Che Guevara in popular culture

File:ChePopularCulture4.jpg

Che Guevara in popular culture.

Appearances of Marxist revolutionary Che Guevara (1928 – 1967) in popular culture are common throughout the world. Although during his lifetime he was a highly politicized and controversial figure, in death his stylized image has been transformed into a worldwide emblem for an array of causes, representing a complex mesh of sometimes conflicting narratives. His image has achieved a cult following and is viewed as everything from an inspirational icon of revolution, to a hipster logo of radical chic. Most commonly he is represented by a facial caricature based on Alberto Korda's famous 1960 photograph entitled Guerrillero Heroico. The evocative simulacra abbreviation of the photographic portrait allowed for easy reproduction and instant recognizability across various uses.

Overview

"Pop's depersonalization and standardization simplified Che's image and helped align him with the masses, at the same time certifying his image as everyman. Pop's aesthetic pushed towards absolutely unambiguous and uninflected meaning and repeatability. Warholian Pop deals with outlines and surfaces rather than full chiaroscuro. This reduction of the real world provided the perfect vehicle for distancing the image from the complexities and ambiguities of actual life and the reduction of the political into stereotype. Che lives in these images as an ideal abstraction."

— Jonathan Green, UCR Museum of Photography director

Che Guevara's likeness has undergone continual apotheosis while being weaved throughout the public consciousness in a variety of ways. From being viewed as a "Saintly Christ-like" figure by the rural poor in Bolivia where he was executed, to being viewed as an idealistic insignia for youth, longing for a vague sense of rebellion. His likeness can also be seen on millions of posters, hats, key chains, mouse pads, hoodies, beanies, flags, berets, backpacks, bandannas, belt buckles, wallets, watches, wall clocks, Zippo lighters, pocket flasks, bikinis, personal tattoos, and most commonly T-shirts. Meanwhile his life story can be found in an array of films, documentaries, plays, and songs of tribute. Throughout television, music, books, magazines, and ironically even corporate advertisements, Che's visage is an ever-present political and apolitical emblem that has been endlessly mutated, transformed, and morphed over the last forty years of visual pop culture.

His face has evolved into many manifestations and represents a Rashomon effect to those who observe its use. To some it is a generic high street visual emblem of global marketing, while to others it represents a vague notion of dissent, civil disobedience, or political awareness. Conversely, to those ideologically opposed to Che Guevara's belief in World revolution, or to those that resent his veneration because of his violent actions, his propagation represents shallow ignorant kitsch, idolatry worthy of spoof makeovers, parody, or even ridicule. What is indisputable, however, is that Che has become a widely disseminated counter-cultural symbol that sometimes operates independent of the man himself. Hannah Charlton of the The Sunday Times made note of this practice by postulating that "T-shirt wearers might wear Che's face as an easy replacement for real activism or as a surrogate for it."

Genesis

"His image has been appropriated for political, economic, and even spiritual purposes. He is the symbol of communist destiny, and yet also beloved by anticommunist rebels; his face is used to sell beer and skis, yet an English church group recently issued posters of Jesus Christ himself recast as Che. The affluent youth of Europe and North America have resurrected Che as an easy emblem of meaningless and unthreatening rebellion, a queer blending of educated violence and disheveled nobility, like Gandhi with a gun or John Lennon singing 'Give Peace a Chance.'"

— Patrick Symmes, Author of Chasing Che: A Motorcycle Journey in Search of the Guevara Legend

Walk through any major metropolis around the globe and it is likely that you will come across an image of Che Guevara, most commonly a stylized version of Korda's iconic Guerrillero Heroico. An archetype, capable of endless visual regeneration, which depending on your opinion, helps tell the story of either 20th century visual literacy or kitsch banality. According to Hannah Charlton, editor of Che Guevara: Revolutionary and Icon, "By the 1990s the global market saw the emergence of what Naomi Klein has called a "market marsala"—a bilingual mix of North and South, some Latin, some R&B, all couched in global party politics." By embodying corporate identities that appear radically individualistic and perpetually new, the brands attempt to inoculate themselves against accusations that they are selling sameness. The next stage is to present consumption as a code, where mega brands, supposedly reflecting the "indie" values of their purchasing audience, can do so with a knowing irony that of course the buyer can remain seemingly untouched by the corporate values underpinning the transaction.

Enter Che: the 60's symbol of student revolution, the all-pervasive ascetic gaze used to add allure and mystique to a product, because either a sophisticated audience is savvy enough to distinguish between revolution and commerce while enjoying the irony, or oblivious of who he is or what he represents. This began the metamorphosis from Che the martyred resistance fighter beloved by many, and Che the violent Marxist revolutionary despised by others, to his dual paradoxical position in the global corporate capitalist culture. The commodification of the image has been ongoing since his death, and since the late 1990s has seen a resurgence.

This abiding 'renaissance' of Che's visage, is chronicled by filmmaker and Guggenheim scholar Trisha Ziff, who explores the genesis, continuing adaptation, and history of Che Guevara's famous image in the 2008 documentary "Chevolution".

Hannah Charlton hypothesizes that "appropriating the aura of Che for brand building, has now given rise to a new resurgence of "Che-ness" that transcends branding in its global appeal. In the shifting complexities of intercultural values, in the search for universal images that can speak across borders and boundaries, today's global image of Che is the most successful." The Che face, more than any other icon according to Charlton, can keep accruing new application without relinquishing its essence – a generic and positive version of anti-status quo and liberation from any oppressive force, and a general, romantic, non-specific fantasy about change and revolution.

Taking note of Che's malleable essence, filmmakers Adriana Marino and Douglas Duarte created the 2007 documentary "Personal Che", which documents the numerous ways that people around the world re-create Che in their own image.

In religion

"Saint Ernesto" in Bolivia

"It's like he is alive and with us, like a friend. He is kind of like a Virgin Mary for us. We say, 'Che, help us with our work or with this planting,' and it always goes well."

— Manuel Cortez, a campesino who resides next to the schoolhouse where Guevara was executed

A memorial site in La Higuera, Bolivia, where Che Guevara was executed on October 9, 1967.

Che Guevara's unlikely transformation into a "sanctified" figure began immediately after his execution. Susana Osinaga, the nurse who cleaned Guevara's corpse after his execution reminisced that locals saw an uncanny physical resemblance to the popularized artistic portrayals of Jesus. According to Osinaga, "he was just like a Christ, with his strong eyes, his beard, his long hair", adding that her in her view he was "very miraculous." Jon Lee Anderson, author of Che Guevara: A Revolutionary Life, notes how among the hospital's nuns, and a number of Vallegrande women, the impression that Guevara bore an extraordinary resemblance to Jesus Christ quickly spread; leading them to surreptitiously clip off clumps of his long hair and keep them for good luck. Jorge G. Castañeda, author of Compañero: The Life and Death of Che Guevara, discerns that "the Christ-like image prevailed" stating "it's as if the dead Guevara looks on his killers and forgives them, and upon the world, proclaiming that he who dies for an idea is beyond suffering."

