Radio talk-show host Oscar Muzquiz is searching for "La Fodonga
del Ano," or "The Female Slob of the Year."
On "Educating Your Woman," broadcast daily from this industrial
northern city, husbands are invited to enroll their wives in the
contest if they: sleep until 9 a.m., serve only packaged foods,
watch TV all day, and rarely shave their legs.
"This is not life - living with someone who has become your
greatest enemy," Mr. Muzquiz admonishes his male listeners. "Wake
up, rise up ... and change your life!"
If Muzquiz sounds like Howard Stern in a sombrero, that's
because, in part, he is. In addition to targeting the lazy
housewife, Muzquiz crusades against "shameless" women who live
independently, marry late, and work outside the home.
Social and economic changes in Mexico over the past three decades
- from the increasing number of working women to the explosion of
supermarkets, which cater to a rushed lifestyle - have transformed
family culture here and left many men struggling to redefine their
roles. Muzquiz's radio show is just one example of a country
twitching as it witnesses a shift - some say the "Americanization" -
of its family values.
"Men across Mexico are violently resisting this change," says
Lourdes Plata Toledo, a well-known psychologist who counsels couples
in a column in the Monterrey newspaper El Norte. "More women are
saying, 'I don't need a man to support me. I don't need a man to
fulfill me,' and men are thrown by this."
The backlash is apparent in popular TV shows, newspapers,
magazines, and music. A nationwide ad campaign by the Monterrey-
based bank Banorte, for instance, pictures a stretch of pavement
littered with broken glass and a fallen lipstick. A message
scratched below warns: "There are many women driving. Insure your
car with Banorte!"
Meanwhile Brozo, the lewd clown who hosts the popular morning
show "Early Riser," long maintained that his voluptuous and scantily
clad "secretary," Isabel Madow, was the perfect woman - not just for
her curvy frame, but also since she never uttered a word.
(Ironically, she recently left the show to pursue a career on her
Fresh tortillas only
"Educating Your Woman" draws tens of thousands of listeners
across northern Mexico and southern Texas. Muzquiz and cohost Carlos
Alberto Agundiz actively push for a return to times of old. Muzquiz
is especially venomous toward wives who won't rise at dawn to make
their husbands fresh tortillas.
The antics of Muzquiz and Mr. Agundiz have earned them the ire of
women's activists across northern Mexico.
"It is lamentable such a program is broadcast in Monterrey in the
year 2003," says Sister Marianela Madrigal, a nun who runs a center
that offers women vocational training. "It reflects the terrible
lack of effort to change our mentality from a macho patriarchy to
one of equality."
According to the Census Bureau, more women are working outside
the home in Mexico than ever before, especially in big cities like
Women now make up 32.3 percent of the labor force in the northern
state of Nuevo Leon (compared with 29.9 percent nationwide),
according to Mexico's National Institute of Geographic Statistics
A study by the Minnesota Population Center (MPC) at the
University of Minnesota in Minneapolis indicates that that figure
has jumped 50 percent since 1990 and almost quadrupled since 1970. …