Reviewed by José Alaniz, University of Washington, Seattle.
Gordo by/de Gus Arriola: Depicting Mexico and Modernism. Nhora
LucÃa 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 LucÃa 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 20th 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 20th-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 IztaccÃhuatl 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 (artesanÃa), 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: “¡MuchÃsimas 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 hÃjole
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.