{"id":16582,"date":"2013-12-06T10:18:44","date_gmt":"2013-12-06T15:18:44","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=16582"},"modified":"2013-12-20T07:42:51","modified_gmt":"2013-12-20T12:42:51","slug":"sounding-off-f-korzenny-beyond-tacos-guacamole-and-hugs-el-dia-de-los-muertos","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/sounding-off\/sounding-off-f-korzenny-beyond-tacos-guacamole-and-hugs-el-dia-de-los-muertos\/","title":{"rendered":"Sounding Off:<\/b> F. Korzenny “Beyond Tacos, Guacamole, and Hugs: El Dia de los Muertos”"},"content":{"rendered":"
Dr. Felipe Korzenny<\/strong> is a Hispanic and Multicultural Marketing Researcher and Analyst. He\u00a0has been a market researcher and marketing consultant dedicated to the Latino market since the early 1980’s. Dr. Korzenny published\u00a0“Hispanic Marketing: A Cultural Perspective” in 2005 and “Hispanic Marketing: Connecting with the New Latino Consumer in 2011. <\/em>Mark<\/em>eting Trends in a New Multicultural Society is Dr. Felipe Korzenny\u00b4s blog.<\/em><\/a><\/p>\n <\/a>Latino influence in the US keeps growing one cultural example at a time. The Wall Street Journal published on Friday November 1, 2013 an article entitled “No Bones About It, Day of the Dead Is Finding New Life.”<\/a>\u00a0The article talks about a trend among non-Hispanics, particularly in areas of heavy Latino presence like California and Texas, who now set up altars to their dead relatives in different locations. An interesting example is that of a non-Hispanic woman in Oceanside, California, who created an altar to her father in the trunk of his car.<\/p>\n [comillas]I am surprised as I thought that this particular ritual would not transfer from the population of Mexican origin to non-Hispanics.[\/comillas]<\/p>\n I had the impression that spiritual rituals tend to be more strongly culture bound and related to deeply ingrained beliefs and emotions. Emotions that are derived from people’s upbringing and sense of self.<\/p>\n But there it is! Not only has hugging become popular , but now more spiritually oriented beliefs are transcending their origin. The Day of the Dead celebrated on All Saints Day, has its roots in cultural beliefs that talk about the skies opening on that day so the souls of the dead pour back to earth to spend time with loved ones. Then, the loved ones left behind celebrate the life of the departed with lively parties at cemeteries, homes, and other locations.<\/p>\n In Google.com\/trends one can see that the highest number of searches for both “dia de los muertos” and “day of the dead” happened in 2013 in the United States and that the States where those searches originated most prominently were California, New Mexico, and Texas. <\/strong><\/em><\/span><\/p>\n Clearly these searches may have been originated mostly by Latinos, nevertheless, why would 2013 be the highest incidence year when immigration from Mexico and Latin America is lower than in many prior years? It is likely that these searches originate from many non-Hispanics who are embracing the celebration.<\/p>\n At the Center for Hispanic Marketing Communication at Florida State University, where many of the students are non-Hispanic, Dr. Sindy Chapa erected an altar in the memory of her father as shown below.<\/p>\n