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Charros, cholos y chelas. Representación visual de la
para-identidad mexicana en las etiquetas
de Cerveza Indio
Charros, cholos y <=
/i> chelas . Visual <=
span
lang=3DEN-US style=3D'font-size:13.0pt;mso-bidi-font-size:11.0pt;line-heigh=
t:87%;
letter-spacing:-.2pt;mso-font-width:105%;mso-ansi-language:EN-US'>represent=
ations <=
span
lang=3DEN-US style=3D'font-size:13.0pt;mso-bidi-font-size:11.0pt;line-heigh=
t:87%;
letter-spacing:-.2pt;mso-font-width:105%;mso-ansi-language:EN-US'>of=
<=
span
lang=3DEN-US style=3D'font-size:13.0pt;mso-bidi-font-size:11.0pt;line-heigh=
t:87%;
letter-spacing:-.2pt;mso-font-width:105%;mso-ansi-language:EN-US'>the Mexican para-identity on=
the labels of Cerveza Indio
<=
span
lang=3DES style=3D'font-size:10.0pt;mso-bidi-font-size:8.5pt'> =
span>
Esta obra está bajo una licencia internacional Creative Commons
Atribución-NoComercial 4.0.
Resumen
Este art&=
iacute;culo tiene por objetivo
presentar las formas
de representació=
n visual
a través de las
cuales distintos diseñadores expresan la identidad de diferentes
localidades de México, =
en la
edición especial de etiquetas de Cerveza Indio “Barrios de México”. La
colección de 150 etiquetas
conforma una para-identidad<=
/span> mexicana, pues representa visualment=
e espacios identitarios y práct=
icas
culturales alternativos a la identidad
nacional cimentada en el pasado prehispánico de
México. Primeramente, se describen los antecedentes<=
/span> de la cerveza y la coyuntura naciona=
lista, perspectiva ideológica del siglo XX que tomó auge después de la Revolución Mexicana, en la que se difundió al indio prehispánico como figura identitaria unificadora. En segundo lugar, se
muestran algunas etiquetas =
que representan edificaciones, estereotipos, trajes
típicos, artesanías y paisajes, entre otros
elementos. Finalmente, se
identifica como valor de la col=
ección
la perspectiva pluricultural de la identidad
mexicana construida de forma co=
laborativa,
y alejada de las ideologías impuestas
y difundidas por el Estado.
Palabras clave: Comunicación visual; para- identidad; etiquetas; imaginarios; mexicanid=
ad.
Abstract
=
The purpose of this paper is=
to
present the visual representati=
ons of
the identity of several local M=
exican
places that different designers=
expressed in the special
edition of Cerveza Indio's "Barrios de México" labels. The collection of 150 labels
conforms a Mexican
para-identity since it visually represents identitarian spaces and cultural practices that are alternative to the national
identity based on the pre-hispanic past of Mexico.
First, the paper describes the beer background and the nationalism context, an
ideological perspective from the 20th century
that gained importance after the Mexican
revolution, in which the pre-hispanic Indian
was promoted as a unifying identitarian figure.
Secondly, some labels representing buildings are shown, stereotypes, typical costumes, craft=
s, and landscapes,
among other elements. <=
span
style=3D'letter-spacing:-.3pt'>Finally, the collection’s value resides in that it projects a multicultural perspective of Mexican identity, collaboratively built and alternativ=
e to
the ideologies imposed and promoted by the State.
Keywords : Visual communication ; para- identity =
; labels ; imaginaries; Mexicanity<=
/span>.
Sumario . 1. Intr=
oducción. Una cerveza muy mexicana. 2. Edición especial “Barrios de México”. 3. La iden=
tidad nacional mexicana.
4. El nacionalismo po=
st-revolucionario . 5. El indio como
figura de la
identidad nacional. =
o:p>
6. Las etiquetas de
“Cerveza Indio”: charros,
cholos y<=
/span>
más. 7. Co=
nclusiones. =
span>
Como citar: López-León,
R. (2024). Charros, cholos y chelas: representación visual de la para-identidad <=
/span>mexicana en las etiquetas
de “Cerveza Indio”. Ñawi .=
Arte, Diseño, Comunicación, <=
/span> Vol. 8, Núm. 1, 307-328. https://nawi.espol.edu.ec/
www.doi.org/10.37785/nw.v8n=
1.a16 =
span>
1.
Introducción. Una cerveza muy mexicana
En=
las
últimas décadas, la cerveza se ha convertido en una de las
bebidas alcohólicas favoritas de los mexicanos. En 2019, <=
span
lang=3DES style=3D'letter-spacing:-.2pt'>se consumieron<=
/span> 68 litros per cápita =
y por año. <=
/span>Esto equivale en promedio a “1.3 litros de cerveza por semana por persona,
y ubica a México en el lugar
número 30 mundial” (INEGI, 2020,<=
span
style=3D'letter-spacing:-.35pt'> 30). Su preferencia se debe a que se trata de una bebida social, pues se puede comprar y compartir, así como beberse en solitario. También importa su naturaleza refrescante al=
beberse
fría, pues en México cada año se registran temperaturas que en promedio
siempre están por encima de los 20° centígrados.=
span>
El=
costo <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>moderado de la cerveza nacional es otro factor =
a tener en cuenta, y por ello 4 de cada 10 mexicanos la consumen fuera de casa, por encima=
de los
destilados, <=
span
lang=3DES style=3D'letter-spacing:-.2pt'>y representa el 17.5% del gasto que
corresponde a alimentos y bebidas (Juárez, 2020). S=
in
embargo, no siempre fue así, pues la cerveza no comenzó a ser
producida en cantidades industriales hasta finales del sig=
lo XIX, y tuvo que realizar distintas estrategias de marketing y publicidad para que los mexicanos la consumieran, así como<=
span
style=3D'letter-spacing:-.45pt'> bajar su costo.
La bebida más popular, antes<=
span
style=3D'letter-spacing:-.5pt'> de la cerveza,
era el pulque, una bebida
de carácter patrimonial resultante del=
destilado del maguey (Rojas
et al., 2016).
El pulque se vendía a granel en las pulquerías, q=
ue
estaban en cada esquina de las ciudades, y
era tan popular que, para 1909, tan =
span>sólo en la Ciudad de México ya existí=
;an 1000 pulquerías (Toxqui,
2008). Poco a poco, surgieron
distintas marcas cerveceras que tuvieron que irse abr=
iendo
camino en los paladares mexicanos, muy acostumbrados al pulque, para convertirse progresivamente en la bebida
más preferida. Es en ese contexto cuando
surge la Cerveza
Indio, que aún ex=
iste
en nuestros días.
Ce=
rveza Indio <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>es una cerveza tipo Viena, =
que se empezó=
a fabricar en el año de 1893 en Monterrey, México. =
En un principio, la cerveza llevaba
el nombre de Cerveza Moctezuma, inspirada en el célebre tlatoani
(gobernante de los mexic=
as,
más conocidos como aztecas), que regía cuando llegaron los
españoles a la gran Ten=
ochtitlán, ciudad prehispánica ubicada
donde ahora está la Ciudad de México. Por eso mismo,
la etiqueta de aquella marca mostraba una imagen de Moctezuma, representado por una persona
joven con el torso descubierto (Figura 1), armado con lanza y escudo,
y portando un penacho y otras joyas en el cuerpo, atuendo
que hace referencia a la forma de vestir de los Mexicas.
=
Sin embargo, los mismos consumidores de la cerveza
empezaron a referirse a esa marca
como “la del indio”, motivo por el cual la misma Cervecería Cuauhtémoc, cuyo nombre es tomado del último tlatoani, decide cambiarle el nombre a Cerveza Indio (INDIO, s.=
f.).
