Is a “Gringo Mask” Racist?

Courtesy of <a href="">This Week in Lady News</a>

Earlier in the week, MoJo introduced readers to the Gringo Mask, a tongue-in-cheek, free online downloadable mask designed to help minorities blend in with the white folks in Arizona—thus theoretically avoiding police harassment under SB 1070, as well as cultural racism under the well-settled rules of social hegemony. The his and hers masks were devised by Florida-based Zubi Advertising “to protect, support, and dignify our Hispanic community, with the firm idea of getting out and standing up to the SB1070 law.”

Hopefully you got a mask early, because if you waited ’til now, you’re out of luck. According to blogger Laura Martinez:

Apparently, yielding to criticisms by some gringos who didn’t like Zubi using the word gringo to describe gringos, the agency this week pulled it off the Web, replacing it with an explanation of what the mask intended—and didn’t intended to do.

Sure enough, local TV news published a statement from Zubi essentially saying it was sorry it ever tried to engage with American culture. And it’s not hard to find outraged, grammatically challenged white right-wing bloggers decrying the mask’s reverse racism—another term that, contrary to popular belief, didn’t die a natural death in the mid-’90s, as one might have suspected.

Folks, I’m from Florida, where old whites still claim the term “cracker” as an honorific. And I’m finding it hard to believe that whites, Caucasians, Anglo-Americans, or whatever you want to call this fairly artificial subclass of Homo sapiens (of which I’m apparently a member), could really be grousing about being called a silly name. A name that has cultural, national, and perhaps racial connotations—but that’s not the same as being a racist term. Is it?

But hell, what do I know? I’m a dumb pinko socialist fascist Nazi unpatriotic racist cracker honky. Which makes me about as worthless as a Kenyan Muslim anchor baby.


We recently wrapped up the crowdfunding campaign for our ambitious Mother Jones Corruption Project, and it was a smashing success. About 10,364 readers pitched in with donations averaging $45, and together they contributed about $467,374 toward our $500,000 goal.

That's amazing. We still have donations from letters we sent in the mail coming back to us, so we're on pace to hit—if not exceed—that goal. Thank you so much. We'll keep you posted here as the project ramps up, and you can join the hundreds of readers who have alerted us to corruption to dig into.

We Recommend


Sign up for our newsletters

Subscribe and we'll send Mother Jones straight to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.


Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.


Share your feedback: We’re planning to launch a new version of the comments section. Help us test it.