This presentation explores the ongoing Eurocentric practice of intra-familial colorism in Hispanic families in the American Southwest and its colonial origins. How have media representations over the decades contributed to the practice of colorism? Are current immigration practices fueling a revival of colorism? How are Hispanic children affected by colorism? Through family folklore and common Spanish “dichos” (sayings), Angela Girón will examine how this practice negatively affects many families, including members of her own family. Girón will discuss what we as a community can do to eradicate colorism.