Desde entonces, la cerveza no ha cambiado de nombre, a pesar de las múltiples fusiones de la
cervecería. En 1985, Cervecería Cuauhtémoc se
fusionó con Cervecería Moctezuma, emporio que mantuvieron como Cuauhtémoc-Moctezuma has=
ta
el 2010, cuando la empresa fue adquirida por
Heineken International.<=
span
style=3D'letter-spacing:-.5pt'> El cambio de imagen se produce a partir del año 2012 (Figura 1), pasando de una imagen
ilustrada con una técnica pictórica, a la de un guerrero
mexica vectorizado, representado en alto contraste con tonos verdes y dorados.
Y ésa es la imagen
que se ha mantenido hasta
el día de hoy, con la excepción de algunas ediciones
especiales, como la que se revisará en este artículo, que corresponde<=
span
style=3D'letter-spacing:-.2pt'> a “Barrios de México”.
=
span>
Figura 1. Im=
ágenes
de Cerveza In=
dio.
Fuente: Facebook de la =
marca
de cerveza.
2.
Edición especial
“Barrios de =
México”
En=
el año de 2016, =
Cerveza Indio lanzó =
una convocatoria=
al público en general, llamando a representar =
span>visualmente aspectos identitarios de distintas localidades mexicanas conoc=
idas como “barrios”. De acuerdo con José Antonio
Casillas, que en su momento
era gerente de la marca Cerveza Indio, la campaña buscaba que se plasmaran “los elementos m&aac=
ute;s simbólicos o caracter&iac=
ute;sticos del barrio donde
nacieron o crecieron” los participan=
tes (Carranco, 2016). Esta marca de cerveza había lanzado previamente
otras ediciones especiales de etiquetas, contratando artistas locales que abordaban otras temáticas, como =
el
día de muertos, cantinas y pueblos mágicos. Siendo ésta la quinta edición especial, era<=
span
style=3D'letter-spacing:-.35pt'> también la primera vez que se lanzaba a manera de convocatoria invitando al públi=
co en general a mostrar “El
lado auténtico de México”, slogan
de la campaña. A través de un spot de TV, que aún posible ver en YouTube, la
cerveza lanzó la convocatoria.
En dicho spot, se define al barrio
como “subdivisi&o=
acute;n de una ciudad
o pueblo que suele tener identidad propia
y sentido de pertenencia” (Cerveza Indio, 2016) y hace un llamado a representar el l=
ugar
de nacimiento o de la infancia:=
“si
estás orgulloso<=
span
style=3D'letter-spacing:-.5pt'> de tu barrio,
exprésalo”, se decía. El proceso consistía en descargar un template =
de la etiqueta,
con los elementos principales, para después intervenirla de acuerdo =
con
el barrio que quisieras.
En total, la edición espec=
ial de
etiquetas “Barrios de México”, de Cerveza Indio, cuenta =
con
150 diseños distintos de
lugares de México, algunos muy conocidos por su atractivo
turístico, y otros menos populares. En
otro video, Cerveza
Indio destaca el éxito en cuanto a los alcances
de su campaña, pues menciona, por ejemplo, que los mismos expendios donde se
vendía la cerveza pedían pintar su fachada con el diseñ=
;o
correspondiente al barrio donde=
se
ubicaban. El constante diálogo entre las ediciones especiales de la
etiqueta y la identidad, as&iac=
ute;
como lo que dicho diálogo representa para una cerveza con identidad
nacionalista, despiertan el interés por
comprobar cómo los participantes representan visualmente la identidad
barrial, que a su vez funge como sinécdoque
de la identidad mexicana.
En
conjunto, puede decirse que las 150 etiquetas proyectan una visión
caleidoscópica de la identidad mexicana, construida mediante la representación
de espacios
arquitectónicos, monumentos, trajes típicos,=
span> gastronomía, flora y fauna, en=
tre
otros elementos. Las etiquetas conforman una mirada contemporánea qu=
e es
digna de estudio, pues ha sido construida como una para-identidad=
desvinculada del nacionalis=
mo mexicano
de la primera mitad<=
span
style=3D'letter-spacing:2.0pt'> del siglo XX. De cierta manera, ésta es una perspectiva más cerca=
na a los lugares
mismos que representan; pues, además, no es una identidad impuesta desde el Estado hacia el pueblo, como lo fue la identidad del nacionalismo, sino construida de forma participati=
va por
los mismos mexicanos.
3. La identidad nacional
mexicana
Ab=
ordar la identidad nacional mexicana resulta todo un reto, pues dada <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>la extensi&oacut=
e;n del territorio, costumbres, etnias, ti=
pos de
clima, artesanías, festividades, gastronomía, entre otros muc=
hos
factores, es muy complicado det=
erminar
aquello que cohesiona a todos sus habitantes.
De acuerdo con información del Gobierno Mexicano, existen actual=
mente 70 pueblos originarios en todo el territorio, distribuidos en 20 de los 32 Estados que conforman la República Mexicana
(SIC, s.f.). Además, existen “11 familias lingüísticas,=
68
grupos etnolingüísticos y 364 variantes de las distintas
lenguas” (Aguilar, 2014), todas
las cuales, según Moctezuma (2021)=
, han colaborado en la construcción de diferentes versiones del españ=
ol, de acuerdo
con las distintas regiones del país. Palabras de las lenguas
originarias, así como su entonación, se han ido incorporado como parte del vocabulario regional, configurando t=
ambién, a través del lenguaje, sentidos
de pertenencia distintos=
, que
hacen más complicada la unificación de una identidad nacional=
.
Por otra parte, si consideramos q=
ue
cada una de las etnias tiene una ideología particular y una forma de=
vincularse
con el concepto de mexicanidad, es aún más complejo determinar
una identidad nacional. Por ende, al hablar de esa identidad nacional, debe concl=
uirse
que “se trata de un concepto complejo y multifacético=
que
integra distintos
marcos” (García & Maldonado, 2019, 743). Aun así, han existido algunos esfuerzos por la conformación de una identidad que pudiera servir como estrategia de cohesión para el pueblo mexicano. Uno de ellos viene después del movimiento independentista, a la altura de 1810, es decir, una vez que se logran reconocer los Estados Unidos Mexicanos, nombre oficial para
México, como nación independiente de España.
=
Los independentistas necesitaban c=
onstruir
una nueva identidad que los diferenciara de la cultura europea. “La=
span> conformaci=
ón de la idea de identidad nacional fue producto
del establecimiento del Estado Mexicano
moderno” (Ram&iacu=
te;rez,
2007, 118). Sin embargo, luego de las distintas luchas armadas, no hab&iacu=
te;a
un acuerdo claro, incluso desde=
el propio Estado,
sobre cuál podría ser la identidad
nacional. Como en todos los grupos políticos, y siendo este el caso del nacimiento de una nación, existían =
distintas vertientes dispares en su ideología; una defendía la hispanidad, y otra buscaba la
reivindicación de la cultura “indígena” y de
un pasado glorioso (Ramírez, 2007, 118). Ambas vertientes
se mantuvieron en diálogo, incluso durante el Porfiriato, uno de los
periodos clave de en la historia del México moderno, llamado=
así en referencia al gobierno de Porfirio Díaz, presidente que duró en el poder 30 años, y que entre sus proyectos también estaba la unificación de la identidad nacional mexicana (Martínez, 2013). Con el inicio del siglo XX y concluida la Revolución Mexicana,
lucha armada que vino a terminar con el Porfiriato, surgiría =
el nacionalismo, un esfuerzo conjunto
entre el Estado
y las artes por recuperar
el pasado precolombino de México, posicionándolo como una identidad
unificadora, al mismo tiempo que se rechazaba la hispanidad.
Según =
span>Pérez Vejo (2021), el mestizaje es el mito fundacional de la identidad mexicana, pues=
México es “un país construido a partir de =
la
mezcla de dos herencias culturales y dos razas” (Pérez <=
span
style=3D'letter-spacing:-.3pt'> Vejo,
2021, 7). Y, por ello, entre 1944 y 1964, como resultado de la ideología postrevolucionaria, =
span>se fundaron
tres museos como pilares de la identidad mexicana: el Museo Nacional de Antropología, el Museo Nacional
de Historia y el Museo
Nacional del Virreinato.
