A common analogy about Latinos in the realm of politics as well as marketing is that of “a sleeping giant,” which implies a great potential that has yet to be mobilized. Regarding politics and media, however, the Latino giant—that is, the 45 million and rapidly growing population that at 15% of the nation's total is already the country's largest ethnic minority group—is not a single homogeneous body. Instead, it incorporates a number of diverse groups concentrated in a number of regions of the country, with language preferences that vary, and not all of whom are U.S. citizens and able to vote. They are served by and use a vast and growing Latino-oriented media, which offer political news and information that is generally relevant but limited ...