Ask a Mexican: Racialization in Public Discourse

• In Event: 429 - Regular Session. Racialization and Racism in Public Discourse

Abstract

The “Ask a Mexican” column initially originated in Orange County California in 2004. Whites send in letters from across the country, asking about Mexican culture and behavior. These letters, represent an alternative data source from which to examine the narratives whites have about Latinos. This column has caused much controversy for its racially incendiary language. Shortly thereafter, the column went into national syndication and it popularity has continued to grow.
In this article, I map the particular racial stereotypes whites employ in their submissions to the column. Many of these stereotypes have endured through time. The letters also reveal that whites impose these stereotypes regardless of citizenship status and generation. I use these entries to show how the continuity of these racial stereotypes is part of the common language used in public discourse, that have become salient. The column’s public format along with an increase in user-generated media reflects whites’ willingness to pose questions frequently of a racist nature about Latinos. I further argue that the resilience of these racial stereotypes towards Mexicans, challenges any notions of a post-racial state, and further reflects the uniqueness of Latino racialization today. Theoretically, I posit that understanding how the dominant group (whites) perceive, construct, and treat Mexicans is important to understanding race relations, white racial ideology and more specifically where Latinos fit into the racial hierarchy. Lastly, the negative attitudes whites have of Latinos, may suggest the assimilation model is not applicable to their experience because of continuous racialization.

Author

• Celia Olivia Lacayo, University of California-Los Angeles