La utilización de la Histo=
ria
para determinar la civilidad del mexicano; así como buscar la unicid=
ad a
través del mestizo
(Harguindeguy, 2012) y desde una óptica occidentalista, conforman lo=
que
Ferro (2016) llama el “esencialismo mexicano”. Sin emb=
argo,
la misión de las instituciones, como los museos mencionados, no
debería consistir=
principalmente en recuperar el pasado, sino en “enseñarnos a dialogar sobre
nuestra realidad de forma horizontal y multidimensio=
nal, dejando
atrás la folclorizaci&o=
acute;n del mundo indígena” (Sierra
& Chávez, 2022, 186).
As=
í,
al definir el rumbo de la identidad nacional mexicana, también se
definieron sus formas y representaciones, pues de acuerdo con Sánchez, la identidad nacional es un “espacio =
semiótico metafórico que halla su materialidad <=
/span>en el territorio, en la lengua, en la historia,
en los símbolos =
laicos y religiosos, en la comida,
en el vestido, en las herramientas de trabajo, en las producciones artísticas: =
span>música, pintura,
danza; en el mobiliario, y en los medios de transporte” (Sánchez, 2014, 268). Por ello, la identidad nacional mexicana que se transmitiría de generación en generación tomaría como sustrato sus imágenes, sus colores, sus figuras, es decir, los vehículos de representación de las materialidades seleccionadas.=
Sin embargo, dado que tradiciones, costumbres y la concepción de los espacios
de uso práctico y simbólico dentro de una sociedad, son determinantes de su identidad (Lepetip , =
1996), no es casualidad
que para el 2016, cien años después d=
e la Revolución Mexicana
y 200 años desp=
ués de la Independencia, la colecci&oacut=
e;n de 150 etiquetas
se alejara de la visión oficial naciona=
lista, y los participantes decidieran cons=
truir visualmente aquellos concep=
tos que les resultaban más repres=
entativos.
Por
otra parte, coincidimos con Sán=
chez cuando
reconoce al sujeto
como principal portador
de la identidad, ya que “es en el sujeto donde la ident=
idad
nacional encuentra su funcionamiento, pues por él atraviesan todas l=
as manifestaciones
identitarias” (Sánchez, 2014, 268). Así, la misma
representación visual del indio, sujeto protagónico que interactúa con cada especio intervenido en la etiqueta, fue también utilizado en la edición “Barrios de México” como vehículo de
representación identitaria, actualizándose y
transformándose de una etiqueta a otra.
El arte y cultura populares
también son identificados como elementos clave para conocer y recono=
cer
la identidad nacional (Ramírez, 2007), pues al ser representados de manera iterativa construyen símbolos que luego se abonan al imaginario. Para el autor, las representaciones visuales y textos de materialidades cotidianas pueden tomarse
como una herencia
cultural, pues en conjunto configuran rasgos element=
ales que luego se reconocerán como raíces culturales, es de=
cir,
que una herencia iconográfica puede ser el “sustrato
identitario” en el que un pueblo
cimienta su cultura propia y su nacionalidad.
Por ello, se podrían consi=
derar
las etiquetas de la edición “Barrios de México” c=
omo
parte de una cultura popular qu=
e, a
partir de sus iteraciones simbólicas, pueden construir un nuevo sust=
rato
de representaciones visuales asociadas
a la identidad mexica=
na. Así, la colecci&oacut=
e;n se entiende como una actualización de la identidad, promovida desde una
campaña de marketing . Al=
ser
construida de manera colaborativa, puede ser tomada como
una manifestació=
;n
popular, considerando ésta como aquella manifestación ante la
cual el pueblo se identifica a sí mismo <=
span
lang=3DES style=3D'letter-spacing:-.3pt'> y a los demás pueblos mediante representaciones precisas en u=
na
amplia selección de imágenes visuales y proverbios populares (Gutiérrez, 1998, 86).
4. El nacionalismo post-revolucionario
La construcción de la identidad
mexicana tuvo un segundo impulso
desde el Estado mexicano en la primera
mitad del siglo XX. Concluida la lucha armada de principios del siglo
XX, conocida como Revolución Mexicana,
la nación quedó dividida, y habiéndose derrumbado el régimen político, con él
también cayeron los valores y la perspectiva de lo que significaba ser mexicano. Por eso, establecer una identidad nacional compartida parecía una de las vías de
reconstrucción del país, fortaleciéndolo culturalmente=
, y
unificándolo.
De acuerdo con Makowski , el nacionalismo “constituye un importante recurso ideol&oa=
cute;gico para la integración y la unificación, para lo cual se vale de discursos que exaltan la homogeneidad y la unidad
étnico-cultural” =
(2000, 468).
Con Álvaro Obregón en la presidencia de México, la vida
cultural adquirió una gran importancia, puesto que fue “depositaria de la expresión ideológica de un orden nuevo que, traducido en el lenguaje de una nueva plástica […], dejó una huella cu=
ya
marca persiste hasta nuestros días” (Bahena, 2002, 61). =
Así fue como nació el muralismo mexicano,
movimiento artíst=
ico en el que el indio volvió a ser protagónico, apareciendo en murales de edificios patrimoniales. A través de la pintura mural se perseguía el objetivo de “educar el gusto, compartir ideas de patriot=
ismo y
de orgullo por lo netamente mexicano, fomentar la igualdad social, llegar
al fondo del alma del espectador para transformarlo” (Garrido, 2009, 61). Aunque
eran una manifestación artística, “los murales
fueron una solicitud directa desde el estado que buscaba difundir su
ideología, y fueron prom=
ovidos
por el mismo José Vasconcelos” (Loranca, 2019, 22). Los murales
incluían temas clave de lo que =
significaba ser mexicano, desde
distintas óptica=
s; por ejemplo, el mestizaje religioso entre los dioses
mexicas y el cristianismo
(Aguilar, 2022).
=
Expresiones artísticas como=
la
pintura, la literatura y el teatro también tomaron=
partida
en la construcción de la identidad y
de la cultura mexicana (Monroy, 2020; Barbosa, 2019; Cadena, 2017).
Además, había esfuerzos por recuperar manifestaciones populares que antes <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>habían sido menospreciadas y hasta <=
span
lang=3DES style=3D'letter-spacing:-.4pt'> castigadas, <=
/span>siendo la tradición festiva el aspecto
por excelencia que comparten todas las regiones
y hasta estratos sociale=
s. Así, se construy&oacu=
te; el legado
cultural e identitario del México renovado y progresista, constituido por una amalgama de expresiones<=
span
style=3D'letter-spacing:2.0pt'> simbólicas como “mitos,
tradiciones, imágenes, sonidos, texturas, hábitats, alimentos,
vestimentas, juegos y lenguaje
coloquial” (Ramírez, 2007, 119), entre otros muchos aspectos
(Mraz, 2010).
La iteraci&oacut=
e;n de las expresiones=
span> simbólicas y las prácticas de estereotipac=
ión provocaron =
span>también un reconocimiento =
en el extranjero
de lo
que significaba
ser mexicano.
El cine
mexicano también jug&oacut=
e;
un papel
importante, pues “asumió=
; como su tarea principal la de ser el medio idóneo para representar y difundir los elementos que conformaban la identidad
nacional” (De la Vega, 2010, 406). El cine proveía “fuentes narrativas y formas visuales que contribuyeron poderosamente al
proceso de identidad” (De la Vega,
2010, 406). Además, se convirtió
en una
de las
representaciones plásticas “de lo que en exterior y en ocasiones también hacia el interior se asoció con lo mexicano. Esta iconografía del país y de su gente [̷=
0;]
constituyó una invención de los artistas sustentada en una voluntad nacionalista, en una necesidad consciente y politizada de transmitir a la gente del pueblo una historia común”
(Bahena, 2002, 62).
