Stereotypes and Latinos (Triple Participation)

Latino Stereotypes Thrive in the Media, Negative Attitudes Dominate

A girl and her father stand with some 200,000 immigrants’ rights activists flooding the National Mall to demand comprehensive immigration reform. Photo: istockphoto/Ryan Rodrick Beiler
Thu, Sep 20, 2012 12:04 PM EDT

An important new study by the National Hispanic Media Coalition (NHMC) has confirmed many of our hunches about how negative media narratives and portrayals of brown people play out in the minds of non-Latinos. The report, Impact of Media Stereotypes on Opinions and Attitudes Towards Latinos, was commissioned by NHMC and conducted by Latino Decisions. The NHMC has shared the data with the Federal Communications Commission (FCC) and the National Telecommunications and Information Administration (NTIA), with a request for the institutions to study the impacts of hate speech in media. It would be tremendous for these organizations to recognize there’s a problem and to be accountable to our community, at the Drop the I-Word campaign, it matters profoundly.

The term “illegal immigrants” was used in the study specifically to “test the extent to which respondents would use or avoid the phrase.” Study participants were exposed to negative and positive media frames and messages in the news on TV, radio and print as well as in entertainment media. According to the study, non-Latinos no matter what the media format, think that Latinos and “illegal immigrants” are one and the same. There was a higher percentage of people who agreed that Latinos are “illegal immigrants” when exposed to negative frames, but even when exposed to good messages, people still held on to that view. Additionally “over 30 percent of respondents believed a majority of Latinos (50 percent or greater) were undocumented. And in terms of how language matters, “while 49 percent of respondents offer ‘cold’ rating of undocumented, 58 percent rate “illegal aliens” coldly.

This all points to the extent to which the racially charged and dehumanizing i-word and the concept that people could be “illegal” has become normalized through the media. It also makes it very clear that the immigration debate and the i-word, in fact, impact perceptions about and treatment of mestizo and first nation migrants with or without papers, no matter how many generations they’ve been on this land.

Fox News Latino poll earlier this year, found that nearly half of Latino voters think the term “illegal immigrant” is offensive. I’ve wondered about the other folks that were ok with the i-word and if it’s that they found the term useful in distinguishing themselves and creating a distance from the dehumanization that comes with the i-word. That thinking will not save anyone from being profiled or discriminated against. It’s dangerous thinking that widens the net of people who are at risk of being criminalized or attacked.

The NHMC study looked at all types of ideas and stereotypes ranging from neighborliness and religiosity, to use of welfare and gang culture.

Stereotypes are unavoidable. When I first meet people and it comes up that I’m Salvadoran, I get different types of reactions. Some people smile and say, that’s cool, my dear friend such and such is Salvi, or my favorite, I’m Salvi too — to which I usually squeal with joy even at the stuffiest conference, or random bodega. Or I’ve been there, it’s beautiful. Bonus points. Those are the best interactions. Other people will confide in me that they love pupusas, or they will tell me their favorite pupusa stuffing. Very recently ever since that Marta Stewart segment, now people want to say pupusas are “the next taco.”

All benign responses, chevere. No mention of our general badassness or happy disposition. All good, because at least they are not the folks that within the first five minutes want to mention Mara Salvatrucha, sometimes jokingly, usually disgracefully. You can always tell the people who watched that unfortunate National Geographic special with Lisa Ling that depicted all gang members as monsters. The story then becomes about monsters and not the US involvement and funding of Central American wars which led to mass migration and separation and hardship for families, which led to young people seeking familial ties and being exposed to gangs in the US that were later deported back to Central America. There’s so much more to tell there. The point is, the stereotype.

In 2006 mainstream immigrant rights organizations fighting the draconian Sensenbrenner bill helped perpetuate a “good immigrant/bad immigrant” dichotomy, saying “We’re not all criminals.” This created a distance from people with a range of convictions who also did not want to be separated from their families. I was in Los Angeles at the time and even then it seemed incredible that many did not want to acknowledge how the racially biased criminal justice system would funnel loved ones and a lot of young people into deportation. At the time, the organization I’m on the board of, Homies Unidos, was fighting and sometimes winning deportation cases of young people who had convictions while they were making interventions in the community to prevent people from joining gangs and helping others make fresh starts away from gang life. The directly impacted community there remains front and center on policy and organizing. They have lived the impact of stereotypes but they continue to fight the stereotypes and the shame they come with.

Negative stereotypes often have some truth to them, but they simplify a lot of racial inequities and injustice. At the same time they challenge us to reject the shaming they are packed with, kick some serious knowledge about the systems at play and work toward justice. It’s not just offensive that people think Latinos in general are “illegal.” Or that Latinos are gangsters and criminals. What’s more offensive is the idea that any person can be considered “illegal” or be dehumanized in any way and treated unjustly. Language and stereotypes impact all Latinos because of a widely held bias against all of us. We have clarity about how non-Latinos think of Latinos. Let’s be equally vigilant about how we think of ourselves and our own communities.


