The webnovela and immigrants in the United States

Abstract

Purpose

The purpose of this paper is to focus on the webnovela, a new type of marketing genre and sentimental serial drama which is popular among immigrants, pivotal to the future of the US Spanish‐language media and informative about its past. No academic research currently exists on this topic.

Design/methodology/approach

This paper applies cultural studies, management, new media and marketing theory to the study of the first three webnovelas launched from 2006 to 2011. It analyzes how this new genre fits into the history of sentimental serial drama; how it appeals to Hispanics and to immigrants at their home countries and at their host country as well; and how the US Spanish‐language television and new media address their $900 billion Hispanic consumer market.

Findings

This study revealed that although webnovelas are likely to continue being popular as romantic fiction for the new media and profitable as a marketing system, they are unlikely – as operationally defined by this analysis – to be produced independently from the Univision media group in the foreseeable future, even when the entry barriers for competitors are low.

Originality/value

This paper should be of value to those interested in the latest developments in ethnic marketing, narrative theory, interactive marketing, and international business and communications.

Citation

López‐Pumarejo, T.A. (2012), "The webnovela and immigrants in the United States", American Journal of Business, Vol. 27 No. 1, pp. 40-57. https://doi.org/10.1108/19355181211217634