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26 BIG Ideas

The city's leaders in health, science, politics, food, and culture share their game-changing ideas for San Diego in 2016.


Published:

(page 20 of 26)

Let’s banish stereotypes of Latinos in American pop culture.

William Anthony Nericcio, Director, SDSU’s Master of Arts in Liberal Arts and Sciences program 

In 2007, Dr. Nericcio published a well-received book called Tex[t]-Mex: Seductive Hallucinations of the “Mexican” in America, which later led to an art exhibit featuring many of the artifacts—such as stereotypical magazines and advertisements—that appeared in his book. Two years ago, a producer from Mexico City and another from Madrid approached him to ask if he’d ever considered doing an Anthony Bourdain–style TV show. They got a $750,000 deal from a Mexican production company and began filming Mextasy in San Diego, Los Angeles, and Mexico, with Nericcio as head writer and host. “If you see Latinos on TV, they’re crooked or naked or both,” he says. “My show is the flip side. It’s about all the smart people, the artists, the intellectuals, the restaurateurs—my friends and the people in my network. I never see these people on TV.” With several episodes in the can, he has been trying to sell Mextasy for a year. “The Mexican cable networks said it was too American, and the American cable networks said it was too Mexican.” It was recently screened alongside Bordertown, Fox’s new “Simpsons meets San Ysidro” animated series. But as for distribution, it’s hard to say what the future holds. “Mextasy is the greatest unsold project that’s ever been made.” We’re looking at you, Netflix and Amazon!

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