"They've been very helpful. They allow voters to cut through the din and clutter of the $100-million smear campaign the unions have been waging against the governor, and they allow voters to hear directly from the people who are for change and from people who are against change."

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The term Hispanic, coined by technomarketing experts and by the designers of political campaigns, homogenizes our cultural diversity (Chicanos, Cubans, and Puerto Ricans become indistinguishable), avoids our indigenous cultural heritage and links us directly with Spain. Worse yet, it possesses connotations of upward mobility and political obedience.

— Guillermo Gomez-Pena