El movimiento nacionalista sumó a varios
artistas que aprovecharon el auge para buscar un reconocimiento en manifestaciones menos académicas: “Repudiamos la pintura llamada de caballete y todo arte de cenáculo ultra intelectual por aristocrático=
, y exaltamos las manifestaciones del =
arte
monumental por ser de utilidad pública” (Tibol , 1996, 23). El arte monumental al que referían es el muralismo, el cual, servía para difundir<=
span
style=3D'letter-spacing:-.05pt'> una “historia común”. En ese sentido, y aunque quizá el arte nacionalista en un principio fue periférico, ahora estaba instaurado en el centro,
como identidad mexicana,
por lo que, de alguna manera, aunque la etiqueta
de cerveza volvía a ser periférica y para-identitaria , en su origen se enmarcaría en esa misma ideología original
de los artistas: dar voz a aquellos elementos fuera del arte ul=
tra
intelectual aristocrático.
Un=
o de los elementos icónicos dentro de las manifestaciones artísticas es el maguey, un cactus a partir =
del cual <=
span
lang=3DES style=3D'letter-spacing:-.3pt'> se produce la bebida alcohólic=
a antes
mencionada llamada pulque. El mismo maguey colaboró en la
popularización de la cerveza, pues en el “sigl=
o XX la
ineficacia de la producción industrial pulquera hizo que el maguey se
exterminara”. <=
/span>Sin embargo, siguió siendo important=
e como elemento simbólico, puesto que se mantuvo vigente
gracias a “su
representación en las expresiones artísticas de
México” (Ramírez, 2007, 116).
El referido estudio
de Ramírez (2007) presenta al maguey y al pulque como elementos
clave de la identidad nacional,
muy arraigada a la cultura popular, a diferencia de la cerveza, que fue
importada, por lo que en un principio
las principales marcas
tuvieron que hacer
un gran esfuerzo
para que fuera
adoptada por la población. Por todo ello, resulta irónico que la cerveza
sea la que promueva elementos
de cohesión e identidad nacional,
y entre las etiquetas de la misma,
no existan referencias al maguey y al pulque,
excepto en una de Oaxaca,
por ser un lugar caracterizado por la producció=
;n de
otro destilado: el mezcal (ver Figura=
VII,
más abajo).
En este esfuerzo del nacionalismo=
post-revolucionario , los libros de texto fueron un el=
emento
protagónico en la difusión de dicha ideología. En Méxi=
co, desde
1960, existían libros
escolares de nivel
primaria repartidos de manera gratuita
y obligatoria, que fueron creados y distribuidos por el gobierno (García & Maldonado, 2019, 742). Muchos de estos libros de texto, además, presentaban las pinturas murales y otras obras de los distintos artistas para complementar la narración de la historia de México, haciendo accesible esos discursos para aquéllos que no podían visitar los espacios en donde los murales fueron creados, colaborando así en la construcción de una historia común.
Po=
r ello, <=
span
lang=3DES style=3D'letter-spacing:-.2pt'>y por otros <=
span
lang=3DES style=3D'letter-spacing:-.2pt'>contenidos tanto visuales
como textuales, los libros de texto han sido estudiados en distintas =
ocasiones para identificar<=
/span> el rol que desempeñaron en la construcción distintos discursos (García, 2021). Por ejemplo, los libros de texto gratuitos han sido identificado=
s como <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>formadores de ideologías, no sólo<=
/span> en cuanto al contenido textual, sino también en lo referente al contenido visual, pues éstos inclu&iacu=
te;an
un sinnúmero de imágenes. Estas
imágenes propuest=
as desde el Estado han sido consumidas a lo largo de 50 años por millones de lectores: niños y niñas en edad escolar,
todo el profesorado, pad=
res y madres de familia. Por lo tanto, no son imágenes visuales
que puedan pasar
desapercibidas, sino que están arraigadas en la colectividad. Por ello, dichas
imágenes deben concebirse “como fuen=
tes de información histórica, social, cultur=
al, ideológica y de poder” (Sánchez, 2014, 258).
Lo=
s libros de texto =
gratuitos fueron un gran <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>medio de difusión a travé=
s del cual se buscó =
construir la identidad nacional, vinculada<=
span
style=3D'letter-spacing:-.3pt'> a hechos históricos, héroes y=
valores
cívicos particula=
res, así como de roles relacionados con los niños, el padre, la madre y la familia (García & Maldonado, 2019). Dentro de los contenidos visuales y textuales,
los libros incluyeron cuentos, mitos, historias y
simbolismos provenientes de las culturas precolombinas. En conjunto, los libros se encargaron de
presentar un pasado utópico-mágico, así como la
destrucción del mismo por los conquistadores. Dicha narrativa fue y ha sido tan dominante que ha quedado profundamente arraigada en buena parte de los mexicanos, hasta el punto
de que incluso se puede
reconocer un resentimiento generalizado ha=
cia
los españoles, por una guerra que sucedió hace más de =
500
años.
5. El indio como figura de la identidad
nacional
En=
todo el
esfuerzo por contar con una historia común, el referente
simbólico de la identidad nacional mexicana por
antonomasia fue la figura del indio. El indio tenía el objetivo
último de “paliar la amenazante fragmentación que podía <=
/span>percibirse en los distintos ámbitos de la vida cotidiana” (Campos, 2010, 109). <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>El indio, =
por lo tanto, =
prometía ser un símbolo u=
nificador que podría soportar
todos los significados de la identidad
nacional, unificando etnias,
ideología y lengu=
as.
Así, el discurso historiográfico oficial, plasmó, R=
20;a
través de sus textos y s=
us
ilustraciones, la imagen histórica del indio americano
que mejor se ajustaba, en el presente,
a la idea de nación que en cada caso se quería construir” (C=
ampos,
2010, 108).
El=
pasado =
indígena y la tradición religiosa importada por la hispanidad =
span>fueron los dos pilares sobre los cuales se construyeron <=
/span>una infinidad de discursos, tanto populares como desde <=
span
lang=3DES style=3D'letter-spacing:-.2pt'> el Estado, pues ambos <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>universos simbólicos representaban terreno fértil para la adopción de una
identidad común, ya que representan “la reconstrucción =
de
un imperio perdido [y] la salvación cris=
tiana
de las almas”. Ambas escenificaciones utópicas, buscaron ser e=
l vehículo de cohesi&oacut=
e;n y viceversa, pues “sólo a partir de la unidad se podía aspirar a la utopí=
a de un futuro mejor” =
(Campos, 2010, 109), y sólo a partir de la utop&ia=
cute;a
se puede aspirar a la unidad.
=
Sin embargo, dado <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>que la lucha =
armada de principios =
span>del siglo =
XIX, <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>reconocida como Revolución Mexicana, fue un movimiento que surgi&oacut=
e; desde el pueblo,
desde personas que se desenvolvían en contextos agrícolas y rurales, aquellos
símbolos relacionados con la hispanidad parecían distantes y
ajenos, pues pertenecían a un universo que era poco o nulamente accesible. En cambio, el indio “no
representaba la alteridad, sino una parte importante del ‘nosotros’ y, en este sentido, la iconografía desarrollada dentro de las fronteras de la nación parecía mostrarse como la mejor forma de representarlo” (Campos, 2010, 113). Además, se logró construir y materializar una imagen utópica del pasado precolombi=
no, en
la cual dicho pasado “aparecía como el epítome de una s=
erie
de virtudes cívicas y guerreras” (Campos, 2010, 113).
Una vez concluida la Revoluci&oac=
ute;n,
y acorde con la interpretación indigenista de la historia que conden=
aba sistemáticamente toda la herencia
hispana, la idea de “lo mexicano” se construyó en torno al estrato cultural
de lo popular,
un estrato cuyos orígenes quisieron anclarse en lo que se consideraba el elemento más puro del país: la cultura indígena histórica, y las manifestaciones
que
de ella habían llegado hasta el presente
(Campos, 2010, 115).
