HispanicVista Columnists

"Sr. Sinvergüenza"

By Robert Miranda

Milwaukee Spanish Journal

"Taking Sides"

I never thought that a day would ever come when the actions of an individual would fill me with disgust and I would feel embarrassed by the actions of that person as I did when former Hispanic Chamber of Commerce chairman, Perfecto Rivera spoke to the Coordinating Committee Against Hate Speech (CCAHS) last week.

The flamboyant Puerto Rican Republican was recently given a talk radio program by WISN radio (Clear Channel). The program was part of a deal Clear Channel representative Cynthia McDowell made with Maria Cameron of the Hispanic Chamber of Commerce. The deal was made in order to block the community from organizing its campaign for the permanent removal of Milwaukee’s biggest known talk radio bigot, Mark Belling.

Perfecto Rivera waltzed into a meeting of the CCAHS, like a wolf in sheep’s clothing.

Rivera sat stoned faced for about an hour or so before saying a word. He listened to the discussions of the members of the CCAHS who spoke about their national organizing efforts and their local campaign. Upon hearing what the CCAHS will be initiating as their next steps against Clear Channel, Perfecto Rivera began expressing his opinions about the matter and then reported some sickening news.

Without shame Perfecto said, “I will be hosting a radio talk show on WISN.”

The room was quite and allowed Rivera to speak about “this great opportunity” he was given by the employers of Mark Belling, the man who attacked the Latino community, specifically the Mexican people.

After Perfecto completed his song and dance routine, CCAHS member Jesus Salas, a well-known and respected fighter for social justice and Latino community rights asked the CCAHS to ask Perfecto Rivera to leave the meeting. Everyone agreed and Perfecto Rivera slowly put on his coat and walked out.

Perfecto Rivera had to have known that his action would have been seen by the leaders of the community as another example of self-gratification by members of the Wisconsin Hispanic Chamber of Commerce (WHCC) leadership. The manner in which individuals of this group are selling their souls to Clear Channel serves as an example of sinvergüenzas.

Perfecto Rivera’s treachery would have been more digestible to me had he put aside his own greed and selfishness, by opting to give someone else with more experience, training, and education as a talk radio host the opportunity to host the show. 

 “It’s disappointing that someone with no experience was selected while qualified individuals were never considered.  I was never approached nor consulted despite my 25 plus years working as a reporter, producer and host of various radio and television shows.  Who knows why? Anyway the booty of the clear channel saga is being split up among the chosen at the WHCC,” is the email message I received from a prominent media personality in the Latino community.

Clear Channel’s continued campaign to divide the leadership of this community is an example of corporate irresponsibility and corporate manipulation. This corporation has acted not in the best interest of our community, but for its own best interest. Clear Channel’s exclusive work with the WHCC is designed to provide it with shelter from the wrath of the community.

As it stands, Perfecto Rivera has given Clear Channel another opportunity to wiggle out of being held accountable. Clear Channel giving a thirty minute radio spot on a Sunday morning to an inexperienced self-serving individual, is akin to the Pharisees giving Judas Iscariot thirty pieces of silver in that garden, long ago. When the show fails, Clear Channel can say in the end they met their part of the bargain to promote diversity. It’s not their fault the show fell through.

Perfecto Rivera will have had his 15 minutes of fame and the dignity and honor of the Latino/Mexican community will be scarred by the fact that not only were we verbally attacked by a bigot, the scar of this attack will not heal because a small band of egotistical and greedy individuals sold our respect, honor and dignity to satisfy their own gluttony.

Note: The term "sinvergüenza" means shameless.