Working with Hispanic/Mexican Audiences

1. Working with Hispanic/Mexican Audiences

2. Hispanic Growth in WA State • 8.5% (517.055) of the population – 2006 • Largest minority group • Estimated 626.349 with median age 24.84 – 2010 • 28% of immigrating population • Foreign born increased by 300% between 1990 and 2000

3. Does everyone in Latin America eat Tortillas? Individualized Consideration • Hispanic is not a race but an ethnic distinction • Hispanics come from all races and physical traits • People from Latin America are all Latin but not all are Hispanics

4. An Elitist Society Mexican society is sharply divided by income and educational level. Although a middle class has struggled to expand in the cities, the principal division is between the wealthy, well-educated elite and the urban and rural poor, who constitute the vast majority of the population

5. Stages of Mexican Culture in the US 1) Recent Arrivals (1st Generation – Mexicans) - Don’t speak English - Hold fast to traditional roles - They are half of all Latinos in the US - Born in other countries - Average formal education of 9 years 2)Bi-Cultural (2nd and some 3rd Generations – Chicanos) - Know English - Accept quickly the American culture 3) Most assimilated (3rd, 4th and so on Generations) - 25% of Latinos - Fully functional in English - Capable of participating in the full range of mainstream American life

6. Mexicans and Chicanos are not the same • They are representatives of very different cultures • They have plenty in common, as, for example, do Americans and Canadians • But their differences are important and must be respected • The most common conflict is between Mexican parents and their Chicano children, who leave behind the culture of their parents as they adapt to American culture

7. HISPANICS CAN'T BE 9/11 TERRORISTS BECAUSE... • 8:45am is too early for us to be up. • We are always late so we would have missed all 4 flights. • Pretty people on the plane easily distract us. • We would talk loudly and bring attention to ourselves. • With food and drinks on the plane, we would forget why we were there. • We talk with our hands so we would have to put our weapons down. • We would ALL want to fly the plane. • We would argue and start a fight on the plane. • We can't keep a secret so we would have told everyone a week before doing it. • We would have put our country's flag on the windshield of the plane. 

8. Cultural Values and Concepts Individualism • Perspective is based on the individual • Defines people by their work • Glorifies the person who works hard to get ahead Collectivism • Family-oriented society • Defines people by their family • Glorifies the person who works hard to get his family ahead • The family needs must be accommodated first

9. Individualistic: 1) United States 2) Australia 3) Great Britain 4) Canada 5) New Zealand Collectivistic: Venezuela Colombia Pakistan Peru Taiwan Extreme of the Spectrum Hofstede ’84

10. Cultural Values and Concepts Authority • Americans • Not good at accepting limits • Strong supporters of education, the “great equalizer” • Values democracy, the majority rules • Higher degree of citizen participation • Mexicans • Traditional Mexican respects authority. They don’t challenge them • Authoritarian system of government (72-year domination by the PRI party) • Strong Classicist System • The boss rules; the majority follows him • Lower degree of citizen participation • Expects bosses and supervisors to be strong and decisive • Not to be authoritative and dictator is a signal of weakness or lack of knowledge

11. Cultural Values and Concepts Respect (Usted y Tu) • Americans • It is relative and important • Respect is something that must be earned • Less concerned about personal honor • More tolerant • Mexicans • It is absolute and fundamental (similar to Asians) • It is the cornerstone of their culture • Everyone deserves respect – we are all children of God • A persons doesn’t need to do nothing to get respect – but he/she can loose it • They have a strong sense of personal honor – He/she will not allow any encroachment on the boundaries he/she has set • It becomes pretty easy to offend them

12. Cultural Values and Concepts Fatalism • Americans • Focused on the future • See death as an enemy • Non conformist • Planner • Tend to be punctual • Functions in as faster pace • Mexicans • Focused on the past and the present • Accept what is, even when they shouldn’t • Mexican culture places high value on aguente (ability to put up with things, to deal with life) • The complainer is often dismissed as a chillon (cry baby) • Prefer to improvise rather than plan • Tend to not be punctual. (the majority prefer to live life day by day). • Functions at a slower pace, with less attention to time

13. Cultural Values and Concepts Siesta / Concept of Time • Americans • It is focused on the future • Time is money • Native of a country that has no tropical zones • ½ hr Lunch. Leave work around 5 p.m. • See the Siesta as depicted by Hollywood – the lazy Mexican • Mexicans • Have a different perspective about time and deadlines • It is focused on the present and past • They prize the moment • Used to the tropical or Colonial work schedule • Leave work around 7 p.m. • Have a strong work ethics

