La Voz de Aztlan, April 30 1981
Item
Title
La Voz de Aztlan, April 30 1981
Creator
Associated Students of Fresno State
Relation
La Voz de Aztlan (Daily Collegian, California State University, Fresno)
Coverage
Fresno, California
Date
4/30/1981
Format
PDF
Identifier
SCUA_lvda_00128
extracted text
· enity fresllC.'
•- 5t'"'te
California
• Unav
Apathy: Revolution.or Death
Sangre y mas Sangre!. Atropellos! . Atrosidad ~r~s
Atrosidad f Asesinatos-M·a sacres ! Por D10s, when -w, 11 1t
all end? And while some elect to sit back and watch the
\NOl"ld go · by, our brothers and- sisters in El Salvador ·
assidously .and courageously chant "Luchemos por las ·
· justiciaf !Adelante! !Adelante! .!Que la luchaes con- stante!
· Few words can express the feelings that films such as
•Revolution or Death" spark in. the hearts of those: who
choose to face reality and accept that we do not live in an
COMMENTARY
· utopia. "'Revolution or Death" was p~rt of the teach-in on
El •Salvador presented. by the L~tin American · Support
Committee and CSUF MEChA here -at CSUF last Thursday, April 23. · The film· was originally financed by The ·--,
National Council of,Churches and filmed by a Dutch crew.
El . Salvador, comprom_ising a population of about. 5
-~ million is a coffee and cotton producing country that is in
the ruthless hand~ of a .few elite. Ninety percent of the
land is owned by five percent of the people, and added to
' the disproportionate d.istribution of ·wealth is the ex: : ploitation executed by outside corporations:
The blood of mutilated bodies·cover·the streets, -as well ·
as the walls of the churches in E1 Salvador. A series of ·
questions ha.u nt my ·mind ·as-1· recollect-the scenes. of the ·
battlefields,
.and •.1
··· cannot
help but. wonder. ·-about -the
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deterioration of human compassion _and justice.
possible that we. have forgotten the struggles of
cestors, as well as our own daily attempts to a
equality? Can we be so selfish and ignorant ~as to:regard the agonizing pleas for liberation, freedom,.
- · justice'of the Salvadorenos? .Are we to sit back and
. our democratic government support t~e regime
-country that tramples over the basic human rights
people? Can·-we simply turn away from the evidence
. is staring us in the face and rationalize that all is
mere handful of extreme leftist trying to take con
the country? How shall we justify our triumph of 177'
And yet, factory workers -and campesino d
higher wages .and their voices are subdued by the . of guns and the terror of the night ,that solicits unwelcomed oppressors in-their homes. El Salvador is a taxfree target for hungry profit corporations, and reforms are
tinted with blood. Madres lloran por sus hijos· perdidos,
encarcelados; but. they are nowhere to be found. Young
children are forced to witness the brutality of a discompassionate society that has been built by adults. And still
the United States refuses to - recognize the fleeing · refugees of a country bathed -in blood. Shall we too join the
chanting chorus of our brothers . and sisters, the Salvadorenos, before· it's too late. !Adelantel IAdelante!
- _! Que la .Iucha es ·constante !
Lourdes Villarreal
Ernesto Martinez keeping
Mexican folkloric darice alive
By Ruben Garza
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. Los Danzantes de Aztlan ...
The studio is used throughout the
week by dancers and there are future
plans for a Olicano art show. A •Salsarobics• c:lass in which people exercise
to the sounds of latin music is also being
scheduled.
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.. Ernesto instills a strong sense of for its .~- Rather than ~ .itie Oty
pride in being Chicanas,• said Dr. Martinez decided to open up a ~
Teresa Perez of her daughter's en- of his own. When faced with ·the prorollment in La Raza studies professor . blem of paying rent for the· studio
Ernesto Martinez's Mexican Folkloric ·Martinez -decided to start c:1asses to:dance classes .. .. Ernesto's class keeps vaung children and use the money he ·
earned to ·pay rent since Martinez
gains no profit for his efforts. ·
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..The reason I dance is I because I
want to keep up the Mexican culture,•
$aid Rocky Hato, a dancer in Martinez's
children's group.
Martinez runs the OAly Chicano dance
studio in the San Joaquin Valley which
teaches classes in Mexican , folkloric ·
dance. He opened up the dan·c e studio
in 1978 to provide Los Danzantes de
. 'Aztlan, -Fresno's . renown . Mexican
folkloric dance group with a permanent
home base. Los Danzantes de Aztlan.
is composed of about 25 members from
the community and come from all parts
of the Valley from- · Delano to Madera
and all walks of life from college students to professionals in the community.
They have been in existence since 1970
and used to practice at the Sal M!.'squeda Center until proposition · 13
forced the city of Fresno to charge rent
·
Los Danzantes de Azt1an and the
children's group will be performing at
CSUF during Semana de la Raza. The
children will dance on May 1 and May 4.
Los t;>anzantes will be pet fut ming on
Cinm de .Mayo at 10 a.m. A recital for
both groups is also scheduled for sometime in June.
- .Mothers of the children's group wiH
be sponsoring a raffle in order to help.
out with the studio rental fees. They
also hope. to raise enoush money to
offer scholarships to students who would
otherwise be unable to attend classes.
Persons interested in the •Salsarobics • c~ses or enrolling their children in dance clctsses may mntact
Ernesto Martinez at 487-2848.
Protest at
SEMANA DE LA RAZA
Fresno City College
··The
By Inez T. Morin .
Along with the election of President · tivities. They did this ignoring the reReagan in 1980, came a drastic change in quest of Fresno _City College MEChA for
our political system which revived a .funding of Cinco de Mayo · festivities . .
whole lot of views and ideas ·minorities • They seem to f~I that some meaningfought long and hard to abolish. · ·
.· less •. · commercialized festivity is more
..
The Klan is now back jn strong force, . · important than the celebration of a
the military is thinkina of invadina El culture. What kind of thinking is this· .
· Salvador, the CETA prasram has been · from a community college 'in a comcut and here in the Valley, politicos are . munity where there is -such a large pro-·-'
thinking . of doing · away with bilingual po~ion of Chicanos?
balloting and bili~gual education.
.
We must not allow ourselves and It is sad to thi_nk that this· way of
·
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society to revert back to the 60' s way of
th inki·ng h as even spread mto our paces.
of higher learning. It has invaded our thinking. Thrs is 1981 and we must fight
··
Some schooIs · to achieve the greatness we as a raza are
colleges and univers1t1es.
are already_ faced with cut backs in their capable of. ·We must strive foreward and
· show the whole world that we can find a
cure for this cancer called .. racism ...
EOP programs and our own La ·Raza
studies Department "'tl' faced -with a
One way of doina this is by attendina
1eneraJ education cutback when la Raza · the · protest demonstration May 1 at
studies is not only · fighting to expand, . Fresno City· Colleae. The rally will show
~ keep what they alr~dy hav~.
··
the community that we care . and will
. . unite to attend this _tally in ·full force.
first day.. ·Thursday, ·April Dh,
• Ayer Hoy ·y M.lnana• will be the title
Cinco de Mayo· week for the year 1981 for the day. · Scheduled speakers will
is being organized and prepared to take talk on the past, the present, and the
place from April 30th throuah May 5th. ·future, ~ i n g _ducanos. There will
also be other activities durina the
. day. . .
.
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.The Semana·: De-.ta ·Raza· comm.i ttee, .
under MEChA~ ·is working· to .organize .
each day w!th va,:ious e~e'!is.-; Ther~·
_· ·-·The ·second. day, Friday, · May 1, ,
be entertamment cons,st~ng ·of Maria- ·. •La Belleza de Los Ninos• will be the
chis, singers, . teatro, .danzantes, ~c. ·_ theme ·tor the al~ childien's aicAlso there will be speakers ·- on · various· tivities.
.. .
subjects con<:em1ni Chicanos. . -~ . . ·
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·_ , -··_ · :··_· -· _· _. . The third day; 'Saturday, · May 2,
The reason for these various activities :.-•El Gusto Mexicano• will GJnSist of la
is to demo_nstratethe.struggle of La Raza ·J· amica.,· where
. · -nre.::an•-...:the
_....__,..Q .___
nU1n
and the -struggles that are still_ ·happen- community wiU be at the FNe .Speech
ing today. Cinco de Mayo week is to
,
=
entertain and educate the Chicano comr:nunity.
.
· Area. Music will be playina and in the
evening there wm be a free dana!. ·
The Semana de
Raza -committee :· The fourth day, Monday, May 4, will
works together.on scheduling arid organ- . be •in -Unity is Strenath. • The speaker
izing the · events for Cinco de Mayo- _will talk on 8anio Warfare. - The day will
Semana De La Raza. -·They make all ton- have various activities &Gina on. The
tacts to assure -ev~rything that is needed · evenin1 will be •Noch de. Nuestras
for that week will be available. Also, Fammas• mnsistina _of a dinner and
they -see that every day goes as they entertainment.
" ··
plan.
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.La
One perfect-example of this (ancerous .. '
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way d thinking is what recently occured-· Jhe rally will be at 4 p.rn. in the fountain .· · Each day is scheduled to ~tart at dif. ~... Fresno City Colleie. ,, On Friday area at F.r es~City~lege. Remember, :. f~~t times . _depending «>!' .the- ac- ·
· April 21 the FCC ·student senate de- -la batalla nunca se acaba, and we must t1v1t1es. ·,- Some days are. dedicated to a
cided to' allocate all° their money for · be--ready at alf times to help cure this differe~ ·meaning~ according to the
~ :events to their · •May Day~-· ac- Wf:Wld oh:acism cancer.
·
- m~ssage given _by tf:le speakers.
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· -And the fast day, · 0nm de Mayo,
T ~ , May 5~ •unidos Vew:al!IIIOS"'
wiU be 111e· theme of the day. The
speakerwilla,.ArmancloNavarnu1ndas
for entertainmeilt_then! will be plentyl
CAUFAS
La
V~z de Aztlan recently visUed the
Mary Porter Sesnon Art Gallery at the
University of California in Santa Cruz
during an art exhibition of California
Chicano artists entitled "Califas.,.
This exhibition represents a cross
section of California artists-all of
Mexican parentage-currently working
in media such as painting, .drawing,
ceramics and multi-media sculpture.
All of the artists have devoted themselves to the arts; and have been exhibiting their work for at least ten
years- some for as many as twentyfive years. Many have exhibited together at state, national and international exhibitions, and have formed the
cornerstone of a major cultural and
artistic identity within the state of
California. The purpose of Califas
is to bring together, to document, and
to stimulate the work of artists who have
had a significant impact on the Mexicano/Chicano arts movement in California.
Works by artists ·from San Diego,
Los Angeles, San Francisco, Sacramento, San Jdse, Oakland, Fre~no and
Santa Cruz will be on display in Califas. Featured are artists Judy Baca,
Eduardo Carrillo, ~oberto Chavez,
Rupert Garcia; Carmen Lomas Garza,
Willie Herron, Ralph Maradiaga, Sue
Martinez, Jose Montoya, Malaquias
Montoya, Ramses Noriega, Ernie Palomino, Roberto Torres, Esteban Villa,
and Rene Yanez.
Photos By Robert Hernandez
· ""'
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~•1e 7-u Voz de Ad.I an-April 30, 1981 .
La Voz·esSay:
Stereotyping Chicanos in the Media
by Yolan~ Granados
Films are in addition to entertainment, . teaching devices. People are
taught how tQ measure their self worth, among other things. Whenever Chiare .portrayed in movies, it is never as heroes, but always as bandits,
generals, dictators, and slaves. Always much les·s competent and legitimate than Anglo-white hero. Even when the hero is Mexican, the star is
Anglo as when Marlon Brando played in "'Zapata."'
Therefore the unconscious tendency to identify with the hero means that
Chicanos are influenced by the movies to· _give esteem · to Anglo white
superiority. Chicanos also tend to disassociate themselves -from th~ir true
~~ty.
.
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Not only is Chicano identity blasphemed -in the country due· to movies,
but
abroad. For example the Philippines call someone a "'Mexican"' to
indicate he is dirty or lazy, due to Hollywood westerns, according to Martinez. ·
·
Script writers conserve energy by using stereotypes. These stereotypes
. were used in plots 40 years ago. The writers give Chicanos roles such as
bandit$; generals, dictators, priests, and peasants .
These roles are not helping young Chicanos to develop a· .positive self
image or help develop positive role models for them to fo,I low. ·
The mass media is the fastest means of affecting change in stereotypes
as well as being their most fervent manipulators . Due to the natural human
failures, the media can easily .serve to perpetuate stereotypes by presenting
those of communicators and by intentionally catering to those of the mass
audience. This report will take a look at how broadcasting advertisements
and films have perpetuated negative. stereotypes of Chicanos. The term
Chicanos and Mexican-Americans will be used interchangeable.
canos
Broadcasting and the problem of stereotyping:
· Firs_t of all the·word stereotype must be defined . According to sociologist
Gordon Allport a stereotype is an exaggerated belief · associated with a .
category;· and its function is to justity conduct m relation to that category.
In creating_stereotypes people are essentially .simplifying the world around
them . For example if a person categorizes Mexicans as being dumb he will
portray the Mexican in movies as being ignorant.
.Another sociologist Walter Lippmann, · states that the moving picture is
steadily building up imagery which is evoked by the words people read in
their newspapers. Photographs have a kind of authority over imagination
today . Pictures seem utterly real.
·
As an example of the impact of television stereotyping was on a news
program. On J u1y 6, 1970, Mayor of San Antonio W.W. McAlister during an
interview on the Huntley-Brinkley report, gave his concept of the MexicanAmerican character: "There's a difference of temperament between Anglos
and our Americans of. -Mexican descent ... They're home loving people.
They love beauty ... love flowers ... music.-.. dance ... They-'re not quite as ambitiously motivated as Anglos."
What McAlister ,did was simply state before the e'ntire country the attitude of most Southwestern Anglos toward their Spanish speaking neighbors. The fact that he did it on national television served to s.pread and per- petuate the myth .of white racial supremacy that such stereotypes evoke.
