Deracializing Representations of Femininity and the Marketing of Latinidad

Abstract Latinidad has been explained as a process, a set of ideas, or a symbolic space, situating it between a mechanism and a locale. Regardless of its exact articulation or constitution, a central feature of Latinidad involves its standing as a social construct; that is, an idea born from and developed by forces through social interaction. This chapter focuses on Latinidad not only as an identity, but perhaps more importantly, as an embodied experience that is mediated or at times driven by external influences. It focuses on Zoe Saldana, since within the world of Latina celebrities embedded within the US popular culture landscape, she embodies one of the more rare sets of circumstances and combinations of ethnicity, phenotype, and character portrayals to be found.