A recent article highlighting the career of Colombian actress
and model Sofia Vergara addressed the issue of whether or not Vergara’s
portrayal of Gloria on the ABC sit-com Modern Family is good for Latinas. The question itself, however, is
misleading. We should not be asking if a
particular media portrayal is or is not good for Latinos, but rather if “Latino”
is a worthwhile or usable construction.
“Latino” is problematic in several ways. For one, it assumes homogeneity of history
and culture among a diversity of people and nations. Further, this homogeneity enables others to
rely on poorly informed conclusions and stereotypes about these people and
nations. What is more, the singularity
that “Latino” obviates any connections these same populations have to
the greater United States. Unlike the
term African-American, which situates an African heritage within an American context,
“Latino” diminishes the potential for Mexican, Guatemalan, Columbian, and other
Latin and Central American populations living in the U.S. to claim and express
a bi-cultural or transnational identity.
Removing “American” from “Mexican American,” for instance, enables if
not perpetuates cavalier attitudes when thinking about or discussing these same
populations.
Cynical marketing ploys, like the NBA’s “Noche Latina,” are
one manifestation of these cavalier attitudes. Begun in the 2006-07 season, “Noche Latina” is,
according to the league, a celebration of Hispanic and Latin American culture
and a way of thanking Spanish-speaking fans for their support. The most visible form of gratitude is the
addition of “El” or “Los” to team names on the front of players’ jerseys. If the NBA truly wanted to celebrate “Latinos,”
however, one would expect the Chicago Bulls to sport jerseys saying “Los Toros”
rather than “Los Bulls” as they do.
I understand that major league sports are a business, but presuming
Spanish-speaking fans will buy more merchandise with “El” or “Los” in front of
English words demonstrates lack of awareness about these populations. “Latino” itself, however, is a monolithic construction
that does not require any increased awareness or deeper understandings of these
populations and becomes an unfortunate shorthand when discussion a richly diverse
group of people.
