Interesting Insights into Latino Audiences

Interesting findings from the Latino New South Project – It’s great to have a study that confirms some of what we Latinos intuitively know and want to share with museum professionals! Thanks to all the partners in the project for sharing valuable information and to AAM for funding the project!

Excerpt from Working with Latino Partners: Seven Insights – 

“Latino/Hispanic population is rising dramatically across the U.S. South, from barely 1% in 1990 to 10-15% in many cities today. The change is highly visible in this region which historically received few immigrants in America’s last big immigration wave a century ago. The excitements and stresses foreshadow wider changes as the nation becomes increasingly multicultural: by the 2040s no single racial/ethnic group will be in the majority in the U.S.

Levine Museum of the New South, thanks to a prestigious Innovation Lab grant from the American Alliance of Museums, is
joining the Birmingham Civil Rights Institute and the Atlanta History Center in a multi-year Latino New South Project. It aims to
document this history-in-the-making and to develop strong partnerships with Latino communities. Already, the museums have conducted extensive Listening Sessions with Latinos and non-Latino representatives in each town. What stories/information/messages need to be shared? Can museums become “civic tools,” helping their cities build the cultural bridges that are needed in this era of change? In August and September 2012, the three museums conducted two-day listening sessions in their three cities. For each, the home museum brought Latino/Hispanic leaders and community members to the museum, and also arranged bus visits to Latino/Hispanic institutions out in the city…”

If you continue reading, you will find out the details on the 7 insights:

1. Latinos are here to stay

2. Latinos are from many cultures

3. Bi-culturalism is growing

4. Extended families are important

5. Bridging is essential

6. Language is a powerful symbol

7. Becoming “documented” is difficult, often impossible

To read the full text, you can open the following .pdf: Latino New South Project-7 Insights.

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