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“During the late 1960s and 1970s, Mexican American and Puerto Rican activists put forward a politically charged critique of American politics. Bringing together a paradoxical mix of cultural nationalism, liberal reformism, radical critique, andromantic idealism, the Chicano and Puerto Rican movements created a new political vocabulary, one emphasizing resistance, recognition, cultural pride, authenticity, and fraternity (hermanidad). The movements-organizations, issues, and events left a profound legacy.”

“Before Trump, conservatives seeking to appeal to Latinos typically embraced the politics of conservative multiculturalism. Politicians such as George W. Bush reached out to Latino voters by showing a familiarity with their language and history, emphasizing the values of diversity and inclusion. Depicting Latinos as a distinct and valuable part of America’s democratic mosaic, conservative multiculturalism connected Latino culture to Republican values, emphasizing conservative approaches to faith, patriotism and the traditional family. Trump, by contrast, knows nothing of the history of Latinos in the United States and rarely even pretends to find value in Latinos’ distinct identities. Rather than offering his non-White voters recognition, Trump has offered them multiracial whiteness.”

“Both Chicano and Puerto Rican activists continually stressed the importance of community control of local institutions, arguing that oppression and inequality would never end until Chicanos and Puerto Ricans controlled the institutions that directly affected community life.”

“Rather than speaking in terms of specific and distinct subgroups (Mexicans, Cubans, Puerto Ricans, Dominicans, etc.) ‘Latino’ and ‘Hispanic’ have become the shorthand designation of choice among journalists, politicians, advertising executives, academics, and other influential elites.”