11/11/07-Is he or isn't he Hispanic? That's what a lot of people are wondering about Bill Richardson…led by the fact his last name doesn't end in something like Gomez…Garcia…Murillo…Romero…Lopez…etc. Oh but he is Hispanic…perhaps in disguise by his last name, but his mother is of Mexican origin.
Or take a look at Rep. Loretta Sanchez, a high profile Latina currently serving in Congress…she's been highly successful running as "Loretta Sanchez"…but it took a couple tries. She once ran for city council as "Loretta Sanchez-Brixey". Nope, the Brixey wasn't working for her- she dropped it.
I used to work as a television reporter, and it was quite interesting. I used my married name, an Anglo sounding name, when I started. 6 months into the job, I changed my name back to my maiden name (a Hispanic last name), my phone started ringing…and agents were calling. Why'd I do it? Nobody knew I was Hispanic, and I really wanted to work on developing Hispanic sources. Having a non-Hispanic sounding last name, just wasn't a help. A Hispanic name on the other hand opened Hispanic doors.
Now, am I to say the Hispanic last name works for everyone? Nope. Did it work for me…and some illustrious politicians…yep.
I recently read an article about another Latino politician: Peter Raymond out of Texas. He not long ago, changed his name to Peter Peña Raymond. The article says: "Raymond also said that if he decided to run for statewide office, having a Hispanic-sounding middle name is “probably not going to be a negative.”'
Am I suggesting everyone change their name to a Hispanic last name to attract voters…or Hispanics as a whole- no.
Can it help? Who knows, it's a perhaps.
What I will say is that it's an interesting phenomenon that's at work in our society…assuming all Hispanics must have Hispanic last names…or look a certain way. We, Hispanics come in all shapes all colors- all sizes:…tall, short, red hair, black hair, blue hair etc….with all types of last names.
And that's just it:- that's all it is- just a last name….and a last name doesn't even big to tell the full story.
La Marketer