As far as i know, the tag "African American" is self-applied, and carries with it an implication of pride in their heritage. Just as many people describe themselves as Irish Americans or Italian Americans, despite being 4 or 5 generations distant from their immigrant ancestor.
Perhaps the fact that African Americans have an obvious physical distinction (the colour of their skin) makes the tag seem more 'defining' than - say - Italian or Irish American, who - at a glance - are indistinguishable. I dunno... just speculating.
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