What's in your wardrobe Mr Morales: a study in political dress

Salazar Sutil, N (2009) What's in your wardrobe Mr Morales: a study in political dress Popular Communication: the international journal of Media and Culture, 7 (2).

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Abstract

This article explores the role of dress in popular political communication. My discussion focuses on the so-called ‘cultural democratic revolution’ led by Evo Morales, and the emergence of a ‘government in poncho and tie’, which aims at visualising a plurinationalist State in Bolivia. The strategic use of casual clothes and football shirts are examined as cases of political performativity in a developing Latin American democracy. What is the role of political dress in the formation of circles of political voters/fans? How does the electorate perceive Morales’ political imagery? How does an alternative styling of the democratic system problematise a more formal and uniform style of democratic leadership? Central to my argument is the notion that dress functions as a multi-layered language where different items of clothing reflect different narratives. In my view, Evo Morales has become a layered narrative through which histories and past knowledges are reflected in a ‘pluriform’ vestimentary style.

Item Type:	Article
Divisions :	Faculty of Arts and Social Sciences
Authors :	Name Email ORCID Salazar Sutil, N
Date :	April 2009
DOI :	10.1080/15405700902776461
Contributors :	Contribution Name Email ORCID http://www.loc.gov/loc.terms/relators/EDT Sandvoss, C
Depositing User :	Symplectic Elements
Date Deposited :	28 Mar 2017 13:49
Last Modified :	31 Oct 2017 15:07
URI:	http://epubs.surrey.ac.uk/id/eprint/789807

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