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Understanding
LA cultures
T&T
culture is like no other in the world. So when people make
generalisations, lumping our social mores in the same category
as those from Barbados, Jamaica, and other Caribbean islands
into one “Caribbean culture,” many are quick to
highlight the unique aspects of our culture.
Nationals of the 23-odd countries that constitute the area
referred to as Latin America undoubtedly feel the same way.
Each of these countries has its own identity and while they
speak the same language, even their linguistic styles can
differ. And that is not a far-fetched concept for us Trinidadians
and Tobagonians, who are often quick to point out differences
in language use in Trinidad and in Tobago.
As the Latin American market increasingly gains recognition
as an area with great opportunities for building and expanding
business, it is wise that we invest the time in learning
the cultures of these nations.
Why? Because communication is about cultural interaction—a
shrewd businessman invests time to learn about the people
they will interact with before entering into any in-depth
business discussion.
This avoids unnecessary hindrances in one’s attempts
to enhance trading, cultural and political relationships.
The rapid rate of modern communication and the sweeping
rate of globalisation demands immediate investment in socio-cultural
awareness and sensitivity training. In fact, such courses
have become commonplace in organisations seeking to expand
operations in a new country.
For example, Business Week (2001) reported General Electric
took much time learning the cultural intricacies of the
Far East before sending out executives to run their operations
in China, Japan and India.
While Latin America is just a few miles off our coast, as
a nation we remain largely unaware of the cultural intricacies
of the different countries of our very region. Even a cursory
introduction to the cultures of Latin America can be useful.
What/where is Latin America?
Latin America is often used to refer to all countries south
of the US. This includes the islands of the Caribbean, but
it is generally accepted that the term refers only to those
Spanish-speaking countries of the West Indies and all of
Central and South America.
By extension, the term Latin American refers specifically
to those people of Latin European heritage, predominantly
those of Spanish or Portuguese heritage.
Many Latin Americans may have no such heritage, but like
T&T, the countries often changed ownership, resulting
in inhabitants of mixed origin.
A look at Latin America today reveals people of African,
Indian, Chinese, European and Japanese heritage. Thus, much
like our mixed heritage, Latin Americans have no specific
“look” and are of no specific ethnicity.
Hispanic
The term Hispanic refers to people from a country where
Spanish is spoken and their offspring. The generally accepted
and modern use of the term refers to all people who speak
Spanish including those from Spain and the Spanish-speaking
people of Latin America. Increasingly, Hispanic is used
to refer to the rapidly growing population of people of
Latin American heritage in the US.
The National Council of La Raza, a US-based political lobbying
group seeking to represent the variety of people of Latin
American heritage, condones the use of this term, preferring
it over any other that has specific reference to specific
countries or races of origin. However, the homeland of Hispanics
is still referred to as Latin America (www.NCLR.org).
Recognising differences within Latin America
A geographic look at Latin America shows a variety of topographical
differences within the region. From the deserts of Mexico
to the rainforests of Brazil and Costa Rica and the peaks
of the Chilean Alps, the lands of this region combine a
variety of cultures.
Across every border, a different culture can be encountered.
Thus, it is important not to attempt to lump these cultures
together. Some countries, like Peru, are famous for their
ancient architecture and the direct descendants of the inhabitants
of Machu Picchu.
Other countries, like Venezuela, are heavily industrialised
and more recognised for their natural resources. Others
still, like Puerto Rico, have strong ties with the US but
still maintain a cultural identity separate from the American
melting pot.
Some countries in Latin America, like Columbia, are very
mountainous. Bogota, the capital of Columbia, is the continent’s
“highest” city and many travellers there take
precautions against altitude sickness. Other countries are
dominated by rich rainforests. Costa Rica, for example,
is noted for its rich and well-protected flora and fauna.
While the Latin American diet is mistakenly assumed to be
starch intensive, such generalisations are also incorrect.
In Peru, for example, the diet is very regionally based.
If you live on the coast, you have a seafood-dominated diet.
If you live inland, the staples may be beans, beef, eggs,
milk and vegetables.
Not all South American food is spicy either. Argentinean
food, while heavily carne (meat) based, is not half as spicy
as that of Northern Mexico.
Therefore, cultural generalisation in Latin America masks
many of the differences that make this area of the world
so unique.
While the energy and passion of the Americas cannot be discounted,
at no point should one, especially someone interested in
increased trading opportunities, attempt to discount the
value of the individual differences among the countries
of Latin America.
For more information on the Spanish As the First Foreign
Language Initiative, please contact the Secretariat for
the Implementation of Spanish (a division of the Ministry
of Trade and Industry), 6A Victoria Ave, Queen’s Park
West, Port-of-Spain (624-8329/627-9513)
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