But as “Latinx” increasingly pops up in news headlines and corporate tweets, it is plagued by one of the Booze & boos halloween 2020 athens oh shirt in other words I will buy this core critiques of “Hispanic:” that it is a term being imposed, rather than chosen by, the people it’s meant to describe. “Countless times, I am the only person that the word describes in a room being wrapped up into a term that I, as an individual, don’t identify with,” Erika Soto Lamb, vice-president of social impact strategy at Comedy Central and MTV, told me of past professional experiences. She identifies as Latina, and says “being told by others that I should be using Latinx is off-putting.”
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To “Latinx” or not to “Latinx” can be a minefield for politicians. One has to know their audience, Guidotti-Hernández notes. “If you’re talking to older Mexican-Americans at a VFW post in Northern New Mexico, Latinx is going to be a complete disconnect,” she said, while “Mexican-American” or “Hispanic” is more likely to work. When Warren and others use “Latinx,” “I think they are trying to mobilize a youth voter base.” Meanwhile, Trump name-checking “Hispanics” is a call to an older voter base.