This thesis examines the Alberto Korda Guerrillero Heroico image within the realm of U.S. Latino/a fiction. Drawing from several trends that constitute Latino/a identity as either resistant to white mainstream hegemonies, or as a performative construct, I argue that a collective Hispanic identity is found somewhere between these two extremes. Corporate discourses have perpetuated stereotypes of Latino masculinity to limit any alternate and nuanced portrayal of Latinidad. Specifically, I posit that the corporate use of the Che photograph illustrates Latin men as hypermasculine, limiting Latin-ness to a performance of its mainstream depiction. To combat the commercialization of the print, the novel Loving Che imagines new possibilities for the Hispanic community and its relationship to the U.S. market, challenging the idea of a pan-Latino/a identity with archival photographis of the comandante. Together, both texts bridge performative and resistant trends, providing a potential Latinidad that resists and eludes corporate hegemonies. / by Johanna Ayala-Walsh. / Thesis (M.A.)--Florida Atlantic University, 2012. / Includes bibliography. / Mode of access: World Wide Web. / System requirements: Adobe Reader.