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Tex[t]-Mex: Seductive Hallucinations of the "Mexican" in America [Paperback]

William Anthony Nericcio
4.9 out of 5 stars  See all reviews (11 customer reviews)

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Book Description

February 1, 2007

A rogues' gallery of Mexican bandits, bombshells, lotharios, and thieves saturates American popular culture. Remember Speedy Gonzalez? "Mexican Spitfire" Lupe Vélez? The Frito Bandito? Familiar and reassuring—at least to Anglos—these Mexican stereotypes are not a people but a text, a carefully woven, articulated, and consumer-ready commodity. In this original, provocative, and highly entertaining book, William Anthony Nericcio deconstructs Tex[t]-Mexicans in films, television, advertising, comic books, toys, literature, and even critical theory, revealing them to be less flesh-and-blood than "seductive hallucinations," less reality than consumer products, a kind of "digital crack."

Nericcio engages in close readings of rogue/icons Rita Hayworth, Speedy Gonzalez, Lupe Vélez, and Frida Kahlo, as well as Orson Welles' film Touch of Evil and the comic artistry of Gilbert Hernandez. He playfully yet devastatingly discloses how American cultural creators have invented and used these and other Tex[t]-Mexicans since the Mexican Revolution of 1910, thereby exposing the stereotypes, agendas, phobias, and intellectual deceits that drive American popular culture. This sophisticated, innovative history of celebrity Latina/o mannequins in the American marketplace takes a quantum leap toward a constructive and deconstructive next-generation figuration/adoration of Latinos in America.


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Tex[t]-Mex: Seductive Hallucinations of the "Mexican" in America + Chicano Popular Culture: Que Hable el Pueblo (The Mexican American Experience)
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Editorial Reviews

Review

"Marvels! Rompecabezas! And cartoons that bite into the mind appear throughout this long-awaited book that promises to reshape and refocus how we see Mexicans in the Americas and how we are taught and seduced to mis/understand our human potentials for solidarity. This is the closest Latin@ studies has come to a revolutionary vision of how American culture works through its image machines, a vision that cuts through to the roots of the U.S. propaganda archive on Mexican, Tex-Mex, Latino, Chicano/a humanity. Nericcio exposes, deciphers, historicizes, and 'cuts-up' the postcards, movies, captions, poems, and adverts that plaster dehumanization (he calls them 'miscegenated semantic oddities') through our brains. For him, understanding the sweet and sour hallucinations is not enough. He wants the flashing waters of our critical education to become instruments of restoration. In this book, Walter Benjamin meets Italo Calvino and they morph into Nericcio. Orale!" David Carrasco, Harvard University

Review

Marvels! Rompecabezas! And cartoons that bite into the mind appear throughout this long-awaited book that promises to reshape and refocus how we see Mexicans in the Americas and how we are taught and seduced to mis/understand our human potentials for solidarity. This is the closest Latin@ studies has come to a revolutionary vision of how American culture works through its image machines, a vision that cuts through to the roots of the U.S. propaganda archive on Mexican, Tex-Mex, Latino, Chicano/a humanity. Nericcio exposes, deciphers, historicizes, and 'cuts-up' the postcards, movies, captions, poems, and adverts that plaster dehumanization (he calls them 'miscegenated semantic oddities') through our brains. For him, understanding the sweet and sour hallucinations is not enough. He wants the flashing waters of our critical education to become instruments of restoration. In this book, Walter Benjamin meets Italo Calvino and they morph into Nericcio. Orale! (Davíd Carrasco, Harvard University )

Product Details

  • Paperback: 264 pages
  • Publisher: University of Texas Press; 1st edition (February 1, 2007)
  • Language: English
  • ISBN-10: 0292714572
  • ISBN-13: 978-0292714571
  • Product Dimensions: 6.9 x 0.8 x 10.1 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #143,197 in Books (See Top 100 in Books)

More About the Author

A notorious Mexican-American literature professor, public intellectual, artist, and sometime troublemaker, William Nericcio was born in the fabled "Streets of Laredo," Texas, or at Mercy Hospital, at any rate, in 1961. For thirteen years he labored under the watchful, at times sinister, eyes of sisters, brothers, and priests at Blessed Sacrament Elementary and St. Augustine High School--no doubt this contributes to the rumors that he was "raised by nuns" that makes its way around the internets. With an undergraduate degree in English honors from the University of Texas at Austin and an MA/PhD in Comparative Literature from Cornell University, Nericcio now works as the Director of the Master of Arts in Liberal Arts and Sciences and Professor of English and Comparative Literature at San Diego State University--these postings followed a stint as an assistant professor at the University of Connecticut from 1988 to 1991 after his years freezing in Ithaca, New York (it also follows on his years as a bartender in Austin, Texas at the famous Cactus Cafe and defunct Texas Tavern cantinas).

