Overview

The Latino Delusion 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."" 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. 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. Perfect for readers of Sapiens, Caste, and The Dawn of Everything-a sweeping, provocative investigation into how nations, markets, and media keep reinventing race to serve their needs.

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