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What is in a name?
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By Natan Feldman of NFA

on August 28, 2009

Published in : Marketing

Latinos ... Hispanics ... Latino-Hispanics ... Latin Americans ... Latino-Americans ... Chicanos ... How can we keep it straight?

I was born and raised in Peru. In the United States, when asked where I am from, my answer is simple: I am from Peru or I am Peruvian. While here, I have encountered an identification problem. I need to explain my ethnic background. I am 6-foot-5-inch Peruvian born of a Romanian father and a Peruvian mother of Russian and Polish ancestry; therefore, my first dilemma is that I do not look Hispanic.

Let's take a shot at definitions. If you Google search some definitions of the labels listed at the beginning of this article, you will discover thousands of views.

That being said, here are my definitions.

  • Latinos. Identifies individuals born in Latin America. This is a specific geographic area composed of Mexico, Central America and South America. It does not include the Caribbean and does not include Spain. The term Latino was popularized by the media and artists such as Ricky Martin and Jennifer Lopez.
  • Hispanics. Identifies individuals born in Spanish-speaking countries. This is also the name the United States government uses to define this ethnic group. It does not include Brazilians (They speak Portuguese) or the British, Dutch and French Guianas.
  • Latino-Hispanics. This has become the most politically correct term to use since it includes individuals born in Latin America (including Brazil and the Guianas) and the Caribbean and Spain.
  • Latin Americans. Identifies individuals born in Latin America. This was the term most often used in North America before the advent and popularity of "Latino."
  • Latino-American. Identifies children of Latinos born in the U.S. (second generation).
  • Chicanos. Identifies children of Mexican nationals born in the U.S.

Confused? Trust me, most of my Latino-Hispanic friends are confused as well. So what is the correct term to use? Find out which country they come from and use that information when referring to those individuals. I am Peruvian by birth and an American citizen by choice.

Can you offend any of us by using the wrong group denomination? Absolutely not. We keep this whole thing in perspective.

What label did I use when identifying myself in the 2000 Census? Caucasian, Hispanic and Other (Just for the fun of it).

Knowledge of the culture will open doors for great business

 

 

 

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