Enrique Lamadrid said he would try anything to get more students into Chicano studies - even change the program's name.
In the fall 2005 catalog, the program's name will be changed to Southwest Hispanic studies.
"In no way does it stop being Chicano studies," Lamadrid said. "We're not changing anything - just the name."
The course content will remain the same.
"It's a horrible idea," said Al Na'ir Lara, who has taken classes in Chicano studies.
He said the term Hispanic or Southwest connects with a Spanish heritage that looks down on Mexicans and Mexican Indians.
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"It's just trying to mask it," he said. "What are you scared of? You're trying to teach Chicano courses and activism. Why would you try to mask the name if you are still trying to teach the courses?"
Chicano will continue to be used to refer to the Chicano movement and the history of Mexican-American activism in America, which Lamadrid said neither began nor ended with the term itself.
He admitted he is stirring the pot, and said people will take notice.
"We can't expect everyone to agree," he said. "It's got to be something more recognizable, and that's the compromise."
When students enroll in a Spanish as a Heritage Language course, they are given a questionnaire asking what cultural group they identify with.
Lamadrid said only 10 percent of students identify themselves as Chicano. More than 50 percent choose Hispanic, he said.
"In a sense, we've consulted hundreds of students indirectly, and I'm willing to dialogue with everyone else," Lamadrid said.
Because the deadline is nearing for catalog submissions, he said he didn't have a lot of time to consult student groups.
"It would be great to spend all of spring semester talking about it, but we need to make this program grow," Lamadrid said.
David Garc°a, who identifies himself as a Chicano, said a lot of students right now do not think they fit the program. He said the word 'Chicano' was widely used during the '60s and has a negative connotation with the older generation.
Aside from University students, it is not a term that is used often, Lamadrid said.
"Identity is real important, but I think right now the term Chicano excludes a lot of people," Garc°a said.
Lara said Chicano doesn't force a person into anything, especially if they are trying to find their identity.
"It's not fully Mexican or American," he said. "It's a little of both trying to find their way through that culture."
The change in the program's name has been part of national conversation since the early '80s, Lamadrid said, and is something UNM needs to jump on the bandwagon with.
"It has nothing to do with people's identities," he said. "This is an academic program."
The people who object to the change may think their identities are being challenged, Lamadrid said. But the term Hispanic Southwest is not something he said he would have chosen.
"We feel the term needs no explanation," he said. "People can recognize it."
There are 180 students in the Chicano studies program, 40 of whom are expected to graduate with a minor in the program. There is no major in the program.
With the change, Lamadrid said he is hoping to triple that amount.
But Lara said the way to get more students is to engage in the community.
"It's the Chicano program's job to pitch the classes to students," he said. "Just get to know the students more. It's not the name that's scaring people."
