The Evolving Landscape of Spanish Language Representation in U.S. Media: From Overt to Covert Discrimination

Despite the continuously expanding presence of Spanish-speaking communities in the United States, media representation of the Spanish language and that of its speakers has remained relatively scarce. At present, however, a growing interest in reaching and cashing in on this influential consumer group is forcing significant changes in the mass media communication landscape. Not only are an increasing number of movies and TV shows working with more diverse casts (ethnically, culturally, linguistically, etc.), but there also seems to be a heightened presence of Latinx characters in leading or supporting roles. This tendency, however, does not necessarily mean that mainstream media is becoming more inclusive and less anglocentric. In fact, a careful look at the storylines of individuals who are perceived to be Spanish speakers will reveal that they mostly portray stereotypical roles and behaviors. When their stories are told, they are all too often infused with unwarranted messages that portray Latinxs as lazy, unskilled, unintelligible in speech, hypersexual, or simply too ‘foreign’ to fit in. Whether overtly or covertly expressed, the negative impact of these persistent transgressions has the potential to shape real-world ideologies, attitudes, and prejudices. This paper adopts a critical raciolinguistic perspective, which underscores the co-naturalization of language and race, to highlight the role of media in reinforcing discrimination against the Spanish language and its speakers. In our analysis of six recently popularized TV shows (i.e., East Los High, Family Guy, Gentefied, Jane the Virgin, One Day at a Time, and That ‘70s Show), we examine the perpetuation of racialized stereotypes toward Latinx characters’ linguistic practices with regard to (i) the environment in which they exist, (ii) their mannerisms, (iii) speech patterns, and (iv) interactions with other characters. We demonstrate how these shows’ blending of seemingly harmless linguistic ideologies with stereotypical and sensationalized representations grounded in colonial hierarchies reproduces hegemonic interests, perpetuates social inequalities, and places racialized Spanish speakers at a disadvantage.