What's in a Name? Hispanic, Latino, and More Explained

name tags with the identity labels: latino, hispanic, latine, latina, latinx, and a last one that says i dont really care anymore

Identity labels (which are socially constructed) continually evolve as they shift through generations and as people grapple with predefined categories. As individuals redefine and express themselves, these labels are bound to transform, especially within intricate and often misinterpreted communities like Latinos whose racial backgrounds range from Indigenous to Black to white, to the ever elusive but not formerly recognized, “Brown.”


Latinos represent all races. It’s important to note that Hispanics are considered an ethnic group, which means they share a common language, culture, and heritage, but not a common race.

According to Pew Research Center, a 2019 poll showed that nearly half of Hispanics (47% to be exact) preferred to identify with their family's home country, while 39% went with "Latino" or "Hispanic," and a solid 14% just called themselves American. With so many in the Latine community using specific and general labels, how do they choose which ethnic or racial category to tick? (By the way, at Luz Media, we use all these terms freely. We won't claim to be the final word on this never-ending debate.)

It's also interesting to note that Hispanic personal identity begins to fade across generations. Pew Research also found that at least 11% of American adults with Hispanic ancestry no longer identify as “Hispanic.” Rather, they report having “Hispanic or Latino” ancestry instead of using a label as their racial or ethnic label. By the 4th generation of U.S.-born Latinos, only about 50% are using the Hispanic or Latino label, and the other 50% identify as non-Hispanic with Hispanic ancestry or heritage.

As if that's not complicated enough, it should further be noted that there’s been an increase in some U.S.-based Latinos who have reconnected with their Indigenous roots and who decline to acknowledge any Spanish lineage or who instead choose to claim their indigeneity only or partially, whether genetically accurate or not.

As “Hispanic Heritage Month” celebrates the histories, cultures, and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean, and Central and South America, it's important we understand and respect the diverse ways in which each individual chooses to identify. Labels often carry deep personal, historical, and cultural meanings, and it's a testament to the richness of the community that so many terms exist.

The beauty of identity is that it's fluid, multifaceted, and deeply personal, and understanding these labels is just the beginning of appreciating our rich heritage.

So, without delving further into the complex topic of race and identity, which could fill an entire Ph.D. curriculum, we'll focus on the surface-level subject of the identity labels that exist for Latinos, Latine, Hispanic, and whatever you choose to call yourself (and what people who aren't Latino call us).

What is Hispanic?

a name tag that says Hispanic

This term refers to people who originate from Spanish-speaking countries. It includes Spain but excludes Brazil (where Portuguese is the official language). For instance, the reasoning goes that both someone from Spain and another from Mexico would be considered Hispanic because they both come from Spanish-speaking countries. The term was popularized in the U.S. during the 1970s Census as a way to categorize residents who identified with Spanish culture or origin, irrespective of race.

Many Latinos are weary of this label because it emphasizes the language and European Hispano roots and, in turn, the connection to Spain. For some time, "Hispanic" was the preferred term for those with roots in Spanish-speaking nations in Latin America. However, it has lost favor for what was seen as a more "precise" term for our community, "Latino.”

Hispanic remains as a legacy term, but is highly disfavored in its use to describe people from Latin American countries, rather than Spanish-speaking European countries like Spain.

What is Latino/Latina?

a nametag that says Latino/Latina

"Latino" (for men) and "Latina" (for women) are terms used predominantly in the U.S. to describe people who hail from Latin America or have ancestry there. This encompasses a large group of countries from Mexico in North America, through Central America, the Caribbean, and down to South America. As mentioned earlier, while Brazilians aren’t usually considered Hispanic (because their official language is Portuguese and many don’t speak Spanish), they are Latino because Brazil is in Latin America.

The term "Latino" gained widespread recognition in 1997 when the Office of Management and Budget included it in government publications. It was also used on the 2000 Census alongside "Hispanic/Latino." Its purpose was to create a broader umbrella for people with origins from various Latin American countries and a few Caribbean nations.

However, here's the issue: not everyone traces their roots to post-colonial Latin America. For instance, consider native Mexicans before Spanish colonization, native Mexicans in the U.S. prior to the Mexican-American war, and some Brazilians and other South Americans who don't identify as Latino. There’s also the gendered language component that many U.S.-based Latinos don’t identify with and argue isn’t inclusive of the non-gender conforming community.

