UPDATE, October 25, 2012: As I suspected, although the vast majority of private and public responses I have received for this piece has been very positive, I have also been criticized by some for linking to some of the blog posts that didn't clearly reveal that what they were writing was a sponsored post. Since my original intent was to just start a dialogue about the bigger issues here (Latino stereotypes in media and how influential blogs need to be more responsible) and not call out these blogs, I have removed the links of the blog posts here. This is not what this is all about. To those blogs who got upset at me, my apologies. I am just wishing for a more open dialogue about this, and that is why I wrote the following piece on my personal blog here. Thanks.
I normally do don't video blogs, but I felt I had to do one after contributing to the Rebeldes MundoFox piece about how its primetime programming is only perpetuating the same old Latino stereotypes (criminals and drug kingpins) in the name of new "original" programming. I also felt pretty strongly that there are way too many Latino blogs out there that are writing sponsored reviews about MundoFox's new "CORAZONES BLINDADOS" and promoting a cop show from Colombia as a potential crossover Latino hit with US Latino viewers. I find it hard to believe that these blogs are being honest and sincere in their reviews, and quite frankly, I think it is a mistake to mislead readers.
Instead of writing more about this issue, I shared my thoughts via video.
Now, I could list the blogs and show examples of how the content that is being shared is extremely similar across different posts, but I won't. I understand that some brands and blogs will always follow this rather mediocre (and some would say, unethical) practice. There is always a constant pressure to monetize your blogs, and we get that, but at what price is money more important that your integrity?
The issue is that if bloggers allow for brands to take over their blogs, then where do the independent voices go?
Why is there this feeling that do we as bloggers NEED brands? We don't need brands. Brands need US.
We need to challenge brands, tell them to raise the bar, and if we find instances where there are missing the market reality, let's not use our platform to just become bloggers that say YES to these mistakes. In the case of MundoFox, the bloggers who one day are bemoaning Latino stereotypes in media but are now pushing these very same stereotypes because a brand is feeding them content need to realize that this practice comes across as forced and unprofessional. We have a responsibility to educate our readers and also educate brands.
Step up the game and change the paradigm. Bigger things can be achieved once we all decide to not settle for mediocrity.
***
Julio (Julito) Ricardo Varela (@julito77 on Twitter) founded LatinoRebels.com (part of Latino Rebels, LLC) in May, 2011 and proceeded to open it up to about 20 like-minded Rebeldes. His personal blog, juliorvarela.com, has been active since 2008 and is widely read in Puerto Rico and beyond. He pens columns on LR regularly. This year, Julito represented the Rebeldes on CBS' Face the Nation, NPR, Univision, Forbes, and The New York Times.
“Don’t complain about stereotypes and then promote stereotypes” Yeah I hear you bro! We are sometimes our own worst enemy. Someone dangles a plate of arroz con pollo for free in our face for a little noteriety, and we take it. And then when the arroz is bland and the pollo doesn’t have sazon, we complain complain complain about how we got suckered but not to the brand, but to someone else. There is a book that someone by the name of Miriam Biascoechea Pereda, Ph.D.wrote called, “‘Me Cogieron de…!’ El Fenómeno del Pendejo en Puerto Rico” When these brands sucker these bloggers into writing content for their product, and then the bloggers don’t get what was promised, then they get upset and say “Me Cogieron de Pendejo!” “Pobre de mi” “No me dan un break” When we are approached to write anything for our parenting blog, we talk about the pros and cons and if it aligns with our beliefs. If it doesn’t benefit all of us, we don’t do it. If it doesn’t jive with even one of us, we don’t do it. And if we accept something, we make sure that we write the good the bad and the ugly of the product. What worked and what didn’t work. Do these people go to the store and just accept whatever is being sold to them? They must buy a lot of escalatas; mierda en una lata.
@LucyMFel I need to read that book! Yes, if you are really interested in this new programming, just write about it. Do you need to get content from the brand? I just doubt that all of a sudden many English-language Latino blogs are really interested in a Spanish-language cop drama from Colombia.
