getty images by Claude J. Easy May 1, 2019
As America faces a new era of racial rebirth, Getty Images looks to break down ethnic barriers with the launch of their Nosotros Collection.
Wouldn’t you want your culture to be accurately represented in the media? That’s a hard thing to have control over. In a way, we have to trust the powers that be to act culturally responsible.
Yet, throughout American history, we were let down, especially Latinx and Hispanic Americans. Time and time again the media stereotyped them, their communities, and what they represent.
We have to be grateful for agencies like Getty Images as they have “always understood the power of imagery to incite change,” said Manager of Creative Insights Tristen Norman.
With the Nosotros Collection, Getty hopes to continue their passionate mission of “breaking down the stereotypes of communities who have either been erased or misrepresented for decades.”
“Imagery can have a tremendous impact by fighting stereotypes and celebrating diversity- making communities feel empowered and represented in society,” said Norman.
The launch comes by way of the current demand for Latinx content. Proving this, in the U.S. alone, there are 57.5 million Latinx/Hispanic Americans, making them the nation’s largest ethnic minority
The proof is in the searches. Search terms on GettyImages.com such as ‘Latinx’ have increased 2950 percent, ‘America Latina’ by 538 percent, ‘Latino community’ by 246 percent and ‘Hispanic seniors’ by 241 percent.
Pushing the Nosotros Collection initiative even further, after doing avid research Getty’s creative team conducted focus groups with members of the Latinx community across the country and asked them how they would like to be seen in media and advertising.
Tapping into a community and obtaining the right ethnic perspective is exactly what American media needs to push the culture forward. Additionally, in 2018, the Creative Team traveled to five cities across the United States and signed up dozens of new Latinx contributors, many of whom have imagery that is in this collection.
“While we cannot change what people publish or click on overnight, we can provide better alternatives for those looking to create more authentic stories,” said Senior Art Director Claudia Marks.
The Nosotros Collection truly shows that storytelling can be authentic and give not only the Latin Americans a voice that belongs to them in the media but every ethnic group that’s misrepresented.
Hopefully, Getty can continue to tap into the culture and continue to distribute imagery that breaks down stereotypes, changes perspectives, and promotes equality.