Ambiguous Identification and “Latinx”: Young Mexican Americans on the Border, Social Media, and a Disconnect in Marketing

Abstract

This study takes up the relationship between young Mexican Americans living on the U.S–Mexico border and the term “Latinx” through their reception of Latinx-related content on Instagram. Using qualitative interviews where four Instagram pages (@wearemitu, @perolike, @mexicansproblemas, & @mijacultura) were used as stimuli for conversation, we found most participants engaged in complementary inclusivity with the label “Latinx.” This means that while they did not use or prefer the term for themselves, they had no issue with others using it. On the other hand, the shift in ethnic labels led to ambiguous identification, where it was unclear which label applied and what it meant. This manifested when interacting with content marketed to a “Latinx” audience that was not specific to their lived experience or contrived. Participants instead appreciated content that included the use of Spanish and quotidian humor, suggesting a disconnect in marketing and an incomplete understanding of what young Mexican Americans see as relatable.