"Is being Latino a matter of geography, as simple as where you or your ancestors came from? Is it the language you speak or how well you speak it? Is it some common culture? Or is it just a vaguely brown complexion and a last name ending in 'a,' 'o' or 'z'? Politicians build Latino-voter-outreach operations, businesses launch marketing campaigns to attract Hispanic 'super-consumers,' yet depending on whom you ask — politicians, academics, journalists, activists, researchers or pollsters — contradictory definitions and interpretations emerge."
June 24, 2013 at 12:29 PM EDT