And so I think that the Hot Cheeto Girl kind of phenomenon is a good example of how marginalized people can take a stereotype and really turn it onto its head and be like, actually, we're good.įROIO: You're just being a little racist. It's just that you're reading it through, like, a racialized, like, prism of the scary Latina girl. We're loud, but we're really kind and there is no aggression there. MARTÍNEZ: And also that loudness is kind of mixed in with, like, this aggression that isn't quite necessarily the truth.įROIO: Exactly. And it's true, like, the Hot Cheeto Girls are always Black and Latina, but the original kind of depiction didn't, like, use that as a punchline, if that makes sense. And I think that they started kind of, like, infusing it with some racialized elements. From then on, a lot of people started hijacking the concept of the Hot Cheeto Girl. Rosa was played by a Latino man who - he portrayed her as kind of, like, this kind but loud person. So the first kind of instance that came on to TikTok was Rosa. When you look online - and you kind of write about this in your article - that it's kind of being hijacked in a way.įROIO: Yeah. MARTÍNEZ: So there is a bit of a reinforcement of a negative stereotype, it seems like, with Black and Latina women. So they'll always pull out, like, a bag of Hot Cheetos and they'll eat them, and they'll always offer you some as well, of course. Now, so how did Cheeto, the actual snack, get roped into this whole look?įROIO: I think that it's because one of their kind of self-care items, you know, from the stereotype is Hot Cheetos. MARTÍNEZ: They are definitely soothing sounds to say the least. And then, you know, because of her nails, like, it's always, like, a little noisy. NICOLE FROIO: You can smell her before you can see her because she will take out perfume from her bag and she'll spritz it all over herself. And I began by asking her to explain what we'd be witnessing if we were hanging out with a Hot Cheeto Girl. We spoke on the eve of a White House screening of Eva Longoria's film "Flamin' Hot," which is based on a memoir about the creation of Flamin' Hot Cheetos. She's a culture columnist for Refinery29. But Nicole Froio says Latinas are taking the meme back. There are lots of people poking fun at the look on social media and some comments that are just downright racist. Maybe you've seen them - big nails, big eyelashes, even bigger personalities - talking about Hot Cheeto Girls.
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