Se Habla Oprah: Spanish-Language Translation Actually Ignores Hispanics

Oprah Winfrey spoke to "Hispanics" on Monday. This is what she said: "You don't need to learn English, I'll tell you what to buy and how to live your life by my tenets in Spanish. And those of you who only watch English-language TV - I don't care about you."

Well, she didn't actually say that, nor did she actually learn to speak the language of the very people she's targeting. Instead Harpo Productions, through the magic of Secondary Audio Programming and closed captioning (sponsored by a tortilla-maker, perhaps?) started broadcasting her cult of personality in Spanish in Chicago, Los Angeles, New York, Miami, Houston, and Dallas on Monday.

"With this action we want to serve the largest-growing segment of the population in the country: Hispanics," Angela Depaul, a Harpo Productions, Inc. spokeswoman told a reporter for Hoy, Chicago's Spanish-language daily newspaper. "With Spanish subtitles, Hispanic viewers will a have a more direct experience with Oprah."

And Oprah gave Spanish-only speakers yet one more reason to not have to learn English to "get along" in this country.

But Oprah's crack market-research team didn't do their homework. The fastest-growing segment of the population is overwhelmingly U.S.- born and fluent in English.

And guess what? Despite the breathless banner ads on Oprah.com exclaiming "Finally! Oprah in Spanish!" the kind of women living in the U.S. who don't speak English are probably not the type who are going to be able to afford the $60 LeMystere bras or $30 Yves Saint Laurent lipsticks that the Queen of Consumerism shills on her show, in her magazine and on her website.

No, that would be me: Young, female, affluent, English-speaking, U.S.-born Latinas.

Let's compare: Oprah's 7.4 million daily viewers are overwhelmingly female, white, and over the age of 55, according to MSNBC's Aswini Anburajan. She also reported that Oprah's reach among the Hispanic population is tiny -- only about 230,000.

Now, will Oprah do the things that would actually make me stomach her show like easing up on pop stars like Ricky Martin, and feature more Hispanic doctors, lawyers, scientists or dietitians in her stable of experts? How about having a touchingly emotional segment on racism against Hispanics? Or just flat out making an effort to have any Latino faces in her hyper-estrogenized audience?

"I can't comment on that," spokeswoman Depaul told Hoy in answer to a direct question about whether we can expect to see more Latino guests on the Oprah show. "Of course that would be spectacular." Nice save, but I'm not holding my breath.

Oprah has been called the most-successful business woman in history. Is she smart enough to actively and meaningfully tap into the Latino market by truly speaking to a Hispanic audience in a way that reflects and respects them?

Nah. Why should she? No one else does.

Follow Esther J. Cepeda on Twitter: www.twitter.com/@ejc600words

Comments

[nippyfan]

Oprah doesn't seem to be hurt by the lack of hispanic viewers.

[Bitsko]

Excellent point, Ms. Cepeda.

[Hereslookingatu]

Esther, I've got to be honest with you. The world is not made up of Caucasian men & women and Hispanic or Latino men and women. As you may have discerned in your many years of teaching, writing and reporting--or, perhaps, just living in Chicago--we are a diverse bunch. Needless to say, Oprah's most famous cause (-promoter) celebre is Dr. Mahmet Oz, an Armenian male.

I'm sure you're more intelligent than your post permits us readers to believe, but unfortunately you sound bloody racist! Pulling an "all look same" based on skin color--to say nothing of our individual heritage, ethnicity or cultural--places you at the front of the line for those who would benefit by broadening their reach.

Oh, and using Ricky Martin as a straw man is unfair, 'cause everyone loves them a lil' shim.

[monicaangela]

Enjoyed your article, but I feel any attempt to represent the hispanic community by utilizing espanol is a plus. Oprah is a business woman, her show is seen in many latin american countries. I hope she will teach the networks in those countries a lesson by showing the diversity there is in the hispanic population and not use the hispanics with light skin and bleached blonde hair to represent. Como quiera, gracias y sigue escribiendo.

[Jasel]

Interesting perspective. I don't watch Oprah's show though since I'm a mid 20s black male who avoids those types of shows like the plague but I would not be surprised if Oprah is taking the lip service diversity route. It's not exactly uncommon in this country. Not that it stems from any negative intentions but definetely an ignorance. Honestly I didn't see anything wrong with what she was proposing until I read your article.

It makes me wonder if her intentions are to simply raise her ratings among the Hispanic demographic but if that's the case I wonder how in tune they'd be with the show simply because it's in Spanish.

[ohpuhleezee]

Oprah doesnt owe you or the latino community anything. She doesn't even pander to African-Americans, why would she pander to latinos? If you feel your population is under represented, and you dont feel she gives your people enough attention, get your own show. And how can you make any comment about who she has in her audience? People call in (or go online) to get a ticket and show up. There is no bias. For someone that says they cant stomach her show, you sure seem to know a lot about the show, and the magazine. If you dont like it, dont watch it. everything isnt for everybody.

[nippyfan]

Thank you ohpuleezee.

[uheardme]

For some reason, I don't see this woman giving CHRISTINA any grief over her spanish language show.

[LoyalOpposition]

Finally! I loved Oprah until I realized her show was based in Chicago where a hefty portion of the Hispanics in the U.S. work and live and raise families, just like the rest of us, but I never saw any in her audience, or more importantly, see her weep with a Hispanic/L­atina/Chic­ana over anything; rather, I saw her try to disembowel a Chicana mother who had done some wrong to her daughter, with Dr. Phil sitting there with mouth agape. So I stopped watching and buying her magazine, or giving subscriptions as gifts, or even quoting it. Then came Obama and I forgave her and am back to loving her, and now praying for her to forgive whomever the Latina/o or Hispanic or Chicana/o who hurt her; but I can't bring myself to watch her show.

[CS1373]

You are so right on . I also am US born and fluent in English ;and I am sick and tired of people not knowing their facts and not doing their homework and puttting us all in one pot! I like Oprah. I have been a fan for years but she has been living in her own world for a long time. Thank you Esther.

[uheardme]

Feel free not to watch Oprah.

In case you haven't heard, she's inspiring women all over the world and especially, the Middle East.

[nippyfan]

I agree uheard me. Jeesh!

[joebiz]

Esther. Wow, what cojones. Good piece by calling it like it is.

As for the affordability of a LeMystere bra. I never knew those things were so expensive. But, I'm sure "las tias" will find a way to buy one.