Esto ha permeado también al ámbito =
comercial, y se puede ver en diferentes marcas mexicanas que aún=
span> llevan =
en su nombre, o en algo <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>de su identidad, =
span>reminiscencias del nacionalismo, =
como revaloraci&o=
acute;n del imperio perdido. Por ejemplo,
han surgido marcas
con palabras como Azteca, que comercializan partes
de aluminio, o chocolates; incluso
la segunda televisora más grande de México lleva dicho =
vocablo: Tv
Azteca. Entre otras palabras comunes utilizadas
para construir marcas estaban Tolteca, Cuauhtémoc o Moctezuma, mismas que son parte de la cervecera
que estam=
os analizando en este artículo. El pasado indígena aún es una ruta para rastrear la identidad mexicana
en diversos estudios (Aguilar, De la
Torre & Martel, 2019).
Así, la imagen visual se convirtió en el su=
strato
identitario para la representación de espacios, de prácticas<=
span
style=3D'letter-spacing:2.0pt'> culturales y de otras materialidades, como también la materialización visual de una ideología, que recurrió al poder simbólico del indígena para soportar las aspiraciones unificadoras de una nación. En ese contexto surge la Cerveza Indio, presentando en su etiqueta al
último tlatoani (gobernante), con su armadura de guerra, dispuesto a=
ser apropiado
como identidad y como producto por una nación en reconstrucció=
;n.
Cien años después, las campañas de Cerveza Indio comienzan a buscar y a difundir otras identidades arraigadas en las cantinas, en los pueblos mágicos y, por supuesto, en los barrios de
México.
6. Las etiquetas de “Cerveza Indio”: charros, cholos<=
span
style=3D'letter-spacing:.45pt'> y más
De=
ntro de las 150 etiquetas que conforman la colección “Barios de México”, de Cerveza Indio, existen algunos elementos iterativos,=
es decir, que distintos participantes representaron la=
identidad
de un lugar a través de los mismos elementos simbólicos. =
En
este apartado se presentan de manera cuantitativa aquellos elementos que fueron más comunes, así como también se seleccionaron algunas etiquetas para mostrar otros aspectos entorno a la configuración de la identidad que pueden dar matices cualitativos de dicho esfuerzo visual. Las etiquetas fueron recopiladas
de la página oficial de Facebook de Cerveza Indio (Cerveza Indio, 20=
18),
que hasta enero del 2023 aún se
encontraban disponibles en su totalidad.
El acercamiento a las etiquetas se
realizó desde una perspectiva metodológica exploratoria, a
través de la cual, y desde un enfoque cualitativo, se tomaron las representaciones visuales como íconos en el sentido de Peirce (1974), es decir, se tomaron como elementos que imitan en sus características visuales a aquellos lugares, objetos o personas que buscan representar, o que por lo menos establecen una relación de semejanza con los mismos;
desde un enfoque cuantitativo, se identificó el número de =
veces (token ) que una categoría (type ) era representada en las etiquetas (Peirce, 1974).
El=
aspecto común de la colección tiene que ver con el hecho de que todas hacen referencia =
span>a un lugar, aunque no necesariamente cumple con la categoría de barrio. Es decir, l=
as
150 etiquetas representan visualmente 35 barrios, 43 <=
span
lang=3DES style=3D'letter-spacing:2.0pt'> municipios, =
span>16 colonias, 19 poblados, 3 ciudades, un Estado y 3 mercados. El resto se divide entre centros recreativos, <=
/span>delegaciones, estacio=
nes de metro, acantilados, montañas, parques, islas,
miradores y playas.
Asimismo, aunque la República Mexicana cuenta =
con 32
Estados, la representación de éstos no fue del todo equitativ=
a,
aspecto que es comprensible, da=
da que
las ciudades más grandes cuentan con un mayor número de
asentamientos de tradició=
;n
histórica. Ciudad de México, por ejemplo, cuenta con 18
etiquetas, seguida por el Estado de México con 9. Oaxaca
participa con 8 etiquetas, mientras
que Jalisco, Hidalgo
y Nuevo León cuentan con 7. Finalmente, se pueden encontrar
6 etiquetas de Chihuahua y Guanajuato. El resto de los Estados
participan con 5 etiquetas o menos, siendo Tabasco, Nayarit
y Coahuila los que sólo cuentan con una sola etiqueta.
De los 32 Estados, sólo faltó Colima, al no ser representado por ninguna
etiqueta.
La=
s formas
de representación, y la selección de elementos
simbólicos para referir la identidad barrial, fueron tan variadas como la cantidad de lugares a los que hacen <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>alusión. Se identificaron =
aquellos elementos que aparecieron
con mayor frecuencia como estrategia para representar=
la
identidad de la localidad. Véase, a continuación, la Tabla 1, que muestra una síntesis de las categorías que se describen
en este apartado, por lo que se discutirán en profundidad etiquetas que muestran
representaciones de edificaciones, paisajes o artesanías, entre otros
aspectos. Cabe mencionar que las categorías no son excluyentes, es decir, una misma etiqueta
puede contener dos o más categorías aquí identificadas.
=
Categoría
=
Edificaciones =
=
Paisajes =
Trasformación =
al indio
=
Artesanías=
span> =
=
Trajes Típicos
=
Fauna =
=
Representaciones
70
44
64
46
17
52
Tabla 1. Pr=
incipales
elementos re=
presentados
de forma <=
/span>iterativa en las
etiquetas. El=
aboración
propia.
Dado que “Barrios de
México” es una colección que busca representar el
territorio, una de las formas más comunes fue hacer referencia a sus estructuras arquitectónicas=
y monumentos. Por ello, 70 etiquetas muestran
alguna forma de representación visual de edificaciones que se encuentran en la localidad, entre ellas, edificaciones patrimoniales, zonas arqueoló=
gicas,
templos y monumentos.
La Figura II muestra tres etiquetas que hacen referencia a edificaciones<=
span
style=3D'letter-spacing:-.2pt'> para representar cada localidad. De izquierda
a derecha, la primera corresponde al Fuerte de San Miguel, utilizado para
representar Campeche. El ilustr=
ador
eligió la parte externa del fuerte como fondo de la etiqueta.
Nótese también que, como fondo del recuadro del nombre IND=
IO,
aparece una textura que hace referencia a las canastas tejidas con palma, u=
na
artesanía com&uac=
ute;n en el lugar. La representación mediante
artesanías de la localidad también fue una estrategia recurrente en 46 etiquetas. En el medio de la Figura II está la etiqueta que representa la parroquia de Nuestra Señora de la Asunción en Tlaxcaltilla , <=
/span>en San Luis Potosí. El marco del nombre INDIO
hace referencia a la parte
superior de la entrada al templo. Asimismo,
lo que se muestra de fondo es la decoración exterior del domo, que también es parte de la iglesia y se alcanza a ver des=
de la
fachada. Finalmente, en la etiqueta derecha de la Figura II, aparecen al fondo
unas esculturas antropomorfas =
y una pirámide, referenciando clarame=
nte la
zona arqueológica de la =
Tollan junto al cerro de Xicuco , e=
n Tula de Allende,
Hidalgo, donde existen
cuatro esculturas claramente identificables s=
obre
una pirámide.
Cabe
mencionar que, de las 150 etiquetas, sólo 7 hacen referencias a zonas arqueológicas, es decir, el 4.6%. Asimismo, el ilustrador también aprovechó el espacio de fondo que enmarca el nombre INDIO, para representar la silueta
del cerro del Xicuco . M=
ediante estrategias sinecdóticas similares, ya sea tomando
sólo un fragmento
de la edificación o
mostrando estructuras completas, otros ilustradores decidieron representar =
una
localidad completa a
través de la imagen de una edificación propia del lugar.
=
span>
Fuerte
de San Miguel, construcción concluida en 1801, en la ciudad de Campeche.
