1993_05 Insight May 1993

              Page 14
May 12,1993
Broadcaster gives to community
Advertising class
wins with Saturn
campaign, slogan
♦> (JSUJF team Wins Thc tcam a enthusiastic and confi-
. . . dent aboul their trip. Thomas, dressed
a Shot at nationals in an off-white  and floral print suit
in Washington D. C.    wilnhcrblond "^ ncaUy p""04-back
By K. Amy Kaltman
Staff Writer
"Way logo!"
That is the slogan the Journalism
175 class came up with as a part of
their presentation for the Regional
Advertising Competition sponsored
by the American Advertising Federation April 24 in San Francisco.
The class came up with an advertising campaign, complete with advertising plan book and media plan presentation, for the
Saturn SCI sports
coupe. That campaign earned them
a trip to Washington D.C. forthe national competition
on June 5.
CSUF was one of
three schools participating in the
competition for region 14. The tcam
competed against San Jose State University and U.C. Berkeley.
Berkeley was last year's regional
winner, and went on to claim second
place at the national competition.
The tcam that put the plan together
consisted of students in the Journalism 175 class. The class of 43 students worked through the Spring semester to do all the research and plan
their strategy.
The five-person presentation tcam
of the plan arc: Greg Armstrong. Jerry
Back, D'John Keith, Shannon Thomas and Kim Wood.
All dressed in their presentations
clothes, suits and tics and dresses, the
group did a practice run through of
their presentation for another class
before going to a rr.cciingof the Fresno
Advertising Association fora presentation.
The presentation, including
soundtrack and slide show, brought
enthusiastic reaction from the audience.
off her face, said with a confident
tonc,"Wc're very excited. We're not
just going to do well, we're going to
win."
Wood, her long blond hair flowing
over the shoulder of her brilliant purple
suit, said, "The night before the competition while everyone else was in
their room partying, we were in ours
quizzing each other."
Although some may have been intimidated by going upagainst the reigning regional champs, Armstrong said.
adjusting his g
SATURN.
cs and straightei
ing his tic," When
wc walked in and
saw them, we
knew.
"Once wc had
faces to go with the
name— that's
when wc got competitive."
Keith said,"lt was
really exciting to
win. Wc pul so
much work into the
campaign, we just went crazy. Wc
couldn't help it."
After a compliment on their just-
complctcd performance, both Thomas
and Wood said in harmony. " Wc
weren't even at peak."
Wood continucd,"We hold ourselves
back so that we peak at competition."
Thomas, running back into ihc classroom said," We couldn't have done
this without Dr. Asahina and the eniirc
175 class."
Dr. Roberta Asahina, advertising
professor and supervising instructor
of this project, said that this compcti-
tion is an amazing experience for the
students.
Asahina said around 1,500 people
from the advertising industry come lo
this convention. She said 200-300
students compete from around the
country and that scouts come to sec
the top students in the field.
Confidence not lacking, Asahina
said,'This is the year 1 ihink wc could
take first place."
By John D. Chavira
Staff Writer
Above the crowd of people relaxing near the laco stands on Fulton
Mall, nortcnas and ranchcras, ihc
music of rural northern Mexico, is
being broadcast from the seventh
floor of the historic Helm Building.
Its occupant, public radio station
Radio Bilingue — KSJV FM 91
Fresno, is on the air.
The station's founder, general
manager and cxccutivc^dTrcctor is
Hugo Morales, a Mixtcco Indian
who grew up in a Sonoma County
farm labor camp and later graduated from Harvard Law School.
Morales, 44, walks up and down
the hallway in a white long-slccvcd
shirt, navy cords and white Nikcs.
He is gray-haired, wears glasses
and speaks to staffers in Spanish
with a generous smile that beams
from a broad brown face.
"I saw the power of radio at a very
young age," says ihe soft-spoken
Morales, silling at a small white
desk in his comer office. Two colorful paintings of Mariachi musicians hang on ihe brown-paneled
walls behind him.