@LucyMFel @LucyMFel I need to read that book! Yes, if you are really interested in this new programming, just write about it. Do you need to get content from the brand? I just doubt that all of a sudden many English-language Latino blogs are really interested in a Spanish-language cop drama from Colombia.
@LucyMFel Thanks for the comment!.
@latinorebels De nada.
You have made irresponsible examples of the your potential mentors,
Hi my name is Denise. I am an independent minded blogger at iamdenisenicole.com and I just wanted to give my 2 cents on this. You have made irresponsible examples of people who have made every effort to be a part of a revolutionary movement in defining what is Latino. Your ability to do so is something that I view as incredibly disrespectful. Research the facts my friend. Do not pick and choose what you will address without first performing thorough research. I am a new blogger. I am Latino but above all I am thorough! And being thorough is something you have failed to do here. Do you understand what sponsored content is? Brands are not paying people for their opinions. They are paying people for their time. Sponsored posts allow bloggers to be paid like actual writers. Working with brands is an opportunity. It is not mediocrity. It is but a platform. Brands are not the bad guy here. Believe it or not you have created a brand through latinorebels. Correct? As individuals it is our responsibility to decipher what is fact from fiction. Would you agree? It is our responsibility to decide for ourselves. If anybody would for a second believe that A MADE UP NOVELA is to be the model for all latinos as to how we are conduct ourselves, perhaps they should not own a television. Do not underestimate your fellow Latino bloggers. Do not degrade them. My point is this: Why encourage any further separation between Latinos by making (poorly researched) examples of your colleagues? We will not progress if we participate in the cycle of bringing each other down. It’s not right. I say this to you in passion, not to be negative or to be hateful, but to simply bring your flaws (throughout this post) to light.
Thanks for the comments.
For some reason, this post by DENISE NICOLE is not publishing, so we are running it here:
“Hi my name is Denise. I am an independent minded blogger at iamdenisenicole.com and I just wanted to give my 2 cents on this. You have made irresponsible examples of people who have made every effort to be a part of a revolutionary movement in defining what is Latino. Your ability to do so is something that I view as incredibly disrespectful. Research the facts my friend. Do not pick and choose what you will address without first performing thorough research. I am a new blogger. I am Latino but above all I am thorough! And being thorough is something you have failed to do here. Do you understand what sponsored content is? Brands are not paying people for their opinions. They are paying people for their time. Sponsored posts allow bloggers to be paid like actual writers. Working with brands is an opportunity. It is not mediocrity. It is but a platform. Brands are not the bad guy here. Believe it or not you have created a brand through latinorebels. Correct? As individuals it is our responsibility to decipher what is fact from fiction. Would you agree? It is our responsibility to decide for ourselves. If anybody would for a second believe that A MADE UP NOVELA is to be the model for all latinos as to how we are conduct ourselves, perhaps they should not own a television. Do not underestimate your fellow Latino bloggers. Do not degrade them. My point is this: Why encourage any further separation between Latinos by making (poorly researched) examples of your colleagues? We will not progress if we participate in the cycle of bringing each other down. It’s not right. I say this to you in passion, not to be negative or to be hateful, but to simply bring your flaws (throughout this post) to light.”
I would like to clarify a couple statements that you made in your blog. 1. You stated that bloggers did not not provide disclosure. You stated that bloggers stated that “this is part of a promotional campaign”. Your statements are incorrect. My blog and the other blogs you linked to clearly states that the blog is a sponsored post. By no means does that mean that we are paid to “like” the program. The review I provided is my honest and own opinion. I’m currently watching several novelas on Mundo Fox and look forward to my daily novelas on DVR. I watched the first episode of the drama novela series, I liked it and plan on watching the program series when it comes out. I hope that you understand that these programs are just fictional novelas and by no means do novelas depict reality. 2. In your vlog you mention that bloggers are just doing this for the first time and have never done this before. In your vlog you mention that brands dictate what we should produce. In your vlog you mention that brands just send out press release and we write a review. All three of your statements are also incorrect. I have been campaigns for over 4 years now. Most of the work I am doing in my community in New Media is non paid. For ever program I accept there are at least 2-3 programs I decline. I have never created a blog post from a press release. Obviously, you have not been following me or my colleagues closely. I hope you will take the time to thoroughly research before publishing inaccurate statements in the future.
