{"id":11578,"date":"2009-08-10T10:53:22","date_gmt":"2009-08-10T15:53:22","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=11578"},"modified":"2017-11-05T17:21:08","modified_gmt":"2017-11-05T22:21:08","slug":"collective-action-and-the-frito-bandito","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2009\/08\/10\/collective-action-and-the-frito-bandito\/","title":{"rendered":"Collective Action And The Frito Bandito"},"content":{"rendered":"

According to this slide show at Slate<\/a> (linked from The Color Line<\/a>), the Frito Bandito was introduced as a mascot for Fritos in 1967.<\/p>\n

\"10_Frito\"<\/p>\n

A “cunning, clever-and sneaky” thief who loved the “cronchy” corn chips, he was targeted by the Mexican American Anti-Defamation Committee (MAADC).<\/p>\n

Here’s the Frito Bandito in action:<\/p>\n

[youtube]http:\/\/www.youtube.com\/watch?v=FbYj7ZyqjYY[\/youtube]<\/p>\n

The Slate notes read:<\/p>\n

So, Frito Lay ordered a makeover. An ad firm was told to tidy up the Bandito, fix his teeth, and change his expression from sinister sneer to rascally grin. His guns were holstered, too, a response to the assassination of Robert Kennedy… But the MAADC was unmoved and prompted several television affiliates to ban the Bandito. In 1971, a House subcommittee made him the star of hearings about ethnic defamation on the airwaves. It wasn’t long before Frito Lay pulled the campaign.<\/p><\/blockquote>\n

The campaign against Frito Bandito is a nice example of how collective action can make a difference. I imagine, also, that the time period (the late ’60s\/early ’70s) had something to do with MADDC’s quick success also.<\/p>\n

See more racial and ethnic stereotypes in marketing and in these posts: the Chinese (here<\/a>, here<\/a>, and here<\/a>), American Indians (here<\/a> and here<\/a>), Black Americans (here<\/a> and here<\/a>), and the Irish<\/a>.<\/p>\n

\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014<\/p>\n

Lisa Wade is a\u00a0professor of sociology at Occidental College<\/a>. You can follow her on\u00a0Twitter<\/a>\u00a0and\u00a0Facebook<\/a>.<\/p>\nLisa Wade, PhD<\/a> is an Associate Professor at Tulane University. She is the author of <\/em>American Hookup<\/a>, a book about college sexual culture; a textbook about gender<\/a>; and a forthcoming introductory text: <\/em>Terrible Magnificent Sociology<\/a>.\u00a0You can follow her on Twitter<\/a> and Instagram<\/a>.<\/em><\/span>","protected":false},"excerpt":{"rendered":"

According to this slide show at Slate (linked from The Color Line), the Frito Bandito was introduced as a mascot for Fritos in 1967. A “cunning, clever-and sneaky” thief who loved the “cronchy” corn chips, he was targeted by the Mexican American Anti-Defamation Committee (MAADC). Here’s the Frito Bandito in action: [youtube]http:\/\/www.youtube.com\/watch?v=FbYj7ZyqjYY[\/youtube] The Slate notes […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[12508,2124,253,23703,283,285,23705],"class_list":["post-11578","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-activismsocial-movements","tag-foodagriculture","tag-history","tag-marketing","tag-prejudicediscrimination","tag-raceethnicity","tag-vintage-stuff"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/11578","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=11578"}],"version-history":[{"count":10,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/11578\/revisions"}],"predecessor-version":[{"id":72104,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/11578\/revisions\/72104"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=11578"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=11578"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=11578"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}