Representation of Latinas in Hollywood
Latinas representation in Hollywood has come a long way. While there has been more progress there still is work to be done. There tends to be common stereotypes and misrepresentation among Latinas in Hollywood. We see this with how actresses have been casted with the same typical role and not given any other role besides what a Latina is known for. We see how their bodies have been objectified by the media and seen as “exotic”. Lastly we see how Latina representation has been used for marketing purposes.
Many Latinas have taken some sort of stereotypical role throughout their career. Latinas would take these stereotypical roles because if they didn’t then they would have no job. These types of roles would be the only ones available to them, but once accepting these types of roles they often found themselves trapped getting the same role. Many Latinas actresses had no other choice but to take these roles in order to make it in Hollywood. Another common image Hollywood has created for Latinas is the image of their bodies. While presenting a different body shape to Hollywood was seen as a good thing, Hollywood took it for marketing purposes and oversexualized the Latina. We can see this with Jennifer Lopez after her portrayal of Selena. She got a lot of attention for her body. In an interview she was referred to the “butt girl”(Beltran 2009). The common body type in Hollywood before was the skinny figure and anything else was considered not as beautiful, but Jennifer Lopez was able to introduce a different type of figure, which was a good way to change the image of what an acceptable body was in Hollywood. By referring to Jennifer Lopez as the “Butt girl” was objectifying her rather than seeing her as a real person. Nonwhite women will be objectified and labeled as exotic (Martin and Kazyak 2009). Even in kids’ movies you can see that nonwhite women will be objectified and categorized as exotic. In The Hunchback of Notre Dame, Esmeralda is presented with sexiness, curves, dark complexion and is given a scene where she is swaying her hips and getting the attention of the males in the audience.
The acceptance of Latinas in Hollywood was based on who they would consider as Latina. For Hollywood a Latina was of fair complexion with European characteristics. Fair skin and European features would most likely get the lead roles as oppose to someone who looked more “ethnic”. In past history we saw the Europeanization of actresses when they would have to change their name and when fair skin and being blonde would get you the better role. Today we can see how Jessica Alba and Rosario Dawson, both who are Latina, had a different career path. Jessica Alba was what Hollywood would consider a Latina and Rosario Dawson was considered more “ethnic”. We see how this mentality has also appeared in Mexico. When Yalitza Aparicio was starting to get recognized for her role in Roma there were racist remarks made about her. She has a darker complexion and indigenous roots.
The use of Latinas in Hollywood has been used as a marketing strategy. There came a period known as the “Latin tomb” where Hollywood would capitalize Latinas that had passed away (Paredez 2009). One of the best examples of this was Selena. She was beloved by the Latinx community and had such an impact that the English-language media did not know about until her cover on People magazine sold 450,000 covers. Due to that they were able to launch People en espanol. Another Latina that has been used for marketing purposes is Frida Kahlo. Once her art sold for $1.65 billion people began to see Latin art as an actual investment opportunity (Paredez 2009). There was what was known as the “Latin explosion” where capitalist would exploit and gain out of the Latin culture, but only to their benefit. Meanwhile there was political issues surrounding immigration, yet Hollywood didn’t have anything to say about that.
Latina representation has improved over the past decades, but it still has a way to come. Many Latina actresses are fighting the stereotypical roles they have often been given. We see how Hollywood has been more careful about what roles they are giving Latinas, but I can’t help and think if they are actually doing it to change the paradigm or simply for a marketing strategy. Not only is this happening just with Latinas but as-well with other marginalized women in Hollywood.
