In December 2024, Ricardo Salinas Pliego, the owner of TV Azteca, issued a directive to eliminate the use of “woke language” across all of the network’s programming. He communicated this decision through social media, urging his on-screen collaborators to avoid conforming to inclusive language trends. Salinas Pliego emphasized the importance of offering viewers content that stands out from prevailing norms. The term “woke” originally signified awareness of social injustices, particularly concerning race and inequality. Over time, it has evolved to encompass a broader consciousness of various social issues, including gender and sexual orientation. Advocates of woke language argue that it fosters inclusivity and respect for diverse identities. However, critics contend that its usage can lead to unnecessary divisions and an atmosphere of excessive political correctness.

  Salinas Pliego’s directive has ignited a debate on the role of media in reflecting or challenging societal trends. Some view his stance as a pushback against what they perceive as forced conformity, while others see it as a dismissal of efforts to promote inclusivity. This move raises questions about the balance between maintaining traditional communication styles and embracing evolving language that acknowledges diverse identities. In his message, Salinas Pliego called on his team to exhibit courage by being different in a world he described as filled with foolishness. He encouraged them not to succumb to the pressure of fitting in but to provide viewers with alternative content. This perspective suggests a desire to preserve a certain authenticity in communication, free from what he considers unnecessary linguistic modifications.

  The controversy surrounding this decision highlights the ongoing discourse about language, identity, and media responsibility. As society continues to grapple with these issues, media outlets like TV Azteca find themselves at the crossroads of tradition and progress, tasked with navigating the complex terrain of cultural sensitivity and freedom of expression. While Salinas Pliego’s directive reflects his personal views and the policies he wishes to implement within his media empire, it also serves as a catalyst for broader discussions on how language shapes societal norms and the extent to which media should adapt to or resist changing linguistic landscapes.