September 15 to October 15 is Hispanic Heritage Month in the United States, a time to recognize the achievements and contributions of Latino/Hispanic Americans. I’ll be sharing some blog posts and important information on a variety of topics related to the subject throughout the next few weeks.
Of course I’ll put my own special Viva Visibility twist on most of it.
So today, I want to remind you WHY YOU NEED TO CARE about this topic.
1. Latinos living in the US aren’t part of some new post-NAFTA phenomenon. Prior to 1848, the majority of the Western US was part of Mexico. Descendants of Mexican and Spanish settlers still live here and are still connected to their roots. Many indigenous people of the Southwest and California speak Spanish, or have connections to Hispanic culture. A sector of the market called the English dominant Latino (that would be someone like me) is fascinating niche advertisers, media outlets, and marketers.
2. The Hispanic Population is growing. Right now there are 45.5 million people in the US who identify as Latino/Hispanic.
3. There is no single Latino/Hispanic identity. When colonialism enters the mix, it’s hard to attach labels. Everyone from the government to Madison Avenue really wishes all of us who have Spanish speakers in our family tree would simply join together under 1 big flour tortilla and make life easy for them. But it’s not that easy. The pan-Latino identity consists of people from Indigenous, African, European, Asian, and every combination in between. A South American of European descent (and appearance) has a different story to tell than an indigenous person from Guatemala. It’s important for everyone to understand that, whether it’s in business relations or in life.
4. Latino and Hispanic can be used interchangeably. For non-Latinos, the whole “What do I call them?” question arises. In certain areas of the country, people have preferences. Here in California where I’m from, most of us aren’t crazy about Hispanic. In Texas they say “Hispanic” a lot, in New Mexico they say “Hispano”, and you’ll find a lot of folks in New York say “Latin”.
The rise in popularity of Gustavo Arrellano’s “Ask a Mexican” syndicated column give tangible proof that the “mainstream” population is really trying to figure out, in this case, Mexicans. Arrellano, the son of Mexican immigrants, sheds light on the super idiotic questions and stereotypes that come up about recently arrived immigrants, primarily Mexicans.
However you approach the subject, enlighten yourself on the accomplishments and achievements of Latinos and extend it beyond just the 30 days of Hispanic Heritage Month.
About Nancy Marmolejo
