Home » Posts tagged 'Hispanic and Latino Americans'
Tag Archives: Hispanic and Latino Americans
El párrafo al final escrito por Alex Gonzlar describe claramente el sentimiento de ser Latino en Estados Unidos o lo que es identificarse con los demás inmigrantes de Latino América.
“El momento final de la ceremonia de entrega de los Premios Oscar, y uno de los momentos más importantes de toda la noche…; cuando el director Alejandro González Iñarritu, de descendencia o ascendencia mexicana, y quien ya había ganado minutos antes, el Premio como Mejor Director; luego, al recibir su Premio Oscar, a la Mejor Película, pidió la atención de todos, al final, para un extraordinario mensaje a favor del movimiento pro-Reforma migratoria en esta nación, al decir lo siguiente : “Para finalizar, solo quiero tomar un segundo, quiero dedicar este premio también a mis compatriotas mexicanos…, aquellos que viven en México.., es mi oración que podamos construir el gobierno que todos merecemos…; y para aquellos que viven en esta nación, quienes son parte de la más reciente generación de inmigrantes en este país…, es mi oración también, que puedan ser tratados con la misma dignidad y respeto de todos aquellos que vinieron antes, y construyeron esta increíble NACION DE INMIGRANTES…!!”
Wowww…!! Tremendo mensaje político…; valiente, fino, claro, fuerte, elegante, consistente, honesto, y directo a la yugular….!!! Excelente hermano Alejandro…, gracias, porque aun cuando no somos mexicanos, indirectamente nos incluiste a todos quienes somos inmigrantes, y nos sentimos en ese instante, completamente identificados con tus palabras….!!! Gracias, amigo…!! #OscarAwards Alex Gonzlar
I love personal stories and to see how they are part of that bigger picture. I have always been fascinated by the history of the borderlands. Although I majored in Business Management and Communications, I was allowed to do my senior research project on Chicano and Mexican-American literature.
As a lighter-skin Mexican who had grown up believing the myth of having mostly European ancestry, this project was a real eye opening. The more I learn about whom I considered the “other,” the more I feel connected with my indigenous side.
Culturally, Mexicans are more indigenous than we are ready to admit yet, “hay una directriz que nos separa,” there is fine line that separates us by color as a result of the almost gone colonialist ideas.
Let us reconcile our true history and embrace our indigenous people and the African-descent Mexicans as part of the Mexican society and who we are historically. By seeing them both as equal citizens, Mexicans will have acquired a broader ethnic identity.
To attract “Spanglish” speakers, you need to appeal, invite, and get close to a younger generation of Latinos who do not necessarily are fully fluent in Spanish but have acquired the emotional vocabulary of their parents’ language.
Speaking Spanglish represents having a dual and hybrid cultural identity. The language itself is a mix of what is relevant in Spanish but does not exist in English or cannot be completely expressed in English.
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
Here are two interesting quotes on Nahuatl, the language spoken in what is today Central Mexico and parts of Central America which has given Spanish many words.
“At the conquest, with the introduction of the Latin alphabet, Nahuatl also became a literary language, and many chronicles, grammars, works of poetry, administrative documents and codices were written in it during the 16th and 17th centuries.” Cagner, 1980:13
By Mari D. González
Last year, I was approached by Lee Raymundo, MBA candidate at UCLA. He asked for an interview. He wrote:
“I read your article ‘Marketing to Second-Generation Latinos’ with
great interest and believe your insight would be of great value to me. I have
been trying to understand the behavior and culture of second generation Latinos vs. first generation and what ideals would most likely appeal to them. I understand that Bud Light is especially popular with this segment but have so far, struggled to understand why.”
He explained that his team was working with Budweiser, “on understanding the most effective way to reach the Latino community with a brand that resonates with this segment.” So, we addressed his questions. I gave him a general overview on the language preferences for first- and second-generation Latinos/Hispanics, which are basically related to acculturation.
Based on that particular interview and several other similar conversations, I have concluded that many professionals trying to reach Latinos/Hispanics assume that Latinos/Hispanics fall into one single market–an assumption that is too general.
