Lowriding: The Fusion of Cultural Symbols and the Diffusion of Cultural Myths
Description:
The Mexican American Experience, a radio program produced by the Longhorn Radio Network, includes interviews, music, and informational programs related to the Mexican American community and their concerns. Program summary: Luis Plascencia, a professor at the University of Texas, discusses the history of lowriding and its appeal for Chicanos. Plascencia, a professor at the University of Texas, explains that lowriders originated in the late 1930s in Sacramento and spread to the rest of Southern California and eventually the Southwest. Plascencia argues that because of its long history, lowriding is more than a fad. Rather, it is a social phenomenon that has appealed to several generations of Chicanos. While many people associate lowriders with pachucos, zootsuiters and cholos, each group is different, and Plascencia discusses some of the differences between them. Plascencia then talks about the recent efforts of low-riders to rehabilitate their image by holding fundraisers, participating in parades and organizing social events. In fact, Plascencia says that while most people associate lowriders with gangs, most low rider clubs are more oriented towards social activities. Plascencia then describes some of the ways lowriders modify their cars. Because some modifications (such as the hydraulic lifts) can be very expensive, lowriders often slowly modify their cars. Plascencia explains that lowriders might appeal to Chicanos because they create boundaries between them and non-Chicanos. However, he notes that some car clubs include non-Mexicans. He also discusses women's participation in car clubs. Finally, Plascencia discusses the role of advertisers and magazines in the growing popularity of lowriding. He examines how companies like Lowrider magazine and Schlitz Brewing have worked to popularize lowriding as a way to increase revenues. Keywords: Albert Garza Bustamante, Appropriation, Barrios, Bicycles, Boulevard Nights, Car Clubbers, Cars, Cholos, Cinco de Mayo, Clothes, Commercialization, Commodification, Consumer Culture, Cultural Symbols, Disco, Fads, Gangs, Henry B. Gonzalez, Hopping, Hot rods, Joseph Schlitz Brewing Company, Law Enforcement, Los Angeles, Lowrider, Lowrider Magazine, Lowriders, Lowriding, Luis Plascencia, Luis Valdez, Music, Pachucos, Phoenix, Prejudices, Sacramento, California, San Antonio, Southern California, Southwest, Status symbols, Subculture, Syncretism, Universal Studios, Vehicles, Walk Proud, Zoot Suit, Zootsuiters. Broadcast date: 1980-09-15.
Creator/Contributor:
Longhorn Radio Network (creator), Fregoso, Rosa Linda. (host), and Plascencia, Luis F. B. (interviewee)
Date Created/Date Issued:
9/8/1980
Owning Repository:
Benson Latin American Collection, LLILAS Benson Latin American Studies and Collections, The University of Texas at Austin
sound recordings, grabaciones sonoras, radio programs, programas de radio, and Audio
Extent:
25 minutes, 9 seconds
Rights - Use and Reproduction:
http://rightsstatements.org/vocab/InC/1.0/
Language:
English
Place of Publication:
Austin (Tex.)
Topic:
Mexican American women, Mujeres mexicano americanas, Subculture, Mexican Americans--Social life and customs, Mexicano americanos--Vida social y costumbres, and Lowriders