Eleven days after Guevara's execution, journalist I. F. Stone (who himself had interviewed Guevara), drew the comparison by noting that "with his curly reddish beard, he looked like a cross between a faun and a Sunday-school print of Jesus." That observation was followed by German artist and playwright Peter Weiss' remark that the post-mortem images of Guevara resembled a "Christ taken down from the cross."

In August 1968, French intellectual Régis Debray who was captured in Bolivia while living with Che Guevara, gave a jailhouse interview where he also drew the comparison. According to Debray, Che (an atheist) "was a mystic without a transcendent belief, a saint without a God." Debray went on to tell interviewer Marlene Nadle of Ramparts Magazine that "Che was a modern Christ, but I think he suffered a much harder passion. The Christ of 2,000 years ago died face-to-face with his God. But Che knew there was no God and that after his death nothing remains."

Beginning with the 30th anniversary of Che's death, as Western reporters returned to Bolivia to report on commemorations, they began to notice that Che Guevara had been transfigured and "canonized" by the local Bolivian campesinos. No longer was he Che Guevara the guerrilla insurgent, but he was now viewed as a "Saint" by locals who had come to refer to him as "San Ernesto de La Higuera" (Saint Ernesto of La Higuera). Accompanying his "Sainthood" came prayers for favors and legends of his ghost still walking the area. This prompted the development of the 2006 film "San Ernesto de la Higuera" produced by Isabel Santos, which won best short documentary at the 5th International Film Festival of Human Rights.

As the 40th anniversary of Che's execution approached in 2007, journalists returned to discover that in Bolivia, images of Che now hung next to images of Jesus, the Virgin Mary, & Pope John Paul II. Additionally, columnist Christopher Roper observed that "in Bolivia, Che's murdered body was now compared to John the Baptist, while Reuters reported that in many homes, Che's face competed for wall space with a host of Roman Catholic Saints. A new legend also became known, when the Los Angeles Times reported that some rural campesinos now believed that if you whisper Che Guevara's name to the sky or light a candle to his memory, you will find your lost goat or cow.

A host of local campesinos went on record to journalists from The Guardian about this phenomenon as well. Melanio Moscoso, of La Higuera stated "we pray to him, we are so proud he had died here, in La Higuera, fighting for us. We feel him so close", while Freddy Vallejos, of Vallegrande, proclaimed "we have a faith, a confidence in Che. When I go to bed and when I wake up, I first pray to God and then I pray to Che - and then, everything is all right. Che's presence here is a positive force. I feel it in my skin, I have faith that always, at all times, he has an eye on us." Remi Calzadilla, a resident of Pucara, claimed that praying to Che had helped him regain the ability to walk, adding that "now every time I speak to Che I feel a strong force inside of me."

The laundry where Guevara's corpse was displayed to the world's press in Vallegrande is now a place of pilgrimage as well, with hundreds of personal messages transcribed and carved into the surrounding walls from admiring visitors. In large letters above the table where Che's dead body once lie, an engraving now reads "None dies as long as he is remembered."

Outside Bolivia

"The resemblance to aspects of Christ's life on earth can be easily traced in the life of Che. Both were doctors – Christ as miracle healer, Che as the trained physician, and were active as such, even or especially so when they were fighting, doctoring when others were resting or escaping. Both men were particularly concerned with leprosy, the disease of the downtrodden and outcast, as The Motorcycle Diaries (books and film) have reminded us in the case of Che. Like Che, Jesus was an egalitarian, a communist in terms of owning little and sharing all, and his disciples were bidden to hold all in common. Both were strict disciplinarians, who insisted on individuals leaving families, friends and privileges behind to join them, sacrificing comforts and, if need be, their own lives."

— David Kunzle, author of Che Guevara: Icon, Myth, and Message

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The Last Supper of Chicano Heroes by Mexican-American muralist José Antonio Burciaga.

• The Church of England caused some controversy in 1999, when they drew comparisons of Jesus to Che Guevara on a red and black poster entitled "Che Jesus", which bore the slogan: "Meek. Mild. As if. Discover the real Jesus." In response to the controversy Reverend Peter Owens-Jones of the Church Advertising Network (CAN) who designed the ad stated "We are not saying that Jesus was communist, but that he was revolutionary. We are exploiting the image of revolution, not the image of Che Guevara."

• Che Guevara appears as the Christ figure in a mural called "The Last Supper of Chicano Heroes" in Stanford University's Latino Dorm (Casa Zapata).

• Actor Benicio Del Toro who played Guevara in the 2008 biopic Che, compared the guerrilla leader to Jesus Christ, stating "I think Che had perseverance and morality ... being the underdog and fighting against injustice and standing up for the forgotten moved him so hard. Kind of like Jesus, in a way - only Jesus would turn the other cheek. Che wouldn't."

In films

"To play Che Guevara was an amazing character. He's a person that changed the world and really forces me to change the rules of what I am."

— Gael García Bernal, portrayed Che in The Motorcycle Diaries

Benicio Del Toro in the 2008 biopic Che.

Actors who have portrayed Che Guevara:

• Francisco Rabal in El Che Guevara – (1968)

• Omar Sharif in Che! – (1969)

• Michael Palin in Monty Python Live at the Hollywood Bowl - (1982)

• Antonio Banderas in Evita - (1996)

• Miguel Ruiz Días in El Che - (1997)

• Alfredo Vasco in Hasta la Victoria Siempre – (1999)

• Gael García Bernal in Fidel – (2002)

• Karl Sheils in Meeting Che Guevara & the Man from Maybury Hill - (2003)

• Gael García Bernal in The Motorcycle Diaries – (2004)

• Jsu Garcia in The Lost City - (2005)

• Martin Hyder in The Mark Steel Lectures: Che Guevara - (2006)

• Sam G. Preston in The True Story of Che Guevara - (2007)

• Eduardo Noriega in Che - (2007)

• Benicio Del Toro, in Che (part 1 & 2) (2008)

Other

"I think anyone who buys a t-shirt of Che has gotta be cool. If I see someone with a Che t-shirt, I think, 'He's got good taste'."

— Benicio Del Toro, portrayed Guevara in the 2008 biopic Che

• In the 1998 film Fear and Loathing in Las Vegas, Johnny Depp depicting Hunter S. Thompson awakens from an adrenochrome overdose and stands in front of a picture of Che Guevara stuck to a Mexican flag. Benicio Del Toro who co starred in the film (and would later play Che Guevara in Che), has stated that Thompson kept a "big" picture of Che in his kitchen.