It is sad to say that numerous psychological and sociological studies have
treated ethnic and racial stereotypes as they appear publicly in-broadcasting
and also held by individual~. .
.
_
Stereotyping of Chicanos in Advertisements:
.
· The symbolic ·function of advertising is one level of understanding the
racist implications of the mass media,· especially regarding the MexicanAm·e rican, according to Dr. Thomas Martinez, who documented Chicano
stereotyping in commercial ads.
. .
Dr. Martinez stated that exaggerated Mexican racial and cultural characteristics together. with some outright mis~onceptions concerning their way
of life, symbolically _suggest to the audience _that such people, are comical,
lazy,· and thieving, w~o ~ant what the Anglos can have by virtue of their
superior taste and cu·lture.
.
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The fir:;t commercial Martinez began fighting was against the Frito . Lay
, "Frito Bandito"' ad. The ad was a reincarnation of Hollywood film stereotype
of Mexicans ~--The F'r,to bandit<> had a Spanish accent, mustache and sombrero. He:· resurrectecf ·the image of . the Mexican bandit.: The Mexican
children are· paying t}:le J>rice in loss of self esteem because -of the ad.
.Martin~z cites· m.,~ny examples· of .. racial ·a ~ye~ising. _One p.articu_lar..Md
was produc_e d by And :deodorant . The ~ommer.c1aJ · begms-wath a bancJ~of
ferocious looking Mexican bandit6s em~rging from a cloµd ·o f dust on horse~ck ..They ·are'call~ to-_stop by :their-sombrero, .thick tn~sta~hed, fat-belly ··
leader, ·who upon '·stopping reaches· into his saddle bag.· and retrieves a can ~
_of. ~rid. He lift~ _his._ underarm, smiles, and sprays~-An Anglo voice is then -·
heard to say, : •Wifwork,sfor him it will:work for you! • ' The·.ines.s age is ob-
also
The Chicano Protest:
in the late 1960 's the issue of identity and stereotype became the major
issue of the Chicano movement. Chicanos began to concentrate attack on
the media that portrayed them as being lazy, shiftless, gun-toting guitar
playing, and peasantlike.
'
According to Armando Rendon author of the Chicano Manifesto the most
tragic effects of media stereotyping is the absence of a positive im~ge ·of the
Mexican-Americ~n for Chicano youths to imitate. He believes that Chicanos
are being·made the communicators industry's "'new nigger." .
.
· The1nsensitivity to Mexican-Americans in broadcasting, Chicano leaders
feel must~ corrected. Two Chicano activists-speaking to the.Senate Equal
Education Opportunity Committee of 1970 blamed the media for not trying
to correct the problem . ."Mexicans ar~ seeing . themselves denigrated
on television as bandits, thieves, lazy-no accounts. They seldom if ever see
Chicanos play the roles of doctors, attorneys, judges, etc."' ·
Other Chicano leaders _organized attacks .on broadcasting . Such as the
National Mexican-American Anti-defamation Committee in Washington
D.C. , Its ~rpose is to create ·a talent bank and organize product boycotts
against ,a ds when necessary.
In 1971, another Chicano .g roup called Justicia (Justice), met with rep~esentatives of the ABC TV network and of kABC TV (Affiliate in Los Angel!5),.and announced that they challenge the -license, if it didn't stop airing certain programs that· were consictered demeaning to Mexican-Americans. Shows such as .•The Smith Family,"' '"Alias Smith and Jones,"' and
•~lot Link and Secret Chimp."'., These shows they-felt :portrayed Chic:anos as overly ~ak. . .
· ·.
· . · ·
.
.
: In the _film ar~a, in,-1968,·actor Ray·Martel spoke out against unfair hir- ·
.. -i-'1& ~ u r e s of Mexican,.Americans.- He felt that Mexicans in order to
..be h i ~ ~ ha~ fit'into-a·stereotyped .•
gory_. Slowly .o ther,actors did .·
J.'.·
·the ,ame.thina~ . · . :
.
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· ·. .
·.
-~~Y; theChicari<»commur,ityhas boycottecfcertain·tnovies which the ...
felt_$tere0lyped Chica~~ Movies such~ t~levard Nights/ and· "War-:-··
_· viouf "'1iexi~nfstini(more~hanot~·peop1e .. ' .. ·. ·: . , -' .. _.· ·. · .
_ riors.• _
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Who is to blameJne aavert1smg a1encies, the c.orporation;buyers, or the . · _. .. .. . · ·The JM,lblidty 1~ated by these effc;,rts _a lso.made others-realize the im. ,media? Many .differenfcorporations are'willing tc,be·sold·ads ·w h_ich support .
.
porunce.« the media ill' ttie everyday affairs of Mexican-Americans and in
,
·: racial_. and ,cult~rafpreiud~c!iai~insf~l_e' of ¥e_xica~ :~ ent: ·_e ,e;udice . ::. ·· ~:· ·: -..· thetataf~artsof thecivil ri1hts movements. Movements began fo·employ- · . ,. "·,·. .
as
·.-:on ~~- ·part_:~~ ·.th~ ·corpqrat10(1s~·-advert1sers;. and -n:,ed1a as glarmg~ t~se . ·_. · · ·. .ment, trainin1,-and
~ ,• · pe:oplehavecausedan·ethnicgr9"Up.tobeperceivedas "naturaHyiftf~rior."' . - • . . ·. Oticanos. _. . ·
'_·
in-depth coveraae of-community problems· concerning
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· - . . ·:. · . : . . . • . Toct.y,·mosonajordties in the Southwest have at.least one br-oadcaststa- ... ~
: !heMov1_e_.1ma1~of.Ch1can~s:- ., ._ . .. .
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. ·· • . ;: '. ~- t · ·
,
·~~thas. SUfXUrnbedtp.theminority,-essures·andsi1nedfarr~in1 · _.
..,. ;H~I~ ~~ movM!s h~.v~-~t•n~a~Jy_ portr:'yed Ch.1canos 1~ de- ... :·· ·,· . . . ~ w i t h.Ch~ croups thah~ PrOmise·of beins positiwnneans
;·.:: . .
. - ~u~an,z,ng ro!~s.;_.'.~tr1ppep of.:·d,gruw.:_ti_e .1s _
e,t~r,J~ -~~
An~l_o~,· -_. _.. : •<-: •~hin1-rneanin~I dialoaue ~tween.the.stations. and the.-~i~•.. : , .
. .. white c~~. wa1trng .helplessly: for his. .protection -5-ymg ,"'s1 .s; .-.s eenor/': ·: : · . •_. _ mmmu,-ity·.
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Tt)e Chica~.- ~ r i in movie~, ~ten rejects~~ Ch~~ m.a n in fa~ of ._ .·;.: ;_. . ~and .l~ications:. _,_
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.. the. s_uper~Ang.l o-wh•te
. hero .._ -ln g~n~ral_i·~ -.wo~n ar~_J>Ort._rayed a_s h,.hty·_
:_; :- ~ ~ of~ media be(:omes quite
. clear. to
the .social · ·.·: _. ..
•. sex~al, .amo~~,/~.~ --~nable-_ to ~~sta •_,:eal .m.an." : .- : , ::':. . .. :- - .
_·. . _ < · · · .. · , .;~ t_seeki~ relief from discrimin~tiort'and ,,.,..his>$ _ _i_nft,rit>r edu- .
·.. lncom~teno/d~: ~-.foca_l. trait of~_Ch,ca_n o· m the·. ~ov•e~. Compe_te~ ·1s
. -cation ~housin1·anc1-lowpayin1 jpl;s:that accompa -· -~ .. _. ·· . ,
:·
_·one _of tht? ma•~ .rac1st ..f!'vth!· ·~ -• ca~s _a~ ·al~ays ~~av~- as 11no_rant_· .
. · . W~°"An1loc~>ntr.,lli~
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ableto_. ke,p·~live
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· _ . _- ... ·. · _-_. ~s~~· ~ Chicano. Such stereotypes are now deeply in-:
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_, · .a,aJned 1n the American consciousness
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·_- .Almost -f rM?•.~ .~ncepti~n of._ wes~erri-~ie~· Chican~ ruthlessly mur• ._ .. : ;' ~ -. . lftf9' Chicanos~·way of1ife is to b e - ~ and developed~
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··.~~cHn ~ss:".J'-~ .a.u~~ce wasal~ars prepared:~ ~.a._~tere:c,~.v~- ·. · _. canc,s~leitherhave.torelyupon limitecl.~ s·to the media, or ~ t o
. _si<>!' .of the -nat,v.e~ ·~t the ~est. Th~v -~
~~•ti~,-t0 _bel~e .t~ 1.~~· ; · ·.. ' .' chante ~content~ ~ ·o1.~ inedi•. while ttiere i_s still ·t111te· for
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Pqe6-LaVozcleAztlan;....~lU,
1,._
Cinco de Mayo:
Orgullo de nuestra cultura
By Olivia Lucio
In 1852, Napoleon 111, Emperor of
France, decided to intervene in the affairs of Mexico with the aim to create
an empire in Latin America.
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used to send mess~ges from one general
to others confronting their enemy as
did tneir elders. Almosf every citizen
of Puebla was heroically fighting.
It was a real glory to defeat the French
army. It increased their . patriotic enthusiasm and morale for the next battles that were to be fought against the,
French.
The French · advanced to Mexico
City, when in the hills of Acultzingo,
,,Nuestros enemigos son los primerot
the French armv was attacked by Gen- soldados del mundo; pero vosotros
eraJ . Zaragoza. Unable ·· to stop the -sois los primeros Hijos de ·Mexico.
French army, - Zaragoza retired to . Si todos ' fueron dignos del titulo de
Puebla to organize an army of unex- ···Mexicanos y todos merecieron bien la
perienced soldiers.
Patria." These were some of the words
that General .Zaragoza told his army
when the French . attacked them three
In Puebla, under General Zaragoza, times and finally defeated the French
·
·
one of the greatest battl~s was fought , .army. -...·
against the French on May 5, 1862.
Unfortunately, the ·French overcame
On-May 4, the French army arrived · Mexico. ln .1864, the French had Maxt·
in ·Puebla.· The next morning (May 5), miliano and Carlotta in Mexico to
• they attacked Puebla at los Furtes de establish the· new French. empire; ,This.
· Loreto v de Guadalupe. Very confident empire ·· ended with . the execution M
of his powerful army and scorning Maximiliano in .j une 1867 by the rethe 4,000 mexicanos . poorly armed, publicans of M~xico.
French General Lorencoz attacked .
Puebla.
In the . southwest, expecially California, Chicanos contributed to fight
It was 10:00 in the morning when
the French Empire. They raised money
the cathedral bell announced that the for Benito Juarez and volunteered to
fight the Fren~h.
enemy was present.- The hearts of the ·
brave were beating fast. Their facial
expressions announced the next vicT~y Cioco de Mayo is celebrated
tory.
by the Chicano·- Community throughout
the .country.' It .makes Chicanos more
culturally ..aware o( our Mexi(:an heri·
Women and children fought bravely
too during the battle. The women fought . tage·. It also promotes more unity amona
ou_r people· mak_ing · U$ more aware of
supplying arms and food .to the .army,
the role Chicanos- have stru11lin1 for
and boiled water that later ,Wa$ emptied
·
on t~ French armv. The children were liberation;·
Paae 8-La Voz de Aztlan-April ll,
ID
Job announcement
The Educational Opportunity Program
at California State University, Fresno is
currently taking applications for the
position of Student Advisor for the
academic year 1981-82.
Minimum Qualifications:
1. Good academic standing (2.0 or
better) . Plea.s e submit copy of
last grade report.
2. Full-time student with 12 or more
units.
3. Must have completed at least one
year at CSUF and have two or
more semesters remaining.
4. Available to work a minimum of 10
hours per week.
5. Must be able to relate to students
from various cultural and ethnic
backgrounds.
Duties and Responsibilities:
1. Work under .supervision of an EOP
staff counselor.
2. Advise and counsel a group of incoming EOP students.
3. Some knowledge of the various
student services and resources .
available at CSUF and in the
Fresno area.
Salary:·
Salary will be based on the 1981-82
Student Assistant Salary Schedule
Class II.
. .
~·•~ , ,~~-,
Desirable Qualifi~ations:
Filing Deadline:
1. Eligible for financial aid Work/
Completed applications should
Study Program.
submitted to the EOP Off ice
2. Ability to relate to students who
April 30, 1981.
may need special assistance to survive at CSUF.
·
3. Some knowledge of the various
student services and resources
available at CSUF and in the . The selection process will be based on
the above criteria and there will be an
Fresno area.
4. Should possess good character, interview. Applications are available in
positive attitude and leadership the EOP Office located in the Joyal
Administration Building, Room 238.
ability.
... :~
'.~l~:
~ ··
Alonza Garcia (seated) se a_vienta on the ~ey
-
-
·
boards at EOP'S second annual talent show.
Chicano
Applications Being Accepted for
commencement
The Fifth Annual Chicano Com- .
mencement ceremony wi II take place
on Saturday, May 23 . in the CSUF
Amphitheatre at 6 p.m. A reception
will follow at 8 p.m. in the Vintage
Room, after which will be a dance
at the Rainbow Ballroom .
The bilingual ceremony will honor
graduates and their families.
Salsa
classes offered·
In preparation for the Chicano commencement salsa dance featuring
Bata Charanga, a salsa band from
San Francisco, Professor Ernesto
Martinez will be offering two free salsa
lessons to CSUF students. The class
is limited to eight couples and if interested you should have a partner.
. Editor-in-Chief
Raza Health
Science
conference .
A Raza Health Science Recruitment
Conference .to provide hispanic hiah
school students · with information on
of Collegian, La Voz, & Uhuru
for Fall 81 Semester
Applications ai'ai/ab/e in Associated .\,tude11ts Ojjice
health career opportunities will be held
at CSUF Friday, May 1.
A variety 0,f workshops will be held
from 8 a.m. to 4 .,..,n. to provide the
students with information on academic
fields leadina to health c.reen, $pecific colleae admission recwirements,
methods for improvin1 basic learning
skills and potential resources· available.