Nericcio is the author of numerous peer-reviewed articles in journals including Camera Obscura, Americas Review, Spring, the Iowa Journal of Cultural Studies, and Mosaic. In 2007, The University of Texas Press published his American Library Association award-winning cultural studies volume Tex[t]-Mex: Seductive Hallucinations of the "Mexican" in America. His next book, Eyegiene: Permutations of Subjectivity in the Televisual Age of Sex and Race is presently in development. He is also the author of two edited collections (Homer from Salinas: John Steinbeck's Enduring Voice for California and The Hurt Business: Oliver Mayer's Early Works [+] PLUS) for San Diego State University Press. Most recently, he assisted philosopher Mark Richard Wheeler with his critical anthology, 150 Years of Evolution: Darwin's Impact on Contemporary Thought and Culture for SDSU Press and helped edit and design Secession, with Amy Sara Carroll, with Hyperbole Books.

Customer Reviews

4.9 out of 5 stars
(11)
4.9 out of 5 stars
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For this book, one might want to have a dictionary near by. Jessica Marshall  |  3 reviewers made a similar statement
This review is a lovefest and the book deserves it. J. Aragon  |  2 reviewers made a similar statement
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars In Defense of Tex[t]-Mex April 12, 2008
Format:Paperback
(Can anyone who gave K-Fed's rap album a five-star rating be trusted?) Doc Savage's review seems to be a total misreading of Tex[t]-Mex. But I am dignifying his comments by even implying that he did read the book--clearly he has not. Nowhere in the book does Nericcio claim that all Anglos are alike. Instead, Nericcio examines the seductive hallucination of " 'Mexicans ' in the eyes of Americans" across movies, newspapers , magazines and on television, and other forms of print (29). To me Doc Savage seems like a disgruntled student with a 15-year-old axe to grind. Get over it! Save your negative comment s for ratemyprofessor.com. The statute of limitations on your class complaints expired long ago.
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6 of 7 people found the following review helpful
5.0 out of 5 stars The Speedy Gonzales of Zoot-Suit Derrideanism August 26, 2009
Format:Paperback|Amazon Verified Purchase
The irony of William Nericcio's psychoanalysis (schizoanalysis?) of apparitions of The Mexican in the dream life of American culture is that Nericcio himself embodies---even as he appropriates and subverts---the stereotype of the Spanglish-speekeeng Trickster figure, tunneling under the heavily fortified borders between discursive zones. He's the Speedy Gonzales of zoot-suit Derrideanism. Better yet, he's the Mil Máscaras of critical theory, a masked semiotic wrestler pummeling multiple meanings out of the flotsam tossed up by our disposable culture.

Drawing on post-colonial theory, Chicano/a studies, a deep knowledge of American history, a scary mastery of continental theory, and an undisguised delight in the retinal pleasures and greasy seductions of junk culture, Nericcio spins us around to face our image of The Mexican, and in so doing reveals it for the cultural mirror it really is, a funhouse reflection of Anglo America's anxieties and fantasies about the Other. Ask not for whom the Taco Bell tolls, Lou Dobbs; it tolls for ustedes.

Text{e}-Mex crackles with a manic energy and an antic wit that are rare in academic writing, most of which tends toward soul-crushing ponderousness. Like the French philosophers who've clearly influenced his work, Nericcio tosses off oracular pronouncements without op. cits or apology and rejoices in wordplay. At the same time, his willingness to open the throttle on the passions that animate his arguments and take his rhetoric to telenovela heights of soap-operatic excess, pushing the envelope of his tropes and intertextual riffs into the ultra baroque, seems (to this gabacho, at least) profoundly Mexican. Here he is decrypting a "startling gringo artifact"---packaging for a toy called the Sparkling Clay Factory, featuring a hysterically Anglo boy and girl: "Check out these cute gringo kids from my private collection of `ethnic' types (in particular, look closely at the boy on the right, who has been digitally processed so much that his `skin' takes on the texture of a Pixar-born(e) computer-generated-image offspring of a CGI wet dream by the in vitro-cloned hybrid child of Mengele, Geppetto, and John Lasseter)." He deadpans, "I am still trying to figure out what planet the depicted organisms on this torn box cover come from."

