Abstract
The article claims that Mexico had enjoyed a fairly successful international image during the 1990s, as reported by diplomatic dossiers, but is now challenged by the projection of a negative global image in other nations, as portrayed by five global newspapers. The mostly positive stereotyping of Mexico in the 1990s stressed pre-Hispanic cultures, natural heritage and famous artists. At present, the identity of Mexico is associated with Narco-violence, the killing of women in Ciudad Juarez and corruption. This article also shows that during the 1990s, the Mexican diplomacy mainly relied on its traditional images but lacked the sophistication to build an innovative presence abroad in relation to the challenges posed by globalization.
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