The lessons will be held May 6 and
May 11. This will give you plenty of
Hiah school students who are intime to practice for the May 23 com- _ terested in ~icipatina ·tn the promencement dance at the Rainbow aram should contact Maria Elena
Ballroom. Those interested in par- Ramirez or Cecelia Rizo, at the Federticipating in the free lessons should ad~ Rural de Salud, telephone 487contact Ernesto Martinez at 487-2848. ' ~ ·
Applications must be accompanied by three
letters of reference and written statements
of qualifications and intentions· regarding the
newspapers.
These items must be submitted to the
Associated Students Office n·o later than
December 1, 1980 at 4:00 p.m.
Final selection will be made at the Media
Council meeting on December,,3, 1980.
•- 5t'"'te
California
• Unav
Apathy: Revolution.or Death
Sangre y mas Sangre!. Atropellos! . Atrosidad ~r~s
Atrosidad f Asesinatos-M·a sacres ! Por D10s, when -w, 11 1t
all end? And while some elect to sit back and watch the
\NOl"ld go · by, our brothers and- sisters in El Salvador ·
assidously .and courageously chant "Luchemos por las ·
· justiciaf !Adelante! !Adelante! .!Que la luchaes con- stante!
· Few words can express the feelings that films such as
•Revolution or Death" spark in. the hearts of those: who
choose to face reality and accept that we do not live in an
COMMENTARY
· utopia. "'Revolution or Death" was p~rt of the teach-in on
El •Salvador presented. by the L~tin American · Support
Committee and CSUF MEChA here -at CSUF last Thursday, April 23. · The film· was originally financed by The ·--,
National Council of,Churches and filmed by a Dutch crew.
El . Salvador, comprom_ising a population of about. 5
-~ million is a coffee and cotton producing country that is in
the ruthless hand~ of a .few elite. Ninety percent of the
land is owned by five percent of the people, and added to
' the disproportionate d.istribution of ·wealth is the ex: : ploitation executed by outside corporations:
The blood of mutilated bodies·cover·the streets, -as well ·
as the walls of the churches in E1 Salvador. A series of ·
questions ha.u nt my ·mind ·as-1· recollect-the scenes. of the ·
battlefields,
.and •.1
··· cannot
help but. wonder. ·-about -the
.
·.
~· .. ; ·:
.
-
. .·
..
.
. .. - .
.
'.
deterioration of human compassion _and justice.
possible that we. have forgotten the struggles of
cestors, as well as our own daily attempts to a
equality? Can we be so selfish and ignorant ~as to:regard the agonizing pleas for liberation, freedom,.
- · justice'of the Salvadorenos? .Are we to sit back and
. our democratic government support t~e regime
-country that tramples over the basic human rights
people? Can·-we simply turn away from the evidence
. is staring us in the face and rationalize that all is
mere handful of extreme leftist trying to take con
the country? How shall we justify our triumph of 177'
And yet, factory workers -and campesino d
higher wages .and their voices are subdued by the . of guns and the terror of the night ,that solicits unwelcomed oppressors in-their homes. El Salvador is a taxfree target for hungry profit corporations, and reforms are
tinted with blood. Madres lloran por sus hijos· perdidos,
encarcelados; but. they are nowhere to be found. Young
children are forced to witness the brutality of a discompassionate society that has been built by adults. And still
the United States refuses to - recognize the fleeing · refugees of a country bathed -in blood. Shall we too join the
chanting chorus of our brothers . and sisters, the Salvadorenos, before· it's too late. !Adelantel IAdelante!
- _! Que la .Iucha es ·constante !
Lourdes Villarreal
Ernesto Martinez keeping
Mexican folkloric darice alive
By Ruben Garza
■1111■■•--•mm~~~~~iolMolo---.~-------•
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. Los Danzantes de Aztlan ...
The studio is used throughout the
week by dancers and there are future
plans for a Olicano art show. A •Salsarobics• c:lass in which people exercise
to the sounds of latin music is also being
scheduled.
..
--~-=-~:~:;_;_t;,_ .• ·: .....
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..
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.. Ernesto instills a strong sense of for its .~- Rather than ~ .itie Oty
pride in being Chicanas,• said Dr. Martinez decided to open up a ~
Teresa Perez of her daughter's en- of his own. When faced with ·the prorollment in La Raza studies professor . blem of paying rent for the· studio
Ernesto Martinez's Mexican Folkloric ·Martinez -decided to start c:1asses to:dance classes .. .. Ernesto's class keeps vaung children and use the money he ·
earned to ·pay rent since Martinez
gains no profit for his efforts. ·
..
.-.····---·...x.: ••.: _~~-- ·., ..
·. -:~::
·'.:;.:::./:._
..The reason I dance is I because I
want to keep up the Mexican culture,•
$aid Rocky Hato, a dancer in Martinez's
children's group.
Martinez runs the OAly Chicano dance
studio in the San Joaquin Valley which
teaches classes in Mexican , folkloric ·
dance. He opened up the dan·c e studio
in 1978 to provide Los Danzantes de
. 'Aztlan, -Fresno's . renown . Mexican
folkloric dance group with a permanent
home base. Los Danzantes de Aztlan.
is composed of about 25 members from
the community and come from all parts
of the Valley from- · Delano to Madera
and all walks of life from college students to professionals in the community.
They have been in existence since 1970
and used to practice at the Sal M!.'squeda Center until proposition · 13
forced the city of Fresno to charge rent
·
Los Danzantes de Azt1an and the
children's group will be performing at
CSUF during Semana de la Raza. The
children will dance on May 1 and May 4.
Los t;>anzantes will be pet fut ming on
Cinm de .Mayo at 10 a.m. A recital for
both groups is also scheduled for sometime in June.
- .Mothers of the children's group wiH
be sponsoring a raffle in order to help.
out with the studio rental fees. They
also hope. to raise enoush money to
offer scholarships to students who would
otherwise be unable to attend classes.
Persons interested in the •Salsarobics • c~ses or enrolling their children in dance clctsses may mntact
Ernesto Martinez at 487-2848.
Protest at
SEMANA DE LA RAZA
Fresno City College
··The
By Inez T. Morin .
Along with the election of President · tivities. They did this ignoring the reReagan in 1980, came a drastic change in quest of Fresno _City College MEChA for
our political system which revived a .funding of Cinco de Mayo · festivities . .
whole lot of views and ideas ·minorities • They seem to f~I that some meaningfought long and hard to abolish. · ·
.· less •. · commercialized festivity is more
..
The Klan is now back jn strong force, . · important than the celebration of a
the military is thinkina of invadina El culture. What kind of thinking is this· .
· Salvador, the CETA prasram has been · from a community college 'in a comcut and here in the Valley, politicos are . munity where there is -such a large pro-·-'
thinking . of doing · away with bilingual po~ion of Chicanos?
balloting and bili~gual education.
.
We must not allow ourselves and It is sad to thi_nk that this· way of
·
I
society to revert back to the 60' s way of
th inki·ng h as even spread mto our paces.
of higher learning. It has invaded our thinking. Thrs is 1981 and we must fight
··
Some schooIs · to achieve the greatness we as a raza are
colleges and univers1t1es.
are already_ faced with cut backs in their capable of. ·We must strive foreward and
· show the whole world that we can find a
cure for this cancer called .. racism ...
EOP programs and our own La ·Raza
studies Department "'tl' faced -with a
One way of doina this is by attendina
1eneraJ education cutback when la Raza · the · protest demonstration May 1 at
studies is not only · fighting to expand, . Fresno City· Colleae. The rally will show
~ keep what they alr~dy hav~.
··
the community that we care . and will
. . unite to attend this _tally in ·full force.
first day.. ·Thursday, ·April Dh,
• Ayer Hoy ·y M.lnana• will be the title
Cinco de Mayo· week for the year 1981 for the day. · Scheduled speakers will
is being organized and prepared to take talk on the past, the present, and the
place from April 30th throuah May 5th. ·future, ~ i n g _ducanos. There will
also be other activities durina the
. day. . .
.
..
.The Semana·: De-.ta ·Raza· comm.i ttee, .
under MEChA~ ·is working· to .organize .
each day w!th va,:ious e~e'!is.-; Ther~·
_· ·-·The ·second. day, Friday, · May 1, ,
be entertamment cons,st~ng ·of Maria- ·. •La Belleza de Los Ninos• will be the
chis, singers, . teatro, .danzantes, ~c. ·_ theme ·tor the al~ childien's aicAlso there will be speakers ·- on · various· tivities.
.. .
subjects con<:em1ni Chicanos. . -~ . . ·
·
· · ·
.
. - ,: ·
·_ , -··_ · :··_· -· _· _. . The third day; 'Saturday, · May 2,
The reason for these various activities :.-•El Gusto Mexicano• will GJnSist of la
is to demo_nstratethe.struggle of La Raza ·J· amica.,· where
. · -nre.::an•-...:the
_....__,..Q .___
nU1n
and the -struggles that are still_ ·happen- community wiU be at the FNe .Speech
ing today. Cinco de Mayo week is to
,
=
entertain and educate the Chicano comr:nunity.
.
· Area. Music will be playina and in the
evening there wm be a free dana!. ·
The Semana de
Raza -committee :· The fourth day, Monday, May 4, will
works together.on scheduling arid organ- . be •in -Unity is Strenath. • The speaker
izing the · events for Cinco de Mayo- _will talk on 8anio Warfare. - The day will
Semana De La Raza. -·They make all ton- have various activities &Gina on. The
tacts to assure -ev~rything that is needed · evenin1 will be •Noch de. Nuestras
for that week will be available. Also, Fammas• mnsistina _of a dinner and
they -see that every day goes as they entertainment.
" ··
plan.
~~U :.·
.La
One perfect-example of this (ancerous .. '
.
.
, -.
..
.. .
.
way d thinking is what recently occured-· Jhe rally will be at 4 p.rn. in the fountain .· · Each day is scheduled to ~tart at dif. ~... Fresno City Colleie. ,, On Friday area at F.r es~City~lege. Remember, :. f~~t times . _depending «>!' .the- ac- ·
· April 21 the FCC ·student senate de- -la batalla nunca se acaba, and we must t1v1t1es. ·,- Some days are. dedicated to a
cided to' allocate all° their money for · be--ready at alf times to help cure this differe~ ·meaning~ according to the
~ :events to their · •May Day~-· ac- Wf:Wld oh:acism cancer.
·
- m~ssage given _by tf:le speakers.
. : •:
..
...
.
.
.
,
· -And the fast day, · 0nm de Mayo,
T ~ , May 5~ •unidos Vew:al!IIIOS"'
wiU be 111e· theme of the day. The
speakerwilla,.ArmancloNavarnu1ndas
for entertainmeilt_then! will be plentyl
CAUFAS
La
V~z de Aztlan recently visUed the
Mary Porter Sesnon Art Gallery at the
University of California in Santa Cruz
during an art exhibition of California
Chicano artists entitled "Califas.,.
This exhibition represents a cross
section of California artists-all of
Mexican parentage-currently working
in media such as painting, .drawing,
ceramics and multi-media sculpture.
All of the artists have devoted themselves to the arts; and have been exhibiting their work for at least ten
years- some for as many as twentyfive years. Many have exhibited together at state, national and international exhibitions, and have formed the
cornerstone of a major cultural and
artistic identity within the state of
California. The purpose of Califas
is to bring together, to document, and
to stimulate the work of artists who have
had a significant impact on the Mexicano/Chicano arts movement in California.
Works by artists ·from San Diego,
Los Angeles, San Francisco, Sacramento, San Jdse, Oakland, Fre~no and
Santa Cruz will be on display in Califas. Featured are artists Judy Baca,
Eduardo Carrillo, ~oberto Chavez,
Rupert Garcia; Carmen Lomas Garza,
Willie Herron, Ralph Maradiaga, Sue
Martinez, Jose Montoya, Malaquias
Montoya, Ramses Noriega, Ernie Palomino, Roberto Torres, Esteban Villa,
and Rene Yanez.
Photos By Robert Hernandez
· ""'
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I
~•1e 7-u Voz de Ad.I an-April 30, 1981 .
La Voz·esSay:
Stereotyping Chicanos in the Media
by Yolan~ Granados
Films are in addition to entertainment, . teaching devices. People are
taught how tQ measure their self worth, among other things. Whenever Chiare .portrayed in movies, it is never as heroes, but always as bandits,
generals, dictators, and slaves. Always much les·s competent and legitimate than Anglo-white hero. Even when the hero is Mexican, the star is
Anglo as when Marlon Brando played in "'Zapata."'
Therefore the unconscious tendency to identify with the hero means that
Chicanos are influenced by the movies to· _give esteem · to Anglo white
superiority. Chicanos also tend to disassociate themselves -from th~ir true
~~ty.
.
.
.
Not only is Chicano identity blasphemed -in the country due· to movies,
but
abroad. For example the Philippines call someone a "'Mexican"' to
indicate he is dirty or lazy, due to Hollywood westerns, according to Martinez. ·
·
Script writers conserve energy by using stereotypes. These stereotypes
. were used in plots 40 years ago. The writers give Chicanos roles such as
bandit$; generals, dictators, priests, and peasants .
These roles are not helping young Chicanos to develop a· .positive self
image or help develop positive role models for them to fo,I low. ·
The mass media is the fastest means of affecting change in stereotypes
as well as being their most fervent manipulators . Due to the natural human
failures, the media can easily .serve to perpetuate stereotypes by presenting
those of communicators and by intentionally catering to those of the mass
audience. This report will take a look at how broadcasting advertisements
and films have perpetuated negative. stereotypes of Chicanos. The term
Chicanos and Mexican-Americans will be used interchangeable.
canos
Broadcasting and the problem of stereotyping:
· Firs_t of all the·word stereotype must be defined . According to sociologist
Gordon Allport a stereotype is an exaggerated belief · associated with a .
category;· and its function is to justity conduct m relation to that category.
In creating_stereotypes people are essentially .simplifying the world around
them . For example if a person categorizes Mexicans as being dumb he will
portray the Mexican in movies as being ignorant.
