Retro-Acculturation and Identity Expression: Later Generations of Mexican Americans and the Influence of Cultural Dimensions on Appearance and Cultural Engagement via Social Media

This mixed-methods study explores retro-acculturation among later-generation Mexican Americans and its influence on appearance management and cultural engagement via social media. This research investigates how cultural values shape identity expression, particularly collectivism and familism. A qualitative phase using focus groups revealed themes of resisting assimilation, erasing marginalization, and cultural reclamation through dress, language, and online engagement. Quantitative analysis with 149 survey respondents showed that collectivism significantly predicted appearance management and social media engagement, while retro-acculturation mediated the latter. Familism influenced cultural engagement via social media but not appearance management. Participants emphasize authenticity in digital portrayals and use social media to challenge stereotypes while maintaining familial and cultural ties. The study also reveals that family dynamics, institutional settings, and media representation influence retro-acculturation. This study contributes to the limited literature of retro-acculturation, offering insights into the evolving cultural identity of Mexican Americans and emphasizing the importance of cultural pride in behavioral outcomes across generations.