Güeros: social fragmentation, political agency and the Mexican film industry under neoliberalism.

This paper discusses the effects of NAFTA on the Mexican film industry with special emphasis on the effects of neoliberal ideology, both on film’s audiences and its contents. It describes an industry that caters exclusively to the economic elites, blindly following a logic of economic optimization and foregoing any kind of attempt at a national culture cinema project. The paper then analyses Alonso Ruizpalacios’ Güeros (2014) as an interesting case study that illustrates the difficulties of trying to resist neoliberalism after decades of living in a society –and working inside a film industry– strongly shaped by its ideology.