CASE Study: mun2 / Media & bicultural identity

Understanding belonging across bilingual cultural worlds

scenarioDNA helped mun2 understand younger audiences moving between English- and Spanish-speaking cultural worlds. Ethnographic fieldwork, expert interviews, and semiotic analysis informed a cultural segmentation model centered on creativity, hybridity, and self-expression.

The question: How was a younger audience defining identity?

mun2 needed to strengthen its connection with younger U.S. audiences while retaining its core identity. The research asked how belonging was being expressed by people moving fluidly between English and Spanish cultural worlds.

The research: From heritage markers to self-curated belonging

Ethnographic fieldwork, expert interviews, and semiotic analysis revealed an evolution from fixed heritage markers toward more fluid, self-curated expressions of identity. The work brought creativity, hybridity, participation, and play into the interpretation of bicultural belonging.

The application: Cultural segmentation for brand and programming

We developed a cultural segmentation model to help reimagine the network's brand voice and programming strategy. The framework connected audience identity with freedom of expression, giving mun2 a basis for thinking about relevance through the ways people participated and expressed themselves.

Explore our approach: Culture Mapping · Cultural Research & Intelligence