In the 1960s and 1970s, Chicano student organizations developed ideologies of Chicano nationalism, highlighting American discrimination against Mexican Americans and emphasizing the overarching failures of a culturally pluralistic society. Calling themselves La Raza, Chicano activists sought to affirm Mexican Americans' racial distinctiveness and working-class status, create a pro-barrio movement, and assert that "brown is beautiful." Urging against both ethnic assimilation and the mistreatment of low-wage workers, the Chicano Movement was the first large-scale mobilization of Mexican American activism in United States history.