Morales graduated from Harvard
University in 1972, the only Mexican-American in hisclass. In 1975,
at 26, he graduated from Harvard
Law School believing the best way
for him to help his people was by
becoming an attorney and then a
politician.
Morales, however, became
"turned off" by politics when his
first job after graduation, the legal
office of ihe California Agriculture
Relations Board, was discontinued
because of intense lobbying by
growers.
He became increasingly committed to helping the underclass. In
1976. Morales accepted a position
teach ing "La Raza" studies at Fresno
State.
At Harvard, Morales had founded
the university's first Spanish-language radio show.
He decided to create Radio
Bilingue in order to fill what he saw
as a great need for farmworkers in
the Central Valley lo receive information and be heard.
"There was so much catering to
the middle class and no catering to
the lowcrclasscs," Morales says. "I
saw radio as a way for people to
help themselves, a way to foster
pride in our own culture. It'scallcd,
'power through information sharing.'"
Radio Bilingue is one of the few
Hispanic-operated, Spanish-language commercial-free public ra
dio stations in the United States. When
transmitted in connection with public
radio stations in Bakcrsfield and
Modesto, it can be heard throughout ihe
San Joaquin Valley.
The non-profit station was founded in
1976 and began broadcasting in 1980.
Radio Bilingue broadcasts a wide range
of multi-cultural music from reggae to
jazz. Like its founder, most of the
station's 10 full-time staff members and
more than 50 volunteers come from families of farmworkers.
Radio Bilingue also has programs that
cater to Fresno's Hmong and African-
American populations.
"It's mulii-cultural radio," Morales
says. "In recent years. I've become more
aware that we really need to work together and share resources and increase
understanding."
Morales oversees an operating budget
ofSl million a year. Only 20 percent of
that is government funding from federal
and state sources. The remaining 80 percent must be raised by the station itself
through private grants and fundraising.
Morales' wife, Caroll, a former journalist, works at the station writing grant
proposals.
"So wc can get money and hopefully
get paid," she says kiddingly.
Morales spends a great deal of time
fundraising. "It's lough," he said. "It's
hard for me to be a PR man."
Adding to the difficulty of raising funds
is the station's principled stand not to
accept any monies or resources from
alcohol and tobacco companies.
"Il is liquor and cigarettes that arc
targeting our people and killing them,"
he says, "destroying our families and
catering lo our children through alcohol.
It'sjustsad.Wehavetotakeastandfand
say) 'No.' We will not lake their money.
And it's not easy to do, there are pressures on us to increase resources.
"Radio Bilingue is an institution that
has to remain independent" he added.
"It's not our business just lo survive bul
to improve radio service and the well
being of the lower class. We're one of
the most important institutions in the
San Joaquin Valley and we need to maintain our integrity."
Radio Bilinguc's news broadcasts to
the Spanish-speaking community have
won ihe station numerous national
awards from the National Federation of
Community Broadcasters for national,
state and public affairs coverage.
The station's daily news show —
"Noticicro Laiino Edicion Scmanaria"
is retransmitted to more lhan 90 public
and commercial radio stations in the
United Slates and Mexico. The station is
currently establishing a national satellite
hook-up that would enable it to transmit
across the country.
Lofty achievements often have very
humble beginnings.
Morales was bom in Tcquixtepec, a
small Mixtecan Indian village in the
Mexican state of Huajaca. His father, Rafael Morales Mendoza, a
barber, left the village shortly after
Hugo was bom to look for work to
support his growing family.
His father found work as an undocumented fruit picker in Northern
California He sent money home
regularly to his family in Mexico.
After several years, he was sponsored by a 100-acre Sonoma County
prune grower for permanent residency status and went back to Mexico
io bring his family lo the United
States.
In 1958, they arrived in Healdsburg,
California.
"My dad was earning about Sl an
hour," Morales says. "I became a
prune picker at age nine."
"Wc had to be nice to the grower,"
Morales says, remembering his
family "srelationship with the grower
as somcihing akin to medieval feudalism.
"He sort of owned us because he
had sponsored my father."
