RT info:eu-repo/semantics/article
T1 "How to be a Cholo" : reinventing a Chicano archetype on youtube
A1 Trujillo, Esther
A1 López, Gustavo
K1 Chicano archetypes
K1 Cultural production
K1 Latina/o self-representation
K1 YouTube
K1 Resignification
K1 Virtual cholismo
K1 New media
K1 Recurring stereotypes
K1 Hypermasculinity
K1 Parody
K1 Humor
K1 Bandit
K1 Pachuco
K1 Cholo
K1 Arquetipos chicanos
K1 Producciones culturales
K1 Representación autoafirmativa
K1 Renegociación de identidad
K1 Medios en línea
K1 Masculinidad
AB The online video “How to be a Cholo” is demonstrative of the potential that YouTube has to be a decolonial space where the reinvention of Chicano archetypes ispossible. In this video, creator Eric G. Ochoa and his alter ego, Ego the Cholo, engage in humorous commentary that questions the stereotypes that have been ascribed to male Latinos through the Chicano archetypes. From this viewpoint we explore how newmedia facilitates the renegotiation of recurring Latino archetypes by explaining the role media had in illustrating bandits, pachucos and cholos. We also demonstrate how the conflation of the three archetypes (bandit, lover and buffoon) creates a type of humor that serves as a weapon of the marginalized by breaking down scenes in the video. In conducting an in-depth content analysis of the video, we found that Ochoa rearticulates the bandido archetype by contesting three particular characteristics that are ascribed to cholos: delinquency, masculinity, and appearance. Finally, we propose that YouTube itselfhas the potential to be a social space of self-affirmative cultural production citing “How to be a Cholo” as evidence.
PB Universidad de Alcalá. Servicio de Publicaciones
YR 2011
FD 2011
LK http://hdl.handle.net/10017/11091
UL http://hdl.handle.net/10017/11091
LA eng
DS MINDS@UW
RD 20-abr-2024