Abstract

SOSENSKI, Susana. Santa Claus contra los Reyes Magos: influencias trasnacionales en el consumo infantil en México (1950-1960). Cuicuilco [online]. 2014, vol.21, n.60, pp.261-282. ISSN 0185-1659.

This paper analyzes the inclusion of the figure of Santa Claus in Mexican society in the mid-20^th Century. Initially, Santa Claus was seen as an "undesirable alien," having an alien culture and being closely linked to the modern consumer society. He was seen as "the other," and had to deal with Mexican Catholic traditions as well as being in competition with the figures of the Three Wise Men. Discussions on him focused on his immorality, his modernizing desires, his role in the "Americanization" of Mexican customs, and on his attempts to create a "business culture." The celebration of the Three Wise Men had to coexist with this new "tradition," imported and disseminated through film and print media, advertisements, photos and opinion pieces, as well as in department stores. To conclude, this paper analyzes the discussions regarding the establishment of Santa Claus in Mexico during the 1950s, the various cultural strategies used to promote his character and the cultural productions created to the same end.

Keywords : Santa Claus; consumer culture; childhood; americanization; traditions.

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