In Cuba, Che still sells revolution
Posted: Wednesday, October 10, 2007 9:10 AM
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Havana, Cuba
By Mary Murray, NBC News Producer
Observe the kids at any Havana rock concert or on line for a Saturday night movie date, and lots are wearing Ché Guevara's photo emblazoned on T-shirts or handbags.
They are no different from the many kids around the globe who sported the iconic image of the young Argentine revolutionary a few years ago when Hollywood released the "Motorcycle Diaries."
But sales of Guevara paraphernalia go beyond Ché chic in Cuba.
Here, kids are urged to identify with Ché as a role model. Starting in primary school, children salute their flag with the slogan "Seremos como Ché"… "We will be like Ché."
Doe-eyes due to flu
The image of the starry-eyed revolutionary is one of the most reproduced of the 20 century, taken from photo shot in 1960 by the late great Cuban photographer Alberto Korda.
The photo is said to be inspiring, especially for young people reading hope into that look in the Argentine revolutionary's eyes.
Ironically, Korda told me in one of his last interviews before his death in 2001, that Che's glaze was actually due to fever, suffering that day from the flu.
Korda also confessed that he personally was never that impressed with the photo, finding it too passive.
It took seven years before it would be published, shortly after the Bolivian army and the CIA executed Guevara on Oct. 9, 1967.
Despite those beginnings, the photo has helped keep the image of Ché alive around the world.
Cuba being no different…
To Castro a ‘flower yanked prematurely from its stem’
Monday the image flew on banners at a ceremony marking the 40 anniversary of Guevara’s death.
Ché's family and former comrades gathered at his tomb in Santa Clara for what was for the most part a low-key remembrance.
There was one moment when staidness was cast aside. Ché’s youngest son and namesake, Ernesto, mirrored his father’s tour of Latin America and arrived on an apple red motorcycle along with a few dozen members of the island’s Harley Davidson Club.
The ailing Fidel Castro, who has not been seen in public since he ceded power to his brother Raul over 14 months ago, missed the official event but paid homage to Guevara in an essay published in the local press: "I halt in my daily combat to bow my head with respect and gratitude to the exceptional combatant…" Che, he wrote, was a "flower yanked prematurely from its stem."
Inside and outside Cuba, Ché’s image is big business. In Europe, ad men exploit Che’s bearded image to sell everything from vodka and cigarettes to Ché bikinis and Louis Vuitton Ché-embroidered handbags that go for $4,500.
Here, Ché is used to sell revolution and alliance to the socialist government.
Only history will decide if this has worked. At the moment, when Fidel Castro remains sidelined, Cuba’s youngest generation seems more inclined to embrace consumer goods than movements for social justice.