While scholars have shown how ‘color-blind racism’ functions as the dominant form of racist discourse in the post-Civil Rights era, few have interrogated how this logic operated before the advent of US Civil Rights, or how ethno-racial groups such as Puerto Ricans exist in an unique and liminal position and have been subject to color-blind racist discourse. The authors explore the construction of Puerto Rican identity during the pre-Civil Rights: a time rife with color-blind American paternalism over the supposed cultural dysfunctions of the Puerto Rican diaspora, an era of mass Puerto Rican emigration to the US, and a moment when Puerto Rico underwent a political change. The authors employ a content analysis of The New York Times (1948 to 1958) in order to investigate the relationship between the discursive construction of Puerto Rican identity and the flagship newspaper’s use of nationalist and racialized cultural schemata.