The main message described in the following pages is the conscious,
intentional political project by Mexican government and tourism
officials to promote an ideology of cultural citizenship that
encompasses the notion of a clean and tidy citizen as a good host
for tourists that visit Isla de Mujeres a small island located in
the Mexican Caribbean. The promotion of cleanliness at the
national, regional, and local levels by Mexican government
officials and agencies translates into marketing campaigns such as
signs and murals designed for Isleos eyes only. What is underlined
in the commentary of Isleos is the racialization of cleanliness
based on an ideology of a biological lineage having to do with a
purity of blood or limpieza de sangre -cleanliness of blood-
brought to New Spain/Mexico by Spanish conquistadores. The
promotion of cleanliness at the national, regional, and local
levels by Mexican government officials and agencies translates into
marketing campaigns such as television and radio commercials,
signs, murals, school curriculum, and extracurricular activities
such as community organizations geared toward children.
General
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