There are several viewpoints out there, and Cheech Marin sort of nails it down in a humorous way when he wrote:
Some ask “Why can’t you people just all be Hispanic?” Same reason that all white people can’t just be called English. Just because you speak English or Spanish does not mean that you are one group. Hispanic is a census term that some dildo in a government office made up to include all Spanish-speaking brown people. It is especially annoying to Chicanos because it is a catch-all term that includes the Spanish conqueror. By definition, it favors European cultural invasion, not indigenous roots. It also includes all Latino groups, which brings us together because Hispanic annoys all Latino groups.
Another viewpoint is given by José Antonio Burciaga in his book Drink Cultura: Chicanismo. In fact the famous guitarist and musician via Carlos Santana said this of his book: “A passionately lyrical leccion para todos about the history of the Western and Southwestern people. Burciaga is deeply rooted in the indigenous realities.”
I recommend the Drink Cultura book as a great starting point for those who don’t know what a Chicano is.
Meanwhile, here is an excerpt or teaser for you below.