This essay outlines a theological definition for the Latin American cult image. Starting from the premise that this image claims a sacramental agency similar to that held by the pre-renaissance Christian image, in a first part we seek to characterize it from historical and cultural studies, to proceed, in a second instance, to analyze its theological content from the approaches of the theology of the people and the so-called theology of the image. In the light of these reflections, we establish that the Latin American cult image possesses a hybrid nature that is defined through the following binomials: Hispanic-Amerindian, transitive-reflexive, and sensitive-intelligible, each of which is examined theologically.