Transformation of the Latino image in Western culture (based on the analysis of American mass media)

Abstract

With rapid development of Latino communities and their members’s active involvement in the US social and political life the attitudes toward Latinos (Hispanics) have changed, both from the outside and the inside. The Latino people themselves came to realize their self-identification and, consecutively, the portrayal of Latinos in the media has been altered. In this paper the author argues, that the range of Latino stereotypes has become wider today and that the model that used to work decades ago in picturing Latino migrants is no longer relevant. Thus, the main goal of the study is to mark out and describe the changes that have occurred in the US media regarding the images of ‘Latinos’ (/Latinas). Comparative analysis is the key method in addition to the content analysis of media publications. The empirical basis consists of 80 publications, including digital media footage, published in 2016-2020 (both in English and Spanish languages) – such as the New York Times, The Time, The Washington Post, El Opinion, etc. These newspapers and magazines are considered to be highly influential as they set the agenda, shape the opinion and affect public consciousness. The material of the study also comprises 20 TV episodes related to the coverage of Hispanic issues in the USA. Having analyzed the media content related to the Latino issue (mainstream media, online sources, TV footage), the author comes to a conclusion that the number of roles that are attributed to the Latinos/Latinas has increased significantly and the today’s narrative to a larger degree is aligned with the changes occurring in real life of the Latino community.