A Look At The Changing Face Of America
Throughout its history, the red, white and blue which adorns the USA’s flag has been made from an abundance of many other flag colors. The rich culture, customs, hard work and sacrifice of immigrants making this country their new home.
The more than 20 Spanish speaking countries on the planet are transforming what it is to be an American. Unlike other immigrant groups before them, Latinos are not assimilating to the american culture, instead redefining it by infusing their own customs.
Latino Image in the USA…
The first mass images of Latinos in the U.S. were through entertainment. They were (are) portayed as hot headed, sex crazed, criminals and caricatures who’s best contributions were to amuse and serve.
One of those characters from the 1950’s was Jose Jimenez. Jose was created by comedian Bill Dana who played a Latino who didn’t understand the language, speak it correctly or hold a job. Stereotypes which belittle Latinos creating a negative image.
Here is a scene from one of his acts: https://www.youtube.com/watch?v=x1MOLzFpqrU
More stereotypes
The poor coverage of Latinos reinforces stereotypes that this community is to blame for crime, unemployment, over population and economic crisis (to name a few).
Percepción de Latinos en Television y Cine
Criminal
Jardinero
Policia
Enfermera/
Doctor
Profesor
Abogado/Juez
Frequentel
Frecuente Aveces No tanto Nunca
Empleada Domestica
¿"Ilegales" o "indocumentados"?
"Es claro, preciso, cumple su cometido y son dos palabras fáciles de entender"
Margaret Sullivan, defensora del lector – NY Times
“…el termino “inmigrante illegal” sugiere erroniamente que cualquier persona en los Estados Unidos sin documentos legales es un criminal. Esto bajo ninguna circunstancia se podria calificar como un crimen.”
Fatma Marouf, co-directora de la Clinica de Immigracion Universidad de Nevada Boyd Colegio de Leyes
The use of demeaning terms like illegal immigrant is nothing new. President Dwight Eisenhower launched Operation: Wetback in 1954 to not only curb illegal immigration, but eradicate Mexicans from the U.S. who were undocumented. Reports of abuse and violence were widespread.
Here’s a link to a promotional video: https://www.youtube.com/watch?v=i5MeyfKEURI
Sebastien De La Cruz at the NBA Finals
The negative image of Latinos is so prevalent that when young Sebastien De La Cruz (a San Antonio native) sang the national anthem at the NBA finals in 2013, he was attacked because ignorant people thought he wasn’t American.
Marc Anthony at the MLB All-Star Game
A few months later, musical artist Marc Anthony (New York native with Puerto Rican roots) was similarly attacked when he sang God Bless America at the MLB All-Star Game.
Obama y “Los Dreamers”
Latinos have been battling for years to change the culture which created the negative image. A breakthrough came in the 2012 presidential election.
Children of undocumented immigrants fighting to stay in the only country they’ve ever known to continue their education pleaded to President Obama who was running for re-election.
Romney: auto-deportación
Republicans attacked undocumented immigrants for much of the country’s ills; going as far as suggesting they leave the country on their own as a way to solve the immigration crisis.
They were short sighted by not understanding that while undocumented Latinos could not speak for themselves (vote), other Latinos who could vote - would on their behalf and in record numbers.
26%
11 M
VOTO ELECTORAL
(270 PARA GANAR)
The Huffington Post
EL VOTO LATINO POR ESTADO
EL GIGANTE SE DESPERTO!!
The Latino community is growing faster than the entire U.S. population.
Between 2000 and 2010, the Latino population has grown by 43%;
the U.S. population has only grown at a rate of 9.7%.
Record number of voters.
Record number in population growth.
Both impressive numbers, but the most impressive number and the one which is enabling the social revolution we are experiencing is the one which is positivvely impacting the U.S. economy.
Purchasing Power
Se Habla
Español?
Si!
Si!
Speak English?
YES!!
$$$
In an attempt to grow profits, corporate america launched a campaign to target Latinos in Spanish, English and bilingual. This has created the opportunity for the U.S. to become a bilingual country.
The images on this page are from a Walmart store in Hartford, Connecticut. A community not known for it’s Latino population.
For decades U.S. companies have marketed to Latinos in Spanish language media. We see now more and more Latinos in English language commercials on television.
Recent marketing strategies are in both languages like this Wells Fargo spot which runs in the English language market: http://www.ispot.tv/ad/7ozc/wells-fargo-first-paycheck
Latinos in the U.S. (especially generations born in this country) embrace the culture of their families (los abuelos y padres) while also embracing their own American experience.
Simply put, Latinos love futbol (not soccer) and football (and why not it is the most popular sport in the U.S.!!
They love reggaeton as much as they love rock-n-roll
They love the theatrics of novelas in the same way they love the drama of reality shows like Dancing with the Stars.
These new Americans gravitate from one world to the next driven by re-acculturation.
How To Reach Latinos
Español
English
Bilingue
There’s still room for growth in the Spanish language market. This MundoFox spot is sensible to the American experience: http://www.youtube.com/watch?v=aWAxbq3qbJc&feature=youtu.be
ESPN leveraged the strength of an English and Spanish language network to produce a true bilingual program: http://www.youtube.com/watch?v=C0E0lCNu3yI&feature=youtu.be
ABC News and Univision network partner to create a new vehicle to reach millenials: http://www.youtube.com/watch?v=PL9dT48CN88&feature=youtu.be
Leaders in all sectors of society are assisting in painting a fair and accurate image of Latinos
Diversity
Latinos are unlike any other community. We are white, black asian, etc.. There’s diversity within our diverse group!
Latinos embrace many different flags….
...which support the flag that has always embraced people from across the globe in assisting in telling her story.
Hugo Balta
973-277-4250
HBalta70@aol.com
Hugo.Balta@ESPN.com
WWW.NAHJ.ORG