The catch-all term that was supposed to include everyone unfortunately has more gaps than the well-worn chanclas we refuse to part with.

What is Latinx?

a nametag that says Latinx

"Latinx" is the solution to the gendered Latina and Latino terms that was created as a gender-neutral and inclusive term, mostly adopted among younger generations and LGBTQ+ communities in the U.S. It's a way to encompass all identities, beyond just male and female, from the Latin American diaspora.

One common argument against the term "Latinx" is that seeks to change the foundational nature of the gendered Spanish language. Spanish language purists can’t accept the fact that a language could be changed in any way, although language is always in flux and changes all the time. It's worth noting that Spanish was the language of colonizers, and if the genocide of indigenous Latin-Americans had never occurred, many of us who aren't of Spanish descent might be speaking local native languages and dialects today. So, the "our Spanish is sacred" argument is a tough sell.

That being said, the disdain for this term is fairly widespread. Regardless of validity of critique or not, the vast majority of people simply don't identify with Latinx. According to the Pew Research Center, 1 in 4 U.S. Hispanics are familiar with the term "Latinx," but only 3% actually use it. They also report that young Hispanic women are the most likely to use it.

What is Latine?

a nametag that says Latine

As the Spanish language continues to evolve for Latinos in the U.S., the gendered language with nouns often ending in "o" for males and "a" for females, created a need for a gender-neutral term. Given that Latinx was so disliked and didn’t work well linguistically, "Latine" emerged as a gender-neutral alternative to Latino/Latina/Latinx. The term has gained traction, especially in recent years, amongst those who seek a term that avoids binary gender distinctions.

Pronounced LAA-TIN-AYE, this term is no stranger to challenges, just like Latinx. However, the term Latine can be smoothly integrated into Spanish pronunciation. So, now we have a gender-neutral term that's both pronounceable and usable in Spanish.

Latine is the latest addition to the label game and seems to be gaining acceptance among our community. Since it's easy to say in Spanish, it looks like this term, initially the underdog, might be here to stay.

As an aside, Luz Media has adopted Latine Hispanic Heritage Month as its preferred label for the month.

What is Afro-Latino?

a nametag that says Afro Latino

The term “Afro-Latino” is used to describe Latin Americans with African ancestry. Latin America, due to historical factors such as colonization and the transatlantic slave trade, has a significant number of people who identify as both Black or Afro and Latino. This term underscores the importance of recognizing and celebrating the diversity of the larger Latino community.

The term Afro-Latin@/x/e has gained widespread popularity as a response to the historical invisibility and deliberate erasure of Latin-American and Caribbean individuals with African heritage.

For even further clarity, "Black Latinos" is a label that includes Latinos of mixed race or those who don't identify with the "Afro" descriptor. These terms have risen in prominence as they enable discussions and confront the prevalent issues of anti-blackness and colorism within both our native Latin American countries and the United States.

In particular, the terminology regarding Afro and Black Latinos is evolving rapidly. After being marginalized and discriminated against for so long, the Afro-Latino community is eager to express their experiences and identities. Their voices are vital in the Latino community as a whole, and we wholeheartedly support their efforts to define their identities and shout out their pride in their Afro and Black roots.

What is Chicano?

a nametag that says Chicano

According to the 2019 U.S. Census Bureau population estimate, among different Hispanic subgroups (that's their term, not ours), Mexicans were the largest group, making up a significant 61.4 percent. Following the Mexican group, were Puerto Ricans (9.6 percent), Central Americans (9.8 percent), South Americans (6.4 percent), and Cubans (3.9 percent). So, it's only right that we mention the OG label: Chicano.

Chicano is a term that originated in the United States and describes Americans of Mexican descent. It became popular during the Chicano Movement of the 1960s and 1970s when Mexican-Americans sought to regain control of what was a mostly derogatory term and define their identity in terms of cultural heritage, rather than immigration or class status, or assimilation. It's a proud declaration of Mexican-American heritage and has political and social connotations tied to civil rights and empowerment.

After the term’s popularity waned a bit, it has recently started gaining momentum with younger generations and popping back up into popular culture through music festivals, art displays, and celebration of Chicano culture more broadly.

