%0 Journal Article
%T In his image and likeness: the Puerto Rican j¨ªbaro as political icon
%A Nathaniel I. C¨®rdova
%J Centro Journal
%D 2005
%I 
%X This essay explores the rhetorical power of the emblem of Luis Mu oz Mar¨ªn s Partido Popular Democratico (PPD) during the senatorial campaign of 1940. The PPD s emblem functioned to invoke the archetypal myth of the j¨ªbaro, along with associated cultural values and corresponding ideological commitments, thus gathering the rhetorical forces the PPD needed to shape and mobilize a constituency. In so doing, the emblem rendered  visible  a j¨ªbaro subject, transforming the same into a political icon and enhancing the constitutive force of the campaign discourse.
%U http://www.redalyc.org/articulo.oa?id=37717210