Becoming La Raza

A comprehensive exploration of race as a crucial, consequential, and constitutive feature of Chican@ movement activism in the 1960s.

In 1965, striking farm workers in the San Joaquin Valley sparked the beginning of the Chican@ movement. As the movement quickly gained traction across the southwestern United States, public frictions emerged and splits among activists over strategic political decisions. José G. Izaguirre III explores how these disagreements often hinged on the establishment of a racial(ized) identity for Mexican Americans, leading to the formation of La Raza Unida, a political party dedicated to naming and defending Mexican Americans as a racialized community.

Through close readings of figures, vocabularies, and visualizations of iconic texts of the Chican@ Movement—including El Plan de Delano, Rodolfo “Corky” Gonzales’s “I Am Joaquin,” and newspapers like El Grito del Norte and La Raza—Izaguirre demonstrates that la raza was never singular or unified. Instead, he reveals a racial identity that was (re)negotiated, (re)invented, and (re)circulated against a Cold War backdrop that heightened rhetorics of race across the globe and increasingly threatened Mexican American bodies in the Vietnam War. In lieu of a unified nationalist movement, Izaguirre argues that activists energized and empowered La Raza as a political community by making the Chican@ movement multivocal, global, and often aligned with whiteness.

For scholars of political movements, US history, race, or rhetoric, Becoming La Raza will provide a valuable perspective on one of the most important civil rights movements of the twentieth century.

Includes close readings of figures, metaphors, visualizations, and vocabularies in iconic texts of the movement, such as The Plan de Delano, Rodolfo “Corky” Gonzales’s “I am Joaquin” as well as newspapers like El Grito Del Norte and La Raza

This book proposes and enacts a de/colonial mode for rhetorical criticism that promises to highlight how resistance to oppressive racializing processes exists on a political spectrum and is subject to influence from multiple overlapping contexts.

In lieu of a unified, nationalist movement, Izaguirre argues that activists energized and empowered La Raza as a political community by making the Chican@ movement multivocal, global, and often aligned with whiteness.

José G. Izaguirre III is Assistant Professor in the Department of Communication at the University of Colorado Boulder.

José G. Izaguirre III is Assistant Professor in the Department of Communication at the University of Colorado Boulder.