Tag: Latino Millennial

Going Incognito

In the good old days, you could always tell who was what.

For example, just a few decades ago, every Latino in America — at least according to pop culture — was Mexican with dark brown skin, and probably worked as a gardener. I mean, it was pretty simple for Americans to get out their handy bucket of clichés and then start stuffing Latinos into them.

Life was simple.

But then things got messy. Hispanics started coming in different shades, with terms like “second generation” banded about, and not all of them spoke Spanish, and some even went to college when nobody was looking. And don’t even get us started on “Latinx.”

Yes, it’s gotten so complex that very real questions about identity and culture are cartwheeling through the Latino community, with the result that voices get raised, metaphysical quandaries turn into quagmires, and your basic simple-minded racist can’t even keep straight whom he is supposed to hate now.

Because the truth is that “Hispanic identity is fluid to begin with,” and “the gray area that Latinos inhabit in this country’s historical black/white binary inevitably leads to shifts in identification.”

Basically, who or what is Latino has always been a question, and it has never been more open to debate. Even age-old signifiers of culture are fading away.

For example, even in my generation, just about every Hispanic person was also Catholic. Being a member of La Raza and displaying an almost fanatical devotion to the pope was a natural combo.

But leave it to those wild, trend-setting, selfie-lovin’ youngsters — the millennials — to mess with that.

You see, “Latino millennials, overall, are becoming less religious the more they assimilate to American culture.”

Yes, we could point out that this might not be Latinos assimilating to America, as much as the other way around, but let’s save that debate for another time.

The basic truth is that “the longer Latinos are in the United States and the more Americanized they become, the more secularized they become.” In fact, “the fastest growing [religious] group among millennials is the nones” (i.e., those who align with no specific religion).

Of course, many of these Latinos are still spiritual, in their own individualistic kind of way, but many others are becoming straight-up atheists, a trend that is also true for America overall.

I guess many Hispanics are finally asking exactly what, other than eat up a lot of their Sundays, has the Catholic Church ever done for them. Personally, I believe this is a very fair question.

However, for now, let’s turn our attention to another sign that it is getting more and more difficult to pinpoint those Latinos among us.

A recent study has found that “although recent immigrants identify as Hispanic at a rate of almost 90 percent, this number drops to around 50 percent after the fourth generation.”

The reasons for this are complex. One motivator is simple self-loathing, as many Latinos who can pass for white sometimes prefer to do so. Another variable is fear, because slipping below the radar of Trump supporters is “a strong motivation for avoiding identification as Hispanic.”

Some commentators theorize that the lessening of ethnic pride “in later generations can be due to increased assimilation.”

Finally, there is the fact that the longer Latinos live in America, the more likely they are to intermarry with other groups and produce multiethnic children, and this can lead to “U.S.-born Hispanics who sometimes find their identities challenged by natives of their home countries who don’t think they’re Hispanic enough, and come off as too American.”

Regardless of the specific reason, at present, “11 percent of adults with Hispanic ancestry do not identify as such, and 23 percent of Hispanics most often refer to themselves as ‘American.’”

So what does it all mean? Well, it could indicate that in the near future, Latinos will be considered white Americans, whether they want to be or not.

Indeed, many people have pointed out the historical parallels to the Irish, the Italians, and the Jews — all of whom were considered non-white until the intensity of cultural change and the force of societal pressure suddenly made each of them, more or less, white.

Or maybe white people just got together for a secret vote and decided to let the O’Reillys and the Rizzos and the Goldsteins in — I don’t know for sure.

Regardless, it is undeniable that it is a time of great change for Latinos, and this shift can be difficult to notice when Hispanics have more concrete issues on their minds — like surviving three more years of a xenophobic toddler who would gladly depart everyone with a Z in their last name.

But it is happening.

Life is no longer so simple.

 


A Latino Millennial Walks into a Bar…

 

We Latinos are known for many positive characteristics, such as our strong family bonds, fierce work ethic, and inherent sexiness (really, it’s a thing).

However, we don’t have the reputation of being particularly funny people. As I’ve written before, Hispanic equivalents to Jon Stewart or Chris Rock or Tina Fey are tough to name.

But maybe that has less to do with culture than with access.

Historically, there has been no hub for Latino comedy. To fill that niche, Broadway Video Enterprises (founded by SNL creator Lorne Michaels) recently launched Más Mejor, a new online comedy studio powered by Latino voices.

The site will feature content by Hispanic comedians and/or about Latino themes. Among the big names involved are SNL alumni Fred Armisen and Horatio Sanz, who joined together to contribute one of Más Mejor’s most popular videos so far. Other early hits include a takedown of Mexico City’s tourism campaign and a jab at every Latino’s favorite presidential candidate, Donald Trump. Future content will include topical sketches, cultural and political satire, and original web videos.

One of the site’s partners is Batanga Media, which will distribute premium content to its 70 million monthly users.

Rafael Urbina, CEO of Batanga, agrees that few Latino comedians have broken through to the mainstream. But he sees that as less of an issue — and even less of a goal — going forward.

“Crossing over into the mainstream is great,” Urbina says. “But Más Major isn’t so much about breaking through to the traditional media. It’s more about engaging with the audience directly.”

Urbina points out that Latinos in general, and young Hispanics in particular, are voracious consumers of online media. For example, Hispanics watch 62 percent more digital video than non-Hispanics.

To a Latino Millennial, therefore, it doesn’t matter if a comedian has his own Comedy Central show or was featured in a Judd Apatow movie. All that matters is whether the guy makes them laugh when they click on a video downloaded to their phones.

© Copyright 2013 CorbisCorporation

“We can reach exactly who we want to reach, and not have to water down the content in hopes of reaching a mass audience,” Urbina says. “If we do that well, we will create our own mass audience. A new mainstream.”

It’s an ambitious goal, and one that goes beyond proving that Hispanics can be funny. If Más Mejor is successful, it could indicate a new model not just for Latino audiences, but for an increasingly digital world.

Urbina adds, however, that one element will always be essential when it comes to great comedy.

“Authenticity is a key pillar,” he says. “Young Latinos love comedy, and if people are authentic and talented, we now have a way for them to build a dedicated following.”

 


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