{"id":52,"date":"2018-04-04T00:07:25","date_gmt":"2018-04-04T00:07:25","guid":{"rendered":"https:\/\/sites.smith.edu\/latinamericantourism\/?p=52"},"modified":"2018-04-12T19:48:31","modified_gmt":"2018-04-12T19:48:31","slug":"the-colonizers-gaze-femininity-in-advertising","status":"publish","type":"post","link":"https:\/\/sites.smith.edu\/latinamericantourism\/2018\/04\/04\/the-colonizers-gaze-femininity-in-advertising\/","title":{"rendered":"The Colonizer&#8217;s Gaze: Femininity in Advertising"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-46 alignleft\" src=\"https:\/\/sites.smith.edu\/latinamericantourism\/wp-content\/uploads\/sites\/226\/2018\/03\/BookScanCenter_5-218x300.jpg\" alt=\"\" width=\"52\" height=\"72\" srcset=\"https:\/\/sites.smith.edu\/latinamericantourism\/wp-content\/uploads\/sites\/226\/2018\/03\/BookScanCenter_5-218x300.jpg 218w, https:\/\/sites.smith.edu\/latinamericantourism\/wp-content\/uploads\/sites\/226\/2018\/03\/BookScanCenter_5-768x1058.jpg 768w, https:\/\/sites.smith.edu\/latinamericantourism\/wp-content\/uploads\/sites\/226\/2018\/03\/BookScanCenter_5-744x1024.jpg 744w, https:\/\/sites.smith.edu\/latinamericantourism\/wp-content\/uploads\/sites\/226\/2018\/03\/BookScanCenter_5-700x964.jpg 700w, https:\/\/sites.smith.edu\/latinamericantourism\/wp-content\/uploads\/sites\/226\/2018\/03\/BookScanCenter_5.jpg 1339w\" sizes=\"auto, (max-width: 52px) 100vw, 52px\" \/><\/p>\n<p style=\"text-align: left\">The timeline below shows the view of Latin American women that U.S. advertising campaigns presented during the twentieth century. This gaze is extremely colonial, one in which Latin American women are exoticized and commodified because of their mestizo heritage. The concept of the Mesoamerican &#8220;sensuous and eroticized\u00a0<em>mulata<\/em>&#8221; and indigenous woman, however, is not\u00a0new.<span id='easy-footnote-1-52' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/sites.smith.edu\/latinamericantourism\/2018\/04\/04\/the-colonizers-gaze-femininity-in-advertising\/#easy-footnote-bottom-1-52' title='Andrew Canessa, \u201cGender, Indigeneity, and the Performance of Authenticity in Latin American Tourism,\u201d\u00a0&lt;i&gt;Latin American Perspectives&lt;\/i&gt;\u00a039, no. 6 (2012): 110.'><sup>1<\/sup><\/a><\/span> Hernan Cort\u00e9s&#8217;s courtesan\/wife\/translator, Malintzin, is the epitome of this sensual stereotype. Because of her involvement with Cort\u00e9s, Malintzin (commonly referred to as\u00a0<em>La Malinche)\u00a0<\/em>is seen as an ethnic traitor, preferring to conform to the white colonizer&#8217;s gaze instead of defending her people.<span id='easy-footnote-2-52' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/sites.smith.edu\/latinamericantourism\/2018\/04\/04\/the-colonizers-gaze-femininity-in-advertising\/#easy-footnote-bottom-2-52' title='Cordelia Candelaria,\u201cLa Malinche, Feminist Prototype,\u201d\u00a0&lt;i&gt;Frontiers: A Journal of Women\u00a0&lt;\/i&gt;&lt;i&gt;Studies&lt;\/i&gt;\u00a05, no. 2 (1980): 1, doi:10.2307\/3346027.'><sup>2<\/sup><\/a><\/span> There are traces of Malintzin in the campaigns above, where the women of Latin America, stuck somewhere between complete assimilation and indigenous sensuality, become tempting offerings to tourists from the United States.