Abstract At the turn of the twentieth century, the White business community of Gonzales, a small town in central Texas, envisioned a bright future for the town. It imagined Gonzales as an important town, civilized, progressive, and ethno-racially defined, with the White community—mostly Anglo Texans and German Texans—as protagonists, and African Texans and Mexican Texans as extras. At the time, the region was undergoing major economic, technological, and demographic changes, including the influx of European and Mexican immigrants. Together with a more independent African Texan community, these changes challenged the dominant southern narrative and strengthened both an emerging Progress narrative and several counter-narratives related to historical celebrations such as Decoration Day, Juneteenth, and 16 de septiembre. In this article, I study the White community's efforts to strengthen an ethno-racially defined, business-oriented community. These efforts involved not only specific business initiatives, but also violence against and marginalization of minorities, as well as a substantial rewriting of the narrative that defined Gonzales as a place. Zooming in on Gonzales makes apparent the ways in which the White community had to continuously modify itself and its vision of Gonzales to maintain power. The case study offers insights into broader issues relating to uses of history and place, and how narratives shape, and are shaped by, ethno-racial dynamics.
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