.Another sociologist Walter Lippmann, · states that the moving picture is
steadily building up imagery which is evoked by the words people read in
their newspapers. Photographs have a kind of authority over imagination
today . Pictures seem utterly real.
·
As an example of the impact of television stereotyping was on a news
program. On J u1y 6, 1970, Mayor of San Antonio W.W. McAlister during an
interview on the Huntley-Brinkley report, gave his concept of the MexicanAmerican character: "There's a difference of temperament between Anglos
and our Americans of. -Mexican descent ... They're home loving people.
They love beauty ... love flowers ... music.-.. dance ... They-'re not quite as ambitiously motivated as Anglos."
What McAlister ,did was simply state before the e'ntire country the attitude of most Southwestern Anglos toward their Spanish speaking neighbors. The fact that he did it on national television served to s.pread and per- petuate the myth .of white racial supremacy that such stereotypes evoke.
It is sad to say that numerous psychological and sociological studies have
treated ethnic and racial stereotypes as they appear publicly in-broadcasting
and also held by individual~. .
.
_
Stereotyping of Chicanos in Advertisements:
.
· The symbolic ·function of advertising is one level of understanding the
racist implications of the mass media,· especially regarding the MexicanAm·e rican, according to Dr. Thomas Martinez, who documented Chicano
stereotyping in commercial ads.
. .
Dr. Martinez stated that exaggerated Mexican racial and cultural characteristics together. with some outright mis~onceptions concerning their way
of life, symbolically _suggest to the audience _that such people, are comical,
lazy,· and thieving, w~o ~ant what the Anglos can have by virtue of their
superior taste and cu·lture.
.
.
The fir:;t commercial Martinez began fighting was against the Frito . Lay
, "Frito Bandito"' ad. The ad was a reincarnation of Hollywood film stereotype
of Mexicans ~--The F'r,to bandit<> had a Spanish accent, mustache and sombrero. He:· resurrectecf ·the image of . the Mexican bandit.: The Mexican
children are· paying t}:le J>rice in loss of self esteem because -of the ad.
.Martin~z cites· m.,~ny examples· of .. racial ·a ~ye~ising. _One p.articu_lar..Md
was produc_e d by And :deodorant . The ~ommer.c1aJ · begms-wath a bancJ~of
ferocious looking Mexican bandit6s em~rging from a cloµd ·o f dust on horse~ck ..They ·are'call~ to-_stop by :their-sombrero, .thick tn~sta~hed, fat-belly ··
leader, ·who upon '·stopping reaches· into his saddle bag.· and retrieves a can ~
_of. ~rid. He lift~ _his._ underarm, smiles, and sprays~-An Anglo voice is then -·
heard to say, : •Wifwork,sfor him it will:work for you! • ' The·.ines.s age is ob-
also
The Chicano Protest:
in the late 1960 's the issue of identity and stereotype became the major
issue of the Chicano movement. Chicanos began to concentrate attack on
the media that portrayed them as being lazy, shiftless, gun-toting guitar
playing, and peasantlike.
'
According to Armando Rendon author of the Chicano Manifesto the most
tragic effects of media stereotyping is the absence of a positive im~ge ·of the
Mexican-Americ~n for Chicano youths to imitate. He believes that Chicanos
are being·made the communicators industry's "'new nigger." .
.
· The1nsensitivity to Mexican-Americans in broadcasting, Chicano leaders
feel must~ corrected. Two Chicano activists-speaking to the.Senate Equal
Education Opportunity Committee of 1970 blamed the media for not trying
to correct the problem . ."Mexicans ar~ seeing . themselves denigrated
on television as bandits, thieves, lazy-no accounts. They seldom if ever see
Chicanos play the roles of doctors, attorneys, judges, etc."' ·
Other Chicano leaders _organized attacks .on broadcasting . Such as the
National Mexican-American Anti-defamation Committee in Washington
D.C. , Its ~rpose is to create ·a talent bank and organize product boycotts
against ,a ds when necessary.
In 1971, another Chicano .g roup called Justicia (Justice), met with rep~esentatives of the ABC TV network and of kABC TV (Affiliate in Los Angel!5),.and announced that they challenge the -license, if it didn't stop airing certain programs that· were consictered demeaning to Mexican-Americans. Shows such as .•The Smith Family,"' '"Alias Smith and Jones,"' and
•~lot Link and Secret Chimp."'., These shows they-felt :portrayed Chic:anos as overly ~ak. . .
· ·.
· . · ·
.
.
: In the _film ar~a, in,-1968,·actor Ray·Martel spoke out against unfair hir- ·
.. -i-'1& ~ u r e s of Mexican,.Americans.- He felt that Mexicans in order to
..be h i ~ ~ ha~ fit'into-a·stereotyped .•
gory_. Slowly .o ther,actors did .·
J.'.·
·the ,ame.thina~ . · . :
.
· . · . - .· . .
· ·. .
·.
-~~Y; theChicari<»commur,ityhas boycottecfcertain·tnovies which the ...
felt_$tere0lyped Chica~~ Movies such~ t~levard Nights/ and· "War-:-··
_· viouf "'1iexi~nfstini(more~hanot~·peop1e .. ' .. ·. ·: . , -' .. _.· ·. · .
_ riors.• _
., ·
. ·. ...··
. ·
..
_ . ,. · .
Who is to blameJne aavert1smg a1encies, the c.orporation;buyers, or the . · _. .. .. . · ·The JM,lblidty 1~ated by these effc;,rts _a lso.made others-realize the im. ,media? Many .differenfcorporations are'willing tc,be·sold·ads ·w h_ich support .
.
porunce.« the media ill' ttie everyday affairs of Mexican-Americans and in
,
·: racial_. and ,cult~rafpreiud~c!iai~insf~l_e' of ¥e_xica~ :~ ent: ·_e ,e;udice . ::. ·· ~:· ·: -..· thetataf~artsof thecivil ri1hts movements. Movements began fo·employ- · . ,. "·,·. .
as
·.-:on ~~- ·part_:~~ ·.th~ ·corpqrat10(1s~·-advert1sers;. and -n:,ed1a as glarmg~ t~se . ·_. · · ·. .ment, trainin1,-and
~ ,• · pe:oplehavecausedan·ethnicgr9"Up.tobeperceivedas "naturaHyiftf~rior."' . - • . . ·. Oticanos. _. . ·
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in-depth coveraae of-community problems· concerning
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· - . . ·:. · . : . . . • . Toct.y,·mosonajordties in the Southwest have at.least one br-oadcaststa- ... ~
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·~~thas. SUfXUrnbedtp.theminority,-essures·andsi1nedfarr~in1 · _.
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. - ~u~an,z,ng ro!~s.;_.'.~tr1ppep of.:·d,gruw.:_ti_e .1s _
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. .. white c~~. wa1trng .helplessly: for his. .protection -5-ymg ,"'s1 .s; .-.s eenor/': ·: : · . •_. _ mmmu,-ity·.
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Tt)e Chica~.- ~ r i in movie~, ~ten rejects~~ Ch~~ m.a n in fa~ of ._ .·;.: ;_. . ~and .l~ications:. _,_
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. hero .._ -ln g~n~ral_i·~ -.wo~n ar~_J>Ort._rayed a_s h,.hty·_
:_; :- ~ ~ of~ media be(:omes quite
. clear. to
the .social · ·.·: _. ..
•. sex~al, .amo~~,/~.~ --~nable-_ to ~~sta •_,:eal .m.an." : .- : , ::':. . .. :- - .
_·. . _ < · · · .. · , .;~ t_seeki~ relief from discrimin~tiort'and ,,.,..his>$ _ _i_nft,rit>r edu- .
·.. lncom~teno/d~: ~-.foca_l. trait of~_Ch,ca_n o· m the·. ~ov•e~. Compe_te~ ·1s
. -cation ~housin1·anc1-lowpayin1 jpl;s:that accompa -· -~ .. _. ·· . ,
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_·one _of tht? ma•~ .rac1st ..f!'vth!· ·~ -• ca~s _a~ ·al~ays ~~av~- as 11no_rant_· .
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··.~~cHn ~ss:".J'-~ .a.u~~ce wasal~ars prepared:~ ~.a._~tere:c,~.v~- ·. · _. canc,s~leitherhave.torelyupon limitecl.~ s·to the media, or ~ t o
. _si<>!' .of the -nat,v.e~ ·~t the ~est. Th~v -~
~~•ti~,-t0 _bel~e .t~ 1.~~· ; · ·.. ' .' chante ~content~ ~ ·o1.~ inedi•. while ttiere i_s still ·t111te· for
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Pqe6-LaVozcleAztlan;....~lU,
1,._
Cinco de Mayo:
Orgullo de nuestra cultura
By Olivia Lucio
In 1852, Napoleon 111, Emperor of
France, decided to intervene in the affairs of Mexico with the aim to create
an empire in Latin America.
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used to send mess~ges from one general
to others confronting their enemy as
did tneir elders. Almosf every citizen
of Puebla was heroically fighting.
It was a real glory to defeat the French
army. It increased their . patriotic enthusiasm and morale for the next battles that were to be fought against the,
French.
The French · advanced to Mexico
City, when in the hills of Acultzingo,
,,Nuestros enemigos son los primerot
the French armv was attacked by Gen- soldados del mundo; pero vosotros
eraJ . Zaragoza. Unable ·· to stop the -sois los primeros Hijos de ·Mexico.
French army, - Zaragoza retired to . Si todos ' fueron dignos del titulo de
Puebla to organize an army of unex- ···Mexicanos y todos merecieron bien la
perienced soldiers.
Patria." These were some of the words
that General .Zaragoza told his army
when the French . attacked them three
In Puebla, under General Zaragoza, times and finally defeated the French
·
·
one of the greatest battl~s was fought , .army. -...·
against the French on May 5, 1862.
Unfortunately, the ·French overcame
On-May 4, the French army arrived · Mexico. ln .1864, the French had Maxt·
in ·Puebla.· The next morning (May 5), miliano and Carlotta in Mexico to
• they attacked Puebla at los Furtes de establish the· new French. empire; ,This.
· Loreto v de Guadalupe. Very confident empire ·· ended with . the execution M
of his powerful army and scorning Maximiliano in .j une 1867 by the rethe 4,000 mexicanos . poorly armed, publicans of M~xico.
French General Lorencoz attacked .
Puebla.
In the . southwest, expecially California, Chicanos contributed to fight
It was 10:00 in the morning when
the French Empire. They raised money
the cathedral bell announced that the for Benito Juarez and volunteered to
fight the Fren~h.
enemy was present.- The hearts of the ·
brave were beating fast. Their facial
expressions announced the next vicT~y Cioco de Mayo is celebrated
tory.
by the Chicano·- Community throughout
the .country.' It .makes Chicanos more
culturally ..aware o( our Mexi(:an heri·
Women and children fought bravely
too during the battle. The women fought . tage·. It also promotes more unity amona
ou_r people· mak_ing · U$ more aware of
supplying arms and food .to the .army,
the role Chicanos- have stru11lin1 for
and boiled water that later ,Wa$ emptied
·
on t~ French armv. The children were liberation;·
Paae 8-La Voz de Aztlan-April ll,
ID
Job announcement
The Educational Opportunity Program
at California State University, Fresno is
currently taking applications for the
position of Student Advisor for the
academic year 1981-82.
Minimum Qualifications:
1. Good academic standing (2.0 or
better) . Plea.s e submit copy of
last grade report.
2. Full-time student with 12 or more
units.
3. Must have completed at least one
year at CSUF and have two or
more semesters remaining.
4. Available to work a minimum of 10
hours per week.
5. Must be able to relate to students
from various cultural and ethnic
backgrounds.
Duties and Responsibilities:
1. Work under .supervision of an EOP
staff counselor.
2. Advise and counsel a group of incoming EOP students.
3. Some knowledge of the various
student services and resources .
available at CSUF and in the
Fresno area.
Salary:·
Salary will be based on the 1981-82
Student Assistant Salary Schedule
Class II.
. .
~·•~ , ,~~-,
Desirable Qualifi~ations:
Filing Deadline:
1. Eligible for financial aid Work/
Completed applications should
Study Program.
submitted to the EOP Off ice
2. Ability to relate to students who
April 30, 1981.
may need special assistance to survive at CSUF.
·
3. Some knowledge of the various
student services and resources
available at CSUF and in the . The selection process will be based on
the above criteria and there will be an
Fresno area.
4. Should possess good character, interview. Applications are available in
positive attitude and leadership the EOP Office located in the Joyal
Administration Building, Room 238.
ability.
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Alonza Garcia (seated) se a_vienta on the ~ey
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boards at EOP'S second annual talent show.
Chicano
Applications Being Accepted for
commencement
The Fifth Annual Chicano Com- .
mencement ceremony wi II take place
on Saturday, May 23 . in the CSUF
Amphitheatre at 6 p.m. A reception
will follow at 8 p.m. in the Vintage
Room, after which will be a dance
at the Rainbow Ballroom .
The bilingual ceremony will honor
graduates and their families.
Salsa
classes offered·
In preparation for the Chicano commencement salsa dance featuring
Bata Charanga, a salsa band from
San Francisco, Professor Ernesto
Martinez will be offering two free salsa
lessons to CSUF students. The class
is limited to eight couples and if interested you should have a partner.
. Editor-in-Chief
Raza Health
Science
conference .
A Raza Health Science Recruitment
Conference .to provide hispanic hiah
school students · with information on
of Collegian, La Voz, & Uhuru
for Fall 81 Semester
Applications ai'ai/ab/e in Associated .\,tude11ts Ojjice
health career opportunities will be held
at CSUF Friday, May 1.
A variety 0,f workshops will be held
from 8 a.m. to 4 .,..,n. to provide the
students with information on academic
fields leadina to health c.reen, $pecific colleae admission recwirements,
methods for improvin1 basic learning
skills and potential resources· available.