<\/p>\n<p style=\"text-align: center\"><div class=\"h5p-iframe-wrapper\"><iframe id=\"h5p-iframe-1\" class=\"h5p-iframe\" data-content-id=\"1\" style=\"height:1px\" src=\"about:blank\" frameBorder=\"0\" scrolling=\"no\" title=\"Timeline 1\"><\/iframe><\/div><\/p>\n<p style=\"text-align: center\">How has this colonialist gaze affected contemporary Latin American women? According to Andrew Canessa, these women<span style=\"font-weight: 400\">\u00a0&#8220;all participate in a (neo)colonial economy of desire and consumption in which the Western sovereign individual can seek to satisfy his or her desire for the exotic, the &#8216;Other,&#8217; and the premodern on a very uneven playing field. And yet, despite these hierarchies and inequalities, many of these contributions demonstrate that there is a capacity to subvert the gendered colonial model and carve out new spaces in which the contributions of women are publicly valued and can be translated into real and not simply symbolic gains.&#8221;<span id='easy-footnote-3-52' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/sites.smith.edu\/latinamericantourism\/2018\/04\/04\/the-colonizers-gaze-femininity-in-advertising\/#easy-footnote-bottom-3-52' title='Andrew Canessa, \u201cGender, Indigeneity, and the Performance of Authenticity in Latin American Tourism,\u201d\u00a0&lt;i&gt;Latin American Perspectives&lt;\/i&gt;\u00a039, no. 6 (2012): 114.'><sup>3<\/sup><\/a><\/span> Women from Acapulco, where indigeneity is often a sense of shame,\u00a0 can migrate to Baja California to sell their artisanal crafts to ethnotourists, resulting in a sense of pride and productivity.<span id='easy-footnote-4-52' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/sites.smith.edu\/latinamericantourism\/2018\/04\/04\/the-colonizers-gaze-femininity-in-advertising\/#easy-footnote-bottom-4-52' title='Andrew Canessa, \u201cGender, Indigeneity, and the Performance of Authenticity in Latin American Tourism,\u201d\u00a0&lt;i&gt;Latin American Perspectives&lt;\/i&gt;\u00a039, no. 6 (2012): 113.'><sup>4<\/sup><\/a><\/span> From Baja California to the Andes, Latin American women capitalize on the image constructed by U.S. advertising campaigns during the heyday of Latin American tourism. Although this image can sometimes be dehumanizing\u2014leading to paths like prostitution and domestic abuse as their male counterparts feel threatened by their heightened autonomy\u2014, Latin American women continuously convert their cultural capital into economic capital.<span id='easy-footnote-5-52' class='easy-footnote-margin-adjust'><\/span><span class='easy-footnote'><a href='https:\/\/sites.smith.edu\/latinamericantourism\/2018\/04\/04\/the-colonizers-gaze-femininity-in-advertising\/#easy-footnote-bottom-5-52' title='Ibid., pp.\u00a0110.'><sup>5<\/sup><\/a><\/span>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The timeline below shows the view of Latin American women that U.S. advertising campaigns presented during the twentieth century. This gaze is extremely colonial, one in which Latin American women are exoticized and commodified because of their mestizo heritage. The concept of the Mesoamerican &#8220;sensuous and eroticized\u00a0mulata&#8221; and indigenous woman, however, is not\u00a0new. Hernan Cort\u00e9s&#8217;s [&hellip;]<\/p>\n","protected":false},"author":1523,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-52","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/posts\/52","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/users\/1523"}],"replies":[{"embeddable":true,"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/comments?post=52"}],"version-history":[{"count":12,"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/posts\/52\/revisions"}],"predecessor-version":[{"id":107,"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/posts\/52\/revisions\/107"}],"wp:attachment":[{"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/media?parent=52"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/categories?post=52"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sites.smith.edu\/latinamericantourism\/wp-json\/wp\/v2\/tags?post=52"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}