Culture

Retro-Acculturation and Identity Expression of Later Generations of Mexican Americans

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Abstract

This study investigates retro-acculturation among later-generation Mexican Americans, focusing on how they express their ethnic pride and cultural retention through appearance management and social media engagement. Grounded in ethnic identity and acculturation theories, this qualitative study employed six focus group interviews with 14 Mexican American participants aged 19-30 years old. Thematic analysis revealed persistent assimilation pressures alongside a developmental shift toward reclaiming heritage in early childhood. Appearance merged as salient forms of ethnic pride, used to communicate cultural identity and resist assimilative ideals visually. Social media and increased multicultural representation facilitated cultural pride and belonging; however, participants critiqued the lack of authentic representation in mainstream media. This study posits retro-acculturation as a distinct identity process and highlights appearance as a critical site of cultural meaning-making, offering implications for fashion scholarship, identity expression, and consumer behavior research. 

Keywords: retro-acculturation, Mexican American, cultural pride, ethnic identity

How to Cite:

Rodriguez, D. A. & Seock, Y., (2025) “Retro-Acculturation and Identity Expression of Later Generations of Mexican Americans”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22007