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Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.Hispanic Purchasing PowerThe Seli...
Examines the history and culture of Mexico and its relations with its neighbors to the north and east from the Spanish Conquest to the current presidency of Vicente Fox.
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"This story is not strictly a memoir ...it is also a history and analysis of the cultural and political forces that confronted the first and second generation Mexican Americans in San Bernardino, CA, my home town."--Title page.
Among the protest movements of the 1960s, the Mexican American Youth Organization (MAYO) emerged as one of the principal Chicano organizations seeking social change. By the time MAYO evolved into the Raza Unida Party (RUP) in 1972, its influence had spread far beyond its Crystal City, Texas, origins. Its members precipitated some thirty-nine school walkouts, demonstrated against the Vietnam War, and confronted church and governmental bodies on numerous occasions. Armando Navarro here offers the first comprehensive assessment of MAYO's history, politics, leadership, ideology, strategies and tactics, and activist program. Interviews with many MAYO and RUP organizers and members, as well as first-hand knowledge drawn from his own participation in meetings, presentations, and rallies, enrich the text. This wealth of material yields the first reliable history of this extremely vocal and visible catalyst of the Chicano Movement. The book will add significantly to our understanding of Sixties protest movements and the social and political conditions that gave them birth.