Latinas in Media: Breaking Free from Stereotypes

Story written by Phyllis Tonna

“Latina women are stereotyped as the 'cantina girl,' the 'suffering señorita,' and/or the 'vamp.'”

When we specifically look at Latinas and how they are portrayed in the media, three prominent stereotypes often come to mind: the ‘cantina girl,’ the ‘suffering señorita,’ and the ‘vamp.’ These images have long been at the forefront of objectifying Latina women.

In contemporary American society, we are constantly inundated with controlling images that serve as “stereotypes used to subordinate” (Simms 2001). These stereotypes justify and reproduce inequality because the images are corroborated through repetition (Merskin 2007). The persistence of these controlling images across all aspects of daily life is particularly dangerous, as they are rooted in historical tensions between different racial and ethnic groups.

Eva Longoria as Gabrielle "Gaby" Solis in the ABC television series 'Desperate Housewives.'

What’s interesting about these controlling images is how they consciously or unconsciously influence identity formation. When we focus specifically on Latinas and their portrayal in the media—whether in commercials, TV shows, movies, or music videos—three dominant stereotypes emerge. These images, at the intersection of race and gender, objectify Latinas as the "cantina girl," the "suffering señorita," and/or the "vamp" (Merskin 2007). The continual repetition of these stereotypes can have a significant impact, potentially shaping how Latina/os see themselves or choose to reject these depictions—it can either draw Latina/os into it or not. This is a bold claim to make, but constantly seeing these images can indeed affect identity formation.

Debra Merskin’s article, “Three Faces of Eva: Perpetuation of The Hot-Latina Stereotype in Desperate Housewives,” explores the three dominant stereotypes Latinas typically face in the media. She cleverly uses Eva Longoria’s portrayal of Gabrielle “Gaby” Solis in the ABC television series Desperate Housewives to illustrate these stereotypes. The categories include the “cantina girl,” characterized by her great sexual allure often represented as a sexual object, a naughty lady of easy virtue” (Merskin 2007); the “faithful, self-sacrificing señorita, who starts out good, but goes bad by the middle of the film or television program, and once she realizes that she has gone wrong, she is willing to protect her Anglo lover” (Merskin 2007); and the “vamp, who uses her intellectual and devious sexual wiles to get what she wants” (Merskin 2007). These stereotypes not only limit the roles available to Latinas but also lead to typecasting based on race and gender.

Unfortunately, these categories are still perpetuated in media today. A prime example is Sofia Vergara’s character, Gloria, in ABC's Modern Family, who is hyper-sexualized and hyper-racialized, fitting Merskin’s "cantina girl" stereotype. Such controlling images are used to confine racial and ethnic groups to narrowly defined roles.

Andrea Navedo as Xiomara, Gina Rodriguez as Jane, and Ivonne Coll as Alba in The CW series 'Jane The Virgin.'

However, many Latinas in the media are breaking free from the boxes that society has placed them in. For instance, Gina Rodriguez and Cristela Alonzo challenge the stereotypes Latinas face through their respective shows. In the CW series Jane the Virgin, Rodriguez’s character, Jane, defies easy categorization, presenting a complex individual who must navigate familial responsibilities alongside budding romances and her career. Jane is a complex character who has to balance familial life with budding romances and her career. Similarly, the other Latinas on the show, Xiomara, played by Andrea Navedo, and Alba, played by Ivonne Coll, lead very dynamic lives. What is also interesting about this show is how these three characters' lives play out differently because of their generational gaps.

Similarly, Cristela Alonzo’s show Cristela depicts the journey of a Latinx family as they strive to balance their traditional roots with the pursuit of the American Dream. While the show employs comedy to portray this family’s experiences, it also reflects Cristela’s own upbringing. This type of storytelling gives Latinas a platform to change the narrative that the media has often used.

It is important to have more than a single story for any racial and/or ethnic group, gender, sexuality, religious identity, political identity, socioeconomic status, or ability because of the great diversity within communities. The Latinx community, for example, is far from homogeneous, with varied perspectives, values, and appearances. Because of the diversity within the community, no single media portrayal can capture the entirety of the Latinx experience. Not one unifying image in the media can encompass all members of the Latinx community. To move beyond stereotypes, it is vital to move from ignorance to compassion when addressing all racial and/or ethnic groups. This movement will stop assumptions that are made and will promote engagement in individuality and diversity.

For Further Reading:
Merskin, Debra. 2007. “Three Faces of Eva: Perpetuation of The Hot-Latina Stereotype in Desperate Housewives.” Howard Journal of Communications 18(2): 133-151. DOI: 10.1080/10646170701309890

Simms, Rupe. 2001. “Controlling Images and the Gender Construction of Enslaved African Women.” Gender & Society 15(6): 879-897. DOI: 10.1177/089124301015006006