The term "macho" has been increasingly incorporated into the English language with various connotations and definitions, i.e., male cheuvinist, superman, and hyper-manliness Yet these words are not substitutions for "macho" which has an intrinsic value of its own. For English speakers, the most prevalent definition is "virile". While this is a correct definition, it is not the only meaning the concept has for Mexicans and Chicanos. To Chicanos, "machismo" has both positive and negative aspects. Positive aspects include: bravery, loyalty, pride in self, leadership responsibility, respect for religion and elders, modesty, and good manners. Negative aspects include: absolute power in the form of exploitation, self-centeredness, violence used to maintain power through fear, and closed aloofness; women seen as subordinate creatures, created to make man's lot more comfortable and pleasurable; too much pride; and too modest and reserved for survival in today's society. While some positive and negative aspects seem to cancel each other, it is generally the individual who defines "macho" in the Chicano community. As the word "macho" has taken on many and varied definitions, the word "hembra", which is its female counterpart, must also acquire many positive definitions besides "fertile". This paper discusses the various definitions of "macho"; its historical background; how writers such as Bernice Rincon, Samuel Ramos, Octavio Paz, Anna Mayo, and Aniceto Aramoni have used it; and means whereby Chicanas can begin to assert themselves. (Author/NQ)