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Using results of field research among Yucatec Maya in San Francisco, we compare two types of migrant associations: hometown associations (HTAs) and social service agencies, specifically in terms of the use and expression of ethnic identity. We argue that HTA leaders rely on a regional identity based largely on a sense of shared culture, which reproduces the dominant and widespread view of ethnic identity in Yucatán, namely that the Maya are not an indigenous people per se. In contrast, leaders of the social service agencies explicitly utilize indigenous identity in their programming and services. We maintain that the latter are reconceptualizing Maya identity, adopting a US multicultural framework that emphasizes ethnic difference as a basis for making claims for resources and rights. [ABSTRACT FROM AUTHOR]