Story highlights Felix Sanchez: Donald Trump lambasted Mexico, Latinos in his presidential announcement

He says Univision rightly cut ties with Trump; NBC and the GOP should do the same

Felix Sanchez is the chairman and co-founder of the National Hispanic Foundation for the Arts. The opinions expressed in this commentary are his.

(CNN) When Donald Trump began his historic quest for the Republican presidential nomination, he said: "When do we beat Mexico at the border? They're laughing at us, at our stupidity. And now they are beating us economically. They are not our friend, believe me. ... When Mexico sends its people, they're not sending their best. They're not sending you. They're sending people that have lots of problems, and they're bringing those problems with us. They are bringing drugs. They're bringing crime. They're rapists. And some, I assume, are good people."

The mainstream majority laughed off the bully's harsh rhetoric and hardly noticed the world stage humiliation of Mexican Americans and their brethren Latinos. Despite all the "outreach" and reform talk by the GOP, it only took a few seconds for Latinos to once again become the Republican Party's favorite punching bag.

Felix Sanchez

Where was the reaction from the chair of the Republican National Committee, the Republican presidential contenders or Republican congressional or state leaders? A loud and public shaming of 54 million Latinos in the United States had occurred, but apparently, neither the GOP leadership nor the national media had completely understood the depth of the insult. It has been indelibly etched in the consciousness of U.S. Latinos, however, and in that of our "good" neighbors across our southern border. The irreparable damage has been done.

JUST WATCHED Donald Trump doubles down on calling Mexicans 'rapists' Replay More Videos ... MUST WATCH Donald Trump doubles down on calling Mexicans 'rapists' 04:36

Following Trump's presidential bid announcement last week, a groundswell of Latino reaction to his blanket character defamation began bubbling up online and on social media. Trump's repugnant charges were heard loud and clear, and Latino voters were outraged and incensed at both his audacity and the outright lies. But the Latino community has also been deeply frustrated, not only by the depth of the insult but by the media's inadequate interpretation of Trump's remarks.

Multi-generational Latinos who count Mexico as their heritage homeland have reached a tipping point and will no longer accept being a scapegoat for all America's woes. Univision understood the Latino dynamic and recognized its moral imperative to respond as a U. S. corporate citizen by standing up for the honor and rights of its viewers. The company said it would not air the Miss USA Pageant , partly owned by Trump. Univision's decision exemplified civil rights leadership in the digital age.

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