The lessons will be held May 6 and
May 11. This will give you plenty of
Hiah school students who are intime to practice for the May 23 com- _ terested in ~icipatina ·tn the promencement dance at the Rainbow aram should contact Maria Elena
Ballroom. Those interested in par- Ramirez or Cecelia Rizo, at the Federticipating in the free lessons should ad~ Rural de Salud, telephone 487contact Ernesto Martinez at 487-2848. ' ~ ·
Applications must be accompanied by three
letters of reference and written statements
of qualifications and intentions· regarding the
newspapers.
These items must be submitted to the
Associated Students Office n·o later than
December 1, 1980 at 4:00 p.m.
Final selection will be made at the Media
Council meeting on December,,3, 1980.
· enity fresllC.'
•- 5t'"'te
California
• Unav
Apathy: Revolution.or Death
Sangre y mas Sangre!. Atropellos! . Atrosidad ~r~s
Atrosidad f Asesinatos-M·a sacres ! Por D10s, when -w, 11 1t
all end? And while some elect to sit back and watch the
\NOl"ld go · by, our brothers and- sisters in El Salvador ·
assidously .and courageously chant "Luchemos por las ·
· justiciaf !Adelante! !Adelante! .!Que la luchaes con- stante!
· Few words can express the feelings that films such as
•Revolution or Death" spark in. the hearts of those: who
choose to face reality and accept that we do not live in an
COMMENTARY
· utopia. "'Revolution or Death" was p~rt of the teach-in on
El •Salvador presented. by the L~tin American · Support
Committee and CSUF MEChA here -at CSUF last Thursday, April 23. · The film· was originally financed by The ·--,
National Council of,Churches and filmed by a Dutch crew.
El . Salvador, comprom_ising a population of about. 5
-~ million is a coffee and cotton producing country that is in
the ruthless hand~ of a .few elite. Ninety percent of the
land is owned by five percent of the people, and added to
' the disproportionate d.istribution of ·wealth is the ex: : ploitation executed by outside corporations:
The blood of mutilated bodies·cover·the streets, -as well ·
as the walls of the churches in E1 Salvador. A series of ·
questions ha.u nt my ·mind ·as-1· recollect-the scenes. of the ·
battlefields,
.and •.1
··· cannot
help but. wonder. ·-about -the
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deterioration of human compassion _and justice.
possible that we. have forgotten the struggles of
cestors, as well as our own daily attempts to a
equality? Can we be so selfish and ignorant ~as to:regard the agonizing pleas for liberation, freedom,.
- · justice'of the Salvadorenos? .Are we to sit back and
. our democratic government support t~e regime
-country that tramples over the basic human rights
people? Can·-we simply turn away from the evidence
. is staring us in the face and rationalize that all is
mere handful of extreme leftist trying to take con
the country? How shall we justify our triumph of 177'
And yet, factory workers -and campesino d
higher wages .and their voices are subdued by the . of guns and the terror of the night ,that solicits unwelcomed oppressors in-their homes. El Salvador is a taxfree target for hungry profit corporations, and reforms are
tinted with blood. Madres lloran por sus hijos· perdidos,
encarcelados; but. they are nowhere to be found. Young
children are forced to witness the brutality of a discompassionate society that has been built by adults. And still
the United States refuses to - recognize the fleeing · refugees of a country bathed -in blood. Shall we too join the
chanting chorus of our brothers . and sisters, the Salvadorenos, before· it's too late. !Adelantel IAdelante!
- _! Que la .Iucha es ·constante !
Lourdes Villarreal
Ernesto Martinez keeping
Mexican folkloric darice alive
By Ruben Garza
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. Los Danzantes de Aztlan ...
The studio is used throughout the
week by dancers and there are future
plans for a Olicano art show. A •Salsarobics• c:lass in which people exercise
to the sounds of latin music is also being
scheduled.
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.. Ernesto instills a strong sense of for its .~- Rather than ~ .itie Oty
pride in being Chicanas,• said Dr. Martinez decided to open up a ~
Teresa Perez of her daughter's en- of his own. When faced with ·the prorollment in La Raza studies professor . blem of paying rent for the· studio
Ernesto Martinez's Mexican Folkloric ·Martinez -decided to start c:1asses to:dance classes .. .. Ernesto's class keeps vaung children and use the money he ·
earned to ·pay rent since Martinez
gains no profit for his efforts. ·
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..The reason I dance is I because I
want to keep up the Mexican culture,•
$aid Rocky Hato, a dancer in Martinez's
children's group.
Martinez runs the OAly Chicano dance
studio in the San Joaquin Valley which
teaches classes in Mexican , folkloric ·
dance. He opened up the dan·c e studio
in 1978 to provide Los Danzantes de
. 'Aztlan, -Fresno's . renown . Mexican
folkloric dance group with a permanent
home base. Los Danzantes de Aztlan.
is composed of about 25 members from
the community and come from all parts
of the Valley from- · Delano to Madera
and all walks of life from college students to professionals in the community.
They have been in existence since 1970
and used to practice at the Sal M!.'squeda Center until proposition · 13
forced the city of Fresno to charge rent
·
Los Danzantes de Azt1an and the
children's group will be performing at
CSUF during Semana de la Raza. The
children will dance on May 1 and May 4.
Los t;>anzantes will be pet fut ming on
Cinm de .Mayo at 10 a.m. A recital for
both groups is also scheduled for sometime in June.
- .Mothers of the children's group wiH
be sponsoring a raffle in order to help.
out with the studio rental fees. They
also hope. to raise enoush money to
offer scholarships to students who would
otherwise be unable to attend classes.
Persons interested in the •Salsarobics • c~ses or enrolling their children in dance clctsses may mntact
Ernesto Martinez at 487-2848.
Protest at
SEMANA DE LA RAZA
Fresno City College
··The
By Inez T. Morin .
Along with the election of President · tivities. They did this ignoring the reReagan in 1980, came a drastic change in quest of Fresno _City College MEChA for
our political system which revived a .funding of Cinco de Mayo · festivities . .
whole lot of views and ideas ·minorities • They seem to f~I that some meaningfought long and hard to abolish. · ·
.· less •. · commercialized festivity is more
..
The Klan is now back jn strong force, . · important than the celebration of a
the military is thinkina of invadina El culture. What kind of thinking is this· .
· Salvador, the CETA prasram has been · from a community college 'in a comcut and here in the Valley, politicos are . munity where there is -such a large pro-·-'
thinking . of doing · away with bilingual po~ion of Chicanos?
balloting and bili~gual education.
.
We must not allow ourselves and It is sad to thi_nk that this· way of
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society to revert back to the 60' s way of
th inki·ng h as even spread mto our paces.
of higher learning. It has invaded our thinking. Thrs is 1981 and we must fight
··
Some schooIs · to achieve the greatness we as a raza are
colleges and univers1t1es.
are already_ faced with cut backs in their capable of. ·We must strive foreward and
· show the whole world that we can find a
cure for this cancer called .. racism ...
EOP programs and our own La ·Raza
studies Department "'tl' faced -with a
One way of doina this is by attendina
1eneraJ education cutback when la Raza · the · protest demonstration May 1 at
studies is not only · fighting to expand, . Fresno City· Colleae. The rally will show
~ keep what they alr~dy hav~.
··
the community that we care . and will
. . unite to attend this _tally in ·full force.
first day.. ·Thursday, ·April Dh,
• Ayer Hoy ·y M.lnana• will be the title
Cinco de Mayo· week for the year 1981 for the day. · Scheduled speakers will
is being organized and prepared to take talk on the past, the present, and the
place from April 30th throuah May 5th. ·future, ~ i n g _ducanos. There will
also be other activities durina the
. day. . .
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.The Semana·: De-.ta ·Raza· comm.i ttee, .
under MEChA~ ·is working· to .organize .
each day w!th va,:ious e~e'!is.-; Ther~·
_· ·-·The ·second. day, Friday, · May 1, ,
be entertamment cons,st~ng ·of Maria- ·. •La Belleza de Los Ninos• will be the
chis, singers, . teatro, .danzantes, ~c. ·_ theme ·tor the al~ childien's aicAlso there will be speakers ·- on · various· tivities.
.. .
subjects con<:em1ni Chicanos. . -~ . . ·
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·_ , -··_ · :··_· -· _· _. . The third day; 'Saturday, · May 2,
The reason for these various activities :.-•El Gusto Mexicano• will GJnSist of la
is to demo_nstratethe.struggle of La Raza ·J· amica.,· where
. · -nre.::an•-...:the
_....__,..Q .___
nU1n
and the -struggles that are still_ ·happen- community wiU be at the FNe .Speech
ing today. Cinco de Mayo week is to
,
=
entertain and educate the Chicano comr:nunity.
.
· Area. Music will be playina and in the
evening there wm be a free dana!. ·
The Semana de
Raza -committee :· The fourth day, Monday, May 4, will
works together.on scheduling arid organ- . be •in -Unity is Strenath. • The speaker
izing the · events for Cinco de Mayo- _will talk on 8anio Warfare. - The day will
Semana De La Raza. -·They make all ton- have various activities &Gina on. The
tacts to assure -ev~rything that is needed · evenin1 will be •Noch de. Nuestras
for that week will be available. Also, Fammas• mnsistina _of a dinner and
they -see that every day goes as they entertainment.
" ··
plan.
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.La
One perfect-example of this (ancerous .. '
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way d thinking is what recently occured-· Jhe rally will be at 4 p.rn. in the fountain .· · Each day is scheduled to ~tart at dif. ~... Fresno City Colleie. ,, On Friday area at F.r es~City~lege. Remember, :. f~~t times . _depending «>!' .the- ac- ·
· April 21 the FCC ·student senate de- -la batalla nunca se acaba, and we must t1v1t1es. ·,- Some days are. dedicated to a
cided to' allocate all° their money for · be--ready at alf times to help cure this differe~ ·meaning~ according to the
~ :events to their · •May Day~-· ac- Wf:Wld oh:acism cancer.
·
- m~ssage given _by tf:le speakers.
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· -And the fast day, · 0nm de Mayo,
T ~ , May 5~ •unidos Vew:al!IIIOS"'
wiU be 111e· theme of the day. The
speakerwilla,.ArmancloNavarnu1ndas
for entertainmeilt_then! will be plentyl
CAUFAS
La
V~z de Aztlan recently visUed the
Mary Porter Sesnon Art Gallery at the
University of California in Santa Cruz
during an art exhibition of California
Chicano artists entitled "Califas.,.
This exhibition represents a cross
section of California artists-all of
Mexican parentage-currently working
in media such as painting, .drawing,
ceramics and multi-media sculpture.
All of the artists have devoted themselves to the arts; and have been exhibiting their work for at least ten
years- some for as many as twentyfive years. Many have exhibited together at state, national and international exhibitions, and have formed the
cornerstone of a major cultural and
artistic identity within the state of
California. The purpose of Califas
is to bring together, to document, and
to stimulate the work of artists who have
had a significant impact on the Mexicano/Chicano arts movement in California.
Works by artists ·from San Diego,
Los Angeles, San Francisco, Sacramento, San Jdse, Oakland, Fre~no and
Santa Cruz will be on display in Califas. Featured are artists Judy Baca,
Eduardo Carrillo, ~oberto Chavez,
Rupert Garcia; Carmen Lomas Garza,
Willie Herron, Ralph Maradiaga, Sue
Martinez, Jose Montoya, Malaquias
Montoya, Ramses Noriega, Ernie Palomino, Roberto Torres, Esteban Villa,
and Rene Yanez.
Photos By Robert Hernandez
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~•1e 7-u Voz de Ad.I an-April 30, 1981 .
La Voz·esSay:
Stereotyping Chicanos in the Media
by Yolan~ Granados
Films are in addition to entertainment, . teaching devices. People are
taught how tQ measure their self worth, among other things. Whenever Chiare .portrayed in movies, it is never as heroes, but always as bandits,
generals, dictators, and slaves. Always much les·s competent and legitimate than Anglo-white hero. Even when the hero is Mexican, the star is
Anglo as when Marlon Brando played in "'Zapata."'
Therefore the unconscious tendency to identify with the hero means that
Chicanos are influenced by the movies to· _give esteem · to Anglo white
superiority. Chicanos also tend to disassociate themselves -from th~ir true
~~ty.
.
.
.
Not only is Chicano identity blasphemed -in the country due· to movies,
but
abroad. For example the Philippines call someone a "'Mexican"' to
indicate he is dirty or lazy, due to Hollywood westerns, according to Martinez. ·
·
Script writers conserve energy by using stereotypes. These stereotypes
. were used in plots 40 years ago. The writers give Chicanos roles such as
bandit$; generals, dictators, priests, and peasants .
These roles are not helping young Chicanos to develop a· .positive self
image or help develop positive role models for them to fo,I low. ·
The mass media is the fastest means of affecting change in stereotypes
as well as being their most fervent manipulators . Due to the natural human
failures, the media can easily .serve to perpetuate stereotypes by presenting
those of communicators and by intentionally catering to those of the mass
audience. This report will take a look at how broadcasting advertisements
and films have perpetuated negative. stereotypes of Chicanos. The term
Chicanos and Mexican-Americans will be used interchangeable.
canos
Broadcasting and the problem of stereotyping:
· Firs_t of all the·word stereotype must be defined . According to sociologist
Gordon Allport a stereotype is an exaggerated belief · associated with a .
category;· and its function is to justity conduct m relation to that category.
In creating_stereotypes people are essentially .simplifying the world around
them . For example if a person categorizes Mexicans as being dumb he will
portray the Mexican in movies as being ignorant.
.Another sociologist Walter Lippmann, · states that the moving picture is
steadily building up imagery which is evoked by the words people read in
their newspapers. Photographs have a kind of authority over imagination
today . Pictures seem utterly real.
·
As an example of the impact of television stereotyping was on a news
program. On J u1y 6, 1970, Mayor of San Antonio W.W. McAlister during an
interview on the Huntley-Brinkley report, gave his concept of the MexicanAmerican character: "There's a difference of temperament between Anglos
and our Americans of. -Mexican descent ... They're home loving people.
They love beauty ... love flowers ... music.-.. dance ... They-'re not quite as ambitiously motivated as Anglos."
