After Tuesday night's presidential
debate in Boston, Univision will be an important place to find out how the candidates
performed in the Hispanic community. The explosively growing population -- nearly one in
eight U.S. residents is Hispanic -- is easily big enough to be a major factor in some key
states, notably Florida, in this close presidential election. This is true even though
Hispanics still lag other ethnic groups in voting power. An analysis of 1996 election
turnout by the National Association of Latino Elected Officials found that of every 100
Hispanics, 36 were too young to vote, 25 weren't U.S. citizens and 16 weren't registered.
That left 23 registered, of whom 17 voted.
Both the Bush and Gore campaigns have staffers whose sole
responsibility is the care and feeding of Hispanic journalists. The party machines bombard
them with Spanish-language news releases, with video feeds and radio sound bites. They set
up interviews with lightning speed. Says former Democratic campaign consultant Sergio
Bendixen: "Jorge has access, he has a liaison and he can get an interview in a
day."
"It's the Christopher Columbus syndrome," jokes
Mr. Ramos at Univision's studios here. "Every four years, we are rediscovered."
He's a journalist who views the interview as
"war," and its objective "to make the powerful tremble." He says he
practices "journalistic justice, giving each what they deserve." He got death
threats after asking former Colombian President Ernesto Samper how much drug money was
flowing into his political machine. Fidel Castro's bodyguard knocked him down after Mr.
Ramos surprised the Cuban leader in a hotel lobby and challenged him, with the camera
running, to hold a democratic plebiscite. But he has also made a specialty of interviewing
powerless people, like the mother who hid behind an apple tree, listening as Salvadoran
soldiers killed her four children.
"I become the voice of those who don't have a
voice," he says. As late as a generation ago, that "voiceless" description
could have fit U.S. Hispanics, then a smaller minority with political power confined to
isolated enclaves. All that is changing now.
In five years, Hispanics are expected to supplant
African-Americans as the nation's largest minority. In 50 years, Hispanics and other
minorities combined will probably outnumber whites. The 1998 elections found 4.1 million
Hispanics voting, up sharply from 3.5 million four years earlier. More significant, for
both candidates and for Univision: The whole composition of the Hispanic population has
been transformed. In 1970, only one in five of U.S. Hispanics was foreign-born. Today, due
to a surge in immigration, it's one in two. The same percentage, half the Hispanic
population of 32.4 million, gets its news solely from the Spanish-language media.
"The Congressional Hispanic
Caucus and Univision are the two most influential centers of political power in Hispanic
America," says Mr. Bendixen, who now heads Hispanic Trends Inc., a polling concern.
'An Unprecedented Effort'
Both campaigns have spokespeople dedicated to Hispanic
voters. Sonia Colin, a former Univision and Telemundo correspondent who set up the Bush
interview, sends out Spanish-language video feeds, radio spots and news releases. She and
her staff translate Bush policy papers into Spanish, and she does Spanish voice-over
translations of Bush speeches. She also was the Bush aide who encouraged him to speak more
Spanish in his interviews with the Hispanic press.
Gore spokesman Dagoberto Vega courts TV news producers with
three calls a week, e-mails press releases and speeches to more than 100 Spanish-language
print reporters, and makes liberal campaign use of Karenna Gore Schiff, Mr. Gore's
Spanish-speaking daughter. Mr. Vega, who set up the Gore interview, also arranged for a
yet-to-be-telecast Gore appearance on "Sabado Gigante," Univision's popular
variety show. He calls Mr. Ramos a "pivotal" factor in the campaign.
Both candidates drop Spanish into interviews now. Mr. Bush
is better at it, but neither goes beyond simple phrases and sentences. Journalistically,
this leaves something to be desired.
"Many times, it comes across like a five-year-old
trying to speak Spanish," says Henrik Rehbinder, the national news editor of La
Opinion, the country's largest Spanish-language newspaper. "It's hard to pursue
complex subjects with them in Spanish. The reality is that while it engenders some
audience appeal, it also lets the candidates off the hook."
