The Role of Indigenous Peoples in Guatemalan Political Advertisements: An Ethnographic Content Analysis

Abstract

This study investigates the current status of indigenous peoples within Guatemalan society, as articulated in one of the most relevant forms of modern communication, political advertising, and defined by one of the most relevant forms of self-expression to the indigenous peoples of Guatemala, the traje. Using ethnographic content analysis, the study examines the roles and characterizations of indigenous people in 67 television commercials from across the Guatemalan political spectrum. Results indicate that indigenous people are most often seen as “crowd members,” and are never given important roles, such as “candidate endorser” or “undecided voter.” Overall, wearing traje is associated with helplessness and separateness. The commercials of Q’iché Maya candidate Rigoberta Menchú exhibited many of the same characteristics of other candidates.

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