Cultural Stereotyping: Losing individuality in a multicultural society.
September 13, 2005
The study of cultures is a complex field. The American community frequently does not spend appropriate time or effort to learn about the people who share their daily lives. If those people speak a different language or look different, the community can react by labeling all persons who speak that language or look differently with general and sometimes negative labels. This lazy behavior, speaking generally about persons with different cultural values and attributes, exposes the lack of education and sensitivity of the person or group of persons making such statements.
Creating stereotypes and labels of persons with different languages, origins or race can be damaging and suppressive. (Lozano, 2005) Some of the stereotypical statements about one culture generate reverse statements from the culture attacked or “typified.” An example would be an “American” views that “women are inferior to men” in the Mexican (or Hispanic) culture” coupled with the Mexican (Hispanic) view that “American men are “henpecked.” (“preview.in-command,” 2005)
Another particularly troubling negative generality related to persons of Mexican origin is that “Mexicans in the United States are illegal immigrants.” The reality is that “most people of Mexican descent in the United States are not immigrants, they are citizens.” (Lindesmith, 2000) The stereotypes regarding persons of Hispanic decent include the perception that all persons who descend from natives of Spanish speaking countries are Catholic. While some Hispanic countries such as Mexico are predominantly Catholic, the Mexican culture is actually as result of transculturation. The religious and cultural customs and holidays of the Catholic religion and indigenous religions and traditions provide the “Mexican culture.”
While stereotyping of a cultural group may appear to always be negative, there can be a positive generalization applied to the population. Some popular stereotypes about descendents of Hispanic cultures are they are proud, hard working, patient persons who exhibit strong family ties, loyalty and acceptance of life. (“preview.in-command,” 2005) The most important generalizations about persons are those that are made as a result of sound research and used to promote positive and valued transactions with the identified cultural group. The research indicates that Hispanic students have the following positive characteristics; pride, inner contentment, respect for others, courage, practicality. (“preview.in-command,” 2005)
In marketing it is important to understand the shared cultural values of a community in order to provide a message that is attractive to the target population. (Korzenny and Korzenny, 2005, and “Targeting Hispanics, 2003) The market manager that wants to succeed in marketing to the Hispanic community needs to understand the difference between negative stereotype and positive, well-documented cultural differences attributed to the Hispanic community. (Korzenny, 2005)
Some of the documented characteristics that may be important to a marketer are that the Hispanic community values their time and they focus on their present needs. (literacynet.org as found in Lozano, 2005) Hispanic communication styles tend to be more formal and respectful. (literacynet.org as found in Lozano, 2005) Older children are expected to care for younger children, while the child-parent relationship remains a strong influence in decision making situations. (literacynet.org as found in Lozano, 2005) Many holidays are shared between Hispanics and other cultures, but they may be celebrated differently such as Christmas and weddings. In addition, Hispanic cultures have many holidays that can be religious or patriotic such as La Noche Buena and Cinco De Mayo that are not shared with all Hispanic people, but with their affiliations with their religious and national peers. (“preview.in-command,” 2005)
In summary the attributes of the person who is “Hispanic” are real and can be identified with careful, sensitive marketing techniques and solid social science research. (“Targeting Hispanics”, 2003) The careful, considerate and ultimately successful marketer in the Hispanic community must be aware of the negative, unfounded labels and use positive, well-researched commonalities in their marketing efforts. (Korzenny, 2005)
Judith Kyle
Jk***@********su.edu
Student in the Hispanic Marketing Communication Program at Florida State University
Reference
Korzenny and Korzenny, 2005 Hispanic marketing: A cultural perspective. Butterworth-Heinemann/Elsevier
Lindesmith, 2002, retrieved on September 17, 2005 in http://preview.in-command.com/multi/stereotypes.html
Lozano, 2005, Changing social attitudes through education. Retrieved on September 17, 2005 from http://preview.in-command.com/multi/stereotypes.html
Targeting Hispanics: Efficient marketing requires data, insights that get behind stereotypes. 2003, retrieved on September 17, 2005, from http://www.knowledgenetworks.com/info/press/releases/2003/061603_hispanic.htm