Thanks @Eva_Smith for the reply and for the fact that you took the time to comment. I appreciate it and a few things. I have been following your blog for years and I have to disagree respectfully that your MUNDO FOX post clearly shows full and authentic disclosure. Your disclosure is as the end of the post as part of a sponsored campaign but your opinions are your own. Like I said, when I think when you write a post that is speaking about a brand and is part of a sponsored campaign, it should be on the top or in the actual post’s headline. That is how your readers know that the post is sponsored.
I also want to clarify that you are confusing the issues: My vlog and my post make two points. The smaller points is that the disclosure and the sponsorship was not prominently displayed. I know that your blog does this and like I said, it is not an issue of sponsored blogs or what your page wants to do with monetizing or promotion. However, it is interesting to note that several blog posts about this topic contain basically the same content and none of the posts show the full disclosure in the top of the post. By the way, before I did my post I did read your disclosure policy, and I don’t agree with it. If you run sponsored blogs, you don’t put your very vague disclosure in the footer, you put in up top or at the beginning of the post. At least the reader gets a clue that what they are reading is part of a sponsored campaign. As for monetization and promotion, it is your blog and you need to make a living. I just think the posts need to be more clearer in what is a sponsored post and what isn’t. If you don’t agree, that is fine. People have different philosophies.
The bigger issue for me is not whether you and other blogs are following a different philosophy, it is more the fact that I don’t agree with the points you and others make. That the primetime lineup for MUNDO FOX (a cop show based in Colombia and a drug dealer show based in Colombia) represents the best of Latino television. I also saw the show and found it to be stereotypical and just another disappointment. I just find it hard to believe that you and others decided to do unsolicited reviews about shows that do nothing to elevate the portrayals of Latinos in mainstream TV.
I also knew that when I did the post, I would catch hell from bloggers. But like I close, we can’t bemoan the fact that Latinos are not being portrayed in roles that go beyond criminals and drug dealers, and then participate in a sponsored campaign that promotes this type of characterizations.
Thanks again for the comment. I do think this type of debate and dialogue is good and is healthy for our community.
Dear @Eva_Smith just a few questions:
1. Did you write this review unsolicited or were you approached? Where did you create the content? Did you write the content yourself as original content you wrote?
2. I looked at my vlog again and I don’t make mention of blogs earning from this post. What I did say in the blog is that I know that blogs have a desire to monetize and work with brands. I just have a different philosophy and my comments have nothing to do with your hard work at your efforts and what you do. My philosophy is different and I think we can all raise the bar. Thanks again for the comments!
This is from Denise Nicole, who commented to us and it shows on our dashboard but it has yet to publish so we are running it here:
“Hi my name is Denise. I am an independent minded blogger at iamdenisenicole.com and I just wanted to give my 2 cents on this. You have made irresponsible examples of people who have made every effort to be a part of a revolutionary movement in defining what is Latino. Your ability to do so is something that I view as incredibly disrespectful. Research the facts my friend. Do not pick and choose what you will address without first performing thorough research. I am a new blogger. I am Latino but above all I am thorough! And being thorough is something you have failed to do here. Do you understand what sponsored content is? Brands are not paying people for their opinions. They are paying people for their time. Sponsored posts allow bloggers to be paid like actual writers. Working with brands is an opportunity. It is not mediocrity. It is but a platform. Brands are not the bad guy here. Believe it or not you have created a brand through latinorebels. Correct? As individuals it is our responsibility to decipher what is fact from fiction. Would you agree? It is our responsibility to decide for ourselves. If anybody would for a second believe that A MADE UP NOVELA is to be the model for all latinos as to how we are conduct ourselves, perhaps they should not own a television. Do not underestimate your fellow Latino bloggers. Do not degrade them. My point is this: Why encourage any further separation between Latinos by making (poorly researched) examples of your colleagues? We will not progress if we participate in the cycle of bringing each other down. It’s not right. I say this to you in passion, not to be negative or to be hateful, but to simply bring your flaws (throughout this post) to light.”
