According to the book Bananas to Buttocks many Latina women are portrayed in the media as sexual, sensual women, mothers or domestic workers. Although Hispanics are the largest growing minority group in the United States the representation of this culture in the media is not very positive. Most of my research revolves around Hispanics in cinema and television. In most cases the media does not report much on Hispanics and their success stories. When it is reported the image that is created for Hispanics only hinders their ability to accurately represent their culture. Just like any minority group most of what is reported in the news emphasizes mostly on negative stereotypes. Majority of the information that I found discusses roles casted for Latinas, the portrayal of a Latina characters, and the lack of attention the media gives to this culture.
Many of us can think of the more famous Latina actresses like Jennifer Lopez, Eva Longoria, Eva Mendez, Penelope Cruz, Selma Hayek and singers like Christina Aguilera, Shakira, and Gloria Estefan. There are many prominent Latinas in the media but when you compare the amount of Latinas to non-minority artists this percentage, according to Latin Looks, is less than five percent.
Latino Images in Film suggests that the media downplays the Hispanic culture not giving them much credit for their success. Many of the Latinas listed above are most known for their sexuality. Whether it’s the famous Latina curves or the seductive accents, the way a Latina presents herself effects the amount of exposure she gets.
The media has transitioned into a more entertaining medium, so in order for the Latinas to be famous they must fit this stereotype of a sensual woman. Many women feel that they have to exploit themselves to get attention but Latinas have extra pressure because they are known to be “spitfires” as said in Heroes, Lovers and Others. Which is described as sexual predators who are quick tempered and excitable.
Although there is the glamorous side of Latinas sensuality, there are also roles that require Latinas to poke fun at their roots. There is the comical stereotype for Latinas which can consist of heavy accents, improper English, gold jewelry, a mother with many children, a housewife, speaking fast and in Spanish when angry, and confrontational interactions their lovers or other women.
A good example of these characteristics displayed would be the characters in the television series Ugly Betty. Betty is the star of the show, has poor fashion sense and lives at home with her father, sister, and her nephew. She has a job in New York City but lives in Queens in a predominately Hispanic neighborhood. Although Betty is educated and has a great job her character is not very attractive. She has busy eyebrows, wears ponchos, and eats burritos. Her sister Hilda on the other hand is pretty, wears skimpy outfits and gold jewelry, with long fake nails, talks with a Hispanic/ Brooklyn accent, is a mother, and a hairdresser. She has that sexy but ghetto Latina stereotype going on for her character. As you can see within one TV show there are two drastically different Latinas but very much the focus of stereotypes for Latinas in the media. Obviously these roles were created to be comical and not offensive. Unfortunately there are many shows created around this format and they do not accurately portray a Latina and how she represents herself. The media makes it appear as if Latinas do not respect their bodies and are weak women always chasing a man. Whether they are the damsel in distress, a mother, wife, or just trying to find a man; rarely ever is there a story line about a Latina just making it on her own.
I believe that the portrayal of Latinas in the media affects the people’s perspective of Latinas in day to day life. Many Latinas struggle with breaking into the business world because so many people want to believe that their priority is to have a family. As a Hispanic woman I know how difficult it is to get prominent business leaders to take my ambition to be an entrepreneur seriously. Not only is it difficult breaking the glass ceiling as a woman but throwing in the ethnic factor creates a whole other struggle. Considering that Latinas are represented as we discussed makes it very difficult to overcome these stereotypes. Unfortunately unless the media outlet is minority owned there are not a lot of public stories about successful Latinas that are not artists. As in any situation if you are not entertaining and beautiful most likely your success story will not be published.
The way the news portrays Hispanics creates an even more negative stereotype for the culture. The news reports over one fifth of Hispanic related stories on immigration and violence according to Latinos in U.S. Media. Because these are real issues society’s stereotypical view of Hispanics becomes more personal. The way the government emphasizes on stricter boarder control and cracking down on illegal immigrants creates this negative connotation about Hispanics. Many people want to believe that they are losing jobs to Hispanics, even if they are legal Americans. I believe that a lot of times the media does not want to show successful Hispanics living the American dream because many people associate their success with an opportunity lost to a minority.
As described in Latinos in U.S. Media the misrepresentation of the population affects the entire culture. “For Latinos these affectations include foreign and domestic policy, civil rights, the job market, the justice system, and many more institutions designed to be fair to all.” As you can see these stereotypes go deeper than just hurting people’s feelings. Since the media is such a powerful communication tool it can shape the beliefs of society and has done so in a negative way for Hispanics.
There are magazines, TV stations, radio stations, and social networks that are designated to attracting Hispanics but it does not integrate the Hispanic culture into society, it more isolates them. Even these outlets use beautiful Latinas to lure in viewers. Although it is obvious it is tough for Latinas to be accurately portrayed in the media there are some outlets that give Latinas an opportunity to enjoy their success.
Many successful Latinas are recognized but in a Hispanic setting, whether it is through Latina Magazine or the Hispanic Chamber of Commerce. It is not being publicized for all of society to see. It sets the bar low and the barriers high for Latinas to overcome. Latinas are proud to be recognized by the Hispanic community but at the same time why should that be their maximum exposure?
While it’s hard enough to overcome a racial stereotype, imagine having to deal with race and gender prejudice. As difficult as it is for me to believe that there is so much negative association with Hispanics in the media, it confirms my beliefs that I have a disadvantage being a Latina in America. Obviously society is changing and racial/ gender issues are being resolved, but we still have a long way to go. It seems though, until the media starts portraying minorities in a different light this topic will always be real. The media is a key element in America's way of living and a main source for current news, so unfortunately Latinas fate is in the media’s hands.
References:
Medible, Myra. From Bananas to Buttocks: The Latina Body in Popular Film and Culture. Austin: University of Texas P, 2007.
Pehl, Jamie. "Latinos in the U.S. Media." Teaching literature. 12 May 2004. 24 June 2009
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