respuestas published

Commercialization of Dia de
los Muertos : Is Visibility
Coming at Too High a Price
(Literally)?
BY ISABELA ANGULO
Día de Los Muertos, with its decorative sugar skulls and elaborate displays of cempasúchil and papel picado, is
known for its vibrant celebration of those who have passed and its uniquely spirited perspective of death. Stemming
from the indigenous cultures of Mesoamerica and mixed with the Spanish Catholic influence brought forth in the
16th century, 1 the holiday is a reflection of the complex and tangled history of our people and the syncretic nature of
Latine culture. Today, the holiday is characterized by Latin pride and honor of the dead.
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However, recent concerns about the commercialization of the holiday have emerged, especially in the United States.
The sudden increase in the popularity of the holiday, while partly related to the rise of the Latine population in the
U.S., 2 is mostly due to its introduction into popular culture; as observed with the Day of the Dead Barbie, Day of the
Dead Nike sneakers, and more. 3 We saw it with Disney, and their outrageous attempt to trademark the phrase “Día
de los Muertos” before the release of Coco. 4 Sin vergüenza. Although these things bring visibility to our people, a
visibility that we have been longing for decades, it comes at a price – literally. Without caution, small invasions like
this can begin to blur the lines between appropriation and celebration, as what happened with Cinco de Mayo. What
may seem like a commemoration of Latinidad and our history at its face, is really just an excuse to sell
stereotypical and gimmicky “Latine” merchandise and liquor. 5 Without proper recognition of the roots or the people
behind it, these adoptions of our culture into the mainstream seem like a slap in the face.
Día de Los Muertos was initially popularized in the United States by Chicanos in East Los Angeles in the 1970s.
Chicanos working for Self Help Graphics, an arts organization that aims to support Latine artists within the
community, decided to promote the holiday. 6 In an interview with Yes!Magazine, executive director of SHG Betty
Avila stated that the inspiration for this idea sprung from the notion that Latine people in the United States needed
a holiday to solidify their mixed identity. 7 It was an outcry against the active commodification of Mexican-American
heritage with holidays like Cinco de Mayo. SHG’s events have become not only a place to celebrate our roots but also
one for political activism. 8
This is not the first time, and definitely not the last, that Día de Los Muertos has been used as a platform for
political movements and statements. The well-known imagery of La Calavera Catrina, an image created decades ago
by Mexican printmaker Jose Guadalupe Posada, was intended to be a satire of the obsession of the wealthy Mexican
elite with European high society. 9
1 Muñoz-Ledo, Rocío. “¿Cuál es el origen e historia del Día de Muertos en México y por qué se celebra?” CNN. Oct. 31, 2023. Accessed Oct. 20, 2023.
2 “Beyond Sugar Skulls: The History and Culture of Dia de los Muertos.” PBS Education. Oct. 31, 2019. Accessed Oct. 20, 2023.
3 Sandoval, Mathew. “How commercialization over the centuries transformed the Day of the Dead.” The Conversation. Oct. 27, 2021. Accessed Nov. 1,
2023.
4 Rodriguez, Cindy. “Day of the Dead trademark request draws backlash for Disney.” CNN. May 11, 2013. Accessed Nov. 2, 2023.
5 Morales, Priscilla. “Understanding Cinco de Mayo.” Carnegie Mellon University. Apr. 20, 2023. Accessed Nov. 1, 2023.
6 Mejorado, Renekah. “Traditions and Change: The Transformation of Día de los Muertos in the United States.” SAAM. Oct. 27, 2022. Accessed Nov. 1, 2023.
7 Kolhatkar, Sonali. “Chicano Artists Resist Commercialization of Día de los Muertos.” Yes!Magazine. Oct. 28, 2021. Accessed Nov. 2, 2023.
8 “Dia de los Muertos in Los Angeles.” Self Help Graphics and Art. 2023. Accessed Oct. 25, 2023.
9 “The history behind the iconic Dia de los Muertos look.” abc7. Nov. 1, 2023. Accessed Nov. 2, 2023.