▼ This thesis seeks to find an explanation for the lack of strong Latino leaders in all levels of the United States government. In order to gauge American public opinions and perception of Latinos, a rhetorical critique of two successful American films on famous Latin American leaders (Evita, 1996 and Che, 2008) is conducted using Berg's Latino film stereotypes and Bordas' Latino leadership model. By comparing the analysis of the two films to a case study of former New Mexico Governor Bill Richardson(using the same methods of analysis), it is concluded that Latino leaders are currently facing their own brand of a double bind. This particular double bind is forcing them to either shed their stereotypical traits to appeal to a broader American audience, or to embrace their cultural heritage to avoid alienating fellow Latinos (while alienating other Americans in the process). Advisors/Committee Members: McManus, Robert.