Cultural Shifts in Hispanics Bring an End to Sábado Gigante

Sabado Gigante - Last Showing

By: Gaby Sosa and Alex Gonzalez, Social Media Department

The common denominators that tie Hispanics together are hard to pinpoint; after all, they are a diverse group. But nothing incites a bout of nostalgia for Hispanics (U.S. born, immigrants and those living in Latin America) quite like the beloved variety show Sábado Gigante, which has been airing for a record-breaking 53 years. Despite this, Sábado Gigante, for its often misogynistic and racist undertones, has become a relic rather than a relevant TV show that U.S. Hispanics turn to. Hispanics and all the groups that the term encompasses are not a stagnant group; their political, social and economic values evolve and grow along with them. With its last show airing on September 19, we say goodbye to Sábado Gigante and welcome the greater cultural shift seen in millennials and others across the U.S.

 

Hispanics, Millennials and Political Correctness

While the phrase “political correctness” may get thrown around carelessly, Hispanic and non-Hispanic millennials alike are becoming more aware of the norms that previous generations had settled into. According to a recent report from Google, 47.4% of millennials are more likely to support a brand after it releases an equality themed ad. Of course, issues of race, gender and orientation are not all the same, but none of them exist in a vacuum. And while Jerry Seinfeld doesn’t get political correctness, brands and companies should at all times. The debate about whether millennials and Gen Z’ers have particularly heightened sensibilities when it comes to humor and that “anything is offensive” will rage on, but the line for brands has been drawn after some noted hiccups. Univision has been particularly tuned to shifting consumer wants and needs, with their call to cancel Sábado Gigante being just one of several big moves the network has made.

 

The Times They Are a Changin’ (and Your Company Maybe Should, too)

Univision recognized how viewership of Sábado Gigante had plummeted and, as a result, they decided to end the show despite its cultural significance. “There is still a thread of gender roles in the lives of many Hispanics. Yet, as time goes by, patriarchy is losing steam.” Machismo is not the only thing Hispanics are steadily outgrowing; Hispanics at large have undergone large cultural shifts. To learn more about the shifting landscape of Hispanic consumerism and marketing, be sure to check out our book 1+1=3.

 

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jorgelo@thehangar.cr