In response to Denise Nicole, I stand by the fact that when we can’t have it both ways: rally the troops when we see stereotypical portrayals of Latinos on mainstream TV, but then participate in sponsored campaigns that promote the very same stereotypes we are rallying against.
I understand that writers need to get paid (I am a paid writer myself) and that working with brands is a viable option, and a good one, but I also believe that if you do that, you should be very clear up front and on the top of a post saying that this is part of a sponsored campaign etc.
This isn’t about division or separation. This is about trying to have a real dialogue about the issues that reflect our community. If you are charging with me raising issues that are uncomfortable to discuss, then I am guilty as charged.
Sorry you feel that I am degrading or dividing. I am going to be clear about this: I respect what a lot of Latino bloggers so, but I also think that some of the practices we employ as bloggers are wrong. We walk a fine line between misleading readers and creating content that we feel is our own and our own opinions. We can step our game up a bit and begin to discuss standards that lead to better transparency, understanding, and intent. Thanks for commenting!
As bloggers and writers we have authoritative rights over the content we generate. Your beef is not with the bloggers, it is with the Network. Attempting to defile the credibility of highly recognized and respected bloggers, writers, and leaders will result in backlash, and it will defer from your intended message. Why? Because whether or not you choose to acknowledge it you are most certainly creating animosity and division.
And you say that you want to have a discussion about issues that reflect our community? Why not highlight positive routes to take? Why not highlight positive contributions? Why not reach out to your fellow bloggers in camaraderie? Clearly, I am not uncomfortable discussing anything. I am simply guilty of being Latina. And when I feel prompted to share my opinion, I will do so. Progression calls for unification, not separation. I like many other bloggers do not walk a “fine line”, I take up the whole block and everybody I know, is bound to be in the know! I urge my colleagues to be mindful. You say you are sorry about how I feel? Don’t be sorry, be mindful of the perceptions you, YOURSELF, project. Lead by example, lead so that others will follow. Nobody has to get left behind.
Thank you for listening, again this is to not be negative or hateful but to simply shift your perception on what you may be trying to say from what you are actually saying.
@DeniseNicole I believe that a sponsored campaign about a network that is pushing shows about criminals and drug dealers is not good for the community. I believe it sends the wrong message. I also see it as a questionable practice. If people feel uncomfortable with that or if they are upset that I raised this issue, I can't convince others. I can only state what I feel and share my opinion. People can take it any way they can. I don't see hate or negativity in any of your comments. I just share a different philosophy and believe that 100% transparency needs to be shared at the post level at all times (http://juliorvarela.com/2012/10/22/sponsored-posts-are-fine-just-be-more-transparent-about-them/) and we are doing our readers a disservice by not being 100% transparent when it comes to sponsored posts. I still can't see how that is being divisive. But thanks again for the conversation and I wish you all the best. As for staying positive and celebrating unity, I let my posts and what I do represent that. I have supporters and detractors, just like anyone else. Perception is fickle anyway. I do prefer that we are having a real discussion about it and welcome that. Thanks again!
[…] moment that I published a video challenging some in the Latino blogosphere to step up its game and be consistent in how we share and produce content when it comes to portrayals of Latinos on televisi…, that I would catch some flak. I knew that my intentions and integrity would be questioned, and […]
as a reader of blogs, if i see advertisement on a page..i question it. if i see that someone is blogging about something that the sponsor is associated with, i double question it. so even though the blogger might be autonomous on their entry, the reader might be inclined to believe that the blogger is somehow “sponsoring” the sponsor. In my opinion it hurts the credibility of the blogger. sure, i get it. we all like trashy tv. hey ill admit it, i love watching ice loves coco or the T.I. series, but if the trashy tv like telenovelas is only reinforcing stereotypes…then i dont want to read about it.
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