From a popular perspective, the term "Chicano" became widely visible outside of Chicano communities during the American civil rights movement. It was commonly used during the mid-1960s by Mexican-American activists such as Rodolfo "Corky" Gonzales, who was one of the first to reclaim the term, in an attempt to assert their civil rights and rid the word of its polarizing negative connotations. "Chicano" soon became an identity for Mexican Americans to assert their ethnic pride, proudly identifying themselves as "Chicanos/as" while also asserting a notion of "Brown Pride", drawing on the ""Black is Beautiful"" movement, inverting phrases of insult into forms of ethnic empowerment. As journalist Rubén Salazar described in a 1970 "Los Angeles Times" piece entitled "Who is a Chicano? And what is it the Chicanos want?": "A Chicano is a Mexican-American with a non-Anglo image of himself."