Presidential Wives and Soft Power in Mexico in the López Mateos (1958–1964) and Echeverría (1970–1976) Eras

In twentieth-century Mexico, presidents were considered the strongest branch of political power. In contrast, First Ladies played a trivial role. This article presents two exceptions to this norm: the contributions of the two First Ladies Eva Sámano de López Mateos (1958–64) and María Esther Zuno de Echeverría (1970–76). Through an examination of press coverage and oral testimonies, I argue that these women represented a feminine facet of the Partido Revolucionario Institucional (PRI). They exerted soft power, actively engaging in projects to improve the living conditions of children and women, thereby furthering their husbands’ plans for the nation and playing the role of presidential wives.