Hispanic/Latino Identity Labels: An Examination of Cultural Values and Personal Experiences

Abstract This study focuses on the relationship between cultural values and personal experiences, and Hispanics/Latinos' most frequently used identity labels. The authors hypothesized that there would be a relationship between participants' identity labels and demographics, and participants' identity label and the 5 independent variable categories: (a) physical appearance, (b) familism/collectivism, (c) ethnic pride, (d) political beliefs, and (e) discrimination. Among the results for the independent variable categories, only the relationship between political beliefs and identity label was significant. Identity label was also found to moderately predict levels of ethnic pride. In terms of demographics, significant relationships were found between identity label and earned income, first language, and language most comfortable in. Significant interaction effects were found between physical appearance and experience of discrimination, and between politicization and ethnic pride. KEYTERMS: Hispanic/Latino identityidentity labelsidentityintercultural communicationHispanic/Latino communicationNew Mexico An earlier version of this article was presented at the annual meeting of the National Communication Association, November 2004. Notes Note. Eng. = English; Span. = Spanish.