Cinco de Mayo? There’s an App for That!

Cinco de Mayo is upon us again.  I ruminated last year on how the day usual is marked by non-Mexicans who demonstrate a misunderstanding of the day’s significance in Mexican history through their drunken behavior, or by Mexican-origin celebrities wanting to demonstrate their Mexican "authenticity."  This year, however, it seems to me that Cinco de Mayo has completed it integration into the non-Mexican mainstream American culture, evidenced by the Cinco de Mayo mobile app.

"Hit the Pinata!" available at
https://itunes.apple.com/us/app/cinco-de-mayo/id521925155?mt=8

Creating a mobile app based on the Mexican holiday makes commercial sense, considering the rates of smart phone ownership among Hispanic consumers.  The Pew Research Hispanic Center reported in March that 49 percent of all Hispanic adults own smart phones.  This figure is comparable to both the overall rate of smart phone ownership (46 percent) as well as with ownership rates among whites (45 percent) and African Americans (49 percent).  (In the interest of full disclosure, my residual neo-Luddite tendencies prevent me from feeling the need to own a smart phone.)  In other words, Hispanics are utilizing the latest technologies at rates similar to other racial and ethnic groups.

Two interrelated drawbacks emerge from these rates of adult Hispanic smart phone ownership, however.  One is economic status.  Hispanics smart phone ownership declines with income.  As the Pew report states, "More than three-quarters (76%) of Latinos with annual family incomes of $50,000 or more say they own a smartphone [sic].  This compares with 59% of those with family incomes between $30,000 and $49,999, and four-in-ten (40%) Latinos with family incomes under $30,000."  The other related indicator is educational attainment.  As with income, smart phone ownership declines the less education Hispanics attain.  The Pew report continues, "About seven-in-ten (68%) Latinos with some college education or more say they own a smartphone.  This compares with 45% of those who have completed high school and 32% of those without a high school diploma."

Despite these qualifiers, I will strike a somewhat less cynical tone this Fifth of May than I did last year for at least one reason.  The Cinco de Mayo mobile app seems aimed at disseminating information about the holiday to an audience wider than only one of Mexican origin.  As such, it seems to hold potential to dispel misconceptions and stereotypes, which hopefully will lead to the holiday being less about downing tequila and Corona and more about honoring the history and culture of the Mexican people.

Chicano, Mexican, or Other?

With Cinco de Mayo (a.k.a. the Fifth of May) just around the corner, it is time for that annual effort by Mexicans and non-Mexicans alike to determine what it means to be Mexican in America.  Unfortunately around this time of year that usually winds up being more about an inordinate amount of fools, louts, and assorted douche bags downing shots of Cuervo with Corona chasers and wearing comically oversized sombreros in a ridiculous celebration of what they mistakenly think is Mexico’s independence day.

Other, somewhat more reasonable attempts come from prominent public figures or various celebrities of Mexican descent who assume the role of cultural emissary in their efforts to describe for the uninitiated what it means to be Mexican in America.  To wit, we have Cheech Marin's latest entry into this ongoing dialog.  Mr. Marin, you will remember, made his career as an actor and comedian by playing upon the tired stereotype of the marijuana-smoking, drug-dealing, lay-about stoner Mexican.  So forgive my cynicism at his recent effort in The Huffington Post at answering the question “What is a Chicano?”

Sadly, what Mr. Marin completely ignores about the origin of the term "Chicano" is its roots in Marxism and how the early proponents of the term [who mostly were college students] affiliated with and held particular affinity for the working classes.  Thus, I would submit that a Mexican American who earns a PhD in Chicano Studies and teaches it at a university for 20 years, as Mr. Marin describes, ceases to be a "Chicano" because he or she has ascended the American status and occupation ladder.

Eva Longoria, who recently was tapped by President Obama’s re-election campaign as an appeal to a Latino voting bloc, serves as prime example of what I am talking about.  In describing how she is particularly situated for her new political responsibilities, Ms. Longoria cites her recent scholarly pursuit of a Master's degree in Chicano Studies at Cal State Northridge.  “I really wanted a better, more authentic understanding of what my community has gone through so I can help create change,” she naively has stated.  Unfortunately, Ms. Longoria’s “community” is one of famous models, actresses, and former NBA wives - anyone of whose life struggles Chicanos have not confronted.

And in case anyone is wondering, I do not self-identify as a Chicano.  As an academic with a PhD in History, I long ago admitted that I was pursuing a middle-class life style and thus cannot in good conscious say I am of the working class.  As an educator, I hope to create more opportunities for others – be they Mexican, Mexican American, Chicano, or even celebrities.  In so doing, I hopefully am informing people’s understandings of what it means to be Mexican in America to a greater degree than Mr. Marin, Ms. Longoria, and others of their ilk.