Shame, Suspicion, Surveillance, and Blame: The Neoliberal Undergirding of Stigma Experienced and Managed by Latinos/as in the United States

This study explores how neoliberal ideology shapes the experience and management of stigma among the fastest-growing demographic in the United States—Latinos/as. We adopt a communicative framework of neoliberal stigma to explore how Latinos/as perceived stigma associated with their identity and stigma management communication theory to outline how Latinos/as manage and cope with neoliberal stigma. Through interviews with 17 Latinos/as, we uncovered compounded layers of stigma that intertwine ethnic identity, immigrant stereotypes, and labels of illegality. In response, Latinos/as balanced resistance and self-preservation within a system that leaves little room for challenge. Notably, this study identifies “blame” as an additional mechanism of neoliberal stigma wherein Latinos/as are scapegoated for systemic social and economic difficulties. Furthermore, we highlight the hegemonic nature of neoliberalism by demonstrating how stigma management strategies can paradoxically sustain dominant socio-political ideologies, even when the intent is to resist them.