Theory of Change

Latina Media Co is the only organization working with a gender lens to increase Latinx participation in media criticism. We are building community power by serving as an explicit invitation to Latina and queer Latinx media fans to become cultural critics, providing them a place to talk back to media, build community, and advocate for more and better representation. Our work is sorely needed. According to USC Annenberg, white men write nearly two-thirds of film reviews while only making up 30% of the population. Women of color – Black, Asian, Indigenous, and Latina women – combined write 4% of reviews even though we make up approximately 20% of the population. The white maleness of film and TV criticism leads to a distorted view of what is good – both in terms of quality and importance – which continues to marginalize our communities. It doesn’t have to be that way. At its best, film criticism is an important pathway to media literacy, helping viewers analyze what they are watching, see how an author’s identity shapes their work, and understand a piece of art’s role in the larger information marketplace. As our society is flooded with disinformation and hyper-partisan perspectives, viewers need to have the skills to evaluate their information sources and understand how the author’s perspectives shape their work. Film criticism is a critical, and too often overlooked, aspect of the media literacy ecosystem. We at Latina Media Co believe that to build a society that works for all, everyone must have a chance to tell and evaluate their own stories. As the gender/ethnic group with the largest pay gap, Latinas are often erased, seen as a group without power that no one needs to pay attention to. But despite being under on-going political attack, we are a force, if one that has not yet been harnessed. If Latinos in the US were there only economy, we’d be the fifth biggest in the world, ahead of India. Within that space, Latinas make about 85% of the purchasing decisions. And we over-index as movie ticket buyers and streaming subscribers. We should have an undeniable influence in the culture-shapping entertainment industry. What’s holding us back? Some of the it is certainly cultural. Latinas are taught to be good and steady, but being a critic requires the courage to rock the boat, to name the problem, to upset some people. There is also the issue of language. Latinas in the US overwhelmingly speak English but lingering fears over who can claim mastery of the language to the point of writing and publishing in it persist. The problems are also structural. The economics of media criticism systematically exclude BIPOC communities. Journalism is precarious, and arts criticism offers even fewer opportunities for living-wage work. For example, in 2024, the Los Angeles Times laid off 13% of its staff, 60% of whom were people of color, despite commitments to diversity. Structural inequities like these make it difficult for Latina and queer Latinx voices to enter and sustain careers in criticism. Latina Media Co’s mission is to platform Latina and queer Latinx cultural critics. When we advance our mission, we also: Challenge stereotypes by creating space for authentic storytelling and perspectives. Empower writers with living-wage opportunities and career-building support. Redefine media narratives through thoughtful, community-centered analysis. For example, as mainstream publications cut BIPOC writers, Latina Media Co does the opposite. We partner with writers and critics in Los Angeles, Austin, Puerto Rico, New Mexico, and more, offering rates that consistently exceed industry standards. In 2021, we paid $0.17 per word, raised this to $0.25 in 2023, and increased it to $0.33 in 2024 – putting our rates above larger publications in the field, including Latinx outlets such as HipLatina, mitú, and Remezcla. We are committed to ensuring sustainable support for writers as a way to make media criticism more accessible for Latinx communities, particularly as the cost of living continues to rise. While we work with established writers, Latina Media Co prioritizes building the next generation of critics. We guide novices through the pitching process despite the industry standard being to reject via silence. In contrast, we at Latina Media Co respond to every email, suggesting other outlets when a story does not match our focus and helping writers hone their ideas until they are publishable. This mentoring helps demystify the pitching process so underrepresented authors can contribute more actively to journalism. In addition, many contributors achieve their first paid byline with us, opening the door to further professional opportunities – as having at least one byline is a prerequisite to many opportunities. Whatever their experience level, we support our writers beyond editing and publication, providing them with a community of like-minded and supportive peers, congratulating and informing them when their articles become popular, and encouraging them to pursue pieces that can garner large readership and create more exposure for their work. Indeed, our 80+ writers are more than individual freelancers – they are a community, engaging with each other's work on social media, meeting up in person, and even, in the case of two of them, working on a book deal together. As you can see, Latina Media Co is more than a publication; it is a movement to reclaim media criticism for Latina and queer Latinx voices. By empowering writers, amplifying underrepresented perspectives, and fostering community, we are redefining what matters in media. With your support, we can continue to grow our platform, uplift diverse voices, and create a more equitable media landscape. Latina Media Co is a vital resource for thoughtful, inclusive media analysis – and together, we can ensure its impact endures.

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