In the United States, ‘Latinas’ is an ethnic category that includes a very diverse population. Since second- and third-generation Latinxs tend to be Englishdominant speakers, it is common to see publications in English that target this group. This study analyses how one of these publications, a beauty magazine for Latinas, uses different linguistic devices in their interviews and beauty advice columns to create a racially/ethnically homogeneous image of this community. My analysis focuses on this publication’s articles about hair, with particular attention to metaphors, the use of Spanish, and the indexicality of the term Latina itself. It shows that while characteristics of, and stereotypes about, Latinas are praised and celebrated, the advice offered contains instructions to regulate the Latina body to conform to beauty norms that are more valued in the United States, those associated with White women. Also, my analysis shows how this publication establishes different levels of Latinidad (Latinity) in which being too Latina represents traditional and primitive values that seem to be part of these Latinas’ imagined community’s heritage but not their own. I argue that these advice articles are intended to discursively create a Latina body acceptable to mainstream America; that while attempting to create a homogeneous image of Latinas, the publication paints a picture of tolerance toward Latinas that many of them do not experience; and that the articles do not take into account racial, social, ethnic and sexual differences among Latinas. I show how instead this publication seeks to regulate the Latina body and establish which Latinas’ social and cultural practices are acceptable for White America, so that they do not disrupt the predominant social order.

中文翻译：

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“拉丁裔应该变成金发女郎吗？” 美容杂志中的媒体代表和对拉丁裔身体的监管以及拉丁裔的社会和文化习俗

在美国，“拉丁裔”是一个种族类别，包括非常多样化的人口。由于第二代和第三代拉丁裔往往以英语为母语，因此通常会看到针对这一群体的英语出版物。这项研究分析了这些出版物之一，拉丁裔美容杂志，如何在他们的采访和美容建议专栏中使用不同的语言手段来创建该社区的种族/民族同质形象。我的分析侧重于本出版物有关头发的文章，特别关注隐喻、西班牙语的使用以及拉丁语一词本身的索引性。它表明虽然拉丁裔的特征和刻板印象受到赞扬和庆祝，提供的建议包含规范拉丁裔身体的说明，以符合美国更重视的美容规范，即与白人女性相关的规范。此外，我的分析表明，该出版物如何建立不同级别的拉丁语（拉丁语），其中太拉丁语代表传统和原始价值观，这些价值观似乎是这些拉丁裔想象社区遗产的一部分，而不是他们自己的遗产。我认为这些建议文章旨在以话语方式创建一个美国主流可以接受的拉丁裔团体；在试图创造拉丁裔的同质形象时，该出版物描绘了对拉丁裔的宽容，这是他们中的许多人没有经历过的；并且这些条款没有考虑到拉丁裔之间的种族、社会、民族和性别差异。