“All things change, but Gilbert Roland remains the same” (or not?)

Recycling, adaptability, and endurance in age transition*

Abstract

Gilbert Roland’s career spanned from the early 1920s to 1982, the year of his last appearance on-screen. In 1974, when he was 69, the Los Angeles Times commented upon his capacity to endure, defining his glamorous figure as living proof that time can add character to his handsome Latin features. Still, the sense of fulfillment derives less from invariability than from his ability to adapt to Hollywood’s evolving trends and global expectations. This article contributes to the adaptability hypothesis for aging stars addressed by this special issue of Mediascapes by exploring Roland’s critical moments. At the beginning of his career, the actor either capitalized on the Latin Lover trend or attempted to erase his origins to avoid excessive typecasting. However, as he aged, his career stalled in smaller movies, and finding roles became all the more challenging. The turning point took place after World War II, when the actor, now in his 50s, began portraying characters associated with his Mexican origin. He aimed to present a more confident and assertive image of Mexico in Hollywood through the characters he played on the screen. Two main strategies employed by Roland are emphasized in the article: firstly, he proposed a positive role model, established through a well-planned program combining awareness of aging and the objective of maintaining a consistent standard of professionalism. Secondly, he addressed his audiences across the US-Mexico border to secure a transnational and transgenerational understanding of his messages. This article provides a fresh perspective on Gilbert Roland’s career by moving beyond the narrow portrayal of him as just a Latin Lover, which has been the focus of academic scholarship thus far. Instead, it highlights his modern approach, based on a full grasp of the factors that have driven popularity in the post-war phase of Hollywood studio production.