Exhibit Review: Gordo by/de Gus Arriola: Depicting Mexico and Modernism

 Reviewed by José Alaniz, University of Washington, Seattle.

Gordo by/de Gus Arriola: Depicting Mexico and Modernism. Nhora Lucía Serrano (curator). Billy Ireland Cartoon Library & Museum, Ohio State University. December 13, 2023 to May 5, 2024. https://library.osu.edu/exhibits/depicting-mexico-and-modernism-gordo-by-gus-arriola-representando-mexico-y-el-modernismo

 Some years ago, I had one of those moments when it hits you: you’ve lived long enough to detect a major cultural shift.

I was standing in the order line at Chipotle, a chain which itself did not exist before 1993. Behind me, I heard a nasally voice coming from someone whom I would blithely describe as “central-casting young metrosexual white dude.” He was telling the server what he wanted, which included “some guac and pico.”

His words momentarily threw me. Then I realized what he meant: guacamole and pico de gallo. That’s the way I had indicated said items my entire life, wherever I resided, from deep South Texas to Northern California to Seattle. I felt a tiny flare of outrage at the casual Newspeaky butchering of “my people’s” language, but then I just shrugged. These words aren’t really “my people’s,” anyway. “Taco” has been English for a long time. We live in a country, after all, where around the year when Mr. “Guac and Pico” was born, salsa’s US sales overtook those of ketchup.¹

For this state of affairs we can thank — more than most cultural figures, and certainly more than any other cartoonist — Gus Arriola and his celebrated comic strip Gordo. For more than four decades, it was the Mexican-American Arriola who most helped a mid-century white USA gain a new appreciation for the language, history, culture and cuisine of its neighbor to the South. 

“By including Spanish words [in his strip], Arriola introduced an American audience to Spanish phrases such as ‘piñata,’ ‘hasta la vista,’ ‘ándale,’ and more,” wrote Nhora Lucía Serrano. “He also included traditional Mexican recipes, holidays and pottery.”

I quote from the introduction to “Gordo by/de Gus Arriola: Depicting Mexico and Modernism,” the first US retrospective on the strip, which Serrano curated. As she further explained, Gordo was syndicated in over 270 publications by United Feature from 1941 to 1985, becoming the “most visible ethnic comic strip” of the 20^th century.

That means Gordo traversed the eras of the Cisco Kid, of Zorro and the Zoot Suit, of Touch of Evil (with Charlton Heston in brownface), of Speedy Gonzalez and Slowpoke Rodriguez, as well as the rise of the United Farm Workers and Chicanismo movements, the Frito Bandito (a 1960s Frito-Lay TV ad campaign featuring a cartoon Mexican brigand who stole your Fritos) and beyond.

How bad did the mainstream representation of Mexican-Americans get in that span of time? Well, how about this little gem: an early 1980s deodorant commercial featuring “an obese, sombrero-wearing mustached figure [who] calls his followers to a screeching stop, reaches into his saddlebag for a small can of Arrid spray deodorant, lifts up his arms and sprays. A voice-over says, ‘If it works for him, it will work for you.” As an encyclopedia of advertising put it, “[T]he campaign was not well received by the Latino community” (McDonough/Egolf, The Advertising: 1059).

A walk through Serrano’s show demonstrated to what an astonishing degree Arriola’s work was swimming against that cultural tide. Drawing from the Billy Ireland’s collections and those of private owners, “Gordo by/de Gus Arriola” presented over 165 items, including 85 comic strips, original drawings, books, photographs, letters, animation by Bret Olsen and even some Gordo merchandise. The exhibit was easily the most scholarly attention paid to this trailblazing 20^th-century figure since Robert C. Harvey’s 2000 book Accidental Ambassador Gordo: The Comic Strip Art of Gus Arriola. Serrano was the perfect person to pull it off, too. Originally from Colombia, she is a Comparative Literature professor and Director of Academic Technology, Teaching and Research at Hamilton College; a founding board member and Treasurer of the Comics Studies Society; and editor of Immigrants and Comics: Graphic Spaces of Remembrance, Transaction and Mimesis (Routledge, 2021).

During my visit one chilly February day, I was especially moved by the fact that Serrano presented all the exhibit literature, including item labels, not only in English but also in crisp, proper Español (no “guac and pico” here). Such a bilingual approach doesn’t just honor its subject’s heritage, it represents a model of inclusivity and outreach to non-Anglophone communities in Ohio and beyond. (I happen to have relatives in the region who would appreciate it.)

Gustavo “Gus” Arriola (1917-2008), born in Arizona, started in animation at Screen Gems, then went on to MGM. Gordo was his first comic strip. Envisioned as the Mexican L’il Abner, the series at first capitalized to an unfortunate degree on North America’s profound ignorance and prejudice regarding Mexico. Over time, though, the artist rethought that stance, and began to instead use the strip as a venue to educate as well as entertain. Gordo became a series where you could have a laugh and learn something about another culture — a fabulously rich culture that long predated Columbus. You might even pick up words like “amigo” and “muchacho.”

