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date: 24 January 2021

Abstract and Keywords

Despite Latinxs being the largest growing demographic in the United States, their experiences and identities continue to be underrepresented and misrepresented in the mainstream pop cultural imaginary. However, for all the negative stereotypes and restrictive ways that the mainstream boxes in Latinxs, Latinx musicians, writers, artists, comic book creators, and performers actively metabolize all cultural phenomena to clear positive spaces of empowerment and to make new perception, thought, and feeling about Latinx identities and experiences. In film, one sees Latinx actors in mainstream and Latinx films, playing Latinx-identified characters. It’s important to understand, though, that Latinxs today consume all variety of cultural phenomena. For corporate America, therefore, the Latinx demographic represents a huge buying demographic. Viewed with cynical and skeptical eyes, the increased representation of Latinxs in the entertainment industry is a result of this push to capture the Latinx consumer market. Within this schema, Latinx actors are rarely cast as the protagonists. As such, there is an active metabolizing and critical redeployment of these narratives as well as the fashioning of entirely new cultural phenomena. Latinx filmmakers are working in the realist, motion-photographic mode to push back and clear new spaces for Latinx subjectivities and experiences; they are also innovating in the pop cultural space of music videos. Some Latinx creators use the Internet to convey the richly layered aspects of being Latinx. Meanwhile, relative low production costs in areas such as music and comic books have led to a tremendous outpouring of Latinx pop cultural creation in these areas.

Keywords: Latinxs, Latinx demographic, Latinx identities, Latinx experiences, Latinx films, Latinx consumer market, Latinx creators, Latinx musicians, Latinx actors, Latinx pop cultural creation

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