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Study by Culturati: Hispanic identity is multidimensional and is in constant evolution
Manuela Walfenzao| 20 de junio de 2016
Estudio de Culturati: La identidad hispana es multidimensional y sigue en constante evolución
In 2011, Culturati conducted a study called the Hispanic Segmentation Model, about key values, evolution and changes in Hispanic acculturation in the U.S. The company conducted a second study that confirms the insights and prediction of the previous one and explains the reasons for the change that has taken place in the last two years.The study confirmed that Hispanic identity is multidimensional, does not follow a linear path and and it is shaped by a continuous transformation where profound shifts in cultural identity occur as Hispanics forward or retro acculturate. Culturati projects that in the next decade the bicultural Savvy Blender segment will become larger (37%). The Latinista (Culturally Hispanic) segment remains very relevant, although it will gradually shrink. The Heritage Keeper (Bicultural) and Ameri-Fan (Culturally American) segments will remain stable. The results reveal that the Hispanic identity journey consists of three distinct cultural states: Deliberate Hispanic Dominant Culture, Natural State of Biculturalism, and Deliberate American Dominant Culture. These states are impulsed by conscious and subconscious forces that shape an individual’s cultural mindset and value system. The journey is not necessarily sequential nor do all Hispanics travel through all three states.This journey is unique for each individual and many times it is interrupted and modified by internal or external factors, life decisions and unexpected events that can send an individual to another state, causing them to forward or retro acculturate.
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