• In the 2003 documentary "Breakfast With Hunter", acclaimed author Hunter S. Thompson can be seen in several scenes wearing different Che Guevara t-shirts.

• Actress Lindsay Lohan dons a Che Guevara t-shirt in one scene of the 2004 film Confessions of a Teenage Drama Queen.

• Indian actor Rajat Kapoor was made up to resemble Guevara in the 2009 Bollywood thriller Siddharth-The Prisoner. In describing the reasoning, director Pryas Gupta stated that the central concept of the film is "freedom from the complexities of life" while remarking "who better than Che Guevara, to represent that spirit."

• James Benning utilizes Richard Dindo's documentary Ernesto Che Guevara: The Bolivian Diaries to form his own avant-garde film entitled Utopia. The film juxtaposes Che's vehement opposition to imperialism, with the importing of low wage Mexican laborers in the California desert to farm the Imperial Valley.

• Leonardo Katz's 1998 experimental film El Día Que Me Quieras (The Way You’ll Love Me) is a meditation on Freddy Alborta's famous post-mortem photo of Che Guevara. Katz deconstructs and re-photographs the famous picture while drawing comparisons to the classic paintings of Mantegna's "Dead Christ" and Rembrandt's "The Anatomy Lesson".

In television

• Che Guevara himself was a guest on Face the Nation in 1964 with Tad Szulc.

• In an episode of the animated sitcom "King of the Hill", Bobby's activist friend wears a Che Guevara t-shirt.

• In an episode of American Dad, Stan's son is sued by a communist to follow communism, after his dad ignores him. When his dad enters his room and sees communist apparel everywhere, he begins to rip them down. When he gets to a picture of Che he says "you can keep this one, I think planet of the apes is a great movie".

• Kyle wears a Che Guevara t-shirt in the South Park episode: "Die Hippie, Die"

• In the first season, the opening sequence of The Boondocks featured main character Huey Freeman stylized in the likeness of Che Guevara. A poster of Che Guevara was also seen in his room in the episode "The Passion of the Ruckus".

• In the anime Eureka seveN, the character Stoner resembles Che.

• In the anime Zoku Sayonara Zetsubō Sensei, one of the characters finds a shirt with Che Guevara's face on it in episode 12.

• In the anime series Heat Guy J, a poster of Che Guevara hangs on a wall in Daisuke's room.

• In That '70s Show, the character Steven Hyde often wears a Che Guevara t-shirt.

• Eric Burdon wears a Che Guevara shirt as host of the PBS special – "The '60s Experience."

• PBS held a forum entitled: ‘the Legacy of Che’ where they proclaimed that: "Che Guevara was a pop icon of mythic proportions."

• In The Simpsons episode Who Shot Mr. Burns? (Part Two), the Tito Puente's mambo club is called "Chez Guevara", an obvious reference to Che.

• In the Serbian television series, Vratiće se rode, Švaba has a poster of Che Guevara in his bedroom.

• The Latin American Xchange, a Total Nonstop Action Wrestling tag team, show clips of Che Guevara in their entrance video.

• In the pilot episode of Mission Hill, there is a picture of Che in the background of a classroom.

• In the movie Lost and Delerious, the character Paulie has a Che Guevara poster over her bed.

• In an episode of The Venture Bros., "Dia de Los Dangerous!" Dr. Venture's "colleague" is named Ernesto Guevara

• When British comedy and TV star Ricky Gervais (of The Office) brought out a DVD of his politics live stand up show in 2004, he chose to represent himself on the cover as Che Guevara.

• In episode 6 of the British teen drama Skins, the character James Cook (played by Jack O'Connell) runs for class president by presenting himself mocked up as Che Guevara.

• Stephen Colbert gifted Benicio Del Toro a modified Che t-shirt bearing his own image when Del Toro appeared on a January 2009 broadcast of The Colbert Report, to promote the film Che.

In music

"And if there's any hope for America, it lies in a revolution, and if there's any hope for a revolution in America, it lies in getting Elvis Presley to become Che Guevara."

— Phil Ochs, the liner notes of The Broadside Tapes

• Punk band The (International) Noise Conspiracy's musical inspiration was stated to be the above Ochs quote.

• Upon hearing the news of Guevara's murder, Cuban musician Carlos Puebla composed "Hasta siempre, Comandante." Since then it has been covered by numerous artists including the Buena Vista Social Club and Joan Baez. French singer Nathalie Cardone produced a modern rendition of the song entitled "Hasta Siempre" as an ode to honor Guevara.

• The German composer Hans Werner Henze dedicated his 1968 oratorio Das Floß der Medusa as a requiem for Guevera.

• In 1968, Scottish songwriter Ewan MacColl composed the song "The Compañeros" in honor of Che Guevara and the Cuban Revolution. His wife Peggy Seeger also wrote "A Song for Che Guevara."

• Grammy Award-winning Carlos Santana wore a Che Guevara shirt to the 2005 Oscar awards.

• In rapper Jay-Z's Black Album, the track "Public Service Announcement" contains the line "I'm like Che Guevara with bling on / I'm complex."

• "Indian Girl" by the The Rolling Stones has a lyric referring to Che. "Mr. Gringo, my father he ain't no Che Guevara, And he's fighting the war on the streets of Masaya"

• The Nightwatchman aka (Tom Morello) references a quote from Che Guevara - "Liberators do not exist, the people liberate themselves" - in the music video for the song 'Road I Must Travel.'

• In rapper Nas's album, 'Stillmatic there is a controversial track named "My Country" that pays tribute to Che Guevara and others who were murdered by the United States.

• David Bowie's album, Lodger featured an inside sleeve containing one of the famous photographs of Guevara's corpse surrounded by his executioners.

• In Richard Shindell's 2004 album Vuelta the track "Che Guevara t-Shirt" tells the story of an illegal immigrant imprisoned after 9/11 who may be kept in jail forever because he carries a photo of his girlfriend wearing a Che Guevara t-shirt.

• On the track "It's Your World" from the rapper Common's 2005 album Be, the artist states "Wish I was free as Che was."

• In Pet Shop Boys's song "Left To My Own Devices" they mention with irony "Che Guevara and Debussy to a disco beat".

• The artist Immortal Technique has made several references to Guevara in his songs (No Me Importa, Internally Bleeding) and has performed many times while wearing a shirt bearing his image.

• In the Manic Street Preachers song, "Revol", there is the lyric "Che Guevara, you're all target now".

• The song "Hammerblow", off the Cherry Poppin' Daddies album Susquehanna, is a story-song about an underground Marxist uprising; a character in the song tells the narrator ""We haven't gone extinct/Unlike Che Guevara, Marx and Pravda"", assuring that though said revolutionaries may be gone, the movement continues.

