Sunday, February 24, 2008
This video is another example of how U.S. marketers are linking Cinco with Mayo with St. Patrick's Day. While there are some similarities (expecially the alchohol industry's re-interpretation of these events as drinking holidays) there are important differences. One big difference is that Latino youth are disproportionally exposed to higher amounts of alcohol adverstisements than any other ethnic group (including Irish Americans). Another difference is the negative social stigma produced by Latino stereotypes within Cinco de Mayo advertisements further marginalizes and alienates an already stigmatized racial group that prevents it from advancing politically, educationally, and economically. Lastly, anti-immigrant groups have attacked the celebration of Cinco de Mayo in ways that St. Patrick's Day has not despite both groups having undocumented populations.
Posted by littletrees at 2:20 PM