be transferred to many fields and industries as the demand for professionals who can communicate to a multicultural audience continues to increase.

Distinguished author and reporter Jorge Ramos made an important point in the article entitled “La latinización de Estados Unidos” when he said: “la única manera de enfrentar los problemas específicos de la comunidad latina es con mas líderes. Como decía Octavio Paz, ‘el reto de Estados Unidos es que se reconozca como lo que es: una nación multietnica, multirracial y multicultural’” (Ramos, “La latinización de Estados Unidos”). In its English translation this means: “the only way to fix the problems that are specific to the Latin community is with more leaders. Like Octavio Paz used to say, ‘the goal of the United States is that it is recognized for what it is: a multiethnic, multiracial and multicultural nation’”.

My generation will contribute our grain of salt to alter the history of the Latino community in the U.S. My goal as a public relations professional is to become a leader in the Latin community as we continue to grow in numbers, influence and purchasing power. I look forward to exploring the opportunities that will allow me to apply my bilingual and bicultural heritage, from creating media content in Spanish to raising awareness about migratory laws. However, as more Latinos achieve positions of power, what I look forward to most is the leaders who will look and sound more like me y más como tú también.

Experiencing the Magic

FSU-CCI at the 2012 Association of Marketing Theory & Practice Conference

by Antonieta Reyes
One of the perks of being a graduate student is the chance to get out-of-town to attend conferences. Thanks to them, I have been able to visit some great cities in the US, met incredible colleagues and professors, and received a great deal of feedback. But my latest trip to this year’s Association of Marketing Theory & Practice (AMTP) Conference is one to remember. Not only did my paper receive an award, but also I caught up with friends and former teachers and spent some deserving mother-daughter time.

Main: From left Andy Ellis, Ania Rynarzewska, Dr. Brian Parker, and Antonieta Reyes
Top Right: Award presented for “Brand Engagement: An analysis on Motivation”
Bottom Right: Antonieta Reyes and her mom at 2nd Avenue Pier in Myrtle Beach, SC.

My “little paper that could” was titled Brand Engagement: An Analysis on Motivation. In this paper, I try to explain brand engagement in self-concept (BESC) in terms of our motivation to fulfill certain needs.  Brand engagement in self-concept explains how brands merge into what defines us as individuals. It sheds light on questions on what makes us identify with certain brands and how our family and friends are able to describe us by referring to them.

For example, I’m a Diet Cherry Coke lover, a “just do it” kind of gal, and a lifetime member of the “Cult of Mac.”

As a student in the Center for Hispanic Marketing Communication, my interest in motivation stems from aiming to understand cultural values, beliefs, and attitudes, which in turn provide insight into how different cultures act upon their needs. This is especially important in understanding consumer behavior in the United States.

I specifically explore Maslow’s Hierarchy of Needs and McClelland’s Theory of Needs and find insights that can explain consumer behavior. For example, when buying a car, a “new mom” may be looking to fulfill safety needs but once the car meets them, she may then be motivated by what the car says about her or how her friends see her in it.

Moreover, understanding cultural values can offer an added bonus. For instance, a recent immigrant may feel motivated to fulfill his or her need to belong and search for a way to feel closer to home, and forgo a novel brand over one that is typical in his or her home country.

There’s a lot more to this research, and a lot more to going to conferences. If you want to know about our papers and presentations, send me an email to ar07@my.fsu.edu.

PS. I want to thank The Center for Hispanic Marketing Communication for the support that allows me to attend conferences and to AMTP for recognizing my work. Also, congratulations to Andy Ellis and Dr. Felipe Korzenny for earning the “Best Paper in Track Award” for their paper “Black, White or Green: The Powerful Influence of Ethnicity on Pro-environmental Attitudes and Behaviors.”

My Home Away From Home

By Maria Padrón

Four years ago I moved about 480 miles away from the comforts of home in Miami to Tallahassee and began my collegiate career at FSU. Back then, the differences between the two cities seemed as infinite as the length of Florida appeared to be during the 7 and a half hour drive from Point A to Point B. I remember thinking then, “Who knew that the rest of the state showed no resemblance to the ethnically-diverse South Florida paradise?”  Not only did So-Flo boast ethnic diversity, but it prided itself in linguistic variety as well – Portuguese, Creole, Spanish and even Spanglish.

Even though I had so eagerly sought a change of environment after high-school graduation, I found myself longing for all of the things I had taken for granted from the city that was my home for 18 years.  It wasn’t until my sophomore year that I stopped yearning. After attending my first Center for Hispanic Marketing Communication (Center for HMC), I found myself surrounded by students and faculty that shared my cultural and linguistic heritage, and I knew I had found a little piece of home there. What’s more, I felt so lucky to attend an institution that is ahead of the pack in recognizing the emerging field of Hispanic marketing, and the undeniable power of Hispanics as the fastest-growing minority in the U.S.

Shortly after that, I decided to tap into my cultural roots for inspiration in my academic career and pursue a minor in HMC. Believe it or not, I gained more cultural awareness here than I ever could have at home.

• In Introduction to Hispanic Marketing Communication, I came to understand how U.S. Hispanics impact the country’s current media climate.
• In Spanish Postmodernism: The Films of Pedro Almodóvar, I analyzed the historical, cultural and social themes conveyed in the films of Spanish screenwriter and director, Pedro Almodóvar.
• In World Cities I examined the urban trends occurring throughout Latin America and the world city that is Buenos Aires, Argentina.
• In Spanish for Heritage Speakers, I perfected my oral and written skills in Spanish and aimed to overcome my tendency to revert to Spanglish, the hybrid language composed of – you probably guessed it – English and Spanish.

During my time as an undergraduate, I have also had the pleasure of learning from communication professionals that share my enthusiasm for my Hispanic heritage in diverse industries through the unique opportunities available at the Center. At the 2010 Association of Hispanic Advertising Agencies (AHAA) Annual Conference, I networked with passionate marketers and engaged in workshops that focused on the strategies they use to reach the U.S. Hispanic consumer. Some of these professionals also devote their time as mentors to the Center’s next generation of professionals in the field of Hispanic and Multicultural Marketing. My mentor, Wal-Mart Executive Group Account Director, Luis Vargas, has shared his expertise in Hispanic marketing and invaluable professional advice with me. These opportunities are all made possible by Dr. Felipe and Dr. Betty Ann Korzenny, visionary leaders of the Center and pioneers in the field of Hispanic and Multicultural marketing.

What I will cherish most about my time as an undergrad at FSU, is the insight I have gained into my Hispanic heritage.

All the things I had taken for granted when I decided to leave home – the sounds of salsa and merengue, the Cubanisms, even the food – have found their way back into my life through class discussions and my extra-curricular involvement at the Center. Through them, I have found much comfort in realizing that my cultural background has followed me to Tallahassee because I know that it will be with me wherever I go next.

The Center for HMC - Where I found my home away from home.