The current doctoral dissertation project explores the present situation of the Spanish language in the USA today. Primarily, it looks at some of the variables important in the renewed ethnolinguistic vitality characterizing US LATIN@s over the last decades. More specifically, these variables are: cultural identity, language knowledge, language use, language attitudes and language ideologies. Through the study of such variables it will be possible to arrive at a better understanding of the linguistic patterns shown by Latin@ ethnic groups in the USA.The study focuses on one particular subgroup - Latin@ professional language users (i.e. journalists, professors, writers, translators and interpreters) - which due to the nature of their work and social positions is likely to be the engine for future sociolinguistic developments. Naturally, one big advantage of examining this subgroup is that, in doing so, we can consult a mass of pre-existing literature written by and about its members. Yet, one question that naturally arises is why asking professional language users for their opinion should constitute adequate data to explain the situation of the Spanish language in the USA. After all, the opinions voiced cannot be understood transparently to reflect what it is that people are actually doing with the language. Their answers should, of course, be understood as representations rather than as actual behaviours. Likewise, these professionals are not neutral players, nor inherently are they the "best" observers. Indeed, if we think more sociologically about the role of intellectuals and professional language users in society, these are precisely the people with the greatest vested interest in a language movement, and in certain ideologies of language. In short, they need a market for their cultural and linguistic products. This often leads them to exaggerate or minimize the ethnolinguistic vitality of their group depending on the group strategies they wish to adopt in intergroup encounters that helps them make the case for the urgency of supporting their actions.