• American rock band Chagall Guevara, took their name from artist Marc Chagall and Che Guevara, to imply the concept of "revolutionary art."

• The Australian punk band the Clap has a song called "Che Guevara T-Shirt Wearer" featuring the chorus lines of "you're a Che Guevara T-shirt wearer, and you have no idea who he is."

• A Finnish rock band Happoradio has a song called "Che Guevara". The chorus goes: "tell your husband to dress like Che Guevara when you fall into bed."

• On October 12, 2007, musicians from the Chilean community and Grupo Amistad, performed songs dedicated to Che at a memorial celebration in Winnipeg, Canada.

• The Brazilian rock band Sepultura performed at Havana´s "Jose Marti Anti-Imperialist Tribune" in July 2008, while also visiting the memorial to Che Guevara.

• Muslim-American rapper Rhymefest (whose birth name is 'Che' in honor of Guevara) titled his 2009 album "El Che", describing the overall theme as a "journey with a revolutionary."

• Artist Dana Lyons mentions Che Guevara in his song Cows with Guns.

• The band Rage Against the Machine has assorted band apparel with Che's image on it and recommends Guevara's manual "Guerrilla Warfare" in their liner notes.

Songs in tribute

"We've considered Che a fifth band member for a long time now, for the simple reason that he exemplifies the integrity and revolutionary ideals to which we aspire."

— Tom Morello, guitarist for Rage Against The Machine

• Afro Cubanos All Stars ~ "Hasta Siempre Comandante" mp3

• Ahmet Koç ~ "Hasta Siempre" (instrumental) official video

• Ali Primera ~ "Comandante Amigo" listen

• Biermann & Black ~ "Hasta Siempre Comandante Che Guevara" mp3

• Bill Laswell ~ "Commander Guevara" mp3

• Carlos Puebla ~ "Hasta Siempre Comandante Che Guevara" video

• Chicos Nuevos ~ "Che Guevara Rap Cubano" official video

• Elena Burke ~ "Cancion del Guerrillero Heroico" mp3

• Jorge Drexler ~ "Al otro lado del río" = "On the other side of the river" (received the Academy Award for Best Original Song of 2004) Video --- Performed by Antonio Banderas & Carlos Santana @ 2005 Oscars Video

• Juan Carlos Biondini ~ "Poema al Che" listen

• La Mona Gimenez ~ "El pueblo te ama Che Guevara" listen

• Levellers ~ "Happy birthday revolution"

• Nathalie Cardone ~ "Hasta Siempre Comandante" official video -&- performed live

• Oktober Klub international ~ "Comandante Che Guevara" mp3

• Quilapayun ~ "Cancion funebre para el Che Guevara" listen

• Silvio Rodriguez ~ "Fusil contra fusil" mp3 --- live in Chile

• Soledad Bravo ~ "Hasta Siempre Comandante Che Guevara" mp3

• United States of America - "Love Song For The Dead Che"

• Victor Jara ~ "Zamba del Che" listen

• Wolf Biermann ~ "Comandante Che Guevara" listen

"He looked a lot like Che Guevara
Drove a diesel van
Kept his gun in quiet seclusion
Such a humble man."

— David Bowie, Panic in Detroit

In books & magazines

• Che was featured on the cover of the August 8, 1960 edition of Time Magazine, where in they declared Guevara "Castro's Brain".

• Time Magazine named Che Guevara one of the 100 most influential people of the 20th Century, while listing him in the "heroes and icons" section.

• To coincide with the 40th anniversary of his execution, "Che in Verse" reproduced 134 poems and songs from 53 countries about the enigmatic revolutionary. The book contains 19 poems by North American poets, including Allen Ginsberg, Robert Lowell, John Haines, Greg Hewett, Michael McClure and Thomas Merton. It examines how Che was celebrated or remembered from before his death to the present day.

• In the novel I, Che Guevara by John Blackthorn (a pen name of former Senator Gary Hart), Guevara returns to Cuba under an alias during its first ever democratic election. Espousing an ideology of direct democracy and a government run exclusively via New England-style town meetings, he sponsors a professor's grassroots third party run for President of Cuba, opposing both the Communist Party and a Cuban American/White House-backed right-wing party.

• In the manga Baki the Grappler: Son of Ogre by Keisuke Itagaki, an 'alternative universe' version of Guevara exists. This Edwardo 'Che' Guevara is a former pirate of the high seas who went on to found his own sovereign nation of 'La Serna'. His appearance is nearly identical to the real Guevara as seen in the classic photograph, and he is one of the three strongest men in the entire world.

• In the novel "King Dork" by Frank Portman, there are many mentions of the main character, Tom Henderson wearing his "Che Guevara T-Shirt" while playing in his band.

• In the memoir "Persepolis" by Marjane Satrapi, the main character dressed up as Che as a child and played with her friends who portrayed other revolutionaries.

• Guevara's image is on the cover of the book The Rebel Sell.

• The December 2008 issue of Rolling Stone Argentina features Che's well known Guerrillero Heroico image on the cover.

In advertising

"There's something about that man in the photo, the Cuban revolutionary with the serious eyes, scruffy beard and dark beret. Ernesto "Che" Guevara is adored. He is loathed. Dead for nearly 40 years, he is everywhere - as much a cultural icon as James Dean or Marilyn Monroe, perhaps even more so among a new generation of admirers who've helped turn a devout Marxist into a capitalist commodity."

— Martha Irvine, The Washington Post

• In 1970 The Italian company Olivetti utilized Che's image for an ad celebrating its creative sales force, it read "We would have hired him".

• For an advertising campaign Taco bell dressed up a chihuahua like Che Guevara and had him state: "Yo quiero Taco Bell", Spanish for: "I want Taco Bell!". Chuck Bennett, Taco Bells advertising director when asked about the allusion to Che has stated: "We wanted a heroic leader to make it a massive taco revolution."

• There is an "El Ché-Cola", which donates 50 % of their net profits to NGOs, and has the slogan: "Change your habits to change the world."

• In Peru you can purchase packs of El Che Cigarettes (ultra lights).

• Smirnoff vodka attempted to use the image of Che Guevara in an advertising campaign in 2000, but was stopped in court by photographer Alberto Korda who took the original iconic image.

• Converse uses the image of Che Guevara in one of their shoe ad campaigns.

• Ben and Jerry's has a brand of ice cream called: "Cherry Guevara", whose label states: "The revolutionary struggle of the cherries was squashed as they were trapped between two layers of chocolate. May their memory live on in your mouth." As you finish the ice cream you're left with a wooden stick with the words "We will bite to the end!"

• A French businessman has introduced a perfume & cologne - Che Perfume by Chevignon: "Dedicated to those who want to feel and smell like revolutionaries."

