It's extremely complicated sometimes, especially when a culture uses terms coined by other cultures in reference to themselves.
Biggest example is probably 'Indians', which of course came out of Columbus's erroneous belief he'd landed on the western coast of that subcontinent. Supposedly 'Native Americans' is the preferred term, but even that is European in origin! So many have just simply fallen back on 'Indian' as a general term, and more specifically their original tribe's names.
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