[Ed. – A useful aside from Mark Krikorian, executive director of the Center for Immigration Studies, who tweeted: ‘When La Raza lobbyist Cecilia Munoz joined Obama staff, federal $ for La Raza went from $4.1 to $11 million/year.’ That was then. This is now.]
La Raza has decided to rebrand. The liberal political group announced last week that it would change its name from one suggestive of adversarial Chicano politics to something with broader appeal: UnidosUS. The shift appears to stem from a recognition of long-ignored social and financial transformations in the U.S.
Since its inception in 1968, made possible in part by a grant from the Ford Foundation, La Raza has been far more dependent on boardrooms and government than grass-roots support. But with government largess drying up, the liberal political-advocacy group may find itself needing greater support from the rank and file. This won’t be easy.
The nation’s “Hispanics” are undergoing a radical shift that most politicians are missing: A white majority is likely to persist in America. “Many children growing up today in mixed families are integrating into a still largely white mainstream society,” sociologist Richard Alba noted in American Prospect last year. These children are “likely to think of themselves as part of that mainstream, rather than as minorities excluded from it.”