Why Ted Cruz is damaging to the Latino brand

voxxiBy Susana G. Baumann, Voxxi

he need to increase leadership and empowerment among members of the Latino community is matter of constant action and concern for Latino leaders from all walks of life and across the country. One particular concern is related to the lack of political representation of Latinos in federal, state and local governments.

So when one of our own reaches a position of power, it is desirable that he or she portrays the values that our community cherishes and embraces.

Beyond his political position and party, the disturbing behavior of U.S. Senator Ted Cruz –considering the type of damage his actions caused to the people of this country– is worth to analyze under the lens of a cultural approach, given his Latino origin.

A comment made to me in a conversation about the government shutdown triggered my reaction, not politically but culturally. “One of your people,” said the person in question. It really hit home. Is Ted Cruz one of “my people”?

Cultural characteristics of a Latino Leader

As a community, Latinos have made incredible advances in political and economic power. Not only we represent the largest minority in the country with over 55 million Hispanics but the Latino vote also defined the last presidential elections of Republican President Bush and Democrat President Obama.

However, much still has to be accomplished regarding political representation of Latinos. Despite that we have gained eight new members in Congress in the last election -three in the Senate and 28 in the House-, we still lag behind the number we need to make our voices heard.

What are those values that define us who we are as a people, those characteristics that can catapult us to the leadership positions we deserve while making important contributions to the American society?

Latinos treasure and build interpersonal relationships around “personalismo,” respect, loyalty and leadership, with a high level of collectivism based on a deep care and concern for family and community.

True Latino leaders practice “personalismo” as a value that enhances the importance of the other person over the task at hand. Putting personal ambition above the interest of the community is an undesirable trait seen as self-centered and individualistic.

The person that practices such behavior is rejected as an outcast – “un avivado or ventajero,” someone who takes advantage of the rest for his own benefit.

Latinos also interact with others with this collectivist worldview that puts the interest of others over the interest of self, especially maintaining closeness and dependency with family members, which influences the way Latinos make decisions, and perceive and respond to external stimulus.

Differences might be discussed among the members of a family but the young and inexperienced are never to stand up to their elders out of respect and loyalty. The same sense of fidelity towards family and friends is translated into the work environment, with respect for their work hierarchy chain or positions of authority. The principles of mentorship are based on this relationship across generations.

Individuals who break from the pack are seen as deranged or defiant – “locos, irrespetuosos or insolentes;” someone who believes, in his or her immaturity, they know better than the members of the pack.

Finally, true Latino leaders would look after their community, never building obstacles to impede the achievement of the common good. Based on Christian principles of charity and compassion, they would never refrain from offering aid and assistance to those who suffer or have unfulfilled needs, as we “see Jesus Christ in each other.”

For those who derail from the Christian principles of the faith to avoid finding solutions for ongoing social problems are deemed to face the wrath of God.

“Depart from me, you accursed, into the eternal fire prepared for the devil and his angels. For I was hungry and you gave me no food, I was thirsty and you gave me no drink, a stranger and you gave me no welcome, naked and you gave me no clothing, ill and in prison, and you did not care for me.” Then they will answer and say, “Lord, when did we see you hungry or thirsty or a stranger or naked or ill or in prison, and not minister to your needs?” He will answer them, “Amen, I say to you, what you did not do for one of these least ones, you did not do for me.” And these will go off to eternal punishment, but the righteous to eternal life. (Matt. 25:41-45)

This article was originally published in Voxxi.

Susana G. Baumann is the Director of LCSWorldwide. A multicultural expert, a business blogger & a published author. Booklist Online calls her book “Hola, amigos! A Plan for Latino Outreach” a “centerpiece of the publisher’s Latinos and Libraries series.”

[Photo by Gage Skidmore]

 

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