Introduction : Making Hispanics : classification and the politics of ambiguity -- Civil rights, brown power, and the "Spanish-speaking" vote : the development of the Cabinet Committee on Opportunities for Spanish Speaking People -- The rise of a Hispanic lobby : the national council of La Raza -- "The toughest question" : the US Census Bureau and the making of Hispanic data -- Broadcasting panethnicity : Univision and the rise of Hispanic television -- Conclusion: The Hispanic category and the development of a new identity politics in America.