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= Media Portrayal of Latinas = The portrayal of Latinos in English and Spanish Language media.

Anglo Media
Biased and inaccurate reporting was due to the lack of Latinos working as reporters in Anglo publications. Editors thought that Latino reporters covering Latino issues would be biased but never questioned this issue about Anglo reporters. Latino actors were assigned stereotyped roles.

1910s
The Spanish language newspaper named La Cronica launched a campaign against stereotyping Mexican and Native Americans in movies. They were portrayed as cowards and villains.

1950s
Ricardo Montalban signed with MGM and was condemned to be the Latin lover role.

1960s
Rita Moreno won an Oscar for her role in West Side Story and did not make another film for seven years because directors only offered her roles as the Latin spitfire. There was an effort to hire Latinos but not nearly enough to represent the Latino population. A Chicano sociologist analyzed the racism being used in the portrayals of Latinos in advertising. An example was the corn chip stealing Frito Bandito wearing a sombrero and mustache. It was the Frito mascot in a wanted sign for stealing chips.

1970s
A survey identified that less than 1 percent of the editorial field were Latinos. Coverage of Latinos increased but the portrayal was focused on them causing problems and being strange. Media used phrases such as illegal aliens. The increase of Latinos in the media changed the roles of stereotypes by social class. An example was that the middle class had dignified roles and professional jobs vs. the lower class had roles of young people who had struggles that were solved by Anglos.

Spanish Language Media
The portrayal of women in Spain. Spanish people are Hispanics meaning they speak Spanish but they are not Latinos meaning they are from Latin America.

1957-1999
Commercials of women were focused on household items, beauty products, electrical appliances, food, and clothes.

Women were shown as housewives. Often wearing an apron and cooking at home.

Men worked and provided for the family. Often wearing a suit.

Evolved to have a few women in the workplace but were presented as sexual objects.

2001
Women were shown as professionals with confidence. Television advertisements showed women working outside the house. Superwomen stereotype that they work and take care of the kids.

Anglo Media
Anglo Media is an English language media that targets the United States population. This includes television stations, newspapers, magazines, and motion pictures. Anglo media portrays Latinos to mainly the Anglo audience. Their goal is to attain their non-Latino audience.

General Portrayals of Latinos/as

 * faithful servant
 * mostly made fun of in United States television
 * heavy accents, less intelligent, immoral, despicable, criminals, domestic workers

Portrayal of Latinos

 * Latin lover
 * bandit
 * mustachioed overweight slob

Portrayal of Latinas

 * mamacita
 * women with dark eyes, a low cut blouse, and loose morals
 * hot, exotic, sexual
 * curviness: attribute of the beauty of Latina women
 * mispronounce words
 * speak Spanish
 * Catholic
 * dancers
 * olive/brown skin

Latina tropicalism does not differentiate between Latino groups. Instead, it creates a sense of one Latino culture.

Spanish Language Media
The primary audience includes Latinos. Most radio stations in the United States are owned by Anglos but the workers are Latinos from Latin America. Versus having the station staffed by local Latinos. Local Latinos have small opportunities to be in the Spanish language media. Radio stations mostly use music from Latin America. Television stations use programs produced in Latin America. The United States also depends on Latin American magazines, newspapers, and records. Latinos in the United States are the secondary audience of Spanish language media. There is a contrast between Latinos in the United States and Latinos in Latin America. The language is the same but not the socio-economic status. Latinos living in the United States are minorities while Latinos living in Latin America are the majority.

Portrayal of Latinas

 * over-sexualization of Latinas in Spanish networks
 * small dresses are worn by models or actresses
 * Example of television shows: Sabado Gigante, El Gordo y la Flaca, Primer Impacto
 * women come out in bikinis
 * women standing the whole program in sexualized outfits