Understanding the Hispanics and their different cultures

1
Understanding the Hispanics and their different
cultures

• Sonia Quiroga Thomas, Founder of Latin
  Connections Network
• http//www.spanishwaves.com
• Latin Marketing Consultant and Author, 2007

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Hispanic? Latino?

• In the 2000 census the term Hispanic was
  changed to Spanish, Hispanic or Latino and
  defined as follows
• A person of Cuban, Mexican, Puerto Rican, South
  or Central American, or other Spanish Culture or
  origin, regardless of race.

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Hispanic? Latino? Region Matters

• Regional use of the terms varies in the Eastern
  region the term Hispanic is used more
  frequently.
• The term Latino is more common in the Western
  region.
• Hayes-Bautista, D.E., Chapa, J., (1987). Latino
  Terminology Conceptual bases forStandardized
  terminology. American Journal of Public Health 77
  (1),61-68.
• http//www.whitehouse.gov/OMB/fedreg/

4
Hispanic? Latino?

• Hispanic
• Hispanic generally means "Spanish like" or
  "affected by Spanish". Hispanic is often seen as
  a direct reference to Spain
• Better to call them by Mexicans, Colombians, etc.

• Latino
• Latino is viewed as being a broad reference to
  Latin languages or people. Non Italian-American
  or Franco-American but Yes Brazilians. Latino is
  sometimes viewed as a direct reference to Latin
  countries,

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What is Culture?

• Culture can be identified as ones worldview
  which includes experiences, expressions,
  symbols, materials, customs, behaviors, morals,
  values, attitudes, and beliefs created and
  communicated among individuals, and past down
  from generation as cultural traditions

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Caveat Cultural Heterogeneity

• The danger of cultural competence training is
  oversimplification of culture and the creation of
  stereotypes. Regardless of culture, each person
  is a unique individual
• The heterogeneity of the various Hispanic/Latino
  groups cannot be overemphasized.

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Spanish Food
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Mexican Food, European Food

• blogs.chueca.com/suavebrisa2006/200701.htm

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Well Known Hispanics
Martin Sheen Actor(born Ramon Estevez)
Jorge Luis Borges Argentinean Writer
Sor Juana Inés de la Cruz 1750, Mexican Writer
Roberto Clemente Puerto Rican Black Hispanic
Major League Baseball Player
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Dancing a way of escaping
Flamenco, Spain
Salsa Puertoriqueña, cubana, neoyorquina,
colombiana, venezolana
Al Pacino in Scent of a Women
MARIACHIS, MX
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Latino America
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Hispanic/Latino by National Origin

• Mexicans 65
• South Americans 17
• Central, Puerto Rican Cuban 18
• http//www.whitehouse.gov/OMB/fedreg/

13
Hispanic/Latino Geographic Distribution

• Mexican Americans reside mostly in the Southwest.
  
• Cubans are concentrated in Florida.
• Puerto Ricans live mostly in the Northeast, New
  York, New Jersey, and in Chicago.
• New immigrants are coming directly to job markets
  and for Utah for religious purposes.

14
Latino/Hispanic Cultural Notes

• In contrast to mainstream American values,
  Latinos tend to have a higher degree of
• Familism.
• Family or group needs take precedence over the
  needs of the individual.

15
Present-orientation

• Present orientation. Present time realities have
  more value than future possibilities.
• A popular saying is
• Mañana es otro día y Dios dirá.
• "Tomorrow is another day and God will tell.

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Respect and Formality

• The communication style of Hispanics is more
  formal than that of a mainstream Americans both
  in content and form.
• Many Latinos report that they find Americans
  frequent and casual use of slang and vulgar
  expletives (palabrotas) offensive, even
  shocking.

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Religion/Religiosity

• Religion is a serious matter in the
  Hispanic/Latino community.
• Devotions and church attendance is more common
  than among native-born Americans and higher among
  other immigrant groups.
• They use the word God reverently, not casually

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Catholicism

• Catholicism is a strong bond among Hispanics that
  crosses all lines of national origins and levels
  of assimilation. Births, baptisms, marriages,
  rites of puberty, holidays, even names involve
  religion. Some 70 percent of Hispanic/Latinos are
  Roman Catholic. Devotion to the Virgin Mary and
  patron saints is strong.

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Latinos is America

• Some of the young generation will find it
  offensive if you speak to them in Spanish.
  (roots?)
• Mexican women and some elderly Mexicans wont
  speak Spanish because they consider this their
  land.
• Most professionals in Latin Countries learn
  English in their countries.

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Building Bridges with Latino/Hispanic

• Learn their culture
• Eliminate stereotypes
• Participate in business, social, humanitarian
  work

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Any other Question or Comments?

• sonia_at_soniathomas.com
• http//www.spanishwaves.com
• http//soniathomas.com
• Gracias por venir!