Too Many Brands Reach Latinos With Off-Putting Stereotypes

Latinos remain underrepresented in the advertising industry — despite the fact these 55 million individuals wield $1.6 trillion in consumer spending, according to The Latino Spring panel at Advertising Week.

“Right now Hispanic equals illegal and there is a negative association with it,” says Valdez Productions’ Jeff Valdez. “Even when [MSNBC’s} Rachel Maddow does a nice story there will be images of people climbing over fences.”

There’s little question that perceptions about Latinos are mired in stereotypes and ignorance. “Whenever they want to reach Latinos they put up a piñata,” says Columbia University’s Frances Negron-Muntaner.

J Walter Thompson’s Gustavo Martinez adds: “Even inside the company, I often have to tell people that in Argentina and Mexico, we speak different languages. I had my colleagues come to Medellin Colombia and they thought they were going to be killed. Thanks to all of the movies and reports, but nothing happened. People are narrow-minded. The U.S. is [one of] the biggest countries in the world. Open your mind and you will embrace amazing things.”

Martinez hopes he can ignite change now that he is Worldwide Chairman and Chief Executive Officer. He believes a growing diversity of backgrounds of race and gender will help to produce better outcomes when facing challenges. “This is a missed opportunity. I am the first non-Anglo-Saxon [CEO of a major mainstream ad shop] and I approach things differently. We have passion and bring different ingredients to the mix,” says Martinez, adding that he isn’t afraid of pushing the line. “I hate the politically correct America. Let’s be more honest.”

Still, he has his work cut out for him in changing perceptions. There is a lot of misinformation around who Latinos are and what they represent. Just because they are of one culture doesn’t mean they live and breathe al things Latino. “We are simply people who straddle two worlds,” says WCBS journalist Lynda Lopez. “I say I am a New Yorker and American but my spiritual home is Puerto Rico. It is a fused identity.” Latinos typically don’t like products that scream “Latino” in overt ways, Lopez said. “They don’t want to see a man wearing a sombrero. They aren’t going to love something or someone simply because they share the same ethnicity.”

It is also important for advertisers to address their Latino targets’ different immigration experiences, especially in light of the political storm over illegal immigration. Not all Latinos are immigrants, notes Valdez. “We live in Beverly Hills but my son asked me if Donald Trump was going to deport him. I told him, you were born in Santa Monica. Are they going to send you back there?” he quipped.



  1. Stereotypes are prevalent among society as a whole. Whether it be about race, gender or sexuality. In this article people of the Latin heritage find it offensive when, ” Nearly half of Latino voters think the term “illegal immigrant” is offensive.” It is very offensive to refer to every Latino as “illegal.” This is racist and should be treated a so. I believe ever done should be treated equally it does no matter what the race. It is very unfair for the Latin culture to be prettied as such outcasts in society.


  2. I can relate to this article. I feel the media plays a huge role with the many stereotypes, not just towards Latinos, but to other ethnicities as well. The media creates all these generalizations that every ethnic group act a certain way distinctly, resulting in the public having ideas of, for example, Latinos being illegal, not being able to speak English, or being gang members. Regarding the youtube video, I personally have been told by an instructor in high school that by being Mexican, I will get pregnant sometime in my high school career and have many children as I get older. I can see where media heavily influences these stereotypes. It is wrong and hurtful, but people act as they are raised and from what they see on a daily. Stereotypes are said so regularly that many become numb to it and do not realize the consequences. I agree that using the term “illegal” to describe Latinos is completely unacceptable. It dehumanizes the Latino community in a wrongfully way.


  3. I agree with Teresa, and Taylor. It’s unacceptable the way we Latinos are looked as. Not all of the Latinos are drug dealers, gang members, there’s also other races too. But it always comes down to the Latinos, and African Americans. Like Martinez said from the article “People are narrow-minded. The U.S. is [one of] the biggest countries in the world. Open your mind and you will embrace amazing things.” And I agree with that, I think that EVERYONE Deserves a chance to improve, to do more Good things. But if Racism and Judgments, inequality is still here; there wont be any of that. Workers in the Fields are Latinos, they come from their own country fleeing the bad treatment, poverty to the USA for a better future, for their child’s. They work and work, under the hot sun, to just be judge as a simple'”dirty immigrant ” , well I say that , that simple immigrant picked those apples we eat, those delicious strawberries that we serve in out in our houses, and much more. Think for just a second before you say any of those hateful meanings. They’ve suffer so much to be here, and they just want to live freely, just like all of us. They don’t deserve to be treated with so low respect. OPEN your Mind to Positive things!


  4. In this article is talks and plays a big role towards to Latinos and how the media have a very strong negative stereotype. The article reported as “Nearly half of Latino voters think the term “illegal immigrant” is offensive.” This dehumanizes the Latino community in a horrible/ awful way. And also i feel like they make the Latin culture as unwanted or even like an outcast in society. I mean these people risk their own lives just to come to the U.S. to have a better life. they work and work, under the hot sun, to just be judge as a simple dirty immigrant and treated unwanted.


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