      Arriola traveled to Mexico for the first time in 1960. As for many Mexican-Americans, a trip to the mother country greatly impacted his sense of identity, making him even more resistant in his work to the neo-colonialist distortions of Latin America in the US mass media. Around then Gordo also got a lot more experimental, especially on Sundays.

In terms of plot and characterization, the strip is straightforward. We follow the doings of Perfecto “Gordo” Salazar Lopez, his nephew Pepito, and their various pets including Señor Dog and Cochito the pig down Mexico way. The debut, published on November 24, 1941, delivers on the poor English and stereotypes Arriola knew his readers expected. As Pepito declares: “An’ you wanna know somteeng? My uncle Gordo ees the mos’ bes’ bean farmer of the world!”

Gordo (“Fat man” or “Fats”) wears a sombrero, takes a lot of siestas, and lusts after women (some of them white).

      In short: the series, alas, leaned hard into the dehumanizing ethnic humor which was such a pillar of mid-century popular culture. It was the age of Amos ‘n’ Andy, of The Treasure of the Sierra Madre (“I don’ have to show you any steenkin’ badges!”), of Fu Manchu and Disney’s The Three Caballeros,² a time when Desi Arnaz, half of the most famous inter-ethnic couple in 1950s television, was breaking ground — but still had to effect an exaggerated, mannered demeanor to match his white audience’s preconceptions of “Cubanness.”

Yet even in this period Arriola was educating his readers. In a December 12, 1948 Sunday strip, Gordo shows his old friend Santa Clos (i.e. Santa Claus) how to make a piñata to meet new demand, spurred by a previous strip on Mexican holidays, for the children’s game. That same year, so many people wrote to request Gordo’s “Beans Weeth Cheese” recipe that a ceramic Gordo Bean Pot embossed with the strip’s characters appeared in stores. (The exhibit had one under glass.)   

Then came Arriola’s 1960 pivot from material that tended to reinforce Mexican stereotypes to his embracing the role of ambassador to south-of-the-border culture, mores and language. For one thing, Gordo dropped the bean farming career and became a sort of itinerant tour guide, ferrying visitors in his colectivo (public bus), dubbed Halley’s Comet, to various interesting country locales. And where else on the comics page were you going to learn so much about the Day of the Dead? The October 29, 1967 Sunday strip presented a lovely exploration of the holiday, featuring sugar skulls, an altar and zempasuchitl, a type of marigold, the traditional flower of the dead. (The stylized, skull-laden title and creator credit to “Góstova Chanss” testifies to Arriola’s playful side.)

Even as he moved away from the more egregious ethnic humor, though, the artist retained much of the visual typage. As he told Harvey, “You needed them to establish certain things … For instance, Gordo would wear his big sombrero only as a sort of costume: if he went to play in his little orchestra or if was going courting, he would put on his charro suit. His costume established this activity as a special occasion. Any other time, he wore his bus driver’s cap. But the symbols had to be there, I guess, for quick recognition of what I was trying to say or do” (Accidental: 189).

Serrano arranged the show more or less chronologically, with areas devoted to various aspects of the strip. I especially enjoyed the part on Gordo’s animals, since these furred and feathered companions often had as much agency and importance as the humans. Another section dealt with homages to Arriola, including a 2008 strip by Alcaraz from his La Cucaracha (1992) and a 2001 tribute by Cantú and Carlos Castellanos, from Baldo (2000).

Among many other pleasures, seeing large-sized Gordo originals gave me a new appreciation for how Arriola’s work anticipates that of the Hernandez Bros, especially Beto’s Palomar stories. The use of silhouettes, the Latin American settings and architecture, the texturing on walls, the characters’ expressions, all point to the future comic art Gordo was shaping, which included Love & Rockets. You can see this especially clearly in the May 28, 1944 Sunday page (which Arriola produced while serving in the army!), in which our hero and his associates, on their way to explore the ancient Mayan ruins of Chichen-Itza, take a side trip to check out a cenote. As a caption explained: “The greatest part of the state of Yucatan is composed of limestone. The annual rainfall drains through the porous ground and forms subterranean streams! Because of high caverns, sections of surface layer collapse, causing deep pits with water 70 or 80 feet below the surface! – These are called cenótes!!” [sic].

      Apart from Gordo’s ethnographic value, Serrano subtitled the show “Depicting Mexico and Modernism” for a reason. Especially after 1960, no strip since Krazy Kat and Gasoline Alley evinced such a modernist ethos — at times ecstatically so.

      Of course, as M. Thomas Inge in his “Krazy Kat as American Dada Art” chapter in Comics as Culture (1990) and more recently Jonathan Najarian remind us, comics and modernism were never really that far apart in their sensibilities: “the divisions between high and low forms of art were never as strong as conventional accounts of modernism made them seem” (Najarian, “Comics”: 5). Gordo, with its strong influences from Frank King and George Herriman, was an instance of film scholar Miriam Hansen’s vernacular modernism, characterized by what Glenn Willmott describes as “its paradoxical yet seamless fusion of overtly abstract and mimetic effects in cartoon style” (“Entanglements”: 29).

