The American Latino Media Arts Award, or ALMA Award is a distinction awarded to Latino performers (actors, film and television directors, musicians, and designers) who promote positive portrayals of Latinos in the entertainment field. In Spanish, the word alma means spirit or soul.
Created in 1995 by the National Council of La Raza (NCLR), it takes over from the previous Bravo Awards. The awards are part of NCLR's strategy to counter the alleged negative stereotyping of Latinos in U.S. entertainment. The awards are given during an annual ceremony generally held in the summer.
The awards festival is sometimes referred to as the "Latin American Oscars" in North America.[citation needed]
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