• In an advertisement for Jean Paul Gaultier sunglasses circulated in Europe in 1999, Che is painted as a Frida Kahlo-type landscape, in front of a blazing desert sun.

• Leica (which was the camera used by Alberto Korda to capture Guerrillero Heroico) has used an image of their camera with Che's red star to advertise their "revolutionary camera."

• The offices of the Financial Times in London, features a large poster of a Che-esque Richard Branson greeting visitors in a beret, while pronouncing "We live in financial times".

• In November 2008, The Bobblehead LLC company released a limited edition of 100 Che Guevara bobbleheads. Creator and owner Rick Lynn announced that it had been a "long time dream" to create the hand painted and custom designed pieces, which will be hand signed and numbered as a collectors item.

• In December 2008, the Tartan Army began selling t-shirts with "Scotland's favorite son" Robert Burns in the mould of the iconic image of Che Guevara. The proceeds will go to organizations that assist disadvantaged and chronically ill children in countries the Tartan Army visit.

• In 2008, Romanian auto maker Dacia (a subsidiary of Renault) produced a new commercial advertising their new Logan MCV station wagon entitled "revolution.” The add utilizing actors begins with Fidel Castro arriving at a remote villa where he finds a host of other modern era revolutionaries, and ends with him standing on the back patio where Che Guevara tells Karl Marx that "it is time for another revolution", to which Marx responds "Che, its about what people need."

Businesses

• There is a 'Che Café' in La Jolla California where atop the menu it reads: "The Che Café is a great place to hang out with other people who envision a better world."

• The Russian capital of Moscow also features a 'Club Che', which is a vibrant Latin American-themed club staffed by Cuban waiters.

• The Russian city of St. Petersburg features a 'Cafe Club Che' (lounge, bar, & jazz club) where patrons can get their hands on a shot of Cuban rum and a fine Cuban cigar at the drop of a military beret.

• Cairo, Egypt features a "Che Guevara" themed nightclub, where the waiters dress in uniformed black berets.

• The Slovenian capital Ljubljana contains a 'Che Bar', where images of the man decorate every wall and surface.

• Manchester, England features a Latin American themed bar called: 'Che'.

• Dallas, Texas, features a "Club Che" which is both a nightclub and restaurant.

• Blackpool, England features a new Cuban themed club called 'Che Bar'.

• San Diego, California features 'Che Cafe' on the UCSD campus.

In fashion

"I don't want people to use my father's face unthinkingly. I don't like to see him stitched on the backside of a pair of mass-produced jeans. But look at the people who wear Che T-shirts. They tend to be those who don't conform, who want more from society, who are wondering if they can be better human beings. That, I think he would have liked."

— Aleida Guevara, daughter of Che Guevara

• Actor Johnny Depp wears a pendant of Che Guevara around his neck, as can be seen on the February 2005 cover of Rolling Stone Magazine.

• Supermodel Gisele Bündchen donned a bikini adorned with Che Guevara's image for the São Paulo fashion week in July 2002.

• Prince Harry was spotted in July 2006 adorning a Che Guevara t-shirt, leading London tabloids to proclaim him "Havana Henry".

• Rapper Jay-Z, who raps in one of his songs "I'm like Che Guevara with bling on", commonly is seen wearing a Che Guevara T-shirt.

• Model/actress Elizabeth Hurley was spotted in 2004 clubbing in London with a $ 4,500 Che-embroidered Louis Vuitton handbag.

• Burlington Coat Factory ran a television ad called "Values" featuring a teenager in a Guevara shirt. Later they removed the ad after protest by conservative Cuban-American exiles.

• A store called La La Ling in Los Angeles sells a Che Guevara shirt for babies — actually, a "onesie." The ad text is as follows: "Now even the smallest rebel can express himself in these awesome baby one-sies. This classic Che Guevara icon is also available on a long-sleeve tee in kids' sizes ... Long live the rebel in all of us ... there's no cooler iconic image than Che!"

• In 2004 the New York Public Library's gift shop featured a Che Guevara watch. The ad for the watch stated: "Revolution is a permanent state with this clever watch, featuring the classic romantic image of Che Guevara, around which the word 'revolution'-revolves."

• During the October 7, 2002, Vanity Fair photo shoot of the Osbourne family by Annie Leibovitz, son Jack Osbourne is wearing a Che Guevara t-shirt.

• The Onion offers a satirical shirt with Che Guevara himself wearing a Che Guevara shirt. The accompanying sardonic advertisement refers to the "iconic" image as "scarcely seen" since the days when Guevara "freed thousands from the restrictive yoke of T-shirt selection."

In art

"Possibly more than the Mona Lisa, more than images of Christ, more than comparable icons such as The Beatles or Monroe, Che's image has continued to hold the imagination of generation after generation."

— Hannah Charlton, The Sunday Times

• British pop artist Sir Peter Blake has referred to Guerrillero Heroico as "one of the great icons of the 20th century."

• Irish artist Jim Fitzpatrick converted Korda's picture into a high contrast stylized drawing, which since has become iconic and is frequently seen in silkscreen or stencil art.

• The Cuban Ministry for the Interior building features a large, stylised outline of Che's face above the phrase "Hasta la Victoria Siempre" (English): "Until the Everlasting Victory Always".

• In 2005 an exhibition examining the Korda portrait entitled Revolution & Commerce: The Legacy of Korda's Portrait of Che Guevara, was organized by Jonathan Green and Trisha Ziff for UCR/California Museum of Photography. This exhibition has traveled to International Center of Photography, New York; Centro de la Imagen, Mexico City; and the Victoria & Albert Museum, London.

• The cover of the January 1972 edition of National Lampoon magazine features a parody of the Alberto Korda's iconic photo in which Che is hit in the face with a cream pie.

• Rage Against the Machine's 1992 debut single, Bombtrack, uses Che's image on its cover.

• A parody of the famous Che Guevara poster was used on the cover of the March 2008 edition of MAD Magazine, with Alfred E. Neuman's head replacing Guevara's.

• Manhattans International Center of Photography held a 2006 exhibit entitled: "Che ! Revolution and Commerce."

• The Montreal Museum of Fine Art used Guevara's image to advertise their 2004 expose entitled Global Village: The 1960s.

• The cover of Madonna's American Life album was inspired by the famous Che Guevara photograph.

• In October 2007, the Frieze Art Fair unvieled a life size bronze statue by Christian Jankowski in London's Regent's Park. The piece, which in 2008 was also displayed in New York City's Central Park, portrays a well known Barcelona street performer dressed as Che Guevara.

• In January 2009, artist Juan Vazquez Martin, who fought alongside Che Guevara during the Cuban Revolution, held an exhibition with 13 of his paintings in Derry, Northern Ireland. The Guevara inspired works were shown as part of the Bloody Sunday commemoration weekend. Martin stated that he was "emotional" and "inspired" during his visit, upon seeing a mural celebrating Che Guevara's Irish connection to the Bogside.

