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Media and Cultures of Consumption in El Salvador a Disserta UNIVERSITY OF CALIFORNIA, SAN DIEGO Imaginaries of Transnationalism: Media and Cultures of Consumption in El Salvador A dissertation submitted in partial satisfaction of the requirements for the degree Doctor of Philosophy in Ethnic Studi es by Cecilia Maribel Rivas Committee in charge: Professor Charles L. Briggs, Co -Chair Professor Ramón A. Gutiérrez, Co -Chair Professor Daniel C. Hallin Professor Denise Ferreira da Silva Professor Elana Zilberg 2007 Copyright Cecilia Maribel Rivas, 2007 All rights reserved. The Dissertation of Cecilia Maribel Rivas is approved, and it is acceptable in quality and form for publication on microfilm: ____ _________________________________ _____________ ____ ______________________________________________ ____ ______________________________________________ __________________________________________________ Co -Chair __________________________________________________ Co -Chair University of California, San Diego 2007 iii DEDICATION To my friends and family, always with gratitude and affection iv TABLE OF CONTENTS Signature Page…………………………………….........…….….… iii Dedicat ion………………………………………………………….. iv Table of Contents…………………………………………...………v List of Figures…………………………………………………...…. vii Acknowledgements…………………………………………………viii Vita………………………………………………….………………xi Ab stract…………………………………………………………….. xii Introduction Imaginaries of Transnationalism……………………………………1 Connecting Flight………………………………………..….1 Imaginaries………………………………………………….3 “Departamento 1 5”……………… ………………………… 7 Call Centers: Transnational Service Work………………… 9 Sh opping Malls…………………………………………….. 11 Chapter One Without Borders: The Production of Transnati onal Citizenship in “Departamento 15”………………………….....................................15 Introduction……………………………………..…….……..15 Representing the Migrant………………...…………...…..... 18 “Covering o ur People Abroad”………………………....….. 22 “Practically as i f they were here”……………………....…… 31 Responses………………………………………….……….. 37 Independence , Part I: 4 July………………………………… 40 Independence, P art II: 15 September……………………….. 45 Conclusion………………………………………………….. 52 Chapter Two “A Country of Desperate People:” Emigrat ion, Violence, and Family Separation…...………………… .56 Introduction………………………………………………… .56 v “A Public Service” in the Imaginary………………………..60 The Mutilation of the American Dream…………………….68 Zu leyma’s Story……………………………………………. 72 Memories of Violence an d E-migration…….......………….. 76 Conclusion………………………………………………….. 82 Chapter Three We Will Export Voices: Globalization and the Training of the Voice in Call Centers.......….. 84 Introduction………………………………………………….84 Exporting Voices………………………… ………………… 87 Research ing the Call Center………………………………… 94 Hiring Practices……………………………………………...96 Language and Labor Flexibility………………………….… .103 Conclusion: C alls and Imaginaries…………………………. 112 Chapter Four Imaginaries of Citizenship and Consumption: El Salvador and the Megamall.……………………………………. 116 Introductio n: Beyond Shopping…………………………….. 116 The Stu dy of Consumption…………………………………. 119 The Shoppin g Mall and the City…………………………… 126 Metrocentro……………………………………………….… 130 Multiplaza……………………………………………….…..136 La Gran Vía…………………………………………….….. ..140 Downtown San Salvador……………………………….……143 Conclusion: Consuming Transnational Imaginaries……..….147 Conclusion Narratives of Becoming Global........................................... ............... 151 “Ret urn” Flights…………………………………………….. 151 A Narrativ e of Becoming Global………………………….. 152 A Narrative of Re -enchantment…………………………….. 157 Bibli ography………………………………………………………... 159 vi LIST OF FIGURES Figure 1: Our country does not end at the borders……………… ……………24 Figure 2: Searching for New Horizons…………………………………… ... .. 27 Figure 3: País fue puente de armas a Contras/Family Tragedy………………. 42 Figure 4: The Portrayal of Patriotism and gang warfare………………………46 Figure 5: “To eventually stroll into a coffee shop ”…………………………… 138 vii ACKNOWLEDGEMENTS I thank my parents for supporting my education for so many years, for all their trust and advice, for letting me explore different possibilities, and especially for the times we have spent together in El Salvador. I thank my brothers and family, and I am lucky to be part of their lives. I have many people to thank in El Salvado r, even if I cannot list everyone by name in these pages. I want to express my gratitude to the human resources sta ff and employees at call centers and other research sites, and to the editors and journalists at La Prensa Gráfica . Their assistance and insights are vital parts of this dissertation. I thank all of them for seriously considering my research project, for a greeing to take part in it, and for thoughtfully answering my many questions. I thank my friends Ana Eugenia Aguilar , Maristella