What is Mestizo and Mulatto?

a name tag that says Mestizo and Mulatto

The term mestizo means mixed in Spanish and is generally used throughout Latin America to describe people of mixed ancestry with a white European and an indigenous background. Similarly, the term “mulatto” – mulato in Spanish – commonly refers to a mixed-race ancestry that includes white European and black African roots. In 2015 the Pew Research Center reported that Latinos identifying as “mixed race” was on the rise. In the study, respondents were asked if they identify as “mestizo,” “mulatto” or some other mixed-race combination, one-third of U.S. Hispanics said they do.

This tracks with the recent increase in the U.S. Census, where the increase in Hispanics reporting as “multiracial” continues, as it has been since the 2010 Census.

The topic of race and ethnicity for Latinos is as complicated as it sounds, and if we missed anything, it wasn't on purpose, we promise! The fact of the matter remains that U.S.-based Latinos don’t fit into a single box, and yet, for practicality purposes for media, research, policy-making, and a number of other important reasons, striving for an efficient way to refer to this community is an important endeavor.

No one term is going to be liked by all people. At Luz Media, we always strive to use the terms people identify with first, and a pan-ethnic term second. So, don't let this article stress you out too much. Remember, at the end of the day, we're all just trying our best.

hands holding up yellow protest signs that say Hands Off Our Bodies
Photo Credit: Gayatri Malhotra via Unsplash

Originally published in Common Dreams. Reprinted with permission.

The Latino electorate will prove decisive in securing reproductive freedom and abortion access through ballot measures around the country, particularly in states where Latinos are a significant portion of the electorate.

In November, abortion rights measures will appear on ballots across ten states, including Arizona, Colorado, Florida, Nevada, and New York, where Latinos make up a significant portion of the electorate. For decades, pundits and politicians have recycled long-held misconceptions about Latino voters and abortion access, citing our conservative and religious beliefs.

Anti-abortion extremists have long fueled these misconceptions through misinformation and disinformation campaigns targeting Latino communities with egregious lies and inflammatory rhetoric about abortion. Yet, polling, focus groups, and direct interactions with Latino communities have debunked these outdated tropes.

The Latino electorate will prove decisive in securing reproductive freedom and abortion access through ballot measures around the country, particularly in states where Latinos are a significant portion of the electorate.

For Latinos, the freedom to decide, a pillar of our American democracy, is critical. Meanwhile, Latinos are being hit directly with anti-abortion efforts that take away that freedom such as the six-week abortion ban put into effect by the Florida Supreme Court and the 1864 abortion ban upheld by the Arizona Supreme Court. In the wake of the Dobbs decision, people of color and Latinas have felt the impact of a lack of abortion access, an element of basic healthcare.

A 2023 report by the National Partnership for Women and Families estimated that nearly 6.5 million Latinas, or 42% of all Latinas of reproductive age in the country, live in a state that either had or was likely to ban abortion. Ironically, it will be abortion access and anti-choice efforts to restrict freedom of choice that will mobilize Latino voters this election.

In a poll conducted by three national reproductive justice organizations, 87% of Latinas named abortion and women’s rights as one of their top priorities as they head to the polls. Another battleground poll conducted by Somos PAC and BSP Research found that 61% of Latino registered voters expressed a more positive/favorable view of Kamala Harris after hearing that she will protect abortion rights, versus only 19% of Latinos who said they had a more negative view of Harris after hearing that.

In key states to secure the White House and both chambers, Latinos make up large chunks of the electorate: Arizona (25%), Colorado (15%), Florida (20%), Nevada (20%), and New York (12%). In the face of unprecedented attacks on basic healthcare access and targeted attempts by extremists to mislead and divide our community on this issue, this November Latinos will be key deciders on abortion access across the country.

Mari Urbina, Managing Director of Indivisible, Battleground Arizona Lead and former Harry Reid advisor.

Héctor Sánchez Barba is president and CEO of Mi Familia Vota (MFV).

This Viral Video Game Is Changing the Face of Voter Outreach

In 2024, voting campaigns have evolved greatly, to say the least. Creativity is now the name of the game and tongue-in-cheek humor is expertly leveraged to drive action. One example of that is Bop the Bigot, a revival of a viral game created in 2016 by Bazta Arpaio, an Arizona activist group, as part of a campaign to unseat Maricopa County’s Sheriff Joe Arpaio. Arpaio lost his re-election to Paul Penzone that year.