Body art

• Argentine football legend Diego Maradona, has a tattoo portrait of Che Guevara on his right arm.

• Former Heavy Weight Boxing champion Mike Tyson who has a tattoo of Che Guevara on his rib, in 2003 described Che as "An incredible individual. He had so much, but sacrificed it all for the benefit of other people."

• Veteran English professional footballer Darren Currie has a large tattoo on the left side of his stomach of Che Guevara. When asked about the motivation for the piece, Currie stated that he had been reading Che's book since he was 14, and that he "admired the way he went out of his way about things."

• Argentine Juan Sebastian Veron, the 2008 South American Footballer of the Year, has a tattoo of Che's face on his shoulder. When his S.S. Lazio won the 1999 Serie A championship, some of the teams Italian fans who initially didn't like the tattoo, came into the dressing room and kissed it.

• Italian footballer Fabrizio Miccoli who plays striker for Palermo, has a large Che Guevara tattoo on his left calf. As a result, the teams fans unveiled a large stadium sized banner, bearing the image of Che along with the hammer and sickle.

• Swedish Olympic boxer Kwamena Turkson has the image of Che Guevara tattooed on his arm.

In theater

Musicals/plays

• In the Andrew Lloyd Webber musical, Evita, the narrator and main protagonist is a revolutionary based on Che Guevara. Though never referred to by his name "Che" in the musical itself, the character is identified as "Che" in the libretto, and in the title of one song "The Waltz for Eva and Che", wherein he cynically tells the story of Eva Perón, and the two finally confront one another during the Waltz.

• Hispanic-American Marcelino Quiñonez wrote and performed a 2007 play entitled El Che, about the revolutionary. The Spanish language drama portrays the human side of Guevara as a father and friend, and debuted in 2009 as part of Phoenix, Arizona's Teatro Bravo series.

Other plays featuring a Che Guevara character include:

• Guerrillas, by Rolf Hochhuth, Production: 1970

• School of the Americas (about Che's last 2 days alive), written by José Rivera, Productions: 2007 New York, 2008 San Francisco.

• Che Guevara, Written by Zhang Guangtian, Productions: 2007 Beijing China, 2008 China Art Institute.

Comedy

• American comedian Margaret Cho, on the cover of her stand-up act Revolution (2003) combines her face into an obvious appropriation of Che Guevara's famous graphic-portrait.

• "The Castro Complex", a comedic play by Mel Arrighi, features a couple whose sex life is on the rocks because of the woman's fetish for Marxist dictators, namely: Fidel Castro and including Che Guevara.

In games

"Rebels and activists the world over still take inspiration from Guevara. But the image has lost something; Che's face on a poster in 1968 isn't quite the same thing as it is on a mousepad 40 years later. Perhaps it is precisely that loss -- the shedding of Che's radicalism and ideological rigor -- that renders him so supremely marketable today."

— Ben Ehrenreich, Los Angeles Times

• His exploits during the Cuban Revolution were very loosely dramatized in the 1987 video game Guevara, released by SNK in Japan and "converted" into Guerrilla War for Western audiences, removing all references to Guevara but keeping all the visuals and a game map that clearly resembles Cuba. As a result of its rarity, original copies of the "Guevara" edition of the Japanese Famicom edition go for high amounts on the collectors' market.

• The box art for Just Cause, (the 2006 videogame for PC, Xbox, Xbox 360, and PlayStation 2) imitates the famous photograph of Che Guevara taken by Alberto Korda. The main character in the game of Rico Rodriguez is also based on CIA agent Félix Rodríguez, whom was present for Che Guevara's capture and eventual execution in Bolivia.

• On November 16, 2008, a new world record for the number of dominoes toppled in one turn was set in the Netherlands. The 4,345,027 falling dominoes tumbled for two hours and along with other images, revealed a portrait of Che Guevara.

In tourism

File:Ernesto Guevara Lynch Mural.JPG

Wall mural in Bogside in Derry, Northern Ireland

"With the recent and euphoric globalization, the image of Che prevails as an activist icon amongst many in the Western World. Within the indigenous Zapatistas in Chiapas, the image of Che blends in with that of Christ, Virgin Mary, truck drivers, vendettas, taggers, commercialists, popular musicians, and gangsters of Mexico and other countries. These people wear him as an accent on their clothing and stickers on their vehicles, as if the image still maintained its primitive innocence."

— Rogelio Villarreal, editor-in-chief of Replicante Magazine

• Bolivia features a 'Che Guevara Trail' which is overseen by Care Bolivia and the Bolivian Ministry of Tourism. The trail leads by road from the Bolivian city of Santa Cruz de la Sierra, via the Inca site of Samaipata, onto the villages of Vallegrande and La Higuera (the 'holy grail' for Che pilgrims). The tour allows visitors to travel just as Che and his comrades did — by mule or on foot through rocky forested terrain — or in four-wheel-drive vehicles along unpaved roads. The trail visits places of historical interest including the site of Che's guerrilla camp, the school where after 11 months as a guerrilla he was captured and killed, and his former grave. Visitors also are able to meet local people who met or traveled with Guevara.

• Cuba also offers a `14 day "Che Guevara Tour", (organized in collaboration with the Ernesto Che Guevara center in Havana) - which allows travelers to follow the historical footsteps of Che Guevara in his guerrilla struggle to oust Cuban dictator Fulgencio Batista.

• Journey Latin America, offers a three-week escorted Motorcycle Diaries tour from Buenos Aires to Lima. The company also offers tailor-made trips to any of the locations along the Guevara-Granado route.

Monuments & memorials

"Guevara is everywhere. He is being reborn. And nowadays, he has won. You will see."

— Eladio Gonzalez, Che memorabilia store owner in Buenos Aires

• An average of about 800 international visitors each day make the trek to Che Guevara's mausoleum in Santa Clara, Cuba. The site which contains a 22 foot tall bronze statue of Guevara, also includes his remains, a museum of his exploits, and a eternal flame in honor of his memory.

• In Venezuela, along the Andean mountain highway near the city of Merida, an 8 foot glass plate bearing Guevara's image is erected near the top of El Aguila Peak. Guevara visited the spot in 1952 during his travels through South America, which he recorded in his diary.

• Rosario, Argentina, the city of his birth, features a Ernesto "Che" Guevara plaza. The centerpiece is a 13 foot bronze "Monument to Che" statue of Guevara, casted from thousands of donated and melted-down keys.

• The Bolivian town of La Higuera (where Che was executed) hosts a statue of Guevara as does the bus terminal in El Alto, Bolivia, which features a 23 foot scrap metal sculpture of his likeness.

