Who Put The ‘Hispanic’ In Hispanic Heritage Month? : NPR

Interesting history and example of how political level, civil organizations and officials responded to needed change:

And then by 1980, the term Hispanic shows up for the first time on a census form. How did that happen?

One wouldn’t necessarily think of [President Richard] Nixon as a champion of Latino rights or Latino identity. But he was open to hearing Latino concerns, in part because he grew up in Southern California, in a context where he knew Mexican-Americans existed. And they were different. Their lives were different; their experiences were different from whites. In 1972, he created the first comprehensive ‘Hispanic vote’ political campaigns at the presidential level that the country had ever seen. Nixon had what he called “amigo buses” that roamed around the Southwest but also the Northeast and into Florida. Those that roamed on the East Coast played salsa and cumbia and those that roamed in the Southwest played mariachi. This was before the Democratic Party did anything close to this. And the Nixon administration also pressured the Census Bureau to create an advisory board comprised of the Mexicans and the Puerto Ricans, who were incredibly loud, and also some Cuban sympathizers that had been big contributors to Nixon. One of the biggest points of debate is: What would this group be called on the census?

How did they choose the term ‘Hispanic’?

On The Census, Who Checks ‘Hispanic,’ Who Checks ‘White,’ And Why June 16, 2014

Some of the advisory members said, “Hey, why not use ‘brown’? We don’t fit into these white, black, Asian categories. That’s not us.” Now, if you’re a demographer, if you’re a statistician, that seems like an incredible nightmare. You know, brown can mean Filipinos. Brown can be Native Americans. Brown can be South Asian Indians. This was a complete non-starter.

They went down the list. Latin American. One of the problems is that Latinos were seen as foreigners, invaders and not inherently American. And one of the jobs of the advisory board was to really show that Latinos were an American minority group, like African-Americans — a minority that stretched from coast to coast and that were patriotic, that fought in wars, that contributed to American history, that built American cities. So when a term like Latin American was used, right away, it seemed to strike discord because it was seen as too foreign.

Hispanic was never a term that everybody loved, but it was a term that got a lot of support from within Latinos in the Nixon and, later, the Ford administration.

And, then, how did they make it stick?

The Census director called all the Latino advocacy groups that were being set up in Washington, D.C. — the National Council of La Raza; the Mexican American Legal Defense and Education Fund, and said: “HELP.” NCLR set up town halls in places like Miami, New York, Los Angeles, Chicago, showing people the new census form and telling them, “Look, we’re Hispanic. This is us. This is our chance. This is our category!” The second phone the Census director picked up was to Spanish-language media. At that time, the company that would later go on to be called Univision was growing rapidly. They ran documentaries, commercials, even a day-long telethon, where different performers from across Latin America came out. Each of them held out the census form and says, “Hey, remember to fill out the census. We’re Hispanic on the 1980 census. This is important for us.”

How did we get from arguing for totally separate identities like Mexican, Puerto Rican and Cuban, to me calling myself a Latina?

Because it takes on a life of its own! Once the category was made, everything from political groups to civic organizations to every other media group that would emerge, would draw on census data. As soon as the census numbers came out, Latino lobby groups could then run the numbers and say, ‘Look, this is what Latino poverty looks like; this is what Latino educational attainment looks like.’

They could go up to the Department of Education, for example, and say, “Latinos are the second-largest minority group. And yet, our educational attainment pales to that of whites. Send money to our schools.”

The same exact thing happened in the market. As soon as the numbers came out, Univision releases the first Hispanic marketing manual, in which they take figures like income, and they call it “Hispanic buying power.” And they take the census report and make pitches to McDonald’s and Kellogg’s and everybody else. And they start to slowly grow.

During the 1980s, Latino political organizations started to demand that not only should we have a Hispanic category in the census, but we damn well should have it on birth certificates. Michigan, Georgia, Louisiana — they still categorize Latinos as whites. And there was a large political push among these groups, with even Spanish-language media writing to them and saying, ‘Look, put us down as Latinos. We’re not white. We’re distinct. We’re different.’