One of the more absurd woke neologisms is “Latinx” as a gender neutral version of “Latino.” But its institutional momentum is formidable. The New York Times never used “Latinx” up through 2015. It used “Latinx” for the first time in 2016, in a slightly mocking way. Then ten times in 2017, 45 times in 2018, and 112 times so far this year.
Of course, the people who are described by the New York Times as Latinx seldom pay much attention to the New York Times. Mario Carrasca, founder of a market research firm, reports that in a poll of 500 people whom the NYT would call Latinx, 98% preferred a different term: