Cultural Notes

The majority of Latinos in South Carolina are from Mexico. There are also many families from Puerto Rico, Dominican Republic, and Guatemala as well as other places in Central and South America. Most have come because of economic reasons; however, others came for political asylum.

Latino workers in South Carolina work in a variety of jobs. Some are farm workers in peach groves or vegetable farms; others work in meat-processing plants like Tyson Farms and Louis Rich; others work in textile industries in the Upstate; others still in landscaping or automobile repair. With the growth of tourism in Myrtle Beach and other areas, we see more and more Latinos working in construction.

Living conditions are often substandard for immigrant workers in the United States today. Many live in crowded housing that lacks adequate heating, plumbing, and refrigeration. Pesticide exposure, high risk rates of accidents, and poor sanitation facilities are present on the job, yet few will complain about their work or living conditions.

The Hispanic family is the primary source of social support. Family includes relatives, in-laws, and friends of the family such as local folk healers and godparents. Families tend to make decisions together rather than individually. The extended family may help one another find jobs or locate places to live. Respectful regard is given to elders, fathers, and grandfathers. Traditionally, the male is generally the decision maker and the leader of the family, and he puts the health care needs of his children and family first. “Machismo” is often used to refer to a man’s being “in charge” in a negative way; however, in Latin culture there is a high positive value placed on a man’s taking care of and providing for his family, and this is not “machismo.”

Touch is very important in the Latino culture. It represents sincerity. It is common to stand in close proximity and touch during greetings, farewells, and conversation. A handshake with a hand on the shoulder is common in male-to-male interaction. A hug and light kiss on the cheek is common female-to-female interaction.

Life has a slower pace in Latin America. The here and now is what matters, and there is less concern about the future. As a result Latino customers may not arrive exactly on time. This is not an insult to us but just a different pace of doing things.

Value is placed on not appearing foolish or ignorant in public. A person may respond “yes” when indeed they do not understand the information. Also a “yes” response may be done out of respect to authority. Some believe that sustained direct eye contact is rude and can be dangerous. Indirect eye contact given by some Spanish speakers often reflects the value of respeto . In the Latino culture people are taught not to argue with those in charge. You may want to ask additional questions to make sure your clients really understand or are in agreement with what you are telling them.

Material from:

Kennedy, B.I. (1997). Hablar El Idioma De Su Cliente “Speaking your Client’s Language.” Roanoke VA: Manzana Publications and Program Services.

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