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In 2018, Puerto Rican artist Ysabel Turner centered her photography thesis show on Goya’s commodification of Latinx culture and familial heritage. In the show, she overlaid and reprinted the labels of Goya products with photographs of her family.
Covering her family’s faces with price tags, she shows how “family heirlooms [were] being stripped of [their] cultural relevance" when monetized. She researched how Goya pushed to become an “American” brand while asserting itself as a badge of identity in Latinx families.
![Covering her family’s faces with price tags, she shows how “family heirlooms [were] being stripped of [their] cultural relevance" when monetized. She researched how Goya pushed to become an “American” brand while asserting itself as a badge of identity in Latinx families.](https://pbs.twimg.com/media/EcrYn8GU0AAfjAw.png "Covering her family’s faces with price tags, she shows how “family heirlooms [were] being stripped of [their] cultural relevance\" when monetized. She researched how Goya pushed to become an “American” brand while asserting itself as a badge of identity in Latinx families.")
While it’s important to process the current outrage towards Goya, it’s also important to interrogate the colonial underpinnings of how and why these brands were marketed towards Latinx households in the first place. This show was from 2018 and culminated from years of research.
