Absolute Tejanos

by Esther J. Cepeda

"Pregunta del Dia" translates to Question of the Day and today’s comes from J.B.A from Chicago who asks:

Q. Why do Mexican-Americans from Texas refer to themselves as Tejanos? And they say this with a tone of superiority. There is a compendium of family and friends who get very annoyed by this proclamation. Does this make me an Illinoisan?

A. Compendium?! I better get on this right away, let’s see…well, if you’ll refer to the most recent Absolute Vodka ad that ran in Mexico, it showed a map of "what would have been…" and shows Texas as part of Mexico, not the U.S. 

The ad caused a big furor and Absolut yanked it right away but I hope the creative genius got his props. Talk about your targeted marketing! He was aiming at that small contingent of Mexicans still ticked off that the U.S. "took" Texas from them and sort of still mean to get it back someday. Of course, these sorts aren’t gonna buy Absolut under any circumstance – they probably just stick to sucking maguey plants – but that’s beside the point.

At any rate, much like founding father Thomas Jefferson considered himself a Virginian first and an American second, so did Mexican Texans coin the term Tejanos. Yes, THEY were "here" before the rest of us and so have the moral superiority and artistic license to wear tacky-earthy jewelry and define a whole genre of "Mexican" food mostly favored by our Caucasian friends.

You are only an Illinoisan if you live outside the 6-county metropolitan area. Those inside, as you know, are Chicagoans – of course!

Esther J. Cepeda writes the “600 Words” & “Pregunta del Dia” columns, and is also a Director at the Chicago-based United Neighborhood Organization. Her reporting and opinions do not necessarily reflect those of UNO. “600 words” is a registered trademark of EeJayCee, Inc., Copyright 2008. May be reprinted with permission, contact eejaycee@600words.com