Abstract
Surveys conducted in the region of a new industrial Mexican town in 1958 and 1967 provided information regarding perceptions of three occupational roles—the two traditional roles of farmer and shopkeeper, and the recently introduced occupation of factory worker. Comparison of the results of the interviews reveals that there have been radical changes in conceptions of the three occupations during the nine intervening years. Farmers and shopkeepers have greatly devalued their own roles, while developing much more positive attitudes towards factory work. While these changes have not affected their own job preferences, their aspirations for their sons' occupations reflect the alterations in their perceptions of occupations. No immediate change in the relative status of the three occupations is apparent or predicted, but the growing disillusionment of farmers and shopkeepers with their traditional occupations suggests future political repercussions.
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