Measuring racial animus is quite difficult in an era where explicit racism is still deemed socially unacceptable. This chapter shows that existing measures of racism toward Latinos fail to capture the full extent of animosity toward the group and limits our understanding of how White animus toward Latinos shapes American politics. It provides a wide range of both focus group and survey data to document how White’s commonly express animus about Latinos in everyday discourse. Evidence is provided that shows that this form of animus represents a coherent belief system that is distinct from other beliefs such as political ideology, a preference for Anglo-American culture, ethnocentrism, and old-fashioned racial stereotypes. The connection between this belief system and concerns about race is then established.