Keen on Hispanic America: How Latino TV Networks Reshaped American Politics and Culture

There are those who ask why so many Americans speak Spanish. But according to the Latino media entrepreneur and historian Javier Marin, you might as well ask why so many Americans speak English. Over the last half century, the Hispanic community in America has risen from 3.5 to 62 million. In his new history of Latino media, Live From America, Marin charts how networks like Univision and Telemundo drove the meteoric rise of Hispanic America. This IS America, Marin insists - there are now 62 million Latinos shaping the country’s politics, economy and culture. Rather than a demographic trend about some curious minority, it’s the core reality of 21st century America.

1. The US is now the world’s second-largest Spanish-speaking country Only Mexico has more Spanish speakers than America. The US has surpassed Spain and Argentina. This isn’t an immigrant enclave - it’s a linguistic and cultural reality that’s permanent and growing. As Marin puts it: “Even if you deport three million, we still have 57 million.”

2. Univision and Telemundo are America’s most powerful political engines - and they’re not owned by Latinos These networks reach 60+ million people and absorb massive political advertising dollars from both parties. But Univision is controlled by private equity, Telemundo by NBC Universal. This creates a fundamental tension: are they serving their community or their shareholders? The Jorge Ramos ejection-to-Mar-a-Lago-interview arc tells you everything.

3. “When you lose dignity, you lose your vote” Marin’s thesis on why Democrats gained with Latino voters in recent elections despite Trump’s 2024 inroads. The harsh treatment and “physical aggressiveness” of deportation policies cost Republicans votes. Dignity and political loyalty are directly linked. This matters more than economic messaging.

4. Richard Nixon invented the word “Hispanic” - as a political strategy In 1969, Nixon commissioned a committee to encapsulate all Spanish speakers with one word to create a political constituency. Reagan embraced it further with Hispanic Heritage Month. The term “Hispanic” isn’t organic - it’s a government-corporate construct designed to make 60+ million diverse people politically legible and commercially targetable.

5. Spanish-language media has always faced censorship and “English-only” movements From Theodore Roosevelt promoting English-only in the early 1900s to Desi Arnaz being censored on I Love Lucy, there’s been consistent pressure to suppress Spanish. The FCC nearly cancelled Univision’s predecessor over foreign ownership. The current anti-immigrant rhetoric isn’t new - it’s the same 100-year battle. The difference now: the numbers make it unwinnable.

Keen On America is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit keenon.substack.com/subscribe