What McAlister ,did was simply state before the e'ntire country the attitude of most Southwestern Anglos toward their Spanish speaking neighbors. The fact that he did it on national television served to s.pread and per- petuate the myth .of white racial supremacy that such stereotypes evoke.
It is sad to say that numerous psychological and sociological studies have
treated ethnic and racial stereotypes as they appear publicly in-broadcasting
and also held by individual~. .
.
_
Stereotyping of Chicanos in Advertisements:
.
· The symbolic ·function of advertising is one level of understanding the
racist implications of the mass media,· especially regarding the MexicanAm·e rican, according to Dr. Thomas Martinez, who documented Chicano
stereotyping in commercial ads.
. .
Dr. Martinez stated that exaggerated Mexican racial and cultural characteristics together. with some outright mis~onceptions concerning their way
of life, symbolically _suggest to the audience _that such people, are comical,
lazy,· and thieving, w~o ~ant what the Anglos can have by virtue of their
superior taste and cu·lture.
.
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The fir:;t commercial Martinez began fighting was against the Frito . Lay
, "Frito Bandito"' ad. The ad was a reincarnation of Hollywood film stereotype
of Mexicans ~--The F'r,to bandit<> had a Spanish accent, mustache and sombrero. He:· resurrectecf ·the image of . the Mexican bandit.: The Mexican
children are· paying t}:le J>rice in loss of self esteem because -of the ad.
.Martin~z cites· m.,~ny examples· of .. racial ·a ~ye~ising. _One p.articu_lar..Md
was produc_e d by And :deodorant . The ~ommer.c1aJ · begms-wath a bancJ~of
ferocious looking Mexican bandit6s em~rging from a cloµd ·o f dust on horse~ck ..They ·are'call~ to-_stop by :their-sombrero, .thick tn~sta~hed, fat-belly ··
leader, ·who upon '·stopping reaches· into his saddle bag.· and retrieves a can ~
_of. ~rid. He lift~ _his._ underarm, smiles, and sprays~-An Anglo voice is then -·
heard to say, : •Wifwork,sfor him it will:work for you! • ' The·.ines.s age is ob-
also
The Chicano Protest:
in the late 1960 's the issue of identity and stereotype became the major
issue of the Chicano movement. Chicanos began to concentrate attack on
the media that portrayed them as being lazy, shiftless, gun-toting guitar
playing, and peasantlike.
'
According to Armando Rendon author of the Chicano Manifesto the most
tragic effects of media stereotyping is the absence of a positive im~ge ·of the
Mexican-Americ~n for Chicano youths to imitate. He believes that Chicanos
are being·made the communicators industry's "'new nigger." .
.
· The1nsensitivity to Mexican-Americans in broadcasting, Chicano leaders
feel must~ corrected. Two Chicano activists-speaking to the.Senate Equal
Education Opportunity Committee of 1970 blamed the media for not trying
to correct the problem . ."Mexicans ar~ seeing . themselves denigrated
on television as bandits, thieves, lazy-no accounts. They seldom if ever see
Chicanos play the roles of doctors, attorneys, judges, etc."' ·
Other Chicano leaders _organized attacks .on broadcasting . Such as the
National Mexican-American Anti-defamation Committee in Washington
D.C. , Its ~rpose is to create ·a talent bank and organize product boycotts
against ,a ds when necessary.
In 1971, another Chicano .g roup called Justicia (Justice), met with rep~esentatives of the ABC TV network and of kABC TV (Affiliate in Los Angel!5),.and announced that they challenge the -license, if it didn't stop airing certain programs that· were consictered demeaning to Mexican-Americans. Shows such as .•The Smith Family,"' '"Alias Smith and Jones,"' and
•~lot Link and Secret Chimp."'., These shows they-felt :portrayed Chic:anos as overly ~ak. . .
· ·.
· . · ·
.
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: In the _film ar~a, in,-1968,·actor Ray·Martel spoke out against unfair hir- ·
.. -i-'1& ~ u r e s of Mexican,.Americans.- He felt that Mexicans in order to
..be h i ~ ~ ha~ fit'into-a·stereotyped .•
gory_. Slowly .o ther,actors did .·
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-~~Y; theChicari<»commur,ityhas boycottecfcertain·tnovies which the ...
felt_$tere0lyped Chica~~ Movies such~ t~levard Nights/ and· "War-:-··
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Who is to blameJne aavert1smg a1encies, the c.orporation;buyers, or the . · _. .. .. . · ·The JM,lblidty 1~ated by these effc;,rts _a lso.made others-realize the im. ,media? Many .differenfcorporations are'willing tc,be·sold·ads ·w h_ich support .
.
porunce.« the media ill' ttie everyday affairs of Mexican-Americans and in
,
·: racial_. and ,cult~rafpreiud~c!iai~insf~l_e' of ¥e_xica~ :~ ent: ·_e ,e;udice . ::. ·· ~:· ·: -..· thetataf~artsof thecivil ri1hts movements. Movements began fo·employ- · . ,. "·,·. .
as
·.-:on ~~- ·part_:~~ ·.th~ ·corpqrat10(1s~·-advert1sers;. and -n:,ed1a as glarmg~ t~se . ·_. · · ·. .ment, trainin1,-and
~ ,• · pe:oplehavecausedan·ethnicgr9"Up.tobeperceivedas "naturaHyiftf~rior."' . - • . . ·. Oticanos. _. . ·
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in-depth coveraae of-community problems· concerning
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·~~thas. SUfXUrnbedtp.theminority,-essures·andsi1nedfarr~in1 · _.
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. - ~u~an,z,ng ro!~s.;_.'.~tr1ppep of.:·d,gruw.:_ti_e .1s _
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An~l_o~,· -_. _.. : •<-: •~hin1-rneanin~I dialoaue ~tween.the.stations. and the.-~i~•.. : , .
. .. white c~~. wa1trng .helplessly: for his. .protection -5-ymg ,"'s1 .s; .-.s eenor/': ·: : · . •_. _ mmmu,-ity·.
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. hero .._ -ln g~n~ral_i·~ -.wo~n ar~_J>Ort._rayed a_s h,.hty·_
:_; :- ~ ~ of~ media be(:omes quite
. clear. to
the .social · ·.·: _. ..
•. sex~al, .amo~~,/~.~ --~nable-_ to ~~sta •_,:eal .m.an." : .- : , ::':. . .. :- - .
_·. . _ < · · · .. · , .;~ t_seeki~ relief from discrimin~tiort'and ,,.,..his>$ _ _i_nft,rit>r edu- .
·.. lncom~teno/d~: ~-.foca_l. trait of~_Ch,ca_n o· m the·. ~ov•e~. Compe_te~ ·1s
. -cation ~housin1·anc1-lowpayin1 jpl;s:that accompa -· -~ .. _. ·· . ,
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_·one _of tht? ma•~ .rac1st ..f!'vth!· ·~ -• ca~s _a~ ·al~ays ~~av~- as 11no_rant_· .
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ableto_. ke,p·~live
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·_- .Almost -f rM?•.~ .~ncepti~n of._ wes~erri-~ie~· Chican~ ruthlessly mur• ._ .. : ;' ~ -. . lftf9' Chicanos~·way of1ife is to b e - ~ and developed~
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1,._
Cinco de Mayo:
Orgullo de nuestra cultura
By Olivia Lucio
In 1852, Napoleon 111, Emperor of
France, decided to intervene in the affairs of Mexico with the aim to create
an empire in Latin America.
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used to send mess~ges from one general
to others confronting their enemy as
did tneir elders. Almosf every citizen
of Puebla was heroically fighting.
It was a real glory to defeat the French
army. It increased their . patriotic enthusiasm and morale for the next battles that were to be fought against the,
French.
The French · advanced to Mexico
City, when in the hills of Acultzingo,
,,Nuestros enemigos son los primerot
the French armv was attacked by Gen- soldados del mundo; pero vosotros
eraJ . Zaragoza. Unable ·· to stop the -sois los primeros Hijos de ·Mexico.
French army, - Zaragoza retired to . Si todos ' fueron dignos del titulo de
Puebla to organize an army of unex- ···Mexicanos y todos merecieron bien la
perienced soldiers.
Patria." These were some of the words
that General .Zaragoza told his army
when the French . attacked them three
In Puebla, under General Zaragoza, times and finally defeated the French
·
·
one of the greatest battl~s was fought , .army. -...·
against the French on May 5, 1862.
Unfortunately, the ·French overcame
On-May 4, the French army arrived · Mexico. ln .1864, the French had Maxt·
in ·Puebla.· The next morning (May 5), miliano and Carlotta in Mexico to
• they attacked Puebla at los Furtes de establish the· new French. empire; ,This.
· Loreto v de Guadalupe. Very confident empire ·· ended with . the execution M
of his powerful army and scorning Maximiliano in .j une 1867 by the rethe 4,000 mexicanos . poorly armed, publicans of M~xico.
French General Lorencoz attacked .
Puebla.
In the . southwest, expecially California, Chicanos contributed to fight
It was 10:00 in the morning when
the French Empire. They raised money
the cathedral bell announced that the for Benito Juarez and volunteered to
fight the Fren~h.
enemy was present.- The hearts of the ·
brave were beating fast. Their facial
expressions announced the next vicT~y Cioco de Mayo is celebrated
tory.
by the Chicano·- Community throughout
the .country.' It .makes Chicanos more
culturally ..aware o( our Mexi(:an heri·
Women and children fought bravely
too during the battle. The women fought . tage·. It also promotes more unity amona
ou_r people· mak_ing · U$ more aware of
supplying arms and food .to the .army,
the role Chicanos- have stru11lin1 for
and boiled water that later ,Wa$ emptied
·
on t~ French armv. The children were liberation;·
Paae 8-La Voz de Aztlan-April ll,
ID
Job announcement
The Educational Opportunity Program
at California State University, Fresno is
currently taking applications for the
position of Student Advisor for the
academic year 1981-82.
Minimum Qualifications:
1. Good academic standing (2.0 or
better) . Plea.s e submit copy of
last grade report.
2. Full-time student with 12 or more
units.
3. Must have completed at least one
year at CSUF and have two or
more semesters remaining.
4. Available to work a minimum of 10
hours per week.
5. Must be able to relate to students
from various cultural and ethnic
backgrounds.
Duties and Responsibilities:
1. Work under .supervision of an EOP
staff counselor.
2. Advise and counsel a group of incoming EOP students.
3. Some knowledge of the various
student services and resources .
available at CSUF and in the
Fresno area.
Salary:·
Salary will be based on the 1981-82
Student Assistant Salary Schedule
Class II.
. .
~·•~ , ,~~-,
Desirable Qualifi~ations:
Filing Deadline:
1. Eligible for financial aid Work/
Completed applications should
Study Program.
submitted to the EOP Off ice
2. Ability to relate to students who
April 30, 1981.
may need special assistance to survive at CSUF.
·
3. Some knowledge of the various
student services and resources
available at CSUF and in the . The selection process will be based on
the above criteria and there will be an
Fresno area.
4. Should possess good character, interview. Applications are available in
positive attitude and leadership the EOP Office located in the Joyal
Administration Building, Room 238.
ability.
... :~
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Alonza Garcia (seated) se a_vienta on the ~ey
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boards at EOP'S second annual talent show.
Chicano
Applications Being Accepted for
commencement
The Fifth Annual Chicano Com- .
mencement ceremony wi II take place
on Saturday, May 23 . in the CSUF
Amphitheatre at 6 p.m. A reception
will follow at 8 p.m. in the Vintage
Room, after which will be a dance
at the Rainbow Ballroom .
The bilingual ceremony will honor
graduates and their families.
Salsa
classes offered·
In preparation for the Chicano commencement salsa dance featuring
Bata Charanga, a salsa band from
San Francisco, Professor Ernesto
Martinez will be offering two free salsa
lessons to CSUF students. The class
is limited to eight couples and if interested you should have a partner.
. Editor-in-Chief
Raza Health
Science
conference .
A Raza Health Science Recruitment
Conference .to provide hispanic hiah
school students · with information on
of Collegian, La Voz, & Uhuru
for Fall 81 Semester
Applications ai'ai/ab/e in Associated .\,tude11ts Ojjice
health career opportunities will be held
at CSUF Friday, May 1.
A variety 0,f workshops will be held
from 8 a.m. to 4 .,..,n. to provide the
students with information on academic
fields leadina to health c.reen, $pecific colleae admission recwirements,
methods for improvin1 basic learning
skills and potential resources· available.
The lessons will be held May 6 and
May 11. This will give you plenty of
Hiah school students who are intime to practice for the May 23 com- _ terested in ~icipatina ·tn the promencement dance at the Rainbow aram should contact Maria Elena
Ballroom. Those interested in par- Ramirez or Cecelia Rizo, at the Federticipating in the free lessons should ad~ Rural de Salud, telephone 487contact Ernesto Martinez at 487-2848. ' ~ ·
Applications must be accompanied by three
letters of reference and written statements
of qualifications and intentions· regarding the
newspapers.
These items must be submitted to the
Associated Students Office n·o later than
December 1, 1980 at 4:00 p.m.
Final selection will be made at the Media
Council meeting on December,,3, 1980.
•- 5t'"'te
California
• Unav
Apathy: Revolution.or Death
Sangre y mas Sangre!. Atropellos! . Atrosidad ~r~s
Atrosidad f Asesinatos-M·a sacres ! Por D10s, when -w, 11 1t
all end? And while some elect to sit back and watch the
\NOl"ld go · by, our brothers and- sisters in El Salvador ·
assidously .and courageously chant "Luchemos por las ·
· justiciaf !Adelante! !Adelante! .!Que la luchaes con- stante!
· Few words can express the feelings that films such as
•Revolution or Death" spark in. the hearts of those: who
choose to face reality and accept that we do not live in an
COMMENTARY
· utopia. "'Revolution or Death" was p~rt of the teach-in on
El •Salvador presented. by the L~tin American · Support
Committee and CSUF MEChA here -at CSUF last Thursday, April 23. · The film· was originally financed by The ·--,
National Council of,Churches and filmed by a Dutch crew.