• The Jintai Museum park in Beijing, China (Where Guevara visited Chairman Mao in 1960), is home to a sculpted bust of Che, designed by Chinese artist Yuan Xikun.

• A park along the Danube river in Vienna, Austria, features a 28 inch bronze bust of a bearded Che in his "trademark" beret. At the 2008 unvieling, the city's Social Democratic mayor Michael Haeupl proclaimed the statue "a symbol of Vienna's intention to eradicate poverty."

• In the autonomous community of Oleiros, Galicia, a ten meter high outline of Guevara's face was constructed by Cuban artist Juan Quintani. The mayor of Oleiros, Angel García Seoane, promoted the 2008 project to "honor Che and all the revolutionaries of the world."

• In 2009, the South African city of Durban, renamed Moore Road (in honor of colonial era British General Sir John Moore) to Che Guevara Road, in the revolutionary's honor. This was followed by a statue of Guevara being added to the gallery of "liberation struggle heroes" at Pretoria's Freedom Park.

In politics

Political imagery

"The guy's face is shorthand for 'I'm against the status quo.' He's politics' answer to James Dean, a rebel with a very specific cause."

— David Segal, The Washington Post

• In February 2008, a minor internet-based "controversy" emerged when a local news report in Houston, Texas, featured the independently funded office of Cuban-American Maria Isabel, a volunteer staffer for the then Barack Obama presidential campaign. Some conservatives and Obama political opponents were angered when the clip portrayed that Isabel had used a large Cuban flag superimposed with the image of Che Guevara to decorate her office. For his part, Obama addressed the issue and called the flag's presence "inappropriate."

• In July 2008, Colombian secret agents posing as leftist rebels were able to rescue Ingrid Betancourt and 15 other hostages held by FARC guerrillas. Part of the ruse involved the agents posing as fellow rebels by wearing Che Guevara t-shirts (considered a heroic figure by the Marxist inspired insurgents).

• During a November 2008 interview with Congolese rebel leader Laurent Nkunda, he disclosed that a band of his rebels refer to themselves as the "Group of Che" and insist on wearing Che Guevara t-shirts as their uniform.

• Street artist Shepard Fairey, has stated that when he designed the two-tone red and blue stylized portrait of then presidential candidate Barack Obama, his "inspiration" was Alberto Korda's portrait of Che Guevara.

• In April of 2009, it was announced that the image of Che Guevara may be banned in Poland under a government proposal to expand a Polish law prohibiting the production of "fascist" and "totalitarian propaganda". Poland's equality minister, Elzbieta Radziszewska, proposed an amendment to the present legislation stating that it "would help organizations fighting racism". If passed, many of Communism's leading figures (and thus presumably Che) would have their images outlawed for public use, with those guilty facing a two-year prison sentence.

Political praise

"Despite the spectacularization of the image of Che, what remains compelling are the many instances worldwide which the photograph persists as a rallying point for political struggles. To articulate resistance, to define local rebellions, to announce solidarity with others, activist artists will undoubtedly continue to remake, reclaim and recontextualize Korda's photograph."

— Brian Wallis, International Center of Photography

• Cuban school children begin every day of class with a salute and pledge of: "We will be like Che!"

• Former South African President Nelson Mandela in 1991 on a visit to Havana declared that: "Che's life is an inspiration for every human being who loves freedom. We will always honor his memory."

• American civil rights activist Jesse Jackson, in a 1984 visit to the University of Havana declared: "Long live our cry of freedom. Long Live Che!"

• One week before his own assassination on October 15, 1987, in a speech marking the 20th anniversary of Guevara's execution, Burkina Faso's revolutionary leader Thomas Sankara (himself coined "Africa's Che") declared: "ideas cannot be killed, ideas never die."

• Former Cuban President Fidel Castro (who fought alongside Che during the Cuban revolution) has proclaimed that Guevara was "a flower prematurely cut from its stem" who "sowed the seeds of social conscience in Latin America and the world." Castro has also remarked that Che's "luminous gaze of a prophet has become a symbol for all the poor" and that "today he is in every place, wherever there is a just cause to defend."

• Venezuelan President Hugo Chavez has performed several symbolic acts of solidarity with Guevara, which include wearing a red Che t-shirt to the 2005 World Social Forum, laying a wreath in remembrance ofthe 40th anniversary of his death at his Mausoleum, naming a state-funded adult education programme "Mission Che Guevara", and granting doctors of the Venezuelan public health system a 60 percent pay raise in "honor of Che" who was a physician.

• After winning President of Bolivia in 2006, Evo Morales installed a portrait of Che Guevara made from coca leaves in the presidential palace. At a ceremony the following year marking the 40th anniversary of his execution, Morales declared "the ideals and actions of Commander Ernesto Guevara are examples for those who defend equality and justice. We are humanists and followers of the example of Guevara."

• On 9 November 2007, the British House of Commons held an early day motion proposed by John McDonnell and signed by 27 other Members of Parliament which read: "This House notes that 9th October marks the 40th anniversary of the murder of Ernesto Che Guevara in Bolivia; further notes the inspiration that Che Guevara has brought to national liberation movements and millions of socialists around the world; and believes that the sustained social gains of the Cuban revolution and the government of Evo Morales in Bolivia are fitting tributes to his legacy."

• After attending a private screening of Steven Soderbergh's 2008 biopic Che, British politican George Galloway professed that "no one could be more alive - his image, his example, his spirit, is abroad in every struggle throughout the world." Galloway ended his praise by stating that "Guevara radiates out from the photos a goodness, with the power to move millions forever."

In everything else

• On May 15, 1960, Che Guevara competed against acclaimed author Ernest Hemingway at the "Hemingway Fishing Contest" in Havana, Cuba. The winner of the competition however was fellow boat mate Fidel Castro.

• In October 2007, former Central Intelligence Agency operative Gustavo Villoldo, auctioned off a lock of Che Guevara's hair for $ 119,500 to Bill Butler. The purchaser describes Guevara as "one of the greatest revolutionaries of the 20th century", and thus intends to display the 3-inch tress in his Butler & Sons books store in Rosenberg, Texas.

• On December 14, 2008, Iraqi journalist Muntadhar al-Zeidi threw both of his shoes at President George W. Bush, as an "act of defiance" during a Baghdad press conference. When reporters visited his one-bedroom apartment in west Baghdad, they found the home decorated with a poster Che Guevara, who according to The Associated Press "is widely lionized in the Middle East."

• Former Pakistani President Pervez Musharraf owns a German Shepherd dog named "Che", in honor of the revolutionary.

