Abstract
We explore the coexistence of the malinchism-nationalism paradox within the TV advertising context. Generally, the malinchista concept refers to those who engage in anti-nationalist acts. The stereotype originates from La Malinche, a Mexican-Indian interpreter, to the Spaniard conqueror Hernan Cortes, whose preference for and support given to the conquerors in significant events during the conquest of Mexico (circa 1500) secured them the victory. Within the marketing arena, a malinchista is defined as a consumer exhibiting preference for imported products. We propose the use of malinchism instead of cosmopolitanism, considering that malinchism is embedded in a historical perspective, in a similar fashion than the nationalism construct.
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