As if you there wasn’t enough to deal with when you are beginning to make the transition of housewife to work at home mom, there’s going to also be the unfortunate obstacle of dealing with the stereotype. There will be those who undermine what you are doing, friends that expect you to be available 24/7, and even family members who may not understand the work and energy it takes to run a home business.

A textual analysis of articles in advertising trade magazines shows how the U.S. Latino population was transformed from an ‘invisible market’ into ‘Spanish gold’ through the redefinition, but not the elimination, of traditional stereotypes: though basic elements of the stereotypes persist, values useful to advertisers are now assigned to the stereotyped ascriptions and behaviors. The analysis also shows that existing stereotypes of marginalized groups constrain and shape market recognition of minorities; that is, the market is ideological. Finally, the advertising trade presses attempts at defining a ‘Latino market’ can be seen as an exercise in what Omi and Winant have called ‘racial formation’: ‘the process by which social, economic and political forces determine the content and importance of racial categories, and by which they are in turn shaped by racial meanings.’ ABSTRACT FROM AUTHOR Copyright of Howard Journal of Communications is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder?s express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)

original research on stereotypes and testing