PROGRAM INFO
- Title:
- Lowriding: The Fusion Of Cultural Symbols And The Diffusion Of Cultural Myths
- Program #
- 1980-41
- Theme:
- Culture
- Series:
- Social Issues
- Host:
- Linda Fregoso
- Guest:
- Luis Plascencia
- Date:
- Sep 8, 1980
Lowriding: The Fusion of Cultural Symbols and the Diffusion of Cultural Myths
Luis Plascencia 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 BustamanteAppropriation
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