I was born in Mexico City and my family moved to Laredo, Texas when I was 10. As a first generation Latina, sometimes I feel out of place, not belonging here or there. I have friends that say that sometimes I am very American, and sometimes very Mexican. Some have told me that I don’t look Mexican or don’t have an accent, except when I say words like ‘Chicago’ (which I pronounce as Che-cago) or say Ay Chihuahua.
In an earlier blog, Marisa talked about how her son will identify himself. I can relate, since some call me Texana, others Mexicana and others Mexican-American. I like to say I am Mex-Tex, not Tex-Mex. I go between Mana, Ozomatli and Amy Winehouse in my iPod and watch both Entourage and Buscando a Timbiriche, La Nueva Banda on Sundays. These things all speak to individual preferences and to why it is so hard for marketing and communications experts to reach the first generation, acculturated Latina.
A recent book by Rosie Molinary called “Hijas Americanas: Beauty, Body Image, and Growing Up Latina” shows that I am not alone. Molinary conducted an online survey with 5,000 Latinas and extensive interviews with 80 Latinas. The findings and insights are fascinating and highlight the challenges faced by communicators. Research is key, of course, but fortunately now there are books such as ’Hijas Americanas,’ and organizations such as Las Comadres Para Las Americas and MANA, that can be great resources to understand and reach this market segment.
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