“Latino/Hispanic” is a term used in census-taking to track people whose
heritage can be traced to 21 countries in Latin America plus Spain (Europe),
but should not be used—or misused—when marketing to a specific population under this umbrella term.Thus, every time I am asked to talk about Latinos/Hispanics, I always reply with the same question, “Which segment of Latinos/Hispanics?”
Most people do not understand the huge cultural, socioeconomic, and generational differences among Latinos aside from their country of origin, language of preference, and acculturation levels. Language is of utmost importance. Yet, it should not be understood simply as English vs.Spanish, but how well the target group speaks either language and how extensive is their vocabulary in either one.
Other questions include: Has the market segment been schooled and/or received college degrees in Spanish or in English? Do they prefer reading in English but speaking Spanish at home? It might be that English is the language they learned to read and write grammatically, but they prefer the emotional connection associated with the sounds and certain words in Spanish. Our accents and the extent of our vocabulary tell a lot about who we are culturally, where we come from, our education and socioeconomic levels–all of which are important marketing indicators for Hispanic marketing strategic planning.
There is also the “American Latino/Hispanic” layer, which encompasses all Latinos/Hispanics living in the U.S. and can be very subtle. For instance, most first-generation, Spanish-dominant Latinos/Hispanics in the U.S. know common English-language terms they use in their daily lives even though their primary language is Spanish at home and work.
Moreover, there are cultural dimensions that second-generation, bilingual and English-dominant Latinos/Hispanics do not give up and that includes collectivism—us, we, nosotros. That is the one specific example I gave to Mr. Raymundo. I told him that whatever message he is trying to communicate across the board with Latinos/Hispanics, do not market to them through an individualistic identity—me, I, only myself—because that’s crossing into assimilation terrain and an assimilated Latino/Hispanic no longer counts culturally as a Latino/Hispanic.
By Mari D. González
THE PREMISE: “America’s corporations can no longer ignore Hispanic marketing like Mitt Romney did.”
THE RELUCTANCE: “Companies [have failed] to understand the importance of being culturally relevant because they first-and-foremost have their brand’s interests – rather than Hispanic consumer’s cultural values, preferences and passion points – at heart.” Armando Azarloza
THE CHALLENGE: “Companies are deprived of diversity in leadership, [thus] lack the imagination, creativity, authenticity and innovation to market to today’s fast growing demographic shift.”
AND THE GOOD NEWS: “Hispanic small businesses are growing at twice the rate of the national average – generating over $350B in annual revenues (that some estimate is closer to $650B).”
By Mari D. González
I’m a graduate student in Intercultural Communication doing research on online marketing specific to Latinos in the U.S. and Mexicans in Mexico. I do a lot of reading on the topic and just finished reading Joe Kutchera’s book, Latino Link: Building Brands Online with Hispanic Communities and Content.
His is a complete read on the intricacies of the Latino market from a global and international perspective. He is not simply expressing his opinions. He does extensive research and lets the voices of other experts speak and share their valuable in-the-trenches experiences. Latino Link presents the real step-by-step, “how to” market to Latinos and to middle-class Mexicans who travel from Mexico to shop in the U.S. that I haven’t found in other books.
We already know the Latino/Hispanic market is large and expanding. The numbers are there–just check the Pew Hispanic Center website. Yet, we need to understand the complexities of comparing and contrasting this market within the context of the general market. And, beyond that, he compares the Latino market with Mexico as a stand alone and expanding online market. Kutchera talks about the “invisible consumer,” the affluent and middle-class Mexican buyer whose potential has not been recognized. Why? Perhaps, because most executives and so-called Hispanic marketing consultants have been fixated on the stereotypical Latino/Hispanic and the Mexican (in Mexico) consumer and continue to exploit the market based on such stereotypes.
What I enjoyed most is Mr. Kutchera’s ability to investigate without a preconceived premise or hypothesis. He is open to being surprised and finding new knowledge outside the box even from his own nephews who are habitual internet users and are the present and future consumers. As a consumer behavior researcher who focuses on the cultural and linguistic aspects of the Latino/Hispanic y en el mercado de Mexico, and the market in Mexico, I highly recommend Latino Link.
Edited by Connie Cobb