The Morales family picked apples,
stringbeans and grapes, whatever was
in season.
The family lived on ihc grower's
land in a two-room house with no
hot water and an outhouse in the
backyard. The shelter's wooden
floors were rotting and when i t rained,
the roof leaked.
'To heat up ihc house in the winter
wc had a wood stove," Morales says,
recalling his childhood poverty with
a nostalgia the way those with
wealthier childhoods might remember a school field trip.
Morales spoke no English when he
came to the United States but worked
and studied hard and only nine yeirs
later, at the age of 18. he was admitted into the prestigious ranks of the
Ivy League on a Harvard scholarship.
His elementary school years were
spent at Wcstsidc Elementary
School,asmall rural school attended
predominantly by the white middle
class sons and daughters of the local
growers. Because most farm workers at the ume were migrants and not
permanent residents. Morales, his
brother and two sisters were the only
Mexicans al the school. They were
socially shunned by their fellow students.
Morales' best friend became a Native-American classmate named
Severino.
"We were the only 'dark ones' in
class," Morales remembers. "Wc
were never invited to birthday par-
tics or picnic parties. Thai kind of
separation continued throughout my
high school years."
Yet it was in high school that he
excelled.
Morales became founder of Ihe
school's debate team, the Chicano
Club and co-founder of the school
newspaper "The Hound's Bark"
where he served as sports editor. He
was elected student body president
his senior year.
Morales' said ihe person who had
the greatest influence on his education was his mother who always believed education was the key to a
better life.
In Mexico, the village Hugo was
bom in only taught elementary school
up to the fourth grade. Wiih her husband gone, Concepcion moved the
family to nearby Huajuapa, a town of
10,000 people, so her children could
continue ihcir education.
Hugo's mother, a deeply religious
woman, and his father were only able
to attain one year of elementary school
education. In Huajuapa, his mother
sold bread in the local open market so
her children could attend Catholic
school.
"She really believed in her kids,"
Hugo says. "It really became a pan of
us. All of us (kids) have graduated
from a university."
His father also influenced him
greatly. After the family came to California, Rafael established a small
scholarship and funeral fund for
farmworkers. Regular dances were
held to raise money to further the
educations of sons and daughters and
to bury the poor.
Rafael, now 74, continues to work
in ihc same Northern California fields
and Concepcion, 69, still trims apples
in ihe Scbastopol cannery.
However the man who had the most
profound affect on Hugo's political
beliefs was ihe late Cesar Chavez.
Morales, who attended Chavez' s funeral in Delano last month, remembers that he was still in high school
whe n he firsi met Chavez and marched
with the United Farmworkers from
Modesto lo Stockton in 1967.
"As soon as I learned of Cesar
Chavez, I started wearing that (UFW)
pin to school," Morales says. "People
have a right to decent housing and
wages. It's a just concept. It's a right
idea. It's a right thing to do. And of
course, I was living iL When I heard
aboul him, 1 really got involved. I
wasn't afraid to speak out."
Morales credits his Mixtecan roots
with providing him Ihc courage and
strength to work for what he believes
is right.
"I come from a long line of Mixtcco
leaders from my village," Morales
says. "Leadership io us and civic participation is at the red of our culture
You have to participate. You have to
contribute to your community. It was
natural for me lo gel involved."
BETA ALPHA PSI
WOULD   LIKE   TO   WELCOME
AND CONGRATULATE
ONE OF OUR NEWEST
INITIATES.
KRISTIN II.
Thank you for all
the wonderful times.
We'll miss you!!!
The Fraternity of
PHI GAMMA DELTA
Welcomes it's spring pledge
class into brotherhood.
Juan Dominquez, Tim Lugo,
Rick Perez, Rudy Rodriquez,
Marcel Rodriquez, Aaron
Stafford, & Joey Wilimek.
caXgwrniLATicafS!
Andre's Restaurant
The Different, Pleasant
Dining Experience
229-6353
4743 N. Blackstone
Try our Delicious Iamb Shanks "&
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INSIGHT Advertising takes yoi
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