Source: Caitlin O’Hara/for NPR
In 1983, Cesar Chavez founded Radio Campesina to inform, entertain, and inspire Latino communities and working families, laying the foundation for what is now known as Chavez Media.
Major outlets like the Associated Press and NPR have recognized Chavez Media for its work combating election misinformation and mobilizing voters through Radio Campesina, a station serving the Latino community, and this election season, Radio Campesina aimed to address voting misinformation and promote civic engagement.
We spoke with Maria Barquinn about how Chavez Media embodies Cesar Chavez’s legacy by advocating for social justice and empowering Latino communities through authentic, community-centered content and the importance of being informed and engaged during the 2024 election.
1. How does Cesar Chavez’s legacy impact and guide the work of Chavez Media and its programs?
By serving as the foundation of its mission and values. His dedication to social justice, the empowerment of farmworkers, and the advocacy for Latino communities is at the heart of Chavez Media’s approach. This media organization aims to uplift and support underserved communities by providing a platform for Latino voices, promoting education, and fostering community engagement through culturally relevant content.
Chavez Media channels Cesar’s dignity, equality, and collective action principles into its programming and services, ensuring that its media, radio, and digital platforms advocate for fairness, worker’s rights, and social progress. By focusing on issues that resonate with the Latino community—like immigration, labor rights, and access to resources—Chavez Media keeps the spirit of Cesar Chavez alive, working to inspire change and empower future generations through media and communication.
2. How does Chavez Media build trust with the Latino community in an era of widespread misinformation?
We build trust with the Latino community by adhering to authenticity, transparency, and community-centered content creation principles.
We focus on creating content and fulfilling needs that resonate with the lived experiences of the Latino community. By focusing on the areas that have the most significant impact on the day-to-day lives of today’s Latinos, we ensure that how we do so is relatable and trustworthy. This relevance creates a strong connection with the audience, fostering trust. We also foster close ties with the communities we serve by actively engaging in local events and responding to and highlighting stories that matter most to the people. This grassroots approach helps the community feel seen, heard, and respected.
We deliver our messages through well-known, trusted voices from the Latino community—radio hosts, influencers, and leaders who have built credibility over time. These figures, who are often long-time advocates for the community, help strengthen the bond between the audience and our platforms.
In an era of misinformation, Chavez Media prioritizes fact-based reporting and clear messaging. We hold ourselves to a standard that, as members of the general public, we would hold any other media outlet to. We strive to provide accurate, vetted information and encourage media literacy within our audiences, equipping them with the know-how on how to distinguish between trustworthy and misleading sources. Also, by collaborating with non-profits, advocacy groups, and trusted local organizations that have a long-standing relationship with the community, Chavez Media reinforces its commitment to the public good, further enhancing our credibility.
Through these efforts, Chavez Media stands out as a reliable source of information, entertainment, and advocacy for the Latino community, positioning itself as a pillar of trust amidst the noise of misinformation.
3. What advice do you give your audience when it comes to the 2024 election?
As we approach the 2024 election, it’s more important than ever for our community to be informed and proactive. Our advice is to take the time to thoroughly understand the candidates and their policies, focusing on how they directly affect you and your loved ones. Use trustworthy sources to verify any information, especially given the prevalence of misinformation.
It’s also crucial to ensure that you know the important deadlines to vote and that your registration is up to date. Each state has different rules, so knowing your voting options—whether voting in person, by mail, or early—is key to making sure your voice is heard. Once you’re prepared, encourage your family and friends to do the same, engaging them in discussions about the importance of voting and what’s at stake in this election.
Beyond casting your vote, remember that this election shapes the long-term future of our communities. Issues like immigration, healthcare, and women’s freedoms are on the line, so it’s vital to vote for candidates who will fight for what matters most to us. And after election day, stay engaged. Our involvement doesn’t stop at the polls; it continues by holding leaders accountable and advocating for the change we want to see. Your vote is your voice, and together, we can make a real difference in 2024.
Dive into the captivating world of Radio Campesina, featured in the acclaimed PBS documentary series VOCES. Click the link below to join the journey! To learn more about Chavez Media and its mission to create products and services that uplift the stories and voices of the communities it serves, visit chavezmedia.com
