Radio's New Wave

6

LISTENING TO RACE AND MIGRATION ON CONTEMPORARY U.S. SPANISH-LANGUAGE RADIO

Dolores Inés Casillas

 

 

 

Latino listeners in California’s central coast area faithfully tune and call into Radio Bronco’s popular mid-morning personality, Lupita Rodriguez.¹ Located on the 107.7 FM dial, Lupita hosts a local call-in show called El Bazar (meaning: marketplace or second-hand shop).² For a fast-paced two hours, El Bazar offers callers the opportunity to broadcast their services, sell lightly used wares, or rent out rooms or appliances.³ For instance, a July 2010 episode featured the following on-air listings voiced by callers themselves: Ramiro sells both a refrigerator and a PlayStation PSP; Theresa offers excellent childcare on the Eastside; Fernando ...