14. Cultural Values and Concepts Singling Out • Americans • Competitive • Determined to win • An honor to be singled out • Like to have achievements praised • Value self-esteem, confidence, capability, and pride • Mexicans • Product of a society that place the rights of the group above the rights of the individual • Singling out an individual is seen as egotism • Praise is given for cooperation with the group • Prefers to remain a member of the group, even if it means passing up a promotion • Finds it difficult to brag about himself; shows poor education (mal educado) • Doesn’t like to stand out, even to receive praise • Less interested in having their pictures or quotes in the paper

15. Cultural Values and Concepts Education • Americans • The main purpose of the educational system is to teach academic concepts • “Is he getting good grades?” • a badly educated or uneducated person is someone who is lacking in academic concepts; and the fault lies with the educational system • Mexicans • Hispanic students drop out more than any other ethnic group • Usually after the 9th grade, when the student turns 14 • The family need is more important than the individual need • “Is he behaving himself?” • The main purpose of the educational system is to teach respect; to instill in children the norms of acceptable behavior. • To be “badly educated” (mal educado) is to be disrespectful; to show bad behavior. The fault lies with the parents.

16. Cultural Values and Concepts Being Sorry • Americans • The magic words - with one simple phrase they excuse themselves for just about anything • Learn from an early age that they can get away without having to explain themselves • When adults they absolutely must hear it to conclude just about any conflict or disagreement • Mexicans • Rarely say “lo siento” in order to resolve a misunderstanding • “I’m sorry” are powerful words for him, because they may put his personal honor at risk • Those words don’t come nearly as easily for him as they do for his American neighbor • Hear the phrase as insincere, and prefer an explanation I'm Sorry

17. Body Language Gestures of disrespect • Point things out, including people, with index finger.  That’s how you point at dogs or other animals, but never people! • Snapping the fingers  Reserved only to animals • Whistling  Reserved for good friends. Otherwise, it is a sound of rejection • Yelling  Who does is usually angry about something • Looking in the eye  Avoidance of eye contact is a sign of respect. • Handshake  A soft one show peaceful intentions by means of an empty hand. • Turning down an offer  is an insult; a snub; a rebuff; a slight.

18. Based on these differences, how can we work effectively with Mexicans

19. Suggestions how to work better with Mexicans • 1. Attend to the matter of respect (the very word “respect” is strong medicine in Mexico) • Greet every person, including the kids • Ask permission rather than give orders (Would you like to have a seat?). • Respect their silence and closed nature • Accept offers of food and drink, or give a medical excuse for rejecting it. • When you must criticize, do it with positive statements. • Never, make fun of, or laugh at, a Mexican • Remember gestures that may be offensive • 2. They expect equal, not special, treatment • Don’t single out them just for being one (“That Mexican teacher is pretty good.”). • Remember that not all Mexicans think alike (there are republicans, democrats, liberals, conservatives, etc) • 3. Be aware of their sense of inferiority • Don’t feel guilty about it; this comes from the deep past. • Don’t try to make up for it. Speak calmly and listen attentively. • Avoid being too critical, and stay positive.

20. Suggestions how to work better with Mexicans • 4. Respect gender and family relationships • Give special deference to the man of the house • The oldest son is “dad” when Dad, and the oldest daughter is “mom” when parents aren’t home • The youngest son is the “baby,” no matter how old he is • Remember the high tolerance they show toward smaller children • 5. Stretch your time frame. • They have a different perspective, and may not meet deadlines very well • 6. Don’t be quite so open about yourself, or expect openness of feelings from them • 7. On body language • Avoid the firm handshake and prolonged eye contact • Until you achieve a pretty good understanding, avoid humor • Lower the tone, and particularly the volume, of your voice

21. Suggestions how to work better with Mexicans 9. Personalize! Make friends with a real live Mexican and talk about culture • 10. Learn to identify stereotypes and avoid their use. Almost nothing can be said about all Mexicans • 11. Respect the language barrier • Remember that a lack of English does not indicate a lack of intelligence. • 13. Make an effort to pronounce correctly your Mexican neighbor’s name. • 14. Take seriously the need for diversity among your friends and co-workers. • Resist the temptation to surround yourself with people just like you • Remember that the “different” ones among us give us strength and help us grow • 15. At the beginning and at the end of everything is the concept of respect. When in doubt, apply the Golden Rule – treat others as you would like to be treated

22. The comparing part and suggestions in this presentation were based on the book: Uncomfortable Neighbor – Cultural Collisions between Mexicans and Americans By James V. Tiffany To order copies of the book: El Mundo Communications, Inc. P.O. Box 2231 Wenatchee, WA – 98807 (509) 663-5737; (509) 663-6957 Elmundo1@nwi.net