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Tag Archives: Hispanic and Latino

Latino en Estados Unidos

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

Spanish-dominant Bilingual Youth

Bilingual youth who construct their vocabulary between what they learned at home in Spanish and what they learned at school or work in English are more comfortable with a casual language among their peers that mixes phrases and words of these two languages.

According to my study of language preferences in digital media among 18-25 year-old Latinos/Hispanics, the less acculturated ones side with Spanglish-themed programming such as the no longer existing Univision-owned radio station “La Kalle,” because mainstream media does not resonate with who they are collectively.

Aculturado, Retroaculturado y Asimilado

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.

Low-Context and High-Context at the Oscars

By Mari D. González

The Oscars’ controversial comment by Sean Penn when presenting Alejandro González Iñárritu is a great example on how communication between members of Low-context and High-context groups causes misinterpretation.

According to anthropologist and intercultural communication pioneer, Edward T. Hall, North European and North American macro-cultures would be defined as “Low-context” because their communication preference is characterized by explicit verbal messages. Hall further explains that in Low-context, “Effective verbal communication is expected to be direct and unambiguous.” On the other hand, societies from the rest of the world including Latin America, Asia, and Arab countries utilize “High-context” communication in which, “most of the information is part of the context or internalized in the person; very little is made explicit (Hall, as cited by de Mooij, 2014). In these countries, people are programmed to read context and meaning between words.

Low-context communication is related to an individualistic identity in which people are “I” conscious and express private opinions publicly. Conversely, in High-context or collectivist societies expressing personal opinions and disregarding group of reference’s perceptions is not recommended. There is a risk of making them feel humiliated or what Asians call “losing face.”

In collectivist cultures, personal identity is related to and not separate from that of the group of reference as in “we.” An offense to a person of that group is an offense to all members who identify with that in-group. Hence, a perceived offense to Iñárritu could be perceived as an offense to those who identify as Mexicans because their individual identity is not separate from that of the group of reference as it is for members of individualistic cultures.

¡Hola Venky! Indian and Mexican Cultures

By Mari D. González

Hola Venky

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.

 

Classical Nahuatl

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

 

Nahuatl

 

“This early literary language based on the Tenochtitlan variety has been labeled Classical Nahuatl and is among the most studied and best-documented languages of the Americas.” Cagner, 2002:195

 

Latino o Hispano en Español

Seal of the Ohio Commission on Hispanic and La...

Seal of the Ohio Commission on Hispanic and Latino Affairs Source (Photo credit: Wikipedia)

Por Mari D. González

Aunque los dos términos tienen su origen en EE.UU., sus connotaciones son diferentes. A consecuencia, unos prefieren un término sobre otro.

“Hispano” denota que la persona tiene una ascendencia principalmente Española y es preferido por cubanos y personas de Nuevo México. Por otro lado, “Latino/Latina” es un termino inclusivo de la gran diversidad étnica de Latinoamérica y no pone las raíces Españolas por encima de las otras (Indígenas o Africanas); también asume que no todos los habitantes de Latinoamérica son Hispanohablantes.

De esa misma manera el término “Hispano” o “Hispanic” es preferido en ciertos círculos con privilegio (Ej.: Hispanic Business, Hispanic Chamber of Commerce) y el término “Latino” es preferido en los ámbitos de música y medios de comunicación popular (Ej.: Latin Grammy, Latin Music) y por las nuevas generaciones.

Generalizing Hispanics

By Mari D. González

Fast and easy analysis does not always translate into accurate analysis.  The infographic below from CutCue states that “U.S. Hispanics are very proud of their heritage and never forget where they come from.” This might be true for Latinos/Hispanics across generations—more specifically Latinos/Hispanics of Mexican descent who are the majority.

However, the next statement, “They are self reliant and have a negative view about asking for help” relates more to individualistic societies. In general, Latinos/Hispanics regardless of their acculturation level tend to be on the collectivist side. So, my question is—Which segment of Latinos/Hispanics is CutCue talking about?

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Marketing to Second-generation Latinos

Mari D. González

According to the Pew Hispanic Research Center 11 percent of the nation’s 16 million Hispanic children are first generation or foreign-born; 52 percent are second generation or U.S.-born “sons or daughters of at least one foreign-born parent;” 37 percent are third generation or higher “meaning they’re U.S.-born children of U.S.-born parents. 1

What does this mean for Spanish-language vs. English-language media and advertising?

That none of the two are reaching the largest bulk of Latinos/Hispanics -second-generation, bilingual ones.

Who is addressing this trend best?

Spanglish music-themed programming such as MTV3s and Mund2 and Hispanic/Latino oriented magazines are targeting this emerging group; not Univision or Telemundo and definitely not CNN, FOX, Target, or Amazon who have lately alienated Latinos with racially charged programming and/or products.

How?

By infusing Latin elements -words, phrases, music, colors- into to their English-language content and including content that is relevant to this socio-cultural group such as positive news about Latinos/Hispanics and against-the-common-negative-stereotype stories (Gonzalez, M.D., 2009) companies, marketers, and even politicians, have won and will continue to win over Latinos/Hispanics in the U.S.

Let’s begin to feature Juan Martin del Potro, number-one tennis player; Lhasa de Sela, Mexican-American signer of Spanish, French and English; Alondra de la Parra, 27 year-old classical maestra; Lorena Ochoa, number-one female golfer; or the all-American rock band from Texas, Girl in a Comma whose members are Latinos/Hispanics.

Why?

With 48 million Latinos/Hispanics in the U.S. and in states like California in the threshold of becoming more than 50 percent of their total population, and when “overall, Hispanics increased purchasing ‘deals’ by 16 percent, outpacing non-Hispanics shoppers,”2 news that Latino lives are about shooting, selling drugs, or school dropouts should be on the brink of getting too old.

1 Hispanic Magazine, 2009 October/November edition.

2 Hispanics and the New Economic Reality consumer report.