      I’m thinking here of a September 6, 1959 strip in which noisy kids prevent Gordo from enjoying his beloved siesta. Different panels explode with garish colors and abstract shapes denoting their racket. It makes for an intense evocation of sound in a silent medium. Once Gordo finally gets the rowdy youngsters to leave, the final panel glows a bright yellow, with the balloonless declaration: “Silence is golden.” (The lexia in this strip also bear mention for their unconventional proportions, anticipating Chris Ware’s work.) The episode recalls Hillary Chute’s observation that “There’s an excess about comics that makes people uncomfortable, like too much visuality, a plentitude. And this is almost always centered on the expression or representation of the body” (“Afterward”: 305, emphasis in original).     

Not only that; like Picasso, Arriola filtered the ancient through a modern idiom. See for example an extraordinary series of July/August, 1968 Gordo Sunday pages recounting the tragic romance of Iztaccíhuatl and Popocatépetl from Aztec mythology in a style which fuses comics and pre-Columbian iconography. Another Sunday strip, from June 18, 1950, tells its story through character silhouettes on vases-cum-panels, while at still other times the artist evoked Mexican folk art (artesanía), pottery, and Egyptian ideograms.

Arriola could even give Ernie Bushmiller a run for his dinero. In a November 20, 1955 Sunday strip, Gordo finds himself on fire. Pepito quickly puts out the blaze, but in the aftermath they realize that the fire has burned a hole through the newspaper itself. Through it they can see the page underneath — which has a Nancy strip.  

Such bold visual gambits made Gordo among the most experimental mainstream series of its era, which, as Serrano put it, “permitted the Mexican character, and Mexico by extension, to be seen as a more accepted resident of a modernist ethnic America.”

There was another way Arriola sought to affirm his modern bona fides: through depictions of the counterculture. Case in point: Bug Rogers, the always “with it” Beatnik spider. 

“Gordo by/de Gus Arriola: Depicting Mexico and Modernism” was a marvelous experience. I wish it would tour the world. It more than validates the trend of academics curating public-facing comic art exhibits (e.g. Ben Saunders, Charles Hatfield, Sarah Lightman, Jared Gardner). It’s a brilliant model to draw in (so to speak) as wide a public as possible to, I daresay, (re)learn what makes America America.

Arriola, through his humble Mexican everyman, taught valuable lessons to a nation that at the time knew next to nothing about its Southern neighbor — and most of what it did “know” was wrong and harmful. I wish I could say we’ve long moved past that issue in 2024. Instead, as I type this a candidate for president boasts about how, when elected, he will undertake the largest deportations of “illegals” in US history. To which I can only say, “Chinga tu MAGA, pendejo.” On the other hand, we do live in the age of guac and pico, which gives me some measure of hope.  

In any case, if we as a nation are ever to overcome retrograde Trumpian thinking, educational opportunities like Serrano’s exhibit will be part of the solution. That the Arriola show took place in the perfect setting of our nation’s premiere comic art repository, well, that’s just the cereza on top.

To Serrano and the Billy Ireland: “¡Muchísimas gracias!”

And pass me some guac and pico, please.

 

¹ And it wasn’t even close; that year US salsa sales beat ketchup by over $40 million (O’Neill, “Apple”: 49). That said, 1992 was also around the time when someone I dated in college (white) told me she thought pico de gallo meant “pick of the garden.” 

²This was part of the Good Neighbor policy, a US government initiative to blunt Nazi Germany’s influence on Central America during WWII. The film has its heart in the right place, but híjole it sure leaves no Latino stereotype unturned.

 

Bibliography

Chute, Hillary. “Afterword: Graphic Modernisms.” Comics and Modernism: History, Form, and Culture. Ed. Jonathan Najarian. University Press of Mississippi, 2024: 301-309.

     Harvey, Robert. C. Accidental Ambassador Gordo: The Comic Strip Art of Gus Arriola. University Press of Mississippi, 2000.

 Inge, M. Thomas. Comics as Culture. University Press of Mississippi, 1990.

McDonough, John & Karen Egolf. The Advertising Age: Encyclopedia of Advertising. Vol. 1. Routledge, 2002.

Najarian, Jonathan. Comics and Modernism: History, Form, and Culture. University Press of Mississippi, 2024.

O’Neill, Molly. “New Mainstream: Hot Dogs, Apple Pie and Salsa.” The New York Times (March 11, 1992): 49, 54. https://timesmachine.nytimes.com/timesmachine/1992/03/11/550992.html?pageNumber=49. 

  Willmott, Glenn. "Entanglements” in Comics and Modernism: History, Form, and Culture. Ed. Jonathan Najarian. University Press of Mississippi, 2024: 15-32.