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Assimilation is a process in which people with a different culture of origin completely adapt to the culture of residency, leaving behind traits from their culture of origin. That has been the expected social standard in the US. Yet, Latinos have not and will not assimilate. Latinos and Americans are “acculturating” to each other. Acculturation and assimilation are two different terms and should not be used interchangeably.
El aculturado vive en dos mundos—el del país donde creció—su cultura de origen y en la de residencia—donde vive; por ejemplo, Shakira.
El retroaculturado está más empapado de la cultura de residencia pero tiene interés en aprender la cultura de sus padres o abuelos; por ejemplo, Eva Longoria.
El asimilado es quien de tantas generaciones ha perdido conexión con la cultura de origen de sus padres o abuelos y socio-culturalmente funciona mejor en un solo mundo—el de residencia; por ejemplo, Jessica de Alba.
Sin embargo, la nueva generación de Latinos en EEUU tiene el privilegio de poder operar simultáneamente en la cultura de residencia y de origen ya que puede estar en constante contacto con familiares y amigos del país o paises de sus padres.
I’m yet to see how “Tu vales por two” resonates with bilinguals because “two” sounds contrived. The Spanish phrase is, “Vales por dos.” Replacing “dos” for “two” does not make this phrase Spanglish. It makes it incorrect in English and in Spanish and for that matter in Spanglish.
This is a good example of amateur Spanglish, non-fluent Spanglish or Spanglish for beginners. For Spanglish to work, it has to be a mix of emotionally-charged words in Spanish that are commonly known among Spanish speakers which do not translate in well English or words that were first learned in English and never learned in Spanish because they are too long or impractical.
Spanglish is an “insiders” language that is learned through socialization and mingling with other Spanglish-speakers. Spanglish is spoken among a subculture of in-group members who grew up speaking Spanish and English simultaneously.
By Mari D. González
The term Latino/a is preferred in California because it is associated with a sense of self-power, “for more educated Californians, ‘Latino’ is the new Chicano in that it evokes their indigenous roots, a shared history of struggle and the colonization of the people in Latin American countries.” Alcoff, L. M. (2005). Latino vs. Hispanic: The politics of ethnic names. Philosophy & Social Criticism, 31(4), 395-407.
By Mari D. González
Every time I hear complaints about the lack of diversity in Hollywood movies, I wish those who are dissatisfied and passionate about portraying a more realistic picture of the world resolved to change things around.
The reality is that in recent years, white-Americans have become a minority group in California while Latinos and Asians have continued to grow in numbers.
The movie ¡Hola Venky! is a great example of being proactive. According to the Mexican Heritage Corporation based in San Jose, ¡Hola Venky! is a romantic comedy that highlights Mexican culture and music, and also spotlights Indian culture, creating a rich, modern fusion. “The film follows Venky, a divorced Indian engineer, as he comes to Silicon Valley and falls in love with a Mexican woman, Inez, whose father was a noted mariachi musician.”
Most people who have had any contact with people from India and from Mexico will immediately notice the richness and colorfulness in both cultures’ music, food and dress. That does not mean we should minimize the gaps between these two cultures which can make interactions either captivating or cheerless, depending on how open you are.
But, for those of use who love intercultural communication, ¡Hola Venky! promises to be the perfect movie.
By Mari D. González
The blog “Are Marketers Missing the Mark?” by Hispanic Market Weekly states that “An attitude-based acculturation model provides a more focused lens for looking at Latinos and capturing the estimated $500 billion in purchasing power held by bicultural Hispanics” based on a report from Culturati Research & Consulting.
Let’s clarify that the largest percentage of bilingual Latinos/Hispanics do not need to acculturate; they enculturate instead. They acquire the culture in their first years of life through schooling and media in English. Acculturation is for people such as immigrants who move from one society or culture into another.
Ethnic marketing is prone to these wrong and misleading statements. Let’s also clarify that Hispanic marketers are not experts in cross-cultural theories or cultural anthropology and should not be haphazardly using terms that are outside their field or field-specific that they ignore. They need to either learn more about social sciences or leave such studies to the experts because they are “missing the mark.”
By Mari D. González
As a Mexican household name who has made it into the English-language media, George Lopez is mainstreaming Latinos for which he is considered by many a hero. He uses the most recognizable and marketable Latino symbol —Spanish language— just enough to remind you that he is one from the hood. He is not political correct. He can dispose of cursing republicans publicly and yet, he has a large following across blacks, whites, Asians, and Latinos alike.
So, What Is His Formula?
His Lopez Tonight Show is multicultural. He brings in and interviews white- and black-American celebrities. His diverse band plays diverse music and more importantly, he gets into issues that are close to Latinos and working-class Americans openly.
He brings in the urban flair popular among younger generations which has given way to fashionable music including regaetton, rap, and hip pop. He invites regular people to his show and make them feel at home, showing them respect and consideration.
He dresses elegantly. His shows around the country are sold-out, “even in a down economy” as he put it. His state-of-the-art studio is filled up with young people of all shades who will certainly come out with additional Spanish-language words that they did not or would not learn from their Spanish high school teacher.
Exploiting Culture and Humor
He brings racial issues into the open and even asks his guests for their opinion on them. He can certainly poke at Latinos and for that matter, working-class blacks and whites alike, because he is one of them. He grew up with those experiences; he is an insider and cannot be guilty of prejudice. He can be forgiven by those he represents for he talks about what he lived and endured. He is one of them thus, he can laugh at them.
There is a free flow at his shows. He converses with his audience and feels equally comfortable interviewing Clint Eastwood or the black pregnant dancer in a Corona bikini. He swiftly shifts between social classes and across ethnicities and that is a real skill.
He is attempting to demystify the difference between one’s ethnic label in the U.S. and one’s DNA. And, whether or not he is accurate, it is not the issue. The issue is that he is starting up these conversations in English-language national media.
De or Re-politicizing Chicanos
He is depoliticizing the term “Chicano” by calling himself “Tall, Dark and Chicano” among his fans who are beyond Latinos. Yet, he makes you feel that the Low Rider is still cool while he angrily gets into the political debate as to why some republicans did not vote for Sotomayor.
He might no be the funniest of all or even funny at all but, he has what a great majority of the U.S., so called, minorities have been waiting for –a charming, dark-skinned guy from a poor upbringing who is still in touch with his parent’s culture and has been able to secure a spot not in ethnic but in regular mainstream media where many with more influence have not made it.
Forget about his humor, which I can only stand for a few minutes, that ranges from off-color, vulgar, and borders black comedy. Even for those who find his jokes offensive, he is still looked up to and respected for he can definitely arouse multicultural crowds.