The Latino Delusion Why Hispanic Isn't a Race - And Never Was

<p><strong>The Latino Delusion</strong> traces how the label Hispanic was born-not from culture or ancestry but from bureaucracy. Drawing on history sociology and genetics Lucas Almanza uncovers how colonial whitening projects U.S. census policies and modern algorithms turned a continent's diversity into a single color called brown.</p><p></p><p>From 19th-century Argentina's dream of becoming European to 1970s Washington's invention of the Hispanic origin box to TikTok's digital re-racialization of Latin identity this book follows the full arc of a political idea disguised as ethnicity.</p><p></p><p>Serious yet accessible The Latino Delusion dismantles myths on both sides of the color line-showing how race long treated as biology survives today as data marketing and moral theater. It is both a historical exposé and a meditation on belonging in a post-racial age.</p><p></p><p><strong>Perfect for readers of Sapiens Caste and The Dawn of Everything</strong>-a sweeping provocative investigation into how nations markets and media keep reinventing race to serve their needs.</p><p></p>