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The author tries to re-conceptualize the terms of Latin America in three views: critical, demonstrative, and cognitive. The author goes through examples of cultural, geographical and historical conceptualizations, to show how and why the concept of Latin America is constantly under construction. From this idea, the author tries to demonstrate that the concept of Latin America is an unfinished analytical tool, which has much still to explore and exploit. The author concludes with an appeal to set aside pre-conceived judgments and assessments that are currently dominated by a concept such as Latin America.