The Rock Music scene on the US/Mexico border: cultural translation and adaptation

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José Sánchez
Arthur Soto-Vázquez


This study addresses how rock music integrated into the local culture of a region where the dominant music genres were Tejano and other Mexican-influenced forms. Using a series of in-depth, qualitative interviews with long-practicing musicians, we discuss how rock was shaped and melded into local customs and practices. Musicians discussed being flexible in their live performances, playing British invasion songs right after a corrido, being pushed to the margins, and performing at ranches outside the city limits when clubs would not feature them. Nevertheless, the local rock music scene developed in South Texas and became a unique cultural hybrid. We use this example to discuss what cultural hybridity looks like in the context of music perfomance, the role of new media in advancing it, and what it means for border identity.

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Cómo citar
Sánchez, J. ., & Soto-Vázquez, A. . (2022). The Rock Music scene on the US/Mexico border: : cultural translation and adaptation. Revista Panamericana De Comunicación, 4(2), 75–86.
Biografía del autor/a

José Sánchez, United Independent School District

Has worked in the feld of communications since 1996, and as a professional musician since the mid-1980s. He has played in local rock groups in Laredo, Texas and toured with Tejano artist Norma Eliza in support of such legendary acts as Little Joe y la Familia, Emilio Navaira, Roberto Pulido, and the Texas Tornadoes. He earned a Bachelor of Music in Classical Guitar Performance and a Master of Arts in Communication from Texas A&M International University in Laredo, Texas. He is currently a Communications Specialist at United Independent School District’s Communications and Instructional Television Department where he specializes in video production and media relations.

Arthur Soto-Vázquez, Texas A&M International University, Austin, USA

Is an Assistant Professor of Communication at Texas A&M International University. He studies the  relationship between digital media, popular culture, and identity making. His recent areas of academic study include Latina/o/x political communication, disinformation studies, social media influencers,  podcasts, and health communication. His frst book is entitled Mobilizing the Latinx Vote: Media,  Identity, and Politics, published by Routledge in 2020. He has published in the Howard Journal of Communications, Social Media + Society, and Popular Communication. He is from El Paso, Texas and an active board member for the Laredo Film Society.


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