• At the 2009 Groundhog Day celebrations, the groundhog "Staten Island Chuck" bit the finger of New York City mayor Michael Bloomberg. As a result, Brooklyn entrepreneur Devery Doleman began selling shirts showing Chuck "revolting against the plutocrat mayor", while dawning a Che Guevara beret. Creator Doleman, proclaimed the bite an obvious metaphor, while decreeing "Bloomberg cares only about rich people. He's the Marie Antoinette of mayors."

• The University of Texas offers a course entitled "Che Guevara's Latin America", in which students read two of Guevara's travel diaries and his memoir of the Cuban revolutionary war. The aim of the course is to have students analyze the "sudden revival of Che's image in pop culture throughout the world", study Che's own personal observations, and survey class relations in those countries mentioned in Che's memoirs (Argentina, Chile, Bolivia, Peru, Guatemala, and Mexico).

• As an act of international solidarity, Cuba dispersed a group of medical doctors to the nation of Nicaragua in 2007. By the start of 2009, the unit titled the "Ernesto Che Guevara Brigade", were credited with treating 1,764,000 people, saving 363 lives, and operating on 3,893 patients. There is also a Cuban supplied and staffed "Che Guevara Medical Brigade" serving in Haiti, composed of 575 doctors and health professionals.

Criticism

There are those, both supporters and detractors that object to the mass dissemination of Che's image in popular and counter-culture. His detractors dislike the widespread pictorial dissemination of someone they deem to be a "murderer" but also delight in the contradiction and/or irony of a Marxist being utilized as a Capitalist commodity. Conversely, some Che supporters object to the commodification or diminishing of his image by its use in popular culture, and resent those entrepreneurial companies who profit from and/or exploit his legacy; viewing such marketing as an obvious conflict to Guevara's personal ideology.

Regardless of the varying sentiments, director Green believes that there is no escaping the phenomenological influence of Che's symbolism, remarking that "we cannot get away from the context of Che Guevara, whether we like him or hate him, whether we called him a revolutionary or a butcher. The fact that he lived and died for the ideas in which he believed, penetrates constantly in the image."

From an anti-Che perspective

"The cult of Ernesto Che Guevara is an episode in the moral callousness of our time. Che was a totalitarian. He achieved nothing but disaster ... The present-day cult of Che - the t-shirts, the bars, the posters — has succeeded in obscuring this dreadful reality."

— Paul Berman, Slate Magazine

Mexican author Rogelio Villareal has noted how "the famous image is not venerated by all ... it has also been aged, laughed about, parodied, insulted, and distorted around the world." Conservative Mark Falcoff has remarked that Guevara is "a cultural icon" not because of "his example for poor countries" but as a result of "his capacity to provoke empathy among the spoiled youth of the affluent West." Historian Robert Conquest, of the Hoover Institution, has referred to such "empathy" and adulation among the young, as the "unfortunate affliction" of "adolescent revolutionary romanticism." Sean O'Hagan of The Observer contends that the appeal to such empathy is one of superficiality, remarking that "if Che hadn't been born so good-looking, he wouldn't be a mythical revolutionary." In the view of Ana Menéndez, author of the fictional novel Loving Che, the fascination with Che is not with the man, but the photograph. While herself acknowledging him as a "great idealist", Menéndez believes there is a "fallibility of memory", which leads many to "gloss over the fact that he was also a brutal man, the head of a firing squad in the opening days of the revolution." Menéndez theorizes that such unsavory aspects are glossed over in the way one glosses over someone's flaws when in love. Jazz musician Paquito D'Rivera, himself a Cuban exile who fled the island after a run in with Guevara, has criticized the positive portrayal of Che by musicians such as Santana, by noting the strict censorship of music at the time deemed "immoral" and "imperialist" by the Cuban government. In deference to such contradictions, Patrick Symmes, author of Chasing Che: A Motorcycle Journey in Search of the Guevara Legend, has hypothesized that "the more time goes by, the chicer and chicer Che gets because the less he stands for anything." Barcelona museum director Ivan de la Nuez, in the 2008 documentary "Chevolution" describes the overall phenomena by observing that "Capitalism devours everything - even its worst enemies."

From a pro-Che perspective

"During the lifetime of great revolutionaries, the oppressing classes constantly hounded them, received their theories with the most savage malice, the most furious hatred and the most unscrupulous campaigns of lies and slander. After their death, attempts are made to convert them into harmless icons, to canonize them, so to say, and to hallow their names to a certain extent for the “consolation” of the oppressed classes and with the object of duping the latter, while at the same time robbing the revolutionary theory of its substance, blunting its revolutionary edge and vulgarizing it."

— Vladimir Lenin, The State and Revolution

Duke Latin American studies professor Ariel Dorfman hypothesizes that Che's been "comfortably transmogrified into a symbol of rebellion" precisely because those in power no longer believe him to be dangerous. However, Dorfman suspects the attempt to subvert Che could backfire, positing that 3 billion people now live on less than $2 a day and thus "the powerful of the earth should take heed: deep inside that T shirt where we have tried to trap him, the eyes of Che Guevara are still burning with impatience." Expressing a similar sentiment, Jonathan Green director of the UCR/Museum of Photography acknowledges that "Che is turning over in his grave" because of the commercialization; however in Green's view, Che's visage also has the potential to be a "Trojan horse" of capitalist marketing, by embedding itself into pop iconography. In his example, corporations in their desperate drive to sell goods, create the opportunity for observers to see the "logo" and ask "who was that guy?" Trisha Ziff, curator of Che! Revolution and Commerce believes that regardless of the "postmodern" diffusion, you can't disassociate Che from "radical ideas and change", nor can one control it. In Ziff's view, despite the endless array of merchandising, the symbol of Che will continue to be worn and have resonance. Critical pedagogical theorist Peter McLaren theorizes that American capitalism is responsible for the Che phenomenon, stating that "the United States has a seductive way of incorporating anything that it can’t defeat and transforming that 'thing' into a weaker version of itself, much like the process of diluting the strength and efficacy of a virus through the creation of a vaccine."

External links

• Che-Lives.com
• DeviantART: Che Guevara
• Che Guevara Photos from daylife
• RevLeft: Che Discussion Forum
• BBC News Video: Che Honored in Argentina June 15, 2008
• NPR Audio Report: "In Latin America, Che's Legend on the Rise"
• Salon: "Che Anything" by Amy Reiter, May 5, 2008
• The New York Times: "A Revolutionary Icon, and Now, a Bikini" by Marc Lacey, October 9, 2007
• Wall Street Journal (photo gallery): "The Ubiquitous Che"
• Washington Post: "The Che Cachet" by David Segal, February 7, 2006
• Che from Rebel to Icon by Christophe Chataign, Socialist Review, July 2004
• Why is Che Guevara such a Pop Culture Icon? a photo essay by Designboom
• Advertising World’s Obsession with Che Guevara by Adoholic, February 21, 2009