Templo d=
e Nuestra
Señora de la Asunción
en Tlaxcaltilla , en San Luis Potos&iacut=
e;.
Zona arqueológica de La Tollan junto al cerro de Xicuco ,
en Tula de Allende.
Figura II. Representaci&=
oacute;n de la identidad barrial a través de edificaciones.
Otr=
a forma
recurrente de representar una localidad fue a través del paisaje, pu=
es
44 etiquetas (29.3%) hacen referencia a algún elemento
paisajístico característico de una localidad en particular. D=
ada
la geografía de México y sus cordilleras, es comprensible que se to=
maran
21 elementos montañosos, entre los que se incluyen cerros, cañones, sierras, volcanes y
barrancas, además de la representación de 7 playas. En la Fig=
ura
III se muestran tres etiquetas =
que
representan un lugar a partir de sus características
paisajísticas. La primera imagen del lado izquierdo refie=
re a Creel, un poblado que se encuentra en lo alto de la Sierra Madre
Occidental y se caracteriza tanto por su relación con la Sierra Tarahumara como también con el Cañón del Cobre o Barranca del Cobre, en el Estado
de Chihuahua. Por esa razón se puede ver un paisaje
rocoso al fondo
de la etiqueta, y en el recuadro
del nombre INDIO se muestra de fondo unos pinos en la noche. Creel
también es conocido como Estación Creel, pues es uno de los destinos
que toca el tren Chepe,
de gran interés turístico, que hace un recorrido por la sierra
y por las barrancas. Cabe mencionar que la Sierra Tarahumara se conoce así por ser la ubicación del pueblo originario de los Tarahumaras o Rarámuri, seleccionados también para ser representados en la etiqueta 73, portando el traje típico de los Rarámuri=
con
las Barrancas del Cobre de fondo.
En la etiqueta
intermedia de la Figura III, se puede ver la imagen que representa la quebrada del puerto de Acapulco, Guerrero, en la costa del Oc&eacut=
e;ano
Pacífico, un acantilado de 45 metros de altura ubicado a la orilla d=
el
mar. Éste se encuentra en una zona de alto turismo de Acapulco, por sus playas,
y es un atractivo turístico recurrente desde=
hace muchos años, dado que hay clavadistas amateur que
saltan todos los días al mar desde los 45 metros de altura a cambio de una propina,
visualmente representad=
os en la etiqueta. Nótese =
el cambio
de tamaño del recuadro del nombre INDIO
y de la figura del indio, pues son más pequeños, una estrategia que fue utilizada 35 veces en la
colección de 150 etiquetas.
En=
la etiqueta derecha de la Figura III, <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>se puede =
ver un paisaje acuático con palmeras, representando =
la laguna de Bacalar
en el estado de Quintana
Roo, cerca del Mar Caribe.
Esta laguna es famosa por sus aguas de distintos
tonos de azul y de transparencia cristalina, si=
tio que se ha vuelto popular
entre los turistas
en los últimos años. El diseñador
también eligió el marco del nombre INDIO para representar un
paisaje con palmeras.
Creel,
representando la Barranca
del Cobre, en el Estado de Chihuahua.
Cañada de la Quebrada en el puerto de Acapulc=
o,
Guerrero.
Laguna de Bacalar en el Estado de Quintana Roo.
Figura III. Representaci&=
oacute;n de la identidad a travé=
s de paisajes.
El título de este
artículo promete “charros y
cholos”, refiriéndose a estereotipos de ciertos grupos sociale=
s que fueron representados a trav&eacu=
te;s
de la modificación del indio, figura protagónica en la etique=
ta
de cerveza. Aunque no son las f=
ormas
de transformación del indio más comunes en toda la
colección, se eligieron éstas como
título para mostrar el aspecto colorido
y divertido de este esfuerzo colaborativo, y también para resaltar
la perspectiva para-identitaria que se a=
leja
de aquella tradición nacionalista centrada en construir la identidad=
mexicana casi exclusivamente a parti=
r del
pasado prehispánico. El indio en la etiqueta fue modificado un total=
de 64 veces, ya sea agregando acceso=
rios o
transformándolo por completo; es decir, hay un indio actualizado en un 42.6% de las etiquetas. =
=
En las Figuras
II
y III, los principales elementos comunicativos<=
/span>
correspondían al fondo
de la
etiqueta, construyendo el argumento
en segundo plano. En la Figura IV, el elemento
que soporta el mensaje principal
es el mismo indio modificado. En la etiqueta
del lado izquierdo, el indio se ha transformado en un mariachi,
un músico tradicional mexicano declar=
ado incluso
patrimonio por la UNESCO (2011).
El mariachi es una agrupación de varios músicos que utilizan instrumentos de cuerdas, metales y cantan canci=
ones
tradicionales.
El mariachi va vestido con el tradicional traje de charro el cual, a grandes rasgos=
, es
un vaquero que hace suertes con la soga y con su caballo. A esas prácticas se les llama
charrería, y es considerado como el deporte
nacional de México. El charro queda
caracterizado, entre otras
cosas, por su atuendo y por un sombrero grande.
La etiqueta del mariachi corresponde al barrio de San Juan de Dios, uno de los más antiguos de la ciudad de Guadalajara en el
estado de Jalisco. En ese barrio se encuentra la Plaza de los Mariachis, por
eso su aparición en la etiqueta, y también el Hospicio Cabañas, un centro cultural
también declarado=
patrimonio y que cuenta con 57 murales de
José Clemente O=
rozco,
reconocido artista del movimiento muralista, mencionado previamente. Entre =
los
mismos, un
mural viste el interior de un domo en tonos <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>rojos, representado en la etiqueta como <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>fondo del mariachi. Aunque charros y vaqueros
sólo fueron representados en 6 ocasiones, fueron 16 veces las que se
decidió incluir como par=
te de la identidad un sombrero en el atuendo
del indio. Como tal, se puede ver la etiqueta
de en medio de la Figura IV. En ésta, el indio fue vestido con un sombrero
tipo tejana y un saco vaquero. Esta etiqueta representa a Tierra Blanca,
en la ciudad de Culiacán, Sinaloa. El diseñador también r=
efleja la afición de los lugareños por las camionetas
tipo pick-up , un aspecto com&ua=
cute;n
en ciudades del norte de México, sobre todo en poblados pequeñ=
;os y rancherías. También e=
stá representado el Puente Negro,
un puente ferroviario construido hac=
e más de 100 años para cruzar el Río Culiacán.
Fi=
nalmente, en la etiqueta del lado derecho de la Figura IV se presenta la imagen del cholo, que, aunque tiene <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>varios significados, uno de ellos =
refiere a un indígena “que ha adoptado usos y costumbres =
span>urbanos y occidentales” (AML, 2021). Durante el siglo =
XX, Ciudad de México =
se convirti&oac=
ute; en un destino popular, atrayendo gran inmigración de personas provenientes del campo y de comunidades rurales; entre<=
span
style=3D'letter-spacing:-.45pt'> ellos,
muchos indígenas=
que abandonaron su comunidad para buscar mejores
oportunidades en la gran ciudad.
El indio en la etiqueta
de la derecha ha sido transformado para marcar de forma más evidente sus rasgos
faciales, mostrando una nariz y boca anchas,
rasgos que, quizá, son más similares a los pueblos originales del sur de México. En esta etiqueta también es importante el entorno que envuelve al personaje, pues está completamente urbanizado, así como el personaje mismo, que porta una gorra, pantalones y hasta gafas
oscuras. Es decir,
el indio mismo
adoptando usos y costumbres occidentales y urbanas; por eso se toma como cholo.
