Scoring Big? Online Reactions to a Newly Hispanic Serving Institution’s Cultural Event at a Conservative College-Town

• In Event: 41061 - Section on Latina/o Sociology Roundtables
  In Refereed Roundtable (60 minute): Table 6: Latinx Cultural Identity and Representation in Society

Abstract

This study investigates the sociocultural implications of the Mexico vs. Brazil soccer match held at Texas A&M University on June 8, 2024, which attracted over 85,000 fans to Kyle Field. The event highlighted the university’s recent designation as a Hispanic Serving Institution (HSI) and elicited mixed reactions on social media, revealing underlying cultural tensions within a conservative Texas community. Through social media content analysis and ethnographic observation, themes of competing cultural customs and anti-immigrant sentiments emerged, particularly in the context of Latina/o students’ experiences. Findings suggest that while the match fostered a sense of belonging among some Latina/o students, it also exposed resistance from other students and community members who felt threatened by the changing cultural landscape. This paper contributes to discussions on marginalized students in historically predominantly white institutions and their role in shaping campus climate amidst demographic shifts.

Author

• Jaqueline Mendez, Texas A&M University-College Station