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Ethnifying Class Part I: Classifying Obsession
By Mari D. González
Our Legacy from Colonialism
Because our most forceful legacy from colonialism —color obsession— is widely represented in media and pop culture and supported during children’s enculturative years, our tendencies are rather simplistic. We wish we could accurately match someone’s ethnicity and/or skin color with a socioeconomic class.
The effort to classify what a person looks like, her skin color, her ethnicity and culture, and/or her country of origin as her socioeconomic status leads more than often to wrong assumptions, sad stories, and violent acts.
When one’s nationality or looks mismatches what the perceiver expects in her character or behavior, a need for logical explanation never delays. The work of the “I” is to rely on our reasoning when our old-held perceptions are challenged. Yet, verbally expressed inaccurate and overstated generalizations are always obvious to the receiver but usually dismissed by the messenger.
“But, you don’t look Mexican”
Phrases such as, “But, you don’t look Mexican” informs us where the speaker comes from —a solid and steadily held ignorance. That comfortable internal bubble gets burst as the messenger desires to be, but is not, asserted. His wish-it-was-iron-made fizz is held. He does not have to look inside to begin to accept that he does also carry that human-shared misery of pain.
Or, perhaps, he had wished that I wished to separate myself from my group of reference as much as he can comfortably separate himself from what he sees as “other.” And this other in his eyes is usually darker, indigenous-looking, lives on the other side of the tracks, has not appropriately learned the common fake politeness, was conditioned to obey, follows orders, rarely confronts authority, has less social status and in turn less political power.
According to those narrow “ethnicity-equals-class” standards, I must not, could not, and should not be Mexican. A fine gentleman, with the experience of being “of color,” told me once, “It is because according to them, you are too intelligent and good looking to be Mexican.”
I rather think that it is my lighter skin and middle-class demeanor what makes commentators like him feel unthreatened and almost sure that I want to climb their socially-imposed hierarchical ladder at the expense of my self-perceived identity and of the connection with the people I relate to culturally, historically, and ethnically.
Census 2010: A Historic Background South the Border
By Mari D. Gonzalez
1810-2010: Identity of Blended People
The more blended people in the Southern Hemisphere of America began the tedious task of being named, boxed, and “other-ed” by their settlers five centuries ago. Mexican as a nationality came about exactly two centuries ago when “La Nueva España” gained independence in 1810 and it named itself Mexico after its indigenous roots.
There wasn’t neither a country named Mexico nor “Mexicans” before then. The process for Mexicans to develop their own cultural identity began with the Mexican Revolution and culminated with La Epoca de Oro, The Golden Era, of cinema in the 1950’s and with the amazing proliferation of world-class visual art by icons such as Khalo, Rivera, Siqueiros, and Orozco who exposed a rather dignifying Mexican working class and their popular culture.
Mexicans, as any other labeled people, do not represent a particular classification but “una amalgama” between the already ethnically diverse Spaniards whose background could have been Arabic, Jew, Celt, or other from that well-mixed Southern region; slaves from Africa; and the local indigenous peoples.
“Mongrels, Bastards, Orphans, and Vagabonds”
Latin Americans, as did Latin Europeans, continue to mix and blend. According to scholar and historian Gregory Rodriguez’ (2007) research reported on his book “Mongrels, Bastards, Orphans, and Vagabonds: Mexican Immigration and the Future of Race in America,” the majority of second- and third-generation Latinos marry outside their own ethnicity.
Latinos, people with origins in Latin America, have already gone through what this country is about to. This census year, the task of boxing people, who from the beginning of history have blended despite legal, religious, and social limitations, will be incommensurable.
Hopefully, this tediousness will prompt us to give up classifying people solely on physical appearance.
Nota en español sobre “Spanglish”
Page 51 of Book IX from the Florentine Codex. The text is in Nahuatl written with a Latin script. (Photo credit: Wikipedia)
Escrito por Mari D. González
De acuerdo a mi último estudio, los jóvenes quienes aprenden español en su casa – ya sea porque sus padres se lo exigen o porque sus padres no hablan ingles- y que aprendieron ingles a temprana edad, prefieren, al hablar casualmente con sus amigos(as), usar las palabras y frases en español que aprendieron en casa y mezclarlas con términos o frases en ingles que aprendieron en la escuela.
Este proceso de “back and forth” de una lengua a otra no necesariamente incluye palabras comúnmente conocidas como Spanglish.
En mi opinión, las palabras en español inglesadas o anglicismos denotan conceptos nuevos o variaciones de conceptos ya conocidos que se añaden al vocabulario en el lenguaje que fueron aprendidas manteniendo el sonido español por la popularidad de su uso y la funcionalidad que ofrecen.
El use de Spanglish es más común en los mexicanos quienes nos aferramos a un español menos castellano y más Náhuatl y en personas para quienes no es práctico buscar en el diccionario español-ingles la traducción al español de palabras nuevas en ingles.
Hispanic Marketing and Cultural Relevance
By Mari D. González
In the past four years, I have studied how effectively cultural research has been utilized by marketers to target ethnic groups, specifically Latinos/Hispanics in the U.S. On my most recent research, I focused on youth because they represent a demographic group that is bilingual and bicultural and because they are most susceptible to new trends and technology.
I investigated the type of cultural knowledge marketing researchers use to target Latino/Hispanic youth and the effectiveness of their interactive advertising campaigns. The study explored how the ever-growing access to digital media changed the way the food and beverage companies do business with Latino/Hispanic youth. The purpose of the study was to provide further understanding on marketing to U.S. Latinos particularly acculturated youth who shift back and forth between two cultures and that has shaped the focus of my academic research.
The study was presented at the LISA Forum Berkeleyand the academic paper was published at the Journal for Internationalisation and Localisation at Lessius Hogeschool in December, 2009.