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In his image and likeness: The Puerto Rican jíbaro as political icon

Journal: Centro Journal
ISSN 1538-6279

Volume: XVII;
Issue: 2;
Date: 2005;
Original page

This essay explores the rhetorical power of the emblem of Luis Muñoz Marín’s Partido Popular Democratico (PPD) during the senatorial campaign of 1940. The PPD’s emblem functioned to invoke the archetypal myth of the jíbaro, along with associated cultural values and corresponding ideological commitments, thus gathering the rhetorical forces the PPD needed to shape and mobilize a constituency. In so doing, the emblem rendered “visible” a jíbaro subject, transforming the same into a political icon and enhancing the constitutive force of the campaign discourse.

Tango Jona
Tangokurs Rapperswil-Jona

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