front cover of Making Hispanics
Making Hispanics
How Activists, Bureaucrats, and Media Constructed a New American
G. Cristina Mora
University of Chicago Press, 2014
How did Puerto Ricans, Mexicans, and Cubans become known as “Hispanics” and “Latinos” in the United States? How did several distinct cultures and nationalities become portrayed as one? Cristina Mora answers both these questions and details the scope of this phenomenon in Making Hispanics. She uses an organizational lens and traces how activists, bureaucrats, and media executives in the 1970s and '80s created a new identity category—and by doing so, permanently changed the racial and political landscape of the nation.

Some argue that these cultures are fundamentally similar and that the Spanish language is a natural basis for a unified Hispanic identity. But Mora shows very clearly that the idea of ethnic grouping was historically constructed and institutionalized in the United States. During the 1960 census, reports classified Latin American immigrants as “white,” grouping them with European Americans. Not only was this decision controversial, but also Latino activists claimed that this classification hindered their ability to portray their constituents as underrepresented minorities. Therefore, they called for a separate classification: Hispanic. Once these populations could be quantified, businesses saw opportunities and the media responded. Spanish-language television began to expand its reach to serve the now large, and newly unified, Hispanic community with news and entertainment programming. Through archival research, oral histories, and interviews, Mora reveals the broad, national-level process that led to the emergence of Hispanicity in America.
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logo for Russell Sage Foundation
Normalizing Inequality
How Californians Make Sense of the Growing Divide
G. Cristina Mora
Russell Sage Foundation, 2026

California has long been mythologized as the quintessential land of opportunity and reinvention—a place where anyone, regardless of origin, can forge a new life and realize their aspirations. Yet beneath this gilded narrative lies a starker reality: California ranks among the most unequal states in one of the world's most unequal countries, where the middle class finds itself increasingly squeezed. Economic inequality is not an anomaly but part of a broader global phenomenon, as disparities deepen across the world. While we know a lot about its contours, its evolution over time and its intersections with race and immigration, we understand far less about how ordinary people interpret and internalize it. In Normalizing Inequality, sociologists G. Cristina Mora and Tianna S. Paschel illuminate how middle-class Californians perceive and come to accept the inequalities that surround them.

Drawing on extensive interviews and surveys, Mora and Paschel uncover a profound paradox at the heart of middle-class consciousness. They find that Californians are keenly aware of the systemic causes of inequality—they recognize policies engineered to benefit the wealthy, they acknowledge how structural racism makes it hard for some groups to get ahead—yet they consistently minimize these forces. Instead, they gravitate toward explanations rooted in individualism, moral character, and the idea that things are worse in other places. Racism and racial inequality in California become palatable when framed as "not as bad as the South." Immigrant exploitation, however severe, transforms into evidence of the American Dream fulfilled simply upon arrival. Economic pressures that displace others become surmountable through personal industriousness and forbearance.

These beliefs about inequality grow more troubling still. Middle-class Californians sometimes blame disempowered people for their circumstances—acknowledging structural barriers facing homeless and undocumented populations while simultaneously faulting them for insufficient drive or criminal behavior that compounds their difficulties. When contemplating California's future, interviewees envision economic prosperity propelled by technological innovation, yet remain curiously unconcerned with how present inequalities might shape that tomorrow. Their imagined future is one where White and Asian American populations thrive, while Black, Latino, and economically marginalized Californians either vanish through displacement or fade into irrelevance. As respondents use these interpretive frameworks to make sense of inequality, they lean heavily on California's foundational narratives of opportunity, sanctuary and multiracial promise.

Normalizing Inequality offers an incisive examination of how ordinary citizens make sense of inequality and, through that very process of sense-making, how they tolerate and passively reproduce the conditions they often claim to deplore.

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