The Candidates' Spanish
Mr. Ramos ran into this problem in his interview with Mr.
Bush. At the GOP convention, Mr. Ramos had interviewed the candidate's Hispanic nephew,
George P. Bush, who volunteered that even he has been called "wetback" and
"tar baby." But when he followed this up in his interview with George W. Bush,
Mr. Bush said only "Que lástima" -- which means, "What a shame" --
and then moved on, in English, to tangential matters.
In the Gore interview, the candidate limited himself pretty
much to a single Spanish phrase: "Me gusta practicar el español." ("I like
to practice my Spanish.")
Mr. Ramos came away from the interviews with the impression
that Gov. Bush had tried to make him feel comfortable, while Mr. Gore "doesn't want
to make you comfortable. He wants to inform you." Nevertheless, Mr. Gore hit a home
run -- with both his interviewer and the audience -- when Mr. Ramos explained that
Nicolas, the 2 1/2-year-old son of he and his wife Lisa, is of mixed Mexican and Puerto
Rican blood, and asked what Mr. Gore would call him. "An American," Mr. Gore
replied.
The question of national identity is one that haunts Mr.
Ramos. "After 17 years in the U.S., I still feel like an immigrant," he bursts
out over dinner here. Like many expatriates, he lives in a limbo between two cultures.
Born in Mexico, he emigrated to the U.S. in 1983. His first job was as a Los Angeles
waiter -- a "terrible" one, he says. His got $15 a day plus tips and free
dinners.
He joined a Los Angeles affiliate of Univision (then known
as Spanish International Network) in 1984. He has never become a naturalized U.S. citizen
-- yet he no longer feels completely Mexican either. Sadly and a little bitterly, he
invokes a Spanish phrase: "Ni soy de aquí, ni soy de allá" -- "I am not
from here, I am not from there."
Immigration, in all its facets, remains a major
journalistic focus -- and a crusade. He took pains while reporting from the GOP convention
to point out that, notwithstanding the mariachi bands and other symbols of inclusion, few
actual delegates were Hispanic. He also noted that it was the GOP, under former California
Gov. Pete Wilson, that pushed the anti-immigration Proposition 187.
He's still galled by a 1996 interview he had with candidate
Patrick Buchanan, then a Republican but now a Reform Party standard-bearer whose call for
a sharp reduction in immigration is a centerpiece of his campaign. "He asked me where
I was from, and when I said Mexico, he started laughing," Mr. Ramos says.
A Larger Frustration
The Buchanan incident illustrates a larger frustration for
Mr. Ramos. He has always viewed journalism as "a mission, an instrument of
change." But as his friend Mr. Bendixen notes: "In the other world, that almost
90% of America that isn't Hispanic, nobody knows who he is, nobody cares what he
thinks."
Mr. Ramos dismisses out of hand the idea of going to an
English-language network where, as he puts it, he'd rank "about 15th" in the
correspondents' pecking order. At Univision, he's No. 1. It's a demanding job, and he
attributes the failure of his first marriage in part to his workaholic style. He has a
13-year-old daughter, Paola, from that marriage.
His job has some unusual political complications that Dan
Rather and Tom Brokaw don't encounter. Mr. Ramos says it took him years to fully gain
acceptance by Miami's viscerally anti-Castro Cuban-Americans, because his native Mexico
strives for normal relations with the Cuban dictator. He still must walk a tightrope of
political correctness. "We survived the Elian Gonzalez story, thank God," he
says.
Just reading the news in Spanish presents some unique
challenges. One is the accent to use. Just as the typical non-Hispanic U.S. anchor usually
has a neutral Midwestern accent, he and his longtime co-anchor, Ms. Salinas, have
perfected a Spanish accent that won't sound jarring to an audience that includes listeners
of Mexican, Cuban, Puerto Rican and assorted other Latin American origins.