El . Salvador, comprom_ising a population of about. 5
-~ million is a coffee and cotton producing country that is in
the ruthless hand~ of a .few elite. Ninety percent of the
land is owned by five percent of the people, and added to
' the disproportionate d.istribution of ·wealth is the ex: : ploitation executed by outside corporations:
The blood of mutilated bodies·cover·the streets, -as well ·
as the walls of the churches in E1 Salvador. A series of ·
questions ha.u nt my ·mind ·as-1· recollect-the scenes. of the ·
battlefields,
.and •.1
··· cannot
help but. wonder. ·-about -the
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deterioration of human compassion _and justice.
possible that we. have forgotten the struggles of
cestors, as well as our own daily attempts to a
equality? Can we be so selfish and ignorant ~as to:regard the agonizing pleas for liberation, freedom,.
- · justice'of the Salvadorenos? .Are we to sit back and
. our democratic government support t~e regime
-country that tramples over the basic human rights
people? Can·-we simply turn away from the evidence
. is staring us in the face and rationalize that all is
mere handful of extreme leftist trying to take con
the country? How shall we justify our triumph of 177'
And yet, factory workers -and campesino d
higher wages .and their voices are subdued by the . of guns and the terror of the night ,that solicits unwelcomed oppressors in-their homes. El Salvador is a taxfree target for hungry profit corporations, and reforms are
tinted with blood. Madres lloran por sus hijos· perdidos,
encarcelados; but. they are nowhere to be found. Young
children are forced to witness the brutality of a discompassionate society that has been built by adults. And still
the United States refuses to - recognize the fleeing · refugees of a country bathed -in blood. Shall we too join the
chanting chorus of our brothers . and sisters, the Salvadorenos, before· it's too late. !Adelantel IAdelante!
- _! Que la .Iucha es ·constante !
Lourdes Villarreal
Ernesto Martinez keeping
Mexican folkloric darice alive
By Ruben Garza
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. Los Danzantes de Aztlan ...
The studio is used throughout the
week by dancers and there are future
plans for a Olicano art show. A •Salsarobics• c:lass in which people exercise
to the sounds of latin music is also being
scheduled.
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.. Ernesto instills a strong sense of for its .~- Rather than ~ .itie Oty
pride in being Chicanas,• said Dr. Martinez decided to open up a ~
Teresa Perez of her daughter's en- of his own. When faced with ·the prorollment in La Raza studies professor . blem of paying rent for the· studio
Ernesto Martinez's Mexican Folkloric ·Martinez -decided to start c:1asses to:dance classes .. .. Ernesto's class keeps vaung children and use the money he ·
earned to ·pay rent since Martinez
gains no profit for his efforts. ·
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..The reason I dance is I because I
want to keep up the Mexican culture,•
$aid Rocky Hato, a dancer in Martinez's
children's group.
Martinez runs the OAly Chicano dance
studio in the San Joaquin Valley which
teaches classes in Mexican , folkloric ·
dance. He opened up the dan·c e studio
in 1978 to provide Los Danzantes de
. 'Aztlan, -Fresno's . renown . Mexican
folkloric dance group with a permanent
home base. Los Danzantes de Aztlan.
is composed of about 25 members from
the community and come from all parts
of the Valley from- · Delano to Madera
and all walks of life from college students to professionals in the community.
They have been in existence since 1970
and used to practice at the Sal M!.'squeda Center until proposition · 13
forced the city of Fresno to charge rent
·
Los Danzantes de Azt1an and the
children's group will be performing at
CSUF during Semana de la Raza. The
children will dance on May 1 and May 4.
Los t;>anzantes will be pet fut ming on
Cinm de .Mayo at 10 a.m. A recital for
both groups is also scheduled for sometime in June.
- .Mothers of the children's group wiH
be sponsoring a raffle in order to help.
out with the studio rental fees. They
also hope. to raise enoush money to
offer scholarships to students who would
otherwise be unable to attend classes.
Persons interested in the •Salsarobics • c~ses or enrolling their children in dance clctsses may mntact
Ernesto Martinez at 487-2848.
Protest at
SEMANA DE LA RAZA
Fresno City College
··The
By Inez T. Morin .
Along with the election of President · tivities. They did this ignoring the reReagan in 1980, came a drastic change in quest of Fresno _City College MEChA for
our political system which revived a .funding of Cinco de Mayo · festivities . .
whole lot of views and ideas ·minorities • They seem to f~I that some meaningfought long and hard to abolish. · ·
.· less •. · commercialized festivity is more
..
The Klan is now back jn strong force, . · important than the celebration of a
the military is thinkina of invadina El culture. What kind of thinking is this· .
· Salvador, the CETA prasram has been · from a community college 'in a comcut and here in the Valley, politicos are . munity where there is -such a large pro-·-'
thinking . of doing · away with bilingual po~ion of Chicanos?
balloting and bili~gual education.
.
We must not allow ourselves and It is sad to thi_nk that this· way of
·
I
society to revert back to the 60' s way of
th inki·ng h as even spread mto our paces.
of higher learning. It has invaded our thinking. Thrs is 1981 and we must fight
··
Some schooIs · to achieve the greatness we as a raza are
colleges and univers1t1es.
are already_ faced with cut backs in their capable of. ·We must strive foreward and
· show the whole world that we can find a
cure for this cancer called .. racism ...
EOP programs and our own La ·Raza
studies Department "'tl' faced -with a
One way of doina this is by attendina
1eneraJ education cutback when la Raza · the · protest demonstration May 1 at
studies is not only · fighting to expand, . Fresno City· Colleae. The rally will show
~ keep what they alr~dy hav~.
··
the community that we care . and will
. . unite to attend this _tally in ·full force.
first day.. ·Thursday, ·April Dh,
• Ayer Hoy ·y M.lnana• will be the title
Cinco de Mayo· week for the year 1981 for the day. · Scheduled speakers will
is being organized and prepared to take talk on the past, the present, and the
place from April 30th throuah May 5th. ·future, ~ i n g _ducanos. There will
also be other activities durina the
. day. . .
.
..
.The Semana·: De-.ta ·Raza· comm.i ttee, .
under MEChA~ ·is working· to .organize .
each day w!th va,:ious e~e'!is.-; Ther~·
_· ·-·The ·second. day, Friday, · May 1, ,
be entertamment cons,st~ng ·of Maria- ·. •La Belleza de Los Ninos• will be the
chis, singers, . teatro, .danzantes, ~c. ·_ theme ·tor the al~ childien's aicAlso there will be speakers ·- on · various· tivities.
.. .
subjects con<:em1ni Chicanos. . -~ . . ·
·
· · ·
.
. - ,: ·
·_ , -··_ · :··_· -· _· _. . The third day; 'Saturday, · May 2,
The reason for these various activities :.-•El Gusto Mexicano• will GJnSist of la
is to demo_nstratethe.struggle of La Raza ·J· amica.,· where
. · -nre.::an•-...:the
_....__,..Q .___
nU1n
and the -struggles that are still_ ·happen- community wiU be at the FNe .Speech
ing today. Cinco de Mayo week is to
,
=
entertain and educate the Chicano comr:nunity.
.
· Area. Music will be playina and in the
evening there wm be a free dana!. ·
The Semana de
Raza -committee :· The fourth day, Monday, May 4, will
works together.on scheduling arid organ- . be •in -Unity is Strenath. • The speaker
izing the · events for Cinco de Mayo- _will talk on 8anio Warfare. - The day will
Semana De La Raza. -·They make all ton- have various activities &Gina on. The
tacts to assure -ev~rything that is needed · evenin1 will be •Noch de. Nuestras
for that week will be available. Also, Fammas• mnsistina _of a dinner and
they -see that every day goes as they entertainment.
" ··
plan.
~~U :.·
.La
One perfect-example of this (ancerous .. '
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, -.
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way d thinking is what recently occured-· Jhe rally will be at 4 p.rn. in the fountain .· · Each day is scheduled to ~tart at dif. ~... Fresno City Colleie. ,, On Friday area at F.r es~City~lege. Remember, :. f~~t times . _depending «>!' .the- ac- ·
· April 21 the FCC ·student senate de- -la batalla nunca se acaba, and we must t1v1t1es. ·,- Some days are. dedicated to a
cided to' allocate all° their money for · be--ready at alf times to help cure this differe~ ·meaning~ according to the
~ :events to their · •May Day~-· ac- Wf:Wld oh:acism cancer.
·
- m~ssage given _by tf:le speakers.
. : •:
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...
.
.
.
,
· -And the fast day, · 0nm de Mayo,
T ~ , May 5~ •unidos Vew:al!IIIOS"'
wiU be 111e· theme of the day. The
speakerwilla,.ArmancloNavarnu1ndas
for entertainmeilt_then! will be plentyl
CAUFAS
La
V~z de Aztlan recently visUed the
Mary Porter Sesnon Art Gallery at the
University of California in Santa Cruz
during an art exhibition of California
Chicano artists entitled "Califas.,.
This exhibition represents a cross
section of California artists-all of
Mexican parentage-currently working
in media such as painting, .drawing,
ceramics and multi-media sculpture.
All of the artists have devoted themselves to the arts; and have been exhibiting their work for at least ten
years- some for as many as twentyfive years. Many have exhibited together at state, national and international exhibitions, and have formed the
cornerstone of a major cultural and
artistic identity within the state of
California. The purpose of Califas
is to bring together, to document, and
to stimulate the work of artists who have
had a significant impact on the Mexicano/Chicano arts movement in California.
Works by artists ·from San Diego,
Los Angeles, San Francisco, Sacramento, San Jdse, Oakland, Fre~no and
Santa Cruz will be on display in Califas. Featured are artists Judy Baca,
Eduardo Carrillo, ~oberto Chavez,
Rupert Garcia; Carmen Lomas Garza,
Willie Herron, Ralph Maradiaga, Sue
Martinez, Jose Montoya, Malaquias
Montoya, Ramses Noriega, Ernie Palomino, Roberto Torres, Esteban Villa,
and Rene Yanez.
Photos By Robert Hernandez
· ""'
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I
~•1e 7-u Voz de Ad.I an-April 30, 1981 .
La Voz·esSay:
Stereotyping Chicanos in the Media
by Yolan~ Granados
Films are in addition to entertainment, . teaching devices. People are
taught how tQ measure their self worth, among other things. Whenever Chiare .portrayed in movies, it is never as heroes, but always as bandits,
generals, dictators, and slaves. Always much les·s competent and legitimate than Anglo-white hero. Even when the hero is Mexican, the star is
Anglo as when Marlon Brando played in "'Zapata."'
Therefore the unconscious tendency to identify with the hero means that
Chicanos are influenced by the movies to· _give esteem · to Anglo white
superiority. Chicanos also tend to disassociate themselves -from th~ir true
~~ty.
.
.
.
Not only is Chicano identity blasphemed -in the country due· to movies,
but
abroad. For example the Philippines call someone a "'Mexican"' to
indicate he is dirty or lazy, due to Hollywood westerns, according to Martinez. ·
·
Script writers conserve energy by using stereotypes. These stereotypes
. were used in plots 40 years ago. The writers give Chicanos roles such as
bandit$; generals, dictators, priests, and peasants .
These roles are not helping young Chicanos to develop a· .positive self
image or help develop positive role models for them to fo,I low. ·
The mass media is the fastest means of affecting change in stereotypes
as well as being their most fervent manipulators . Due to the natural human
failures, the media can easily .serve to perpetuate stereotypes by presenting
those of communicators and by intentionally catering to those of the mass
audience. This report will take a look at how broadcasting advertisements
and films have perpetuated negative. stereotypes of Chicanos. The term
Chicanos and Mexican-Americans will be used interchangeable.
canos
Broadcasting and the problem of stereotyping:
· Firs_t of all the·word stereotype must be defined . According to sociologist
Gordon Allport a stereotype is an exaggerated belief · associated with a .
category;· and its function is to justity conduct m relation to that category.
In creating_stereotypes people are essentially .simplifying the world around
them . For example if a person categorizes Mexicans as being dumb he will
portray the Mexican in movies as being ignorant.
.Another sociologist Walter Lippmann, · states that the moving picture is
steadily building up imagery which is evoked by the words people read in
their newspapers. Photographs have a kind of authority over imagination
today . Pictures seem utterly real.
·
As an example of the impact of television stereotyping was on a news
program. On J u1y 6, 1970, Mayor of San Antonio W.W. McAlister during an
interview on the Huntley-Brinkley report, gave his concept of the MexicanAmerican character: "There's a difference of temperament between Anglos
and our Americans of. -Mexican descent ... They're home loving people.
They love beauty ... love flowers ... music.-.. dance ... They-'re not quite as ambitiously motivated as Anglos."
What McAlister ,did was simply state before the e'ntire country the attitude of most Southwestern Anglos toward their Spanish speaking neighbors. The fact that he did it on national television served to s.pread and per- petuate the myth .of white racial supremacy that such stereotypes evoke.
It is sad to say that numerous psychological and sociological studies have
treated ethnic and racial stereotypes as they appear publicly in-broadcasting
and also held by individual~. .
.
_
Stereotyping of Chicanos in Advertisements:
.
· The symbolic ·function of advertising is one level of understanding the
racist implications of the mass media,· especially regarding the MexicanAm·e rican, according to Dr. Thomas Martinez, who documented Chicano
stereotyping in commercial ads.
. .
Dr. Martinez stated that exaggerated Mexican racial and cultural characteristics together. with some outright mis~onceptions concerning their way
of life, symbolically _suggest to the audience _that such people, are comical,
lazy,· and thieving, w~o ~ant what the Anglos can have by virtue of their
superior taste and cu·lture.
.
.
The fir:;t commercial Martinez began fighting was against the Frito . Lay
, "Frito Bandito"' ad. The ad was a reincarnation of Hollywood film stereotype
of Mexicans ~--The F'r,to bandit<> had a Spanish accent, mustache and sombrero. He:· resurrectecf ·the image of . the Mexican bandit.: The Mexican
children are· paying t}:le J>rice in loss of self esteem because -of the ad.
