One of the major arguments of people who object to either term is not only the perceived
stereotypical overtones they carry, but the unjust and unfair labeling of people who do not even belong to the practices and ideologies of such identities. This is true of many indigenous peoples such as the
Wixarikas and the
Lacandones, who still practice their own religious rituals without
syncretism with
Catholic elements. Journalist Juan Villegas writes: These characteristics that are often used, such as Hollywood, to classify a person of Latina/o culture and identity has been termed by scholars, "As a system of media signification, Latinidad is a performative and performed dynamic set of popular signs associated with Latinas/os and Latina/o identity. Common signifiers of Latinidad are language, linguistic accents, religious symbols, tropical and spicy foods, and brown skin as a phenotypic identity." (Berg Ramirez p. 40–41). As Guzman discusses, "signifiers most commonly associated with Latinidad produce a sense of authenticity within media texts", (p. 235). Ramirez continues to discuss how these signifiers of Latinidad do not necessarily mean they are stereotypical. In actuality, Latina/os may utilize these "signifiers" for self-identifying purposes. In terms of media portrayal, Hollywood has invested a lot of time and money to develop a general notion of "Latinidad" because marketers, advertisers and media content producers have found that they are a very bankable demographic, thus turned "Latinidad" and Latina/o culture and identity to a commodity. What is problematic about this is when creating this general notion, the diversity within this demographic becomes suppressed and flattened in a demographic that is very heterogeneous just so marketers, advertisers and media content producers can communicate their version of "authentic" racial identity to consumers. Consequently, this opens the space for stereotypes to be created and perpetuated. Others, such as Catherine Alexandra Carter and
Rodolfo Acuña, address the issue from a more global and political perspective, stressing the importance of terms like
Latino or
Hispanic for the marketing industry and for statistical ends: Davila expands on the ramifications of the mass media's dominant use of
Latino or
Hispanic to categorize this demographic, "... the extent to which assertions of cultural differences intersect with dominant norms of American citizenship that give preeminence to white, monolingual, middle-class producers of and contributors to a political body defined in national terms. My concern is ... with how notions of citizenship, belonging, and entitlement are directly intertwined and predicated on dominant U.S. nationalist categories. Such categories conflate race, culture, and language with nationality, establishing the hierarchies and coordinates against which cultural and linguistic differences are ultimately evaluated (Ong 1999; Williams 1989). It is therefore these hierarchies that frame the discourses of Latinidad channeled in the media, as well as the media's treatment of language and what it may potentially communicate to and about Latino's claim to belonging, and in what terms they may or may not be within the political community of the United States." Consequently, this may leave issues, concerns, and topics relevant to this demographic left unheard, discussed and addressed. They are left invisible, therefore not only conflating the cultural differences, but also marginalizing them for the sake of convenience and marketability to the mass media. However, this is not to say this is a monolithic issue. Instead, this further gives incentive for the demographic to create a space in which they can transform these notions where the representations are more diverse, complex and authentic. == See also ==