If you're the sort of cultural border-jumper and theory-porn junkie who thinks Zizek would make the perfect guest host for Gustavo Arellano's hilarious, brilliant newspaper column "!Ask a Mexican¡"; if you fantasize about staging Foucault's essay "The Masked Philosopher" as an off-broadway production starring lucha libre stars; if the next two items in your Netflix queue are Derrida and Wrestling Women versus the Aztec Mummy, Text{e}-Mex is your answered prayer.

But don't say I didn't warn you: Early on, Nericcio warns us that he's an unreliable tour guide---("ok, remember that your author is a recovering Catholic Tejano---idealism and the apocalypse lurk around every paragraph")---and, like all the best intellects who run through the world like a Tijuana switchblade, he goes meta, stepping outside his own analytical paradigm to interrogate that, as well. "The germ of this book was a vendetta I had for an animated Mexican mouse by the name of Speedy Gonzales; but, in the end, I had to let the anger go," he writes, in the book's introductory chapter." Tellingly, he quotes Baudrillard, the always ironic John the Baptist in our Desert of the Real: "Baudrillard...says: `It is always a false problem to want to restore the truth beneath the simulacrum.' Look behind Speedy or beneath Freddy Lopez and one will not find Mexican-hating illustrators or Latino-loathing puppeteers...More often than not, one will find someone working sine dolo malo, `without fault, without an intent of evil...'" Text{e}-Mex is a cross between the red pill that gives Neo an ontological migraine in The Matrix and the worm at the bottom of the mezcal bottle. Nericcio shows you just how deep the bottle goes.
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4 of 5 people found the following review helpful
Format:Paperback
Nericcio spent a long time creating this work which he began in 1989. Unless I misread him, he's attempted a movie in book form, but I think what we really have here is a psychological expose of an author who was weaned in Laredo on comic books, TV and American media, and ultimately trained in semiotics and postmodern philosophy.

The subjects he choses to 'deconstruct' include the Welles's movie TOUCH OF EVIL, Welles's Mexican wife Rita Hayworth, Speedy Gonazalez, Richard Rodriguez, Lupe Velez, and as I said, himself. He does not take himself seriously, and while this 'cast of characters' he choses sound suspect, this is serious work, and the effort shows. He's clearly had a lot of fun pulling this one out of the sombrero.

The goal here is a postmodern scene-by-scene 'movie' with script that explores the racism against Mexicans in American media based on 'sex-starved' cartoon mice, Hollywood dye-jobs to get that gringa look, name changes, self-hatred, cultural conditioning, art, commentaries by Rodriguez examining his hatred for Mexico, etc.

Touch of Evil is one my favorites and Nericcio's perspective gave me much to chew on, especially after chewing on fries and drinking a beer at Nepenthe a few weeks a go, and coming to the conclusion that this spot that Welles shared with Rita was a "poorman's" dream-version of a castle Orson never built while Hearst was once 70 miles south on Hwy 1, busy on his fixer-upper. No lusty and lawless bordertowns for these gents.

And Nepenthe now? A hallucination in itself with a row of Mexicano cooks grilling up crappy food while tourists show up to check out the view--which is mostly of each other.

My only critique of the book is that it, by default and based on its format, becomes a part of the American culture industry: that's entertainment 'Chicano style' but geared to grad critical theory students... willing to pay the price of admission.

I'd like to read a similar work like this but by a Mexican author who does the same 'movie' about--and against--Mexican media.

Addendum Feb 7, 08:
I just watched the 2000 edition of TOUCH OF EVIL and re-read this author's analysis. I have a different take, which is far more psycho-analytical.

Recall that this film was made in 1957 when mixed-race marriages, especially those portrayed on the silver screen, were far fewer in number than now. I think that Welles was actually using Heston and Leigh to represent himself and Rita Hayworth, a mixed race couple. That in itself would've been enough of a shocker for white-bread America in a 1958 theater. Not to mention the 'half-breed' daughter this union produced.

