If you were dropped in the middle of Mexico City, Buenos Aires or Bogotá and tried to find a Latin American, you would never come across a single person who described themselves as such. No matter how deep into Rio’s favelas or the most recondite parts of the Nicaraguan jungle you looked, such a creature would be more elusive than the Loch Ness monster.
Although coined by the French during their Napoleonic bid for a world empire the term has seeped, naturally, into the lexicon of the current and far more powerful global hegemon, the United States of America. Its purpose then was much the same as it is now: to homogenize a plurality and subsume separate and distinct peoples under a singular socio-political paradigm, based on etymology. Never mind that millions of the region’s inhabitants – the original ones, in fact – spoke and speak their own native languages, which are completely unrelated to the romance varieties imported from Europe.
Latin Americans, Latinos and the more recently concocted Latinx are all things, that only exist here in the house McDonald’s built; an expedient way to identify television market share, with no real social value. Second and third generation immigrants might adopt the format in public. But, behind closed doors, at family reunions and when they go back to visit grandma in the old country, nobody claims to belong to a contrived pan-lat-am diaspora. They are loyal to their own vocabularies and songs, unique to the places they come from.
The American penchant for lumping people from different backgrounds and cultures together is not new, of course. Their infamously bad grasp of geography is often on display and hardly draws any shame. On the contrary, they seem to relish it; as if not knowing where Peru is on a map is a sort of humblebrag display of domination.
Just yesterday, none other than the éminence grise of American broadcast journalism, Tom Brokaw, revealed his own cultural chauvinism when he tried to backtrack from comments he had made about Hispanics on a TV show. The comment itself calling on “Hispanics” work harder on assimilation, while reeking of MAGA-esque intolerance, was not particularly noteworthy or unexpected. It was his clumsy Twitterpology (yes, I made it up), that perfectly encapsulates my argument.
i feel terrible a part of my comments on Hispanics offended some members of that proud culture
— Tom Brokaw (@tombrokaw) January 27, 2019
Historians typically frame Simon Bolivar’s attempt to bring every nation of the Americas under one flag in a noble light. But, it was just another imperialist doing what imperialists do. I didn’t work then and no amount of Latin Grammy award shows will make it work now.