By Taylor Gandossy
CNN

(CNN) -- Hispanics are described as the largest minority group in the United States, as a burgeoning force in the electorate and as an untapped frontier of the business market. Yet these descriptions belie the complexity of the 44 million people to whom they refer.

Even the terms used to name them -- Hispanics, Hispanic-Americans, Latinos, Latino-Americans, the Spanish-surnamed -- too tightly package the people categorized by those definitions, some observers say.

"We are mixed and we are many things," said Phillip Rodriguez, a documentary filmmaker. Many of his films, such as "Los Angeles Now" and "Brown is the New Green: George Lopez and the American Dream," explore the experience and identity of Latinos in the United States.

Latinos "very often don't share language, don't share class circumstances, don't share education; it's very difficult to speak about them as one thing," he said.

From a census standpoint, being of Hispanic or Latino origin means a person identifies himself in one of four listed categories: Mexican, Puerto Rican, Cuban or "other Spanish, Hispanic or Latino" origin. In the latter more open-ended category, respondents can write in specific origins, such as Salvadoran, Argentinean or Dominican.

According to a Pew Hispanic Center/Kaiser Family Foundation survey in 2002, that is how most Latinos choose to identify themselves. When asked which terms they would use first to describe themselves, 54 percent said they primarily identify themselves in terms of their or their parents' country of origin. About one quarter choose "Latino" or "Hispanic," and 21 percent chose "American." But the broader terms -- Latino, Hispanic -- are the ones tossed about when the media want to discuss a "trend among Latinos," or when a politician appeals to the "Hispanic vote."

The U.S. government came up with the term "Hispanic" in the 1970s to generally refer to people who could trace their origin to Spanish-speaking countries. The term "Latino" refers to origins from Latin America, which includes non-Spanish speaking countries like Brazil. The terms are often used interchangeably, which is a point of some contention in the wider community.

But do the terms carry meaning among the people to whom they refer, or are they merely governmental designations?

"That's the way you call our people," Susana Clar, 52, said of the terms. She and her family emigrated from Uruguay nearly two decades ago, and she works as a vice president in her daughter, Vanessa Di Palma's, Salt Lake City, Utah-based communications firm.

"Either you are Latino [or] Hispanic. I'm fine with that, but I think that we are so much more than that," Clar said.

Manuel Baez, 49, a native of the Dominican Republic who owns an insurance agency in Tampa, Florida, laughingly answered the question of how he identifies himself.

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