Davila's thoughts on "mestizaje"

Arlene Davila's work: Latinos, Inc. explores marketing to Latinos in the United States.
The most significant detail to me was that how marketers consider Latinos as one homogeneous group with identical cultural traits.  These traits then are dispersed by the media to the public, who inadvertently falls into the easy way out: stereotypical assumptions of Latinos. 
As such, the notion that all Latinos are "conservative, family-oriented people who ate a lot, didn’t venture outside of their neighborhood, and were overzealous about their own nationality" may not even be true; at least, they are not true for all Latin people.  It is even more controversial when considering that "Latinos" are not at all homogenous as most of them are mestizos.  They are of several origins: Spaniards or other Europeans and native American Indians; or African blacks and native American Indians; or Asians and American Indians, and any variations thereof.  Therefore it is erroneous to put them under one hat as one generic race.

Some thoughts on Vasconselos' raza cosmica

Vasconselos imagined a new world order in which a fifth race, "la raza cosmica" would be the union of all men: better than any race before.  Civilization will be transformed into this new kind of people that are bringing the previous superiority of the white race and all the mixed raced people together to fuse into a new, utterly good human race.  The new race will completely replace the other four races from before...and this mission will be consummated by no other than the Latin people of the world.

However, I find some problems with this optimistic outlook of the faith of the cosmic human race:
It is somewhat to the detriment of all the other races as Vasconselos assigns the Latin people to be the determinant race.   To his credit, he acknowledges that the Latin people are already the mixture of many races; thus they are the true representatives of a generic human race, his view, however, still emphasizes a superior race, which doesn't fit well in my mind.  There is a notion of eugenics here. No one should have the desire and the will to assign a superior race.  Just let it be; let the world form and shape itself.  The beauty of humans is their diversity.  Powers come and go; nations rise and fall, and it will be as such in continuum as long as there is a world capable of accommodating humans.