Abstract

The public and commercial spheres constantly address the largest ethnic minority in the United States, people with ancestry or from a Latin American country, as a homogenous group under the ethnopolitical terms “Latinos,” “Hispanics,” and even “Mexicans.” This panethnic view, and the negative stereotypes associated with it, was especially visible during the 2016 presidential election. While the majority of Latinos found Donald Trump’s remarks on “Mexicans” offensive to the Latin community as a whole, a large number of people still supported his opinions, even those belonging to the “Latino” community. Even more so, women of Latino heritage still supported a nominee that went against their own advance in society given his constant misogynistic comments. In this essay, I analyze the groundings for this apparent contradiction in the preference for said candidate. I argue that these women’s political preference is a tool with which they build their identity in the U.S. Besides, I explore the ways in which individuals linguistically construct their own identity in three ways by actively doing the identification instead of merely receiving it by an unknown agent; by choosing the self-representation of their preference, and by finding commonalities and bonding with other individuals they deem part of their group. Through this approach, I analyze semiotic processes, such as intertextuality, use of pronouns, and discourse alignment, that are used to construct identifications of the self that go beyond imposed categories, such as gender and ethnicity.