In an evolving media and political landscape, one thing remains constant: Chavez Media’s commitment to providing accurate information, empowering the community, and supporting informed decision-making.
Beginning with Radio Campesina, the flagship program of Chavez Media, has had a long and enduring history of uniting the community by providing trusted information. Founder Cesar Chavez recognized that farm workers needed a dependable source of information they could count on throughout their day. By blending timely news with meaningful entertainment, he helped build connection, resilience, and a sense of belonging within the community. Radio Campesina, known as “La estación que no se vence en la lucha” (“The station that never gives up in the struggle”), has garnered millions of listeners. Today, Chavez Media continues to serve as a powerful medium for sharing information across communities and inspiring engaging conversations.
Through innovative partnerships, the Chavez Foundation has created a space to bring in young talent dedicated to empowering and educating underserved communities. Recently, through a grant by the Pivot Foundation, Chavez Media hired its newest talent, Ernesto “Lego” Legorreta Rodríguez, with an effort to engage younger audiences and usher in a new era of diverse voices, particularly in underserved cities like Phoenix, AZ. Rodríguez brings over a decade of expertise, having worked as an editor for Mexicali’s largest newspaper, La Voz de la Frontera.
By engaging directly with Phoenix’s nearly 50% Latino population, Rodríguez has built a deep understanding of local concerns – dispelling misinformation, encouraging civic engagement, and highlighting often-overlooked stories. His work helps replace fear with knowledge by merging traditional journalism with digital tools. Rodríguez reaches audiences across La Campesina’s platforms. Through the Know Your Rights (Conoce tus Derechos) campaign, he delivers clear, accessible guidance on topics like immigration, earning trust as a familiar figure across La Campesina’s community.
For more than 40 years, La Campesina’s legacy lives on through a new generation carrying its mission forward. As digital natives, Gen Z brings a fresh perspective that expands the station’s reach and creates space for honest conversations about complex but necessary topics. Rodríguez’s unique perspective has helped bridge generations while remaining true to La Campesina’s core mission: to inform and uplift. By building a space where culture is reflected and unique voices are valued, this new approach, piloted in Phoenix, AZ, sets the stage for Chavez Media’s continued expansion into communities facing similar challenges.
Chavez Media reaches millions across multiple touchpoints, engaging a multigenerational and multicultural audience through dynamic radio, digital platforms, and live events. Operating across Arizona, California, Nevada, and Georgia, Chavez Media continues to foster a deep sense of community for Latinos and working families. At the heart of this work is Rodríguez, who is helping lead a new era, one shaped by younger audiences committed to combating misinformation and amplifying a new generation of voices.
Watch El Malcriado on YouTube Monday through Friday from Radio Campesina – hit play and join the conversation!
