| Marketing Communications in the U.S. is
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| | outside the U.S. or in Puerto Rico speak
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| no longer a one-size-fits-all
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| | mainly Spanish, follow more news from
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| proposition. Effective message delivery
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| | Latin America, and preserve the
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| to all residents of the United States
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| | traditions of their native country while
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| requires that we examine the unique
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| | also adopting U.S. culture. Yet they also
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| consumer behaviors of the country's
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| | say that their own lives are now
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| communities of color.
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| | improved, and feel closer now to the
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| The designation "community of color" may
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| | United States than they do to their
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| be applied to a wide spectrum of minority
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| | native country. Succeeding generations of
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| and ethnic groups. According to the 2000
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| | Hispanics -- those born in the U.S. --
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| U.S. Census, approximately 30 percent of
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| | speak English, watch English-language
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| the U.S. population currently belongs to
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| | media, and follow U.S. news and events.3
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| a racial or ethnic minority group. The
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| | Strategies to reach Hispanic/Latino
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| Census Bureau projects that by the year
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| | audiences often miss the mark. Although
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| 2100, non-Hispanic whites will make up
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| | 46 percent say they speak mostly Spanish
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| only 40 percent of the U.S. population.
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| | or only Spanish in the home (71 percent
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| Successful multicultural messaging
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| | of those born outside the U.S. speak
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| depends on messages and products that are
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| | mostly or entirely Spanish), merely
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| crafted to each individual audience,
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| | translating English messages into Spanish
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| rather than presented as recycled
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| | can result in sending the wrong message
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| versions of products designed for
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| | or no message at all. In the 1970's,
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| mainstream audiences.
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| | General Motors tried the Chevy Nova in
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| Reaching the African American Market.
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| | Mexico, no realizing that "nova"
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| Although African American consumers are
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| | translated into "no go."
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| unique, they are not difficult to reach.
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| | In addition, presumptions can't be made
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| To understand what affects the consumer
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| | about attitudes, cultural values, and how
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| behaviors of African Americans, we need
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| | much the Hispanic/Latino, or other ethnic
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| to examine the history that frames what
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| | group understands about products and
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| it means to be black in America. Unlike
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| | services.
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| groups such as Hispanics and Asians who
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| | Guidelines for reaching Hispanic/Latino
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| immigrated to the U.S. in search of a
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| | audiences include:
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| better life, African Americans were
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| | -Give detailed information; use
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| brought to this country against their
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| | demonstrations.
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| will, and faced tremendous adversity and
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| | -Stick to literalism and reality; use
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| denial of basic human rights.
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| | strong visual images
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| Today's African Americans continue to
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| | -Use testimonials.
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| further establish their place in American
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| | -Show a colorful, upbeat environment.
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| culture, prove their worthiness, and
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| | -Understand the importance of family.
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| empower themselves. Research tells us
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| | -Go for neutrality in accent, appearance
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| that they respond positively to messages
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| | and lifestyle.
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| that show they are important members of
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| | -Use informal Spanish in Spanish-language
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| society.
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| | messaging.
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| Too often, African Americans are thought
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| | -Stay away from translations or dubbings
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| of as a single market segment. This is
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| | of English copy. Translations don't
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| erroneous thought. Like other communities
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| | always work. Copy should be adapted.
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| of color, African Americans are a diverse
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| | Reaching the Asian American/Pacific
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| population. Clear differences exist by
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| | Islander Market
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| culture, region, social and economic
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| | Like Hispanic/Latino Americans, Asian
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| status, as well as age, experience, and
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| | Americans are not a single race of
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| education.
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| | people.
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| Other considerations are:
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| | Asian Americans have a strong tie to
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| -Half of African American households are
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| | family and culture; their households are
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| headed by females
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| | larger than those of other Americans; and
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| -African Americans are likely to live in
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| | there is generally more than one worker
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| larger households than whites
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| | in the home. Decisions are often made by
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| -In terms of high school graduation
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| | both husband and wife, and word of mouth
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| rates, an equal percentage of black
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| | is important to Asian Americans.
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| students earn diplomas as white students.
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| | Eighty-five percent of respondents in a
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| There is no guaranteed technique for
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| | study said a friend's recommendation was
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| reaching African Americans, but major
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| | their primary source of consumer
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| differences have been identified between
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| | information.
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| how African Americans and whites respond
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| | Although Asian Americans represent a
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| to messaging:
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| | diverse group, some similarities in
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| -African Americans take messages more
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| | reaching them are:
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| literally than their white counterparts.
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| | -Asian Americans have strong ties to
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| -African Americans tend to like copy and
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| | family and culture.
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| visuals that directly correspond to one
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| | -Older Asians prefer messaging in their
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| another.
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| | native language.
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| -African Americans prefer lifestyles and
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| | -Newspapers are a powerful medium for
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| contextual appeals. They find messages
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| | reaching Asian Americans.
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| more believable that feature people in
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| | -Asian Americans have a strong need to
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| real situations. They are less responsive
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| | please and impress their families.
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| to talking heads or single-spokesperson
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| | Reaching the American Indian/Alaskan
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| appeals.
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| | Native Market
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| -African Americans tend to prefer message
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| | Native Americans are unique as
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| delivery vehicles that represent a
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| | individuals and in their tribal cultural
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| variety of cultures, featuring people of
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| | heritage. Effective message delivery may
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| various hair types, skin tones and
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| | differ from tribe to tribe and from
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| personalities.
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| | community to community. Native Americans
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| -African Americans look for positive
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| | find meaning and wholeness in
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| images of black life.
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| | spirituality and harmony with nature. The
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| Reaching the Hispanic/Latino Market
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| | family and the group take precedence over
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| According to the U.S. Census Bureau,
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| | the individual, and they are anxious to
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| Hispanics have surpassed blacks as the
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| | be rid of stereotyped images of their
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| nation's largest minority group (January,
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| | culture.
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| 2003). Like African Americans, the
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| | Although they too represent a diverse
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| Hispanic/Latino market is a diverse
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| | group, some similarities in reaching the
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| group. The largest segments as identified
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| | American Indian/Alaskan Native Market
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| by the Census Bureau are: Mexican
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| | are:
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| Americans, Puerto Ricans, Cubans, those
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| | -Native Americans place importance on
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| who have immigrated from Central and
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| | credibility and honesty.
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| South America, and a category known as
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| | -Use bright and colorful visual images.
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| "other Hispanics."
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| | -They think storytelling is an important
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| Hispanics in the U.S. hold both a strong
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| | tool to pass on information, so stories
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| desire to preserve their traditional
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| | testimonials should be used to make a
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| culture and values, and optimism about
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| | point.
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| their children's opportunities in
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| | -Native Americans like to be heard, they
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| America. There are important differences
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| | like to be given an opportunity to talk
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| between Hispanics born in the U.S. and
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| | about their experiences, problems and
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| those who have immigrated: those born
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| | suggestions.
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