When a group of people shares a learned system of knowledge,
behaviours, attitudes, beliefs, values, and norms it becomes their
culture. (Smith, 1966). Culture indicates how people think, what
they may do, and how they live in a broader sense. The concept of
cultural diversity results from the unique nature of each
culture.
In the US, Hispanics are people of Cuban, Mexican, Puerto Rican,
South or Central American, or other Spanish culture or origin. The
terms Hispanics and Latino are used interchangeably, although the
majority of them prefers the term “Hispanic”. The cultural insight
helps one to interact with them effectively and efficiently.
Hispanic/Latino Culture
- Many surveys suggest that by 2011, nearly one out of every six
people living in the United States will be of Hispanic/Latino
origin.
- They follow a traditional patriarchal structure and it provides
the oldest male relative or father with the greatest power. The
women in the family are expected to show submission.
- Coming to the cooperation, group activities are evident along
with the sharing of responsibility, and there is an emphasis on
collective accountability.
- The median age of Hispanics is much younger than that of the U.
S. population.
- As their income levels are rising into the middle class they
influence the market conditions. The household size also shows a
trend of expansion.
- The Hispanic teen numbers are also showing an increasing trend.
A number of children are also rising.
- Their life expectancy is also more.
- The environmental factors such as exposure to pesticides,
unclean air and polluted water affect the health of the Hispanic
population in a negative way. Hence the morbidity rates are
higher.
- Custom publications in Latin have a good reach in their
community. The Hispanic teens are more responsive to the bilingual
messages because it is a replica of their own usage patterns. They
have a special attraction to television and radio.
- Spanish has a special place in their lives even though they are
good in English.
- They male people in the family are often reluctant to consult
physicians for health problems until they are so ill that they must
visit an emergency room. They rely upon the traditional healing
systems because it is culturally approved and also because of the
lower costs involved.
- They often look to one another for opinions. The lifestyles,
health beliefs, and health practices of the subgroups such as
Mexicans, Puerto Ricans, and Cubans are also different. They value
the collective opinion.
- They have good faith in God as an active force in everyday
life. Most of them pray every day and many of them attend a
religious service at least once a month.
- The Hispanics have many holidays like La Semana Santa (Easter
Holy Week), Día De Los Muertos or Day of the Dead on November 1st
and 2nd Three King’s Day or El Dia De Los Tres Magos on January
6th, , The Feast of Our Lady of Guadalupe on December 12th, and
“Las Posadas” (the nine days prior to Christmas Day) other than
rest of the Americans.
- In Hispanic culture, a good meal will be balanced in food and
herbs by “hot” and “cold” types. They have beliefs like those who
eat foods whose temperatures are wrong for them can get sick. They
consider a good appetite is essential for good health. Children’s
preferences for food are also respected.