Before reading this article by Jack Child, I had never really registered the soft power associated with postage stamps, along with their cultural messages and historical significance. Something so casually overlooked as most people only appreciate its functional and/or aesthetic value and yet Child makes it seem like he has opened the pandora’s box on world history, and in this case that of Latin America, by just analyzing postage from our recent past.
Through a semiotic approach, the article makes themes such as nationalism, politics, and economics seem glaringly obvious to someone who may not have processed how the postage stamp can be used as a propaganda tool. Since the mail is being sent from within and outside state boundaries, it makes sense as an effective way to advertise your country’s ideals or primary exports. It can also open old political wounds, as in the case of Belize and Guatemala, Venezuela and Guyana, and many other conflicts of interests in Latin America due to moved borderlines in the maps drawn in their postage and the slogans that accompany them.
And in this sense as well, the images and slogans that these Latin American governments chose to highlight and send all over the world helped forge an idea of what their popular culture is. Whether it be the 1970 Mexico City stamp for the World Soccer Cup Games or the competitive coffee stamps amongst the major producers (Brazil, Ecuador, Columbia, and several other central American nations), seeing these images repetitively not only on postage has informed foreigners and locals alike that ‘f煤tbol’ and coffee beans are items that define popular culture in Latin America.
What I found the most intriguing, however, is the lack of representation for women that Child noted. In the 1960s and 1970s, there was some representation such as stamps including Evita Per贸n, or heroines of Revolutionary movements but that was about it. Therefore, I strongly believe this bias comes from machismo that is embedded in Latin American society. Just in the production of stamps that predominantly celebrate the accomplishments of men relay that only their achievements are valid in the same way that they promote other cultural aspects of their countries. In this sense, machismo can be seen as an item of popular culture as well, as it is subliminally reinforced by governments and is encouraged by large sections of the LA population.
Overall, I thought Jack Child’s article was an excellent read. The flow of the article built up rather smoothly and introduced the reader to concepts such as semiotics concisely so that we could easily digest his argument. Plus, the content itself was interesting, but I may just think that because I enjoy everything political.
So, the question for this week is: Do you think Child left out any important themes that can be conveyed from stamps? Why?