"targeting Billennials": Billenials, linguistic flexibility, and the new language politics of univision

Manuel Aviles-Santiago, Jillian M. Baéz

Research output: Contribution to journalArticle


Univision, historically the number one Spanish network, departed from its long tradition of safeguarding neutral Spanish to embrace not only English, but also Spanglish and Spanish-Caribbean accents in 2015. This article explores Univision's new linguistic flexibility via two emblematic reality TV shows: Nuestra Belleza Latina (2007-) and La Banda (2015-). Through a textual analysis of these shows and industrial analysis of the strategies deployed by the network, the authors argue that Univision's targeting of "billennials"-bicultural and bilingual millennials-prompted a linguistic flexibility that challenges the traditional lineup of neutral, Spanish-only, television, and is more inclusive of Latina/o audiences' language use.

Original languageEnglish (US)
Pages (from-to)128-146
Number of pages19
JournalCommunication, Culture and Critique
Issue number1
StatePublished - Mar 1 2019



  • Billennials
  • Linguistic Flexibility
  • Millennials
  • Reality Television
  • Spanish Language Television
  • Univision

ASJC Scopus subject areas

  • Cultural Studies
  • Communication
  • Computer Science Applications

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