If Nericcio is correct that Welles was a Mexican/Latino wannabe, then it makes sense that he'd hire Heston as his stand in-- rather than a Mexican-- to PLAY a Mexican covered in brown shoe polish, who can't speak proper Spanish and who's newly married to the lily-white Leigh (who represents the white-washed Rita H. and who has a very strong personality). The genius of chosing Heston is obvious: in 1957, America would definitely need a familiar and 'trustworthy' 'Mexican' they could 'believe' in(!) I don't know of ANY Mexican who could play this part for a specifically 1958 American audience, and garner the sympathy Welles was seeking.
This analysis is also supported by the massively egotistical Welles playing Kane at various stages of his life in CITIZEN.
But in T.O.E., Orson is too huge to 'play himself' as Vargas, and opts for Heston to (almost comically) portray the innocent, handsome 'missionary' with a sense of justice-- the man Orson used to be in the early forties. Vargas, by the way, is the only ethical male character in the film. He represents the 'good' countered by the fat, bloated, lawless and evil American: Quinlan. I think Welles was simply showing his '58 audience the ugly American in all of his racist glory, something they did not want to see, or admit. On ethics, see also the scene where Vargas symbollically 'locks up' the three white lawmen in an elevator with bars, a space Vargas refuses to enter. An empowered Mexican sticking it to 'the Man.' THAT sounds like a sympathetic OW, at least to me.

Nericcio's attempt to find evidence that Welles was capturing his real 'self' (the racist Quinlan) in the film is probably wrong. Nericcio dug up some quote by OW's biographer proving his racism. This is based on the use of the term 'half-breed' by OW when refering to an American Indian car driver. And OW refering to Rita H as a 'gypsy'. This is a stretch.
More Freud:
The rape of Leigh in the movie may represent the rape of Rita H by her father in real life, which was mentioned by Nericcio in another chapter. It may be that Quinlan murders Uncle Joe Grandi (who was filmed licking his lips when he was finished sending Leigh a 'hands-off my brother' message) because he could symbolize Rita's father. It's very possible Orson would've liked to knock-off Rita's father --if he'd the chance. Uncle Grandi, the 'big daddy' who would LIKE to get his hands on Leigh, instead sends his gang to gang-bang Mrs Vargas in space HE owns --a motel.

On Orson's misogynism: In a foot note, Nericcio takes a shot at OW's scene in which a bottle of acid thrown by a hood at Vargas ends up sizzling a poster of "Zita" on the wall behind Vargas. 'Zita', the stripper who was killed in the opening car bomb scene, is, in my opionion, 'Rita', O.W.'s ex-wife for around 10 years by 1957. A symbolic killing of his ex?
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Most Recent Customer Reviews
5.0 out of 5 stars Such a great book!
Smart writer here. In the vein of some wonderful social justice authors like Frantz Fanon, Nericcio seeks to unveil a variety of stereotypes on a structural level but does so in an... Read more
Published 3 days ago by Allie Schulz
5.0 out of 5 stars MEXICAN IS NOT A BAD WORD!!
Speedy Gonzales: a wonderfully slick, sly, Mexican Mouse. What else can we say about him, right? Well, after you read William Nericcio's book,Tex[t]-Mex: Seductive Hallucinations... Read more
Published on February 22, 2011 by Naida J. Jimenez
5.0 out of 5 stars No Tequilla, Por Favor
No Tequila, Por Favor

In Tex(t)- Mex: Seductive Hallucinations of the "Mexican" in America, William Anthony Nericcio defies the stereotype of a Mexican that does not... Read more
Published on May 19, 2010 by Jessica Marshall
5.0 out of 5 stars Off the charts, bebe
I couldn't put this book down. I've read some of his previous work and took a class with him back in the early 1990s. Read more
Published on May 4, 2008 by J. Aragon
5.0 out of 5 stars The stubborn staying power of negative collective perceptions
Nericcio takes on just about every misconception out there of what is truly Mexican, Tex-Mex or Latino. He places the stereotyping's birth in context of time and history. Read more
Published on February 29, 2008 by Daphne Strassmann
5.0 out of 5 stars Tex[t] Mex and the Latino Body
Every once in a while a book or cultural artifact comes along that renders it futures differently, and from that moment on it becomes a point of reference for what is to come. Read more
Published on April 12, 2007 by Lazaro Lima
5.0 out of 5 stars Tex[t]-Mex Is Just . . .
Fabulous . . . Read in three sittings. I don't know where to place this in my tidy, categorized Pier 1 book shelf. Latino/Chicano Studies? Cultural studies? Read more
Published on March 5, 2007 by Poquelin
5.0 out of 5 stars Text-Mex is FUN STUFF
Bill Nericcio is a really really funny writer. This is good because his subject matter is serious, even academic. Read more
Published on February 20, 2007 by Pistolino
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