de Abrego , Celeste Salinas , Carmen Garcí a Prieto , Vicky Arias , Ana Graciela Coreas , Claudia Arenas, Alejandro Tamacas , and many others, for shar ing information and news when I am away from San Salvador and most importantly for your wonderful friendship which truly knows no distance. I thank the Ethnic Studies Department at UC San Diego for assistance in this dissertation, through graduate student support, and for the collegial and intellectual atmosphere that makes projects like this one possible. I have been privileged to have a marvel ous and supportive dissertation committee: Charles L. Briggs, Ramón A. Gutiérrez, Denise Ferreira da Silva, Daniel C. Hallin, and Elana Zilberg. I thank each of them for their guidance, for reading my work, and for their thoughtful comments that I hope I have done at least some justice to. Charles L. Briggs has been an extraordinary and viii brilliant ment or and dissertation advisor. I thank him for his generosity and patience, for supporting my ideas and research from my first days in the graduate program, for the countless conversations where he offered advice on my fieldwork and the dissertation writing process, and especially for allowing me the intellectual space to develop this project. I also wish to acknowledge Professors Jane Rhodes, Ross Frank, Roberto Alvarez, Nancy Postero, and Ana Celia Zentella and thank them for their thoughtfulness and guidan ce at different points during my years in graduate school. I thank several institutes and research units at UC San Diego for enabling my fieldwork in El Salvador and the completion of this project. Grants from the Institute for International, Comparative a nd Area Studies (IICAS) and California Cultures in Comparat ive Perspective (CCCP) supported my research trips to El Salvador. I especially thank the Center for the Study of Race and Ethnicity (CSRE) and its Director, Professor Ramón A. Gutiérrez, for a two -year research assistantship which supported my graduate studies. On two occasions, the Dean’s Travel Grant of the UCSD Division of Social Sciences supported my travel to academic conferences. Duri ng the 2006 -2007 academic year, I was a Visiting Research F ellow at the Center for Comparative Immi gration Studies (CCIS) which facilitated the completion of this dissertation. I thank Wayne Cornelius, David Fitzgerald, and Tomás Jiménez at CCIS, and Takeyuki (Gaku) Tsuda, presently at Arizona State University. My deepest thanks go to the friends I have made during my years as a graduate student, among them Tere Ceseña, Monika Gosin, Benita Brahmbhatt, Julie Hua, Thuy Vo Dang, Gina Opinaldo, Shelley Gutiérrez, Ashley Lucas, Myrna García, Morelia Portillo, Heather R ae Espinoza, Sarah Horton, Eric Hoenes, Jade Power, José Fusté, Theo ix Verinakis, Miget Bevacqua, Long Bui, Kalim Smith, Seng Vang, Tomoko Tsuchiya, Erin Malone, Anna Pagano, Eunjeong Choi, and Marla Fuentes. I am glad we have shared this time and community. I thank Faye Caronan for the laughs and meals that sustained the final stages of dissertation writing and revising, and Tim Mechlinski for being a thoughtful reader, for his help and friendship, and for the celebrations between chapter drafts. I hope all my family, friends, and colleagues I have mentioned here, and those I have not, will accept these words, if only as a just adequate expression of my gratitude and affection. x VITA 1999 Bachelor of Arts, International Studies Wa shington College, MD 2001 Master of Arts, Area Studies (Latin America) Institute of Latin American Studies, University of London, UK 2004 Master of Arts, Ethnic Studies University of California, San Diego 2004 -2006 Graduate Student Researcher, Ce nter for the Study of Race and Ethnicity University of California, San Diego 2006 -2007 Visiting Research Fellow, Center for Comparative Immigration Studies University of California, San Diego 2007 Doctor of Philosophy, Ethnic Studies University o f California, San Diego xi ABSTRACT OF THE DISSERTATION Imaginaries of Transnationalism: Media and Cultures of Consumption in El Salvador by Cecilia Maribel Rivas Doctor of Philosophy in Ethnic Studies University of Cali fornia, San Diego, 2007 Professor Charles L. Briggs, Co -Chair Professor Ramón A. Gutiérrez, Co -Chair “Imaginaries of Transnationalism: Media and Cultures of Consumption in El Salvador” is a study of how some peoples and narratives become transnation al and global, while others are excluded from this condition. The dissertation examines the Salvadoran transnational imaginary by juxtaposing three research sites, spaces where xii Salvadorans come together and “make sense” of globalization: the “Departamento 15” section of the Salvadoran newspaper La Prensa Gráfica , the growing bilingual call center sector in San Salvador, and shopping malls and
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