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From KQED.

Welcome back to Forum.

I'm Alexis Madrigal.

It is that time of the year known as Hispanic Heritage Month.

When the brands get pandering and the rest of us, well, actually it's not too clear how Hispanic Heritage Month is supposed to work,

whether you consider yourself Mexican, Chicano, Hispanic, Latino, Latinx.

In a piece for the Los Angeles Times, Danielle Hernandez tackled this tricky month through the way a lot of young people have decided to celebrate it,

essentially by posting funny, ironic memes, poking fun at the tropes of everyday life for Latinos in the United States.

These little viral moments kind of tune out the brands after our dollars

and reflect, as he writes, the state of ambivalence that we have about ourselves

and that non-Latino Americans continue to have about us.

Are we a people, an ethnicity, a race, a targeting category for Facebook, a linguistic heritage?

...