By Ricardo Lezama 
Right-Wing Mexican Broadcaster Televisa Airs Kristi Noem Ads, Prompting Anti-Propaganda Proposal From Mexico’s Executive Brach
Mexico’s Media and Political Relations
In a not too surprising development, Mexico’s largest and historically conservative broadcaster, Televisa, has found itself at the center of controversy after airing a series of promotional advertisements for Kristi Noem, the former Republican governor of South Dakota and former U.S. presidential candidate, now a mere DHS head. The broadcast of these ads has sparked widespread outrage across Mexico, culminating in the proposal—and swift passage—of new anti-propaganda legislation designed to prevent foreign political influence through national media.
In her role as DHS Secretary, Noem has spearheaded a $200 million media (!) campaign aimed at deterring illegal immigration. This campaign includes advertisements aired across the U.S. and Latin America, featuring messages that encourage self-deportation and warn of strict border enforcement.
Televisa – Repercussions for Televisa and Broader Implications
Televisa, facing intense public scrutiny, issued a statement claiming that the Noem advertisements were a result of “an internal oversight” and promising “a thorough internal review”. However, many critics argue that the broadcaster’s historical ties to Mexico’s right-wing establishment make this excuse questionable.
The scandal has also reignited longstanding debates about media ownership, partisan bias, and foreign influence in Mexico’s information ecosystem. Televisa’s critics suggest that this incident is symptomatic of a broader pattern where powerful media conglomerates act as political agents rather than impartial news providers.
Internationally, the passage of Mexico’s Anti-Propaganda Law is being watched closely. Experts suggest that other nations, particularly in Latin America and parts of Europe, may consider similar legislation amid growing concerns over transnational media manipulation in the age of digital and satellite broadcasting.
Repercussions for Televisa and Broader Implications
Grupo Televisa, Mexico’s leading media conglomerate, and Univision, the foremost Spanish-language broadcaster in the United States, merged their media, content, and production assets in 2022 to form TelevisaUnivision. This merger created a Spanish-language media powerhouse, combining Televisa’s extensive content library and production capabilities with Univision’s broad U.S. distribution network. Televisa holds a 45% stake in the combined entity, while the remaining ownership is distributed among other investors, including Searchlight Capital Partners and ForgeLight LLC.
Following the merger, observers have noted a perceptible shift in Univision’s editorial tone. Historically, Univision maintained a critical stance toward certain political figures, notably former President Donald Trump. However, in November 2023, Univision aired a notably amicable interview with Trump, conducted by journalist Enrique Acevedo. The interview was characterized by a lack of challenging questions, leading to criticism from various Latino advocacy groups and media commentators who accused the network of abandoning its journalistic rigor.
This editorial shift has been attributed to the influence of Televisa executives, particularly Alfonso de Angoitia and Bernardo Gómez, who have longstanding ties with Trump and his son-in-law, Jared Kushner. Their involvement is believed to have facilitated the interview and influenced its tone, reflecting a broader strategic pivot aimed at appealing – or creating – a more conservative Latino audience. Notably, the interview also involved cancelling Biden interviews and a campaign ad:
Univision canceled a booking with President Joe Biden‘s media director, Maca Casado, to respond to Trump’s interview and Biden campaign ads that were scheduled to air during the interview, The Post reported, citing unnamed sources. A new Univision policy bars opposition ads from airing during single-candidate interviews.
The merger and subsequent editorial changes underscore the growing resentment from Mexico’s monied class. In a sense, this resentment towards a truly center left government, the first of Mexico’s 21st century, place on full display the dynamics of Spanish-language media in North America. Historically, culture and content in Mexico and the US Southwest align more with corporate ownership, political affiliation than journalistic independence or high value information.
Kristi Noem’s Ad
The ad placed in full display the racism and paranoia typical of a Trump rally where lost and disaffected people searched for scapegoats to their woes.