Joanne Hershfield – författare

The female image has been an ambiguous one in Mexican culture, and the place of women in Mexican cinema is no less tenuous--yielding in the films of Luis Buñuel and others a range of characterizations from virgin to whore, mother to femme fatale. Mexican Cinema/Mexican Woman, 1940-1950 examines a singular moment in the history of Mexican film to investigate the ways in which the cinematic figures of woman functioned to mediate narrative and social debates. The book raises new questions about the relations between woman and cinema. It will have broad appeal among students and scholars of film, feminist studies, and Latin American studies, as well as those interested in the popular culture of Mexico. Considering the historical and cultural representations of sexual difference as well as race and class, Hershfield closely examines the portrayal of women and gender identity in six films: María Candelaria (Emilio Fernández, 1943), Río Escondido (Emilio Fernández, 1947), Distinto amanecer (Julio Bracho, 1943), Salón México (Emilio Fernández, 1948), Doña Bárbara (Fernando de Fuentes, 1943), and Susana (Carne y demonio) (Luis Buñuel, 1950).

Dolores del RÍo first came to Hollywood from Mexico in 1925 and within a year had become an international star for her role in Raoul Walsh's 1926 film What Price Glory. She would go on to work with Hollywood’s top directors, including John Ford and King Vidor, and star opposite such leading men as Henry Fonda, Fred Astaire, Orson Welles (with whom she had a scandalous affair), and Elvis Presley. Voted by Photoplay magazine in 1933 as having "the most perfect feminine figure in Hollywood," del RÍo was billed as one of cinema’s most "exotic" and "aristocratic" beauties. This image-carefully crafted by her producers, her studio publicists, and by del RÍo herself-reveals many fascinating insights into Hollywood’s evolving attitudes toward race and femininity.In The Invention of Dolores del RÍo, Joanne Hershfield explores the intersection of ethnicity, gender, and stardom in American popular culture through the lens of del RÍo’s successful and unusually lengthy career, which lasted until the 1960s. Hershfield offers close readings of del RÍo’s films-discussing in detail the roles she played, her costumes and makeup, the music and mise-en-scÈne, advertising, publicity, and reviews-that provide a nuanced understanding of how Hollywood constructed del RÍo as an exotic commodity and blunted the inherent challenge her sexual and ethnic image posed to both prevailing standards of white femininity and widespread injunctions against miscegenation. Throughout this astute and imaginative case study, Hershfield looks at del RÍo’s Hollywood films in relation to shifting ideologies about nationality, gender, and race between the 1920s and 1960s, offering an important contribution to the debate surrounding Hollywood’s ability to both reflect the nation’s racial and sexual obsessions and influence its perceptions about ethnic and gender identity.

In the years following the Mexican Revolution, visual images of la chica moderna, the modern woman, au courant in appearance and attitude, popped up in mass media across the country. Some of the images were addressed directly to women through advertisements, as illustrations accompanying articles in women’s magazines, and on the “women’s pages” in daily newspapers. Others illustrated domestic and international news stories, promoted tourism, or publicized the latest Mexican and Hollywood films. In Imagining la Chica Moderna, Joanne Hershfield examines these images, exploring how the modern woman was envisioned in Mexican popular culture and how she figured into postrevolutionary contestations over Mexican national identity.Through her detailed interpretations of visual representations of la chica moderna, Hershfield demonstrates how the images embodied popular ideas and anxieties about sexuality, work, motherhood, and feminine beauty, as well as class and ethnicity. Her analysis takes into account the influence of mexicanidad, the vision of Mexican national identity promoted by successive postrevolutionary administrations, and the fashions that arrived in Mexico from abroad, particularly from Paris, New York, and Hollywood. She considers how ideals of the modern housewife were promoted to Mexican women through visual culture; how working women were represented in illustrated periodicals and in the Mexican cinema; and how images of traditional “types” of Mexican women, such as la china poblana (the rural woman), came to define a “domestic exotic” form of modern femininity. Scrutinizing photographs of Mexican women that accompanied articles in the Mexican press during the 1920s and 1930s, Hershfield reflects on the ways that the real and the imagined came together in the production of la chica moderna.

In the years following the Mexican Revolution, visual images of la chica moderna, the modern woman, au courant in appearance and attitude, popped up in mass media across the country. Some of the images were addressed directly to women through advertisements, as illustrations accompanying articles in women’s magazines, and on the “women’s pages” in daily newspapers. Others illustrated domestic and international news stories, promoted tourism, or publicized the latest Mexican and Hollywood films. In Imagining la Chica Moderna, Joanne Hershfield examines these images, exploring how the modern woman was envisioned in Mexican popular culture and how she figured into postrevolutionary contestations over Mexican national identity.Through her detailed interpretations of visual representations of la chica moderna, Hershfield demonstrates how the images embodied popular ideas and anxieties about sexuality, work, motherhood, and feminine beauty, as well as class and ethnicity. Her analysis takes into account the influence of mexicanidad, the vision of Mexican national identity promoted by successive postrevolutionary administrations, and the fashions that arrived in Mexico from abroad, particularly from Paris, New York, and Hollywood. She considers how ideals of the modern housewife were promoted to Mexican women through visual culture; how working women were represented in illustrated periodicals and in the Mexican cinema; and how images of traditional “types” of Mexican women, such as la china poblana (the rural woman), came to define a “domestic exotic” form of modern femininity. Scrutinizing photographs of Mexican women that accompanied articles in the Mexican press during the 1920s and 1930s, Hershfield reflects on the ways that the real and the imagined came together in the production of la chica moderna.

In recent years, Mexican films have received high acclaim and impressive box-office returns. Moreover, Mexico has the most advanced movie industry in the Spanish-speaking world, and its impact on Mexican culture and society cannot be overstated. Mexico's Cinema: A Century of Film and Filmmakers is a collection of fourteen essays that encompass the first 100 years of the cinema of Mexico. Included are original contributions written specifically for this title, plus a few classic pieces in the field of Mexican cinema studies never before available in English. These essays explore a variety of themes including race and ethnicity, gender issues, personalities, and the historical development of a national cinematic style. Each of the book's three sections-The Silent Cinema, The Golden Age, and The Contemporary Era-is preceded by a short introduction to the period and a presentation of the major themes addressed in the section. This insightful anthology is the first published study that includes pieces by Mexican and North American scholars, including a piece by the internationally acclaimed essayist Carlos Monsivais. Contributors include other acclaimed scholars and critics as well as young scholars who are currently making their mark in the area of film studies of Mexico. These authors represent various fields-community studies, film studies, cultural history, ethnic studies, and gender studies-making this volume an interdisciplinary resource, important for courses in Latin America and Third World cinema, Mexican history and culture, and Chicana/o and ethnic studies.