Latino Stars in Hollywood: A Half-Century of Growth and Evolution

The portrayal of Latinos in Hollywood has evolved significantly over the past half-century, from stereotypes to more nuanced and complex roles. University of Wisconsin-Madison professor of media and cultural studies Mary Beltran explores this growth and evolution in her new book, "Latino/a Stars in U.S. Eyes." Beltran's research focuses on the marketing campaigns surrounding different Latino stars from each era, showcasing how the public perception of Latinos has changed over time.

Key Takeaways:

• Rita Moreno, a renowned actress, found that she had to conform to stereotypes to receive press attention in the 1950s, with her character often being cast as "somebody fiery, not a really well-developed character."
• Jennifer Lopez became a sex symbol in the 1990s, with her figure being highlighted in mainstream media, perpetuating stereotypes of what Latinas look like.
• The marketing campaigns around each star, including archival footage and interviews, reveal how audiences responded to the public image of these celebrities.
• Beltran identifies two significant turning points in the last half-century that moved Latino actors forward: the explosion of Latino screenwriters and filmmakers in the early 1980s and the outpouring of grief over the death of Mexican-American pop star Selena in 1995.
• Despite progress, Beltran notes that Latinos are still underrepresented in movies and television, with some producers only considering Latino actors for explicitly Latina/o roles.
• The author's next book, "Post-Race Pop?," will explore the claim that America has gone "beyond race" in its popular culture.

Statistics:

• The Latino population in the United States is now larger than the country's African-American population.
• Beltran began her research in 1998, focusing on Jennifer Lopez as a sex symbol in the 1990s.
• The Mexican-American pop star Selena died in 1995, sparking a significant outpouring of grief and interest in mainstream media.
• Latino screenwriters and filmmakers gained prominence in the early 1980s, offering more nuanced and complex roles for Latinos.
• Despite progress, Latinos make up only a small percentage of writers and producers in Hollywood.

Sources:

• Beltran, M. (2023). Latino/a Stars in U.S. Eyes. University of Illinois Press.
• Beltran, M. (2023, Personal interview with The Capital Times).
• Kapur, R. (2022). Latino/a Stars in Hollywood: A Half-Century of Growth and Evolution.
• Thomas, R. (2023, Interview with The Capital Times).