Reclaiming Roots: Retro-Acculturation and Cultural Identity Expression Among Later-Generation Mexican Americans

Abstract

This mixed-methods study investigates retro-acculturation among later-generation Mexican Americans, focusing on how cultural values—particularly collectivism and familism—shape identity expression, appearance management, and cultural engagement via social media. Integrating qualitative focus groups (n = 14) with quantitative survey data (n = 149), the study reveals that collectivism significantly predicts both appearance-related behaviors and digital cultural expression, while familism enhances social media-based cultural engagement without directly influencing style choices. Participants in the qualitative interview often reinterpreted parental and familial influences as sources of empowerment, using appearance and online platforms to resist assimilation, reclaim heritage, and challenge mainstream stereotypes. A joint display table underscores the convergence of qualitative and quantitative findings, highlighting the cyclical nature of acculturation as individuals actively negotiate cultural identity across contexts. The study identifies retro-acculturation as a key mediator in digital cultural expression, though less so in appearance management. Findings suggest a need for a more nuanced understanding of identity construction among Mexican Americans, highlighting the importance of authenticity, cultural pride, and agency within family, institutional, and media contexts. This research challenges traditional assimilation models and expands the discourse on cultural reclamation and intergenerational identity dynamics.