When Culture Strikes Back: The Moment Latinos Turned to Kamala

In a close election, every vote counts. A recent racist joke by a speaker at a Trump rally describing Puerto Rico as a “floating island of garbage” has marked a turning point for many Latinos. More than just an insult, this comment felt like a sweeping dismissal, striking deeply at our shared identity. But why did it resonate so strongly? Jeanne Brett, professor at the Kellogg School of Management at Northwestern University, offers insight through her cultural model on dignity, face, and honor.

Brett’s Cultural Model: Why This Joke Struck Hard

Brett’s framework explains why cultures respond differently to respect and insult, categorizing them by values around identity and self-worth:

• Dignity Cultures (common in the U.S. and Western countries) see self-worth as personal and intrinsic. Insults are often shrugged off, emphasizing individual resilience.
• Face Cultures (often in East Asia) prioritize social harmony, with self-worth tied to fulfilling societal expectations.
• Honor Cultures (prevalent in Latin America and the Middle East) link self-worth to community respect. Here, an insult to one’s homeland or community is felt by the whole group, often demanding a collective response to restore pride.

For many Latinos, the rally joke wasn’t just offensive; it felt personal. Insulting Puerto Rico struck at our shared sense of identity, uniting us in a call for respect. Puerto Rican radio host Victor Martinez put it plainly: “If we weren’t engaged before, we’re all paying attention now.” Many Latinos, especially in swing states, are now looking to Kamala Harris as a candidate who respects and values our heritage.

Harris’s Advantage: Respect and Cultural Alignment

Kamala Harris’s campaign stands out for its cultural awareness, actively engaging Latino communities. Her visits to Puerto Rican neighborhoods and her direct address of people’s concerns show respect. In honor cultures, such gestures resonate deeply, positioning her as an ally rather than just a political option.

By comparison, Trump’s campaign downplayed the joke, overlooking the significance it held for honor-driven communities. This misstep only widened the cultural divide, with Harris emerging as a leader aligned with Latino values.

With polls showing a close race, Harris’s support among Latino voters in swing states like Pennsylvania could be pivotal. As Brett’s model explains, honor cultures rally when they feel slighted, seeking leaders who show respect. For many Latinos, a vote for Harris is not just a political choice but a way to reclaim pride in the Latino community.