The game has now been updated for the current election cycle and relaunched by On Point Studios, with new features added to enable players to find out what’s on their ballot, confirm voter status, and register to vote.

Much like its former 2016 version, the game allows users to take out their political frustrations by virtually “bopping” GOP candidates in the head. It’s very similar to whack-a-mole, except the mole is replaced by former President Donald Trump, Ohio’s Senator J. D. Vance, and Kevin Roberts, President of the Heritage Foundation, which is spearheading Project 2025.

cartoon renditions of Donald Trump and J.D. Vance around a Bop the Bigot logoPromotional image provided by On Point Studios.

B. Loewe, Director of On Point Studios, came up with the concept for this game when working as the Communications Director at Bazta Arpaio in 2016, and is the executive producer of this revamped version. In the first version of the game, Bop the Bigot players used a chancla (flip flop) to “bop” the characters, tapping into Latino culture by leaning on the childhood experience of being set right by a flying chancla from a fed-up mother or grandmother.

This year, the chancla is replaced by a more current element, a green coconut, referencing Kamala Harris’ coconut tree meme. There are also side characters like “the couch,” cat ladies, and more coconuts. All references to jokes about Vice-Presidential candidate Vance, or insults Vance has made about women on the campaign trail.

Another new addition is that Harris’ laugh is immortalized as the game-over sound effect, an unexpected detail that adds even more humor and levity to the game.

cartoon renditions of Donald Trump, Kevin Roberts, and J.D. Vance around a Bop the Bigot logoPromotional image provided by On Point Studios.

Bop the Bigot, which is playable on desktop and mobile, is intended not just as a way to vent political frustrations, but also as a tool for activism and securing voter engagement.

For example, the game supports the work of Mexican Neidi Dominguez Zamorano, Founding Executive Director of the non-profit organization Organized Power in Numbers by using the “game over” screen to prompt players to donate to it and support their efforts.

Organized Power in Numbers is focused on empowering workers in the South and Southwest of the U.S. through collective action and comprehensive campaigns. Their mission is to create a large-scale movement that challenges the status quo and advocates for workers' rights, and racial and economic justice.

Currently, Dominguez Zamorano is leading worker outreach to 2 million working-class voters in the South and Southwest through doorknocking, texting, and calls with the help of local groups in North Carolina, Arizona, New Mexico, and more.

“We have been blown away by the enthusiastic reception for the video game. We knew we wanted to be part of its creative approach because our movement needs more fun and laughter. We need more ways to connect with nuestra gente so we can feel joy among all the absurdity we witness every day,” Dominguez Zamorano shared with Luz Media via email.

“Our people are gente trabajadora and we deserve to feel uplifted even in our toughest moments. We are deeply involved in the South and Southwest so we know what’s at stake in this election and we’re happy this can be a resource to mobilize, raise spirits, and get out the vote," she concluded.

Dominguez Zamorano is a committed activist for immigrants and workers' rights, known for her strategist skills and expertise. She played a key role in the campaign to win DACA and has also held roles in major campaigns, including as Deputy National States Director for Bernie Sanders' 2020 presidential campaign. In addition to her work with Organized Power in Numbers, Dominguez Zamorano is serving as a Senior Advisor to Mijente’s Fuera Trump Initiative.

Grassroots efforts like these have taken on new life in 2024, with Bop the Bigot adding to the larger, ongoing fight against political apathy and disinformation. Just as it did during the 2016 race, the video game uses humor to soften the serious task at hand—getting people to the polls.

"We want the game to be a fun and comical outlet for anyone who’s been insulted, frustrated, or harmed by Trump in the past and everyone who is ready to move forward as a country after election day," explained Loewe in a press release. "The proposals in Project 2025 and the beliefs of Trump and Vance aren’t just weird, they’re truly harmful. We wanted to give people a humorous and peaceful way to smack down their racism and sexism. We hope it makes people laugh and also feel empowered and motivated to get to the polls on or before election day."

With a mix of satire, sharp political critique, and nostalgia, the game is a call to action. The upcoming election, which is getting closer by the minute, has sparked fierce activism and creative yet grounded initiatives like these aim to ensure voters are engaged, especially young Latinos and disenfranchised groups.