.Martin~z cites· m.,~ny examples· of .. racial ·a ~ye~ising. _One p.articu_lar..Md
was produc_e d by And :deodorant . The ~ommer.c1aJ · begms-wath a bancJ~of
ferocious looking Mexican bandit6s em~rging from a cloµd ·o f dust on horse~ck ..They ·are'call~ to-_stop by :their-sombrero, .thick tn~sta~hed, fat-belly ··
leader, ·who upon '·stopping reaches· into his saddle bag.· and retrieves a can ~
_of. ~rid. He lift~ _his._ underarm, smiles, and sprays~-An Anglo voice is then -·
heard to say, : •Wifwork,sfor him it will:work for you! • ' The·.ines.s age is ob-
also
The Chicano Protest:
in the late 1960 's the issue of identity and stereotype became the major
issue of the Chicano movement. Chicanos began to concentrate attack on
the media that portrayed them as being lazy, shiftless, gun-toting guitar
playing, and peasantlike.
'
According to Armando Rendon author of the Chicano Manifesto the most
tragic effects of media stereotyping is the absence of a positive im~ge ·of the
Mexican-Americ~n for Chicano youths to imitate. He believes that Chicanos
are being·made the communicators industry's "'new nigger." .
.
· The1nsensitivity to Mexican-Americans in broadcasting, Chicano leaders
feel must~ corrected. Two Chicano activists-speaking to the.Senate Equal
Education Opportunity Committee of 1970 blamed the media for not trying
to correct the problem . ."Mexicans ar~ seeing . themselves denigrated
on television as bandits, thieves, lazy-no accounts. They seldom if ever see
Chicanos play the roles of doctors, attorneys, judges, etc."' ·
Other Chicano leaders _organized attacks .on broadcasting . Such as the
National Mexican-American Anti-defamation Committee in Washington
D.C. , Its ~rpose is to create ·a talent bank and organize product boycotts
against ,a ds when necessary.
In 1971, another Chicano .g roup called Justicia (Justice), met with rep~esentatives of the ABC TV network and of kABC TV (Affiliate in Los Angel!5),.and announced that they challenge the -license, if it didn't stop airing certain programs that· were consictered demeaning to Mexican-Americans. Shows such as .•The Smith Family,"' '"Alias Smith and Jones,"' and
•~lot Link and Secret Chimp."'., These shows they-felt :portrayed Chic:anos as overly ~ak. . .
· ·.
· . · ·
.
.
: In the _film ar~a, in,-1968,·actor Ray·Martel spoke out against unfair hir- ·
.. -i-'1& ~ u r e s of Mexican,.Americans.- He felt that Mexicans in order to
..be h i ~ ~ ha~ fit'into-a·stereotyped .•
gory_. Slowly .o ther,actors did .·
J.'.·
·the ,ame.thina~ . · . :
.
· . · . - .· . .
· ·. .
·.
-~~Y; theChicari<»commur,ityhas boycottecfcertain·tnovies which the ...
felt_$tere0lyped Chica~~ Movies such~ t~levard Nights/ and· "War-:-··
_· viouf "'1iexi~nfstini(more~hanot~·peop1e .. ' .. ·. ·: . , -' .. _.· ·. · .
_ riors.• _
., ·
. ·. ...··
. ·
..
_ . ,. · .
Who is to blameJne aavert1smg a1encies, the c.orporation;buyers, or the . · _. .. .. . · ·The JM,lblidty 1~ated by these effc;,rts _a lso.made others-realize the im. ,media? Many .differenfcorporations are'willing tc,be·sold·ads ·w h_ich support .
.
porunce.« the media ill' ttie everyday affairs of Mexican-Americans and in
,
·: racial_. and ,cult~rafpreiud~c!iai~insf~l_e' of ¥e_xica~ :~ ent: ·_e ,e;udice . ::. ·· ~:· ·: -..· thetataf~artsof thecivil ri1hts movements. Movements began fo·employ- · . ,. "·,·. .
as
·.-:on ~~- ·part_:~~ ·.th~ ·corpqrat10(1s~·-advert1sers;. and -n:,ed1a as glarmg~ t~se . ·_. · · ·. .ment, trainin1,-and
~ ,• · pe:oplehavecausedan·ethnicgr9"Up.tobeperceivedas "naturaHyiftf~rior."' . - • . . ·. Oticanos. _. . ·
'_·
in-depth coveraae of-community problems· concerning
·
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. . _ . -- ·. .··. ·, . .. , ·- : . ,: . -: · . : . .
· ·.· . ·_·..
· - . . ·:. · . : . . . • . Toct.y,·mosonajordties in the Southwest have at.least one br-oadcaststa- ... ~
: !heMov1_e_.1ma1~of.Ch1can~s:- ., ._ . .. .
·_, •. '..
. ·· • . ;: '. ~- t · ·
,
·~~thas. SUfXUrnbedtp.theminority,-essures·andsi1nedfarr~in1 · _.
..,. ;H~I~ ~~ movM!s h~.v~-~t•n~a~Jy_ portr:'yed Ch.1canos 1~ de- ... :·· ·,· . . . ~ w i t h.Ch~ croups thah~ PrOmise·of beins positiwnneans
;·.:: . .
. - ~u~an,z,ng ro!~s.;_.'.~tr1ppep of.:·d,gruw.:_ti_e .1s _
e,t~r,J~ -~~
An~l_o~,· -_. _.. : •<-: •~hin1-rneanin~I dialoaue ~tween.the.stations. and the.-~i~•.. : , .
. .. white c~~. wa1trng .helplessly: for his. .protection -5-ymg ,"'s1 .s; .-.s eenor/': ·: : · . •_. _ mmmu,-ity·.
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. , . :_ .. . .
,_. .·. . . . . ·. · ' . ..
.. the. s_uper~Ang.l o-wh•te
. hero .._ -ln g~n~ral_i·~ -.wo~n ar~_J>Ort._rayed a_s h,.hty·_
:_; :- ~ ~ of~ media be(:omes quite
. clear. to
the .social · ·.·: _. ..
•. sex~al, .amo~~,/~.~ --~nable-_ to ~~sta •_,:eal .m.an." : .- : , ::':. . .. :- - .
_·. . _ < · · · .. · , .;~ t_seeki~ relief from discrimin~tiort'and ,,.,..his>$ _ _i_nft,rit>r edu- .
·.. lncom~teno/d~: ~-.foca_l. trait of~_Ch,ca_n o· m the·. ~ov•e~. Compe_te~ ·1s
. -cation ~housin1·anc1-lowpayin1 jpl;s:that accompa -· -~ .. _. ·· . ,
:·
_·one _of tht? ma•~ .rac1st ..f!'vth!· ·~ -• ca~s _a~ ·al~ays ~~av~- as 11no_rant_· .
. · . W~°"An1loc~>ntr.,lli~
' 1 8 ~ n c.~ ·ha~
ableto_. ke,p·~live
..
· ~~~~can ~do~thu:11r1ght. .. ·. _. ·
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· _ . _- ... ·. · _-_. ~s~~· ~ Chicano. Such stereotypes are now deeply in-:
-. .
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·.· ,. ..
. · ,· .,
·
.
·. ·
· · · -·
_, · .a,aJned 1n the American consciousness
·
· .• 1
·_- .Almost -f rM?•.~ .~ncepti~n of._ wes~erri-~ie~· Chican~ ruthlessly mur• ._ .. : ;' ~ -. . lftf9' Chicanos~·way of1ife is to b e - ~ and developed~
Qif.. . .-.-· _. •• •
··.~~cHn ~ss:".J'-~ .a.u~~ce wasal~ars prepared:~ ~.a._~tere:c,~.v~- ·. · _. canc,s~leitherhave.torelyupon limitecl.~ s·to the media, or ~ t o
. _si<>!' .of the -nat,v.e~ ·~t the ~est. Th~v -~
~~•ti~,-t0 _bel~e .t~ 1.~~· ; · ·.. ' .' chante ~content~ ~ ·o1.~ inedi•. while ttiere i_s still ·t111te· for
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Pqe6-LaVozcleAztlan;....~lU,
1,._
Cinco de Mayo:
Orgullo de nuestra cultura
By Olivia Lucio
In 1852, Napoleon 111, Emperor of
France, decided to intervene in the affairs of Mexico with the aim to create
an empire in Latin America.
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used to send mess~ges from one general
to others confronting their enemy as
did tneir elders. Almosf every citizen
of Puebla was heroically fighting.
It was a real glory to defeat the French
army. It increased their . patriotic enthusiasm and morale for the next battles that were to be fought against the,
French.
The French · advanced to Mexico
City, when in the hills of Acultzingo,
,,Nuestros enemigos son los primerot
the French armv was attacked by Gen- soldados del mundo; pero vosotros
eraJ . Zaragoza. Unable ·· to stop the -sois los primeros Hijos de ·Mexico.
French army, - Zaragoza retired to . Si todos ' fueron dignos del titulo de
Puebla to organize an army of unex- ···Mexicanos y todos merecieron bien la
perienced soldiers.
Patria." These were some of the words
that General .Zaragoza told his army
when the French . attacked them three
In Puebla, under General Zaragoza, times and finally defeated the French
·
·
one of the greatest battl~s was fought , .army. -...·
against the French on May 5, 1862.
Unfortunately, the ·French overcame
On-May 4, the French army arrived · Mexico. ln .1864, the French had Maxt·
in ·Puebla.· The next morning (May 5), miliano and Carlotta in Mexico to
• they attacked Puebla at los Furtes de establish the· new French. empire; ,This.
· Loreto v de Guadalupe. Very confident empire ·· ended with . the execution M
of his powerful army and scorning Maximiliano in .j une 1867 by the rethe 4,000 mexicanos . poorly armed, publicans of M~xico.
French General Lorencoz attacked .
Puebla.
In the . southwest, expecially California, Chicanos contributed to fight
It was 10:00 in the morning when
the French Empire. They raised money
the cathedral bell announced that the for Benito Juarez and volunteered to
fight the Fren~h.
enemy was present.- The hearts of the ·
brave were beating fast. Their facial
expressions announced the next vicT~y Cioco de Mayo is celebrated
tory.
by the Chicano·- Community throughout
the .country.' It .makes Chicanos more
culturally ..aware o( our Mexi(:an heri·
Women and children fought bravely
too during the battle. The women fought . tage·. It also promotes more unity amona
ou_r people· mak_ing · U$ more aware of
supplying arms and food .to the .army,
the role Chicanos- have stru11lin1 for
and boiled water that later ,Wa$ emptied
·
on t~ French armv. The children were liberation;·
Paae 8-La Voz de Aztlan-April ll,
ID
Job announcement
The Educational Opportunity Program
at California State University, Fresno is
currently taking applications for the
position of Student Advisor for the
academic year 1981-82.
Minimum Qualifications:
1. Good academic standing (2.0 or
better) . Plea.s e submit copy of
last grade report.
2. Full-time student with 12 or more
units.
3. Must have completed at least one
year at CSUF and have two or
more semesters remaining.
4. Available to work a minimum of 10
hours per week.
5. Must be able to relate to students
from various cultural and ethnic
backgrounds.
Duties and Responsibilities:
1. Work under .supervision of an EOP
staff counselor.
2. Advise and counsel a group of incoming EOP students.
3. Some knowledge of the various
student services and resources .
available at CSUF and in the
Fresno area.
Salary:·
Salary will be based on the 1981-82
Student Assistant Salary Schedule
Class II.
. .
~·•~ , ,~~-,
Desirable Qualifi~ations:
Filing Deadline:
1. Eligible for financial aid Work/
Completed applications should
Study Program.
submitted to the EOP Off ice
2. Ability to relate to students who
April 30, 1981.
may need special assistance to survive at CSUF.
·
3. Some knowledge of the various
student services and resources
available at CSUF and in the . The selection process will be based on
the above criteria and there will be an
Fresno area.
4. Should possess good character, interview. Applications are available in
positive attitude and leadership the EOP Office located in the Joyal
Administration Building, Room 238.
ability.
... :~
'.~l~:
~ ··
Alonza Garcia (seated) se a_vienta on the ~ey
-
-
·
boards at EOP'S second annual talent show.
Chicano
Applications Being Accepted for
commencement
The Fifth Annual Chicano Com- .
mencement ceremony wi II take place
on Saturday, May 23 . in the CSUF
Amphitheatre at 6 p.m. A reception
will follow at 8 p.m. in the Vintage
Room, after which will be a dance
at the Rainbow Ballroom .
The bilingual ceremony will honor
graduates and their families.
Salsa
classes offered·
In preparation for the Chicano commencement salsa dance featuring
Bata Charanga, a salsa band from
San Francisco, Professor Ernesto
Martinez will be offering two free salsa
lessons to CSUF students. The class
is limited to eight couples and if interested you should have a partner.
. Editor-in-Chief
Raza Health
Science
conference .
A Raza Health Science Recruitment
Conference .to provide hispanic hiah
school students · with information on
of Collegian, La Voz, & Uhuru
for Fall 81 Semester
Applications ai'ai/ab/e in Associated .\,tude11ts Ojjice
health career opportunities will be held
at CSUF Friday, May 1.
A variety 0,f workshops will be held
from 8 a.m. to 4 .,..,n. to provide the
students with information on academic
fields leadina to health c.reen, $pecific colleae admission recwirements,
methods for improvin1 basic learning
skills and potential resources· available.
The lessons will be held May 6 and
May 11. This will give you plenty of
Hiah school students who are intime to practice for the May 23 com- _ terested in ~icipatina ·tn the promencement dance at the Rainbow aram should contact Maria Elena
Ballroom. Those interested in par- Ramirez or Cecelia Rizo, at the Federticipating in the free lessons should ad~ Rural de Salud, telephone 487contact Ernesto Martinez at 487-2848. ' ~ ·
Applications must be accompanied by three
letters of reference and written statements
of qualifications and intentions· regarding the
newspapers.
These items must be submitted to the
Associated Students Office n·o later than
December 1, 1980 at 4:00 p.m.
Final selection will be made at the Media
Council meeting on December,,3, 1980.