This question is complicated to answer. I do not think that consumption stymies global flows of culture and identity. I think that consumption commodifies culture and identity, leading to conversations such as the ones had on NPR. In this regard, consumption can ease the flow of culture across borders, but have unintended negative effects. The discussion about Rosalia and Antonio Banderas being labeled as “Latinx” is important because of that colonial background and the power dynamics it represents. Seeing the conversation through an American lens, the difference may not be as important. They both speak Spanish and their work may seem familiar to those of Latin American descent. However, from a Salvadoran point of view, the idea that a person who does not share the specific types of oppressive experiences that many Latinx people do is recognized in the same space is a little upsetting.
Adding identity to the mix can complicate matters more because people’s identities can vary from place to place and over time, as mentioned by Banderas in the article. However, identifying with a group of people more than another does not necessarily mean that they share the same culture. Moreover, commodifying culture can be dangerous because only the parts that are profitable make the jump. This is apparent when certain public figures such as artists or sports players speak out against social injustices. Many times, they are met with comments of “you should stick with doing what you do instead of opening your mouth about xyz.” From this point of view, it is clear that only certain aspects of a culture are respected, and those tend to be the ones that sell. Commodification of culture is objectification, and it can further dehumanize certain groups of already marginalized people.
I agree that it is upsetting for white Europeans like Rosalía and Antonio to be considered Latinx or of color when they are clearly not – and then benefiting from the classification when it suits them.
I’ve experienced many times the way that Spanish people regard their former colonies and while not overt racism, there is classism involved as well as a paternalistic view. It’s similar to the US in this sense, where South American immigrants do jobs that “no one else would do,” even though the immigration process is easier for citizens of the former Spanish colonies.