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LET
US COMMUNICATE YOUR MESSAGE TO THE HISPANIC COMMUNITY.
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CULTURAL
CONNECTIVITY
Hispanic
Subcultures- Population Hispanic Origin
National Origin of Diversity
Mexican – oldest, newest, nearest, most dispersed, increasing diversity
Puerto Rican – dual nationality, citizenship, urban concentration
Central Americans – refugees, nationality pockets, proximity to Mexicans
Cuban – multiple waves, generational shifts
South American – Peruvians, Colombians, etc.
Others - New Mexico, Colorado, Texas, Arizona, Dominican enclaves
Source: Current Population Survey, February 2005
We are often asked what is the best, most appropriate
and most respectful name to use in describing this population:
- Latino
(a)?
- Hispanic
?
- Chicano
(a)?
- Mexican-American
- Cuban-American
- Puerto
Rican
- Dominican,
etc….
The
simple answer is that it depends on to whom you are talking.
Individuals choose to state their ethnic identification in many
different ways: sometimes geographically/by national origin and
sometimes politically (Chicanos).
Good rule of thumb – ask your client which terms they prefer
Terms
Latino -
The terms Latino (male) and Latina (female) refer to an individual who was
born in or whose family originated in Latin America. Many prefer Latino to
the term Hispanic because it excludes Europeans and reinforces their origin
in civilizations that predated the Spanish Conquest and/or because it is a
Spanish word. Latino is very popular in California, New York, New Jersey and
Illinois.
Hispanic -
The term Hispanic is frequently used as well. The United States Government
first coined this English-language term for use in the 1970 Census. It is a
word that, for many, elicits a very strong connection with Latin Americans’ Spanish
heritage. Hispanic is popular in Texas and Florida.
Chicano -
Chicano was originally considered to be a derogatory term. As the story goes,
it had its origins in the fields of California in the 1930s.
Currently, the term has negative connotations for some Latinos who view it
as having a connection with radical activism. Others view it with pride as
a symbol of the fight for civil rights.
Don’t
try and go it alone. When
planning a Hispanic campaign, identify the appropriate resources
and consider hiring an agency.
Lastly, identify a multilingual spokesperson who can champion and
be the voice for the initiative.
Source: 2004 Public Relations Tactics. Via ProQuest Information and Learning
Company
Emerging
Opportunities
Children and young adults account for nearly
half of the EM population.
The next generation-
“The children of immigrants”
- Are
avid media consumers,
- Comfortable
with computers and
- Connected
to the Internet
E-merging
Opportunities - Hispanics
Internet usage among Hispanics jumped by 7.4% in 2004 after an 8% rise in 2003.
13.3 million Hispanics were surfing the Internet at the end of 2004, up from
12.4 million in 2003 and 8.7 million in 2000.
Source: emarketer 2004
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