Reclaiming Poch@ Pop: Examining the Rhetoric of Cultural Deficiency

Cruz Medina is Assistant Professor of Rhetoric and Composition at Santa Clara University, USA.

• Foreword; Arturo Aldama 1. A Poch@ Pop Preface 2. Proto-Poch@ Representations in Film 3. Poch@ Methodological (re)appropriation for Resistance 4. Alcaraz and Madrigal: Re-appropriating Poch@ for Resistance 5. Poch@teca: Re-Understanding the Historical Trajectory of a Proto-Chican@ Identity 6. Poch@s Strike Back: Ozomatli Members Respond to Pop Culture Commentary Afterword

"Reclaiming Poch@ Pop is a must-read for all scholars. Although the Poch@ identity - a complex mestizaje way of being - has existed within the Latino culture for years, its existence has often been downplayed within the academy. Medina's work on Poch@ismo and artists is a desperately needed piece to the puzzle for academics across disciplines of rhetoric, communication, writing, pop culture, and ethnic studies. His complex analysis of the poch@ and pochteca and the ideas of the 'traveling merchant role' is skillfully written to a level that is not replicated by any other scholar. Gracias, Cruz, for writing such a book that will no doubt impact the lives of many." - Octavio Pimentel, Associate Professor, Texas State University, USA"This book is rare for its quality but also the depth of its analysis. Professor Medina is able to bring essential information to the analysis of visual, popular and literary culture, and to take Latino/a studies to the twenty-first century." - Juan Velasco, Santa Clara University, USA and author of Las Fronteras Moviles: Tradicion y Modernidad en la Literatura Chicana Contemporanea