El=
microbús, típico transporte público de Ciudad de México en los años en que estaba vigente la convocatoria, es uno de los elementos que enfatizan la urbanización del personaje, ubicado
en la colonia Agr&iacu=
te;cola Oriental
de la Ciudad de México. Cabe mencionar=
que la palabra
“cholo” tam=
bién es utilizada en ocasiones para referirse a personas
que se reúnen en pandillas, generalmente involucradas en actividades
delictivas, por lo que “cholo”, algunas veces,
representa un adjetivo
peyorativo que incluso
se ha utilizado para discriminar a algunas personas
por sus rasgos o vestimenta. En=
este
artículo, la palabra “cholo” se toma para resaltar la
urbanización del personaje, tal
como lo dice la definición, es decir, la transformación del
personaje del indio como lo propone la marca de cerveza su versión del 2010, a un personaje
con ropas y entornos más urbanos, transf=
ormado por los ilustradores para esta edición “Barrios de MéxicoR=
21;.
Po=
r otra <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>parte, el cholo, al mismo =
tiempo, ha sido <=
span
lang=3DES style=3D'letter-spacing:-.25pt'> símbolo de una actitud particular, pues representa =
span>a alguien valiente,<=
span
style=3D'letter-spacing:-.1pt'> territorial, que se apropia
del entorno y no le teme ni a la ciudad ni a nadie; de alguna manera, es una forma del nuevo guerrero, como el an=
tiguo
indio mexica, pero urbano y moderno.
Las artesanías son una
práctica económica y cultural arraigada en algunas localidade=
s,
por lo que están profundamente vinculadas con la ident=
idad.
Por eso mismo, no es casual que se hiciera referencia a las artesaní=
as en 46 etiquetas, es decir, en una te=
rcera
parte de la colección. La Figura V muestra 3 etiquetas que incluyen<=
span
style=3D'letter-spacing:2.0pt'> referencias al trabajo artesanal. La primera del lado izquierdo corresponde a<=
span
style=3D'letter-spacing:-.5pt'> Tampiquito, en el Estado
de Nuevo León, una localidad<=
span
style=3D'letter-spacing:-.05pt'> que se dedica
a la talabartería, =
esto es, al trabajo
con pieles para cinturones, botas,
bolsas, que son decoradas a mano. La etiqueta muestra
uno de los patrones más comunes de fondo,
y el personaje ha=
span>
sido tra=
nsformado en vaquero, que es el estilo de vestimenta que más incorpora ese tipo de trabajo. La etiqueta de en medio representa a Taxco en el Estado de Guerrero, una
localidad característica por su trabajo artesanal con plata, principalmente joyería, dada su
cercanía con las minas de ese metal. La etiqueta del lado derecho representa al pueblo de Real de Catorce en San Luis Potosí, una población dentro
del territorio de la comunidad indígena =
de Huicholes
o W=
ixárica , cuyos habitantes realizan
una artesanía con cuentas diminutas
de colores con las
que forman esculturas y otras piezas.
Indio
vestido de mariachi y domo del Hospicio Cabañas, en el barrio de =
San
Juan de Dios, Guadalajara, Jalisco.
Indio vestido de Vaquero y Puente Negro, construcción ferroviaria en Tierra Blanca, Culiacán, Sinaloa.
Indio
urbanizado (cholo) y transporte=
público, colonia Agr&iacu=
te;cola
Oriental en la Ciudad de
México.
Figura IV. Re=
presentación de la
identidad me=
diante estereotipos. =
span>
=
Los Wixárica son un grupo que
peregrina por el territorio que ellos reconocen como Wirikuta, un espacio territorial entre San Luis Potos&iac=
ute;,
Jalisco y Zacatecas. Esta comunidad es mejor conocida por utilizar en ritua=
les sagrados
el peyote, un cactus que al consumirlo tiene efectos<=
span
style=3D'letter-spacing:-.15pt'> alucinógenos. La etiqueta está construida con=
los colores vivos, que son típicos en las artesanías huichol, incluye=
ndo formas circulares parecidas
a la rebanada de una naranja que refieren al peyote, el cual también es conocido como venado azul, y por eso mismo aparecen esas figuras en la etiqueta.
Además de las artesanías, distintos pueb=
los originarios se caracteriza=
n por tener un traje típico, es decir, un tipo
de vestimenta tradicional elaborada por ellos mismos que les ayuda tanto a
identificarse como grupo, así <=
/span>como a distinguirse de otros. Dado el proceso de modernización de todo el país, los trajes típicos ya no representan generalmente un atuendo cotidiano, s=
ino
que es portado en las festividades locales.
La Figura VI muestra algunas
de las 17 etiquetas en las que se vistió al indio con el traje típico de la región que representa =
la
imagen. Del lado izquierdo, la etiqueta de la Magdalena en Michoacán,
muestra al indio con una m&aacu=
te;scara que tradicionalmente se usa en la “Danza de los Viejitos”. En ésta,=
cuatro
danzantes portan máscaras de grandes proporciones, una vestimenta de manta y un sombrero grande con listones. La etiqueta de en medio viste al indio con el traje típico =
de los Tarahumaras, también conocid=
os
como Rarámuri, una comunidad reconocida
por recor=
rer largos maratones situada
en la sierra de Chihuahua, por eso mismo se pueden
ver las Barrancas del Cobre de fondo. Los recuadros del nombre INDIO de estas dos etiquetas, izquierda y medular,
muestran detalles referentes a las artesanías d=
e la
región.
Textura de fondo =
que representa la
talabartería en Tampiquito , Nuevo León.
Piezas
de joyería de plata trabajadas
en Taxco, Guerrero.
Colores que representan =
span>el trabajo con cuentas
diminutas de Real de Catorce, e=
n San
Luis Potosí.
Figura
V.=
Representación de la
identidad mediante referencias de artesanías.
La=
etiqueta derecha de
la Figura VI =
representa
al pueblo
Mayo, también autodenom=
inado Yoreme , =
en
Huatabampo, Sonora. El indio porta el traje típico utilizado en la Danza del Venado, en la que los danzantes usan una cabeza
de venado y maracas.
El fondo
representa la bandera Mayo, identificada
por un
fondo naranja y unas
estrellas; la bandera también cuenta con un venado, aunque
ausente en la etiqueta, pues es una referencia al venado de las estrellas.
Indio portando
la máscara y el traje típico de la Danza
de los Viejitos, en Michoacán.
Indio vestido con el traje típico de los Tarahumaras, en la Sierra
de Chihuahua.
Indio vis=
tiendo el traje típico para la danza del venado,
en Huatabampo, Sonora.
Figura
VI=
. Re=
presentación de la
identidad me=
diante trajes
típicos.
Finalmente, se muestran en la Fig=
ura VII otras formas a través de =
las
cuales también se buscó representar la identidad. Dada la relación de la cultura mexicana=
con
la muerte y sus conocidas prácticas durante el Día de Muertos,
no es casualidad que=
aparecieran en 5 etiquetas representaciones de calaveras, como es en la etiqueta
del lado izquierdo referen=
te al
Barrio de Triana, también conocido como Barrio =
del
Encino en Aguascalientes. Esta =
etiqueta
representa a través de las calaveras el trabajo de José Guadalupe Posada, artista originario de Aguascalientes de principios del siglo XX cuyos grabados
con calaveras son mundialmente conocidos, y es el Barrio de Triana el que alberga
el Museo que lleva su nombre. La etiqueta central
se incluye en este documento para mostrar que también la fauna del lugar fue repres=
entada
52 veces como símbolo identitario. En este caso, se hace referen=
cia
a las ballenas, que<=
span
style=3D'letter-spacing:-.25pt'> pueden
ser avistadas cerca
de las costas de Ensenada, Baja Californi=
a. La etiqueta menciona
La =
Bufadora , un acantilado
que sirve como chimenea para expulsar agua cuando chocan las olas, similar al respiradero de una ballena. De ahí que la
leyenda cuente que La Bufadora es una ballena q=
ue un
día quedó atrapada para =
después
convertirse en roca.
