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Brown Tide Rising: Metaphors of Latinos in Contemporary American Public Discourse First Edition

by Otto Santa Ana (Author)
4.0 4.0 out of 5 stars 10 ratings
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2002 – Best Book on Ethnic and Racial Political Ideology and/or Political Theory – Organized Section on Race, Ethnicity, and Politics of the American Political Science Association

"...awash under a brown tide...the relentless flow of immigrants..like waves on a beach, these human flows are remaking the face of America...." Since 1993, metaphorical language such as this has permeated mainstream media reporting on the United States' growing Latino population. In this groundbreaking book, Otto Santa Ana argues that far from being mere figures of speech, such metaphors produce and sustain negative public perceptions of the Latino community and its place in American society, precluding the view that Latinos are vested with the same rights and privileges as other citizens.

Applying the insights of cognitive metaphor theory to an extensive natural language data set drawn from hundreds of articles in the Los Angeles Times and other media, Santa Ana reveals how metaphorical language portrays Latinos as invaders, outsiders, burdens, parasites, diseases, animals, and weeds. He convincingly demonstrates that three anti-Latino referenda passed in California because of such imagery, particularly the infamous anti-immigrant measure, Proposition 187. Santa Ana illustrates how Proposition 209 organizers broadcast compelling new metaphors about racism to persuade an electorate that had previously supported affirmative action to ban it. He also shows how Proposition 227 supporters used antiquated metaphors for learning, school, and language to blame Latino children's speech—rather than gross structural inequity—for their schools' failure to educate them. Santa Ana concludes by calling for the creation of insurgent metaphors to contest oppressive U.S. public discourse about minority communities.

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  1. ISBN-10
    9780292777675
  2. ISBN-13
    978-0292777675
  3. Edition
    First Edition
  4. Publisher
    University of Texas Press
  5. Publication date
    July 1, 2002
  6. Language
    English
  7. Dimensions
    6 x 1.2 x 9 inches
  8. Print length
    424 pages
  9. See all details
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Editorial Reviews

Review

"This is a highly significant contribution to scholarship in several fields—e. g. sociology, sociolinguistics, cultural studies, political studies, ethnic studies. . . . The combination of lucid and rational theory, rich data set, and carefully reasoned analysis results in an unusually powerful book." (Ronald Schmidt Sr., author of Language Policy and Identity Politics in the United States)

Review

This is a highly significant contribution to scholarship in several fields—e. g. sociology, sociolinguistics, cultural studies, political studies, ethnic studies. . . . The combination of lucid and rational theory, rich data set, and carefully reasoned analysis results in an unusually powerful book. -- Ronald Schmidt Sr.

Product details

  • ASIN ‏ : ‎ 0292777671
  • Publisher ‏ : ‎ University of Texas Press; First Edition (July 1, 2002)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 424 pages
  • ISBN-10 ‏ : ‎ 9780292777675
  • ISBN-13 ‏ : ‎ 978-0292777675
  • Item Weight ‏ : ‎ 1.38 pounds
  • Dimensions ‏ : ‎ 6 x 1.2 x 9 inches
  • Customer Reviews:
    4.0 4.0 out of 5 stars 10 ratings

About the author

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Otto Santa Ana

Otto Santa Ana

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Otto Santa Ana (1954- ) was born in Miami Arizona into families with 400 years of roots in the Southwest. He has taught at UCLA for 20 years.

Santa Ana pursues two research strands. In one, he studies how the mass media validates unjust social inequity. The American Political Science Association named his first book, Brown Tide Rising, the year’s Best Book on Ethnic and Racial Politics. 

His forthcoming book, Juan in 100, studies television network news imaging of Latinos.

In 2012 Santa Ana co-edited an anthology: Arizona Firestorm, about today’s anti-Latino and anti-immigrant political actions, including the media’s role. These days, he is writing about commercial mass mediated comedy in a monograph tentatively called: Thin Edge of the Wedge: The Power of Political Humor.

He is also an empirical sociolinguist who has written about the languages of Latinos in a dozen articles, and an anthology: Tongue-Tied: The Lives of Multilingual Children in Public Schools.

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Top reviews from the United States

Bluefish
5.0 out of 5 stars Exceptionally thorough
Reviewed in the United States on October 28, 2021
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This is an exceptional and scholarly analysis of not only of how metaphors impact how the media portrays Latinx people in the USA, but a thorough dive into how metaphors shape our thinking. We are analog learners; so it behooves us to understand how analogous constructions like metaphors influence our thinking. There is a Latin phrase--"omnia exemplia claudicat"--"Every analogy limps." Otto Santa Ana exhaustively demonstrates how some metaphors limp beyond recognition.
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Peter A. Kindle
4.0 out of 5 stars Worthy dissection of public discourse � while tedious
Reviewed in the United States on May 15, 2003
Brown Tide Rising is not one of those social science books with a beat. No one will soon convert it to a hit song or into a blockbuster movie. Reading it is tedious without being overly complicated, but didn't all our mothers make us eat our broccoli? Some books need to be read even when we don't want to read them.
Santa Ana walks the reader through his analysis of metaphors utilized in the Los Angeles Times when reporting on three California propositions presented to the electorate in the 1990's. All had direct and potentially adverse repercussions for Latinos. This book carefully deconstructs the ways in which the parameters of the debates were constructed by looking at the language, and metaphors, used in newspaper accounts.
The power in Santa Ana's work lies in his explanation of the idea of public discourse. Public discourse is the imaginal limitation of perspectives. This narrowing of perspectives is accomplished by almost subliminal use of metaphor so that the legitimate contours of an issue are restricted by assumption and adoption of a specific cognitive framework. Because this framework is undeclared and public, it serves to significantly restrict public debate and provides an assumptive, public heuristic that easily substantiates bias, injustice, and discrimination.
Few in America continue to defend ethnic and racial pejoratives. Their demeaning use is without social acceptance or approval. Santa Ana clearly shows that the metaphors utilized in public discourse are substantially more pejorative than the most blatant verbal slur.
I hope that many will read this work. Awareness of the power inherent in the formation of public discourse, a power that is quite subtle and pervasive, can only be controlled by an intelligent and insightful public.
6 people found this helpful
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Chris Gran
1.0 out of 5 stars If your about social justice its fine, if not don't read.
Reviewed in the United States on March 18, 2021
If your not heavily into social justice or similar mindsets this book will bore you.
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