In the 1960s, a radicalized Mexican-American movement began to push for a new identification. The Chicano movement, aka El Movimiento, advocated social and political empowerment through chicanism or cultural nationalism.

As activist Rodolfo “Corky” Gonzales said in a 1967 poem, “La raza! / Méjicano! / Español! / Latino! / Chicano! / Or as my name is, / I look the same. “

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