It's all about empowerment - Artículo Breve

Hispanic Times Magazine, Summer, 2002 by Janey M. Rifkin

Year after year, Latino households were slowest of all major ethnic groups to have Web access. The digital divide between Latinos and other groups showed up annually on U.S. Commerce Department surveys.

"It's a matter of embracing technology, rather than being intimidated by it," said the owner of a unique store in Santa Ana, California, where Latinos are gathering by the hundreds.

The brainchild of two technology-savvy young men, Busquelo aqui was opened in a storefront in a densely populated Latino area. Originallya retail store only, it has grown into a Latino community center-meeting place, where 7 days a week men and women can learn about and embrace technology.

Until now, those without computers had access in cyber cafes, libraries and businesses like Kinko's, but it's the instruction and personal attention that Busquelo aqui offers that makes it stand out. And, it is making a difference!

Members can use the center's computers for as long as they need for $24.95 a month. Classes on a variety of topics--including surfing the Internet, Web design and Windows--are $45.95 for one five-hour session.

Computer novices, whether their primary language is English or Spanish, are welcome. While the primary purpose of the user-friendly center may be to sell computers, software and related books, they are providing a much- needed service for Hispanics.

Owners Ben Rodriguez Jr. and Mark Nichols send out messages in the community that now is the time to learn these skills and get a better job.

School-age youngsters also take advantage of the center's services, saying that although they have a computer class in school, it is very limited.

"The next step is to open another California location in Huntington Park, while expanding the services in Santa Ana," said Nichols, who earned a bachelor's degree in accounting at Azuza Pacific University. The long-term goal is to turn Busquelo aqui into a national chain. In studying the market, Rodriguez, who graduated from Pepperdine University with a business degree, noted that it's been difficult for other companies to tap into the Latino community because of the range in Latino consumers, due to differing proficiencies in language.

Once the Hispanics become computer-savvy and get online, they will experience a huge impact on their lives. Making technology accessible is a huge step forward to learning these skills, and an incredible way to educate and connect with people. It's all about empowerment.