Güeros: Social Fragmentation, Political Agency and the Mexican Film Industry Under Neoliberalism

  • Jacobo Asse Dayán


This chapter discusses the effects of neoliberal ideology on the Mexican film industry, on film audiences and its contents. It describes an industry that caters exclusively to the economic elites, following the logic of economic optimization and foregoing any attempt at a cinematic project rooted in national culture. The author analyzes Alonso Ruizpalacios’ Güeros (2014) as an interesting case study illustrating the difficulties of trying to resist neoliberalism after decades of living in a society and working inside a film industry strongly shaped by its ideology.

Works Cited

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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Jacobo Asse Dayán
    • 1
  1. 1.Independent ResearcherMexico CityMexico

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