La etiqueta del lado derecho de la Figura =
VII se eligió=
porque =
muestra dos cosas <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>relevantes: una referencia a la flora =
del lugar, =
en este caso el agave, y al mismo tiempo representa una actividad comercial como la producción de mezcal.=
Matatlán, en Oaxaca, se caracteriza por cultivar la planta agave, una cactácea que se utiliza
para fabricar el mezcal, destilado con alto conten=
ido
alcohólico parecido al tequila, pero de tradición artesanal. =
El
indio fue transformado en un ji=
mador,
que es la persona encargada de cosechar la planta. A los pies del indio
están las “pi&ntil=
de;as”, que son los corazones del agave utilizados para ser procesados para obtener el mezcal. Otras etiquetas mostraron
también represent=
aciones visuales
de la flora de los distintos lugares,
o actividades comerciales como mercados, o
incluso aquellos lugares reconocidos por sus actividades artísticas.=
Indio convertido en calaca o calavera,
representando el trabajo de
José Guadalupe Posada en
Aguascalientes.
Ballenas grises representan <=
/span>la fauna <=
span
lang=3DES style=3D'letter-spacing:2.0pt'> de Ensenada,
Baja California, y la leyenda de La B=
ufadora .
El
agave de fondo y las “piñas” extraídas por el jimador
muestran la actividad
comercial de Oaxaca.
Figura VII. Otras vías de representaci=
ón de la identidad
=
span>
7.
Conclusiones
Las 150 etiquetas muestran una
identidad construida de forma colaborativa, desde la perspectiva de las personas que habitan y viven
la identidad, y no desde el Es=
tado.
En ese sentido, y al dí=
a de
hoy, el conjunto de vínc=
ulos
identitarios representados visualmente en las etiquetas de la cerveza confo=
rma
una para-identidad ,
puesto que refieren
a una mexicanidad dist=
inta a la vanagloria del Imperio Mexica como pasado común y origen unificador del pueblo mexicano,
la cual fue impuesta y promovida por el Estado durante gran parte del siglo XX, desde
instancias políticas, educativas y artísticas.
Lo=
s 83
participantes de la edición especial Barrios de México constr=
uyen
también mundos posibles (López-León, 2019), mostrando
a México como un país pluricultural, =
proyectando una identidad construida desde el concepto
de localidad, tal y como es el caso de los barrios, y vinculada a
distintos aspectos tanto monumentales como referentes a prácticas culturales específicas. Ferro propone
utilizar la palabra
“mexicaneidad ”, pero “entendida como la polisemia de la identidad, en
donde lo particular se vuelve diversidad y el sujeto mexicano [es] un ser plural” (Ferro, 2016,<=
span
style=3D'letter-spacing:-.45pt'> 15), por lo que “sería mejor
reconocer que no poseemos una identidad cultural
homogénea sino pl=
ural y
estar dispuestos a dialogar con las culturas distintas” (Ríos,
2010, 45).
Las
edificaciones arquitect=
ónicas son reconocidas como elementos de cohesión identitaria de un lugar,
pero también su estética geográfica. Es decir, que c=
ada
territorio se vuelve único y diferente a todos los
demás, mediante <=
span
style=3D'letter-spacing:-.1pt'>elementos espaciales característicos<=
/span> y
singulares, que son los =
vehículos a través de los cual=
es las
personas pueden vincular=
se e identificarse con ese territorio. En ese sentido,
las etiquetas manifiestan siempre relacio=
nes icónicas con las localidades, pues las formas
de representación=
se producen siempre
a través de la semejanza
con aquello que representan. Sin embargo, este ejercicio permite ver que los símbolos identificados por todos los participantes destacan
por su riqueza de significados, y son un abanico de costumbres y
prácticas para-identitarias , alejadas de=
l discurso
nacional oficializado por el Estado y fundamentado en un glorioso pasado precolo=
mbino.
A diferencia de é=
ste, las para-identidades son más cercanas a las localidades, están vivas, y son propuestas y construidas a través de aquellos elementos simbóli=
cos
que las personas consideran valiosos.
Las
artesanías est&a=
acute;n vivas y han pasado de generación en generación; los sitios paisajísticos aún existen y se pueden visitar y experimentar; los charros conviven con los cholos, y viceversa; están vivos, se pueden tocar, se les puede
escuchar cantar, y reír. En estas etiquetas existen
elementos más tangibles que narran su propia historia, y que se sienten
como propios. Por eso mismo, esta edición especial de Cerveza
Indio, y su campaña promocional, fueron un éxito, puesto que los consumidores se sintieron representados; se reconocieron y conocieron al otro en el resto de las etiquetas.
El=
indio =
se transforma;<=
/span> es un ente <=
span
lang=3DES style=3D'letter-spacing:-.35pt'> vivo <=
span
lang=3DES style=3D'letter-spacing:-.1pt'>que se vuelve vaquero, charro, cholo, pachuco, hípster ,
artista, huichol, calaca, yaqui, surfer , jarocho, boxeador,
mariachi, luchador, matlachín , dandy , ch=
ofer,
minero, jimador, danzante, mito y leyenda, apropiándose de su entorno y construyendo =
otro
discurso.
El=
13 de agosto de 2021 se cumplieron =
span>500 años<=
/span> de la caída=
de la gran <=
span
lang=3DES style=3D'letter-spacing:-.4pt'> Tenochtitlan, =
capital del Imperio Mexica. Dicha caída f=
ue un
evento histórico que marcó un parteaguas para la conquista
española. Para conmemorarlo, =
span>el
zócalo de Ciudad de México presentó los “500
años de Resistencia Indígena”, un evento que con tal el
título
buscaba cambiar el discurso de un pueblo vencido por el de un pueblo en resistencia, <=
/span>y por eso se organiz&oacut=
e; celebrar el aniversario con ese nombre.
Para ese día, el gobierno mexicano
construyó una maqueta
gigante a manera
de réplica del Templo Mayor de los mexicas en el zócalo capitalino. Ese acto simbólico permite reconocer una insistencia en el
pasado prehispánico como principal ruta identitaria, manifestando que
sigue vigente como versión oficial, lo que deja ver que el duelo por un imperio perdido no ha sido superado, y hay una renuencia generalizada a dejarlo ir.
Cerveza Indio, quizá sin
proponérselo, ha contribuido a la construcción de un discurso=
para-identitario que actualiza el espejo en el que los mexicanos =
se
miran a sí mismos, reconociendo su valor pluricultural, y
asumiendo que la riqueza=
de
este país está en sus diferencias, en sus colores y en sus múltiples matices. =
Las
etiquetas que representan los barrios,
esos lugares donde nacieron distintas personas, no buscan proponer un discurso unitario o una
perspectiva común, sino una cosmogonía caleidoscópica;=
distintos
orígenes, pueblos y costumbres entrelazados en el corazón de eso que hoy =
se
llama México.
Así, la colecci&oacut=
e;n de las 150 etiquetas es también una celebración visual
de la diversidad; una<=
span
style=3D'letter-spacing:-.2pt'> celebración de todos los elementos vinculados con las expre=
siones
identitarias: los territorios, las edificaciones, las vestimentas, las prácticas
culturales, todos ellos construidos y reconocidos de forma colectiva, y
ahora difundidos y re-apropiados <=
/span> a través de la cerveza.
=
o:p>
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Reseña =
curricular
Ricardo López-León es Doctor en Ciencia=
s y Artes para el Diseño en el
área de Estética Aplicada y
Semiótica del Diseño, por la Universidad Autó=
;noma
Metropolitana, México. Es Profesor Investigador de la Universidad
Autónoma de Aguascalientes, en el Centro de Ciencias del Diseño. También lidera el Cuerpo Académico Estudios Integrales de Diseño. Ha sido colaborador de proyectos de investigación internacionales para distintas universidades nacionales e internacionales. En los últ=
imos
años, ha orientado sus esfuerzos investigativos en áreas que
competen a la Alfabetizaci&oacu=
te;n
Visual y a la Teoría y Educación del Diseño.
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