$\"Closeup$

Closeup detail of \u201cEl Mundo\u201d, from John Picacio\u2019s LOTERIA art series.<\/p><\/div>\n

Mexican American.<\/p>\n

If\u00a0you\u00a0are, you should be proud.<\/p>\n

And whether you are or\u00a0you\u2019re not, you\u00a0hear the American\u00a0media and our political parties use the words \u201cLatino\u201d and \u201cHispanic\u201d instead of using the \u201cM\u201d word, when speaking on Mexican stories, peoples and issues. We\u2019ve seen one political party directly demonize Mexican peoples in order to catalyze fear, while the opposing party responded by repeatedly messaging\u00a0\u201cLatinos\u201d and \u201cHispanics\u201d, missing the\u00a0massive opportunity to use the term \u201cMexican American\u201d as a proud call to action.<\/p>\n

It was a costly mistake, as there are 35.8 million people in the US that self-identify as Mexican American \u2014 a full 11% of the total US population<\/a>, and growing. We see that cultural misstep further demonstrated in this week\u2019s post-election analysis, as graphs flash across our screens about a surprising \u201cLatino\u201d \/ \u201cHispanic\u201d vote that favored the attacking candidate more than many would have imagined. Cubans, Puerto Ricans, and Guatamalans weren\u2019t generalized as\u00a0\u2018rapists\u2019 and \u2018killers\u2019. And yet, the media kept choosing not to use\u00a0the \u201cM\u201d word, lumping Mexican American voters in with a\u00a0bloc that supposedly\u00a0operates\u00a0in lockstep. So wrong. It doesn\u2019t work that way. The Democrats failed to directly appeal to\u00a0the hearts and minds\u00a0of MEXICAN AMERICANS. By using the words \u201cLatino\u201d and \u201cHispanic\u201d, they instead spoke to a coalition\u00a0made of\u00a0marketing mirage more than ideological unity.<\/p>\n

I have yet to see the voting numbers for Mexican Americans in the election because the skewed headline of a \u201csurprisingly high\u201d Latino \/ Hispanic vote for the attacking party is the lede.\u00a0It seems to label Mexican Americans as not caring that they were attacked and demonized,\u00a0further compounding cultural abuse. Bear in mind that this is not just a right-leaning media framing. Left-leaning media and pollsters make this mistake time after time, even as they\u00a0continue serving themselves\u00a0their own cultural polling data in myopic ways.\u00a0In future, I hope Democrats realize how important it is to address Mexican Americans as Mexican Americans, and stop being fooled by the illusions of the\u00a0marketing agencies and census bureau agendas that crafted these terms in the first place.<\/p>\n

When you want to communicate with\u00a0someone, you use their chosen name, look them directly in the eye, and speak as equals. You don\u2019t make up a nickname, talk over the person in front of you, while staring\u00a0over\u00a0their head at some crowd\u00a0in the distance.\u00a0It\u2019s no wonder\u00a0marketers, pollsters, politicians, and sales honks can\u2019t connect with Mexican Americans. You won\u2019t connect with anyone<\/em> that way!<\/p>\n

Do I think Mexican Americans\u00a0should wage war on the words \u201cLatino\u201d and \u201cHispanic\u201d? NO. I don\u2019t think that\u2019s a smart use of energy. Those umbrella terms are appropriate harbors for some people\u2019s dreams and journeys, and they can serve a purpose. But for Mexican Americans, I invite all of us to\u00a0hereby take our 63%\u00a0within the \u201cLatino\u201d \/ \u201cHispanic\u201d labels, redirect our self-identification, and begin taking charge of our\u00a0narratives, our power, and our futures. Sail forth. Boldly go.<\/p>\n

I had already begun doing that for myself, prior to this country\u2019s latest Day of Infamy, but as part of my own plan-of-action, I hereby pledge to proudly self-identify as \u201cMexican American\u201d where appropriate and avoid substituting\u00a0\u201cLatino\u201d, \u201cHispanic\u201d, \u201cTejano\u201d or \u201cChicano\u201d to label myself. I pledge to use some of my forthcoming works to offer new dimensions of hope and inspiration to my\u00a0Mexican\u00a0peoples, while working as a creator that can resonate with\u00a0ALL peoples and audiences, as I have for the last twenty years.\u00a0My\u00a0friend\u00a0Leigh Bardugo<\/a> said to me last week, \u201cYou\u2019re a citizen of the world.\u201d She\u2019s right \u2014\u00a0first and foremost, I am that. Always and forever.<\/p>\n

I\u2019m John Picacio.<\/p>\n

Citizen of Planet Earth, here to\u00a0serve all, and continue giving\u00a0my all, especially in this time of urgent need for new art, stories, and hope.<\/p>\n

American illustrator and storyteller.<\/p>\n

Mexican American.<\/p>\n

Brown and proud.<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n<\/body>","protected":false},"excerpt":{"rendered":"