Cultivating Chicana/o images: Negotiating the cinematic mainstream for cultural survival

Mark C Albertson, University of Texas at El Paso


This study focused on the Chicano culture and the messages movie producers cultivate to shape audiences' perceptions. Minority images in this cinematic arena are either manipulated by major Hollywood studios or countered by independent producers. The conflict presents a realistic cultural struggle that centers on either resources or control. Major studios have the resources—independent producers want the control. ^ The combination of securing resources and taking control resulted in some successful winning Chicana/o films, but it has not been easy. A cinematic history enlightens the reader how this once marginal minority player in American cinema must develop wise and cunning producers. They must demonstrate ability to mix both mainstream influence and cultural traditions before affective messages materialize. It is not impossible, by approaching the industry with flexibility and tenacity Chicana/o traditions will survive the 21st Century. ^

Subject Area

Anthropology, Cultural|Hispanic American Studies|Cinema

Recommended Citation

Albertson, Mark C, "Cultivating Chicana/o images: Negotiating the cinematic mainstream for cultural survival" (2007). ETD Collection for University of Texas, El Paso. AAI1450946.