Racist stereotypes in Spanish language/Latino/a media

Despite the existence of different racial and national ideologies throughout the Americas, the legacies of European and U.S. empire, colonialism and cultural dominance have naturalized whiteness and “blanqueamiento” as the coveted ideal. Consequently, most stereotypes of anti-blackness and anti-indigeneity have developed global and local manifestations across the Americas, that are also often reproduced in Hispanic and Latino/a media and advertising. These stereotypes include casting Afro-Latino/a celebrities in urban theme ads, casting Indo-Latino/as in public information ads and, in the world of commercial goods, tying aspirational goods to white and light-skinned Latino/a actors.


Arlene Davila, New York University