America Ferrera on 'Gentefied' and Making Hollywood More Inclusive

Story written by Alicia Ramírez

America Ferrera / Photography by Adam Franzino

"I do it because I know that people are watching and that it matters that we have examples of people who unapologetically take up space."

It's no secret that when it comes to Latinx TV shows and Latinx women working behind the scenes, Hollywood still has a long way to go. We are used to hearing that shows aren't marketable enough or that the man they hired was a better fit (and immediately sigh)— but not America Ferrera. 

"I often think what has happened with projects that are well-meaning and well-intentioned, geared towards Latinx audiences, is that there's this fear of being too specific, and wanting everybody to see themselves, and for everybody to relate. That can water something down so much that it no longer relates to anybody," says Ferrera.  

She works behind the scenes as an esteemed producer, director, and activist. HARNESS, the organization she co-founded in 2016, helps communities amplify the cultural narrative around social justice. The fact that she's determined to take on more than she already is is no surprise to anyone who has witnessed her growth and tenacity over the years. Neither is the fact that she's executive producing Netflix's Gentefied. 

Gentefied follows three cousins struggling to keep their grandfather’s taco shop afloat in the gentrifying Los Angeles neighborhood of Boyle Heights. The show stars Joaquín Cosío, Karrie Martin, J.J. Soria, and Carlos Santos. 

"What's attractive in each project changes, and sometimes it's because it feels incredibly familiar. I could see Gentefied coming to life! Because of what's happening now, the connective tissue is that there's a human story and then an experience that's ultimately gripping and compelling. You have a deep desire to lean in and know more about whatever the experience is," Ferrera tells me.

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As executive producer and director, she shepherds Gentefied through many funny and shocking moments. Ferrera had been producing "for years." She felt she was the right person to "get the story to the screen as authentically as possible for Marvin [Lemus] and Linda [Yvette Chávez].” That's hard to argue, considering that she's been a part of Gentefied since 2017 and has produced and directed on the NBC comedy Superstore (in which she stars in).  

Ferrera knows Gentefied's power not only comes from its political and cultural resonance but its humor. "Our communities are represented in very stereotypical ways and often in very depressing and gritty ways, that we don't see ourselves portrayed with joy, humor, and style," she explains. "To direct episodes that had a lot of that joy and humor and to celebrate our community that way felt so important. I was really grateful that in my two episodes, I got to direct out a lot of bad choices." 

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Seeing other women in entertainment unapologetically participating in things she always wanted to partake in and receiving the support of her peers gave Ferrera the courage to stand up for herself and claim space even when it felt uncomfortable. And by virtue of that, Latinxs can finally see themselves in positions of power.

"I do it because I know that people are watching and that it matters that we have examples of people who unapologetically take up space." 

Whatever is next for Ferrera, she’ll undoubtedly continue making Hollywood a fair and inclusive place for Latinxs, and I wouldn't dare get in her way. 

Stream Gentefied now on Netflix.