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We celebrate Hispanic Heritage Month. But what should we call it?

In 1968, President Lyndon B. Johnson issued a proclamation “designating the week including September 15 and 16 as National Hispanic Heritage Week.” Twenty years later, in 1988, President Ronald Regan made it a full 31 days, resulting in what the federal government officially calls Hispanic Heritage Month.

However, 54 years after its establishment and 34 years after its extension, the way we refer to this time of recognition and celebration is very much up for debate.

Many people have adopted “Latinx” as a more inclusive term — both from a gender perspective, and to account for indigenous Brazilian and other non-Spanish speaking people. But there’s a divide surrounding that term as well, especially along generational lines.

It’s often a very personal issue, so that’s where we start this week’s episode of Uniquely Milwaukee: with a personal conversation to get some perspective from Barbara and Valeria Cerda, the sister duo behind La Revo Books. They share their thoughts on identity, along with some recommendations on books to read this month. We included their picks below and encourage you to visit La Revo’s website if you’re interested in getting your hands on any of them.

You’ll also hear from Radio Milwaukee Director of Gifts and Advancements Alma Velez, who describes the journey that brought her to Milwaukee, as well as how to support the city's Latinx businesses (see her helpful list below) and find fulfillment in the month ahead.

Food & beverage

Shopping & retail

Audio Storyteller / 88Nine On-Air Talent | Radio Milwaukee