Since the 1990s, U.S. flag-themed hats, shirts, pants, and especially bodysuits have seemingly been popular fashion among ordinary Cubans. More precisely, given that the Cuban flag has a white star on a red background, with blue stripes, it is at minimum clear that this fashion does not signify Cubans’ own national banner, and while conceivably referencing Puerto Rico’s bandera, it is fair to say that both foreign visitors and Cuban residents interpret the symbolic referent to be Old Glory. And this, I think, is where things get interesting, since images of U.S. flag-wearing Cubans are a recurrent feature of stories of post-Soviet Cuba in the U.S. media and press, as if to visually confirm pro-U.S. popular sentiments among the population, Q.E.D., obviously political, no further exegesis necessary. One can find this pattern from the cover of Christopher Hunt’s superficial travelogue Waiting For Fidel in 1997, right to the present day. Consider, for instance, the framing of “If Not David to the U.S. Goliath, Cuba Asks What Its Role Is Now,” by Damien Cave and Victoria Burnett, published in the New York Times on December 20, 2014 as part of the barrage of that month’s NYT-led diplomacy. As seen here in cropped form, the lede image of the accompanying slide show, “Cuba Braces for the Winds of Change,” I submit, was carefully chosen to evoke exactly this sort of reading in the U.S.-based readership of the Times.
A century ago, the founder of American anthropology, Franz Boas, taught his students that we see what we are prepared to see: the seeing eye is the organ of tradition. When I first encountered U.S. flag-themed sartorial choices throughout Cuba as a novice ethnographer living in Havana in the mid-1990s, I also initially read them this way, as startlingly clear and overt statements of personal political preference. What else could they possibly mean, in a context in which images of both Cuban and U.S. flags had for decades saturated state media in clearly politicized ways? And yet… and yet, the more I learned about the people and contexts in which these styles appeared, the more inadequate that initially obvious reading seemed. Not necessarily (or always) wrong, but certainly partial, superficial, and misleading. Many pro-revolutionary grandparents, Party members, and apolitical youth were equally crazy for this stuff! Over time, I became both more interested in and puzzled by the possible meanings of this style, until one day in 2002 in a small town in central Cuba, I ran into two eight or nine year old girls, holding hands; one was wearing a new-to-me variant of the U.S. flag-themed shirt (see Ryer 2006). I stopped them to ask where the shirt was from, and the girl wearing it beamed and said: “Oh, I am from here, and this is my cousin visiting from Florida, and she brought it for me as a gift, isn’t it great?” (my translation). This simple exchange highlighted an overlooked if obvious point: all of this U.S. themed clothing is imported not in official state-controlled shops, of course, but is hand-delivered by close family or friends abroad. In other words, wearing it also marks one as having familia en exterior, family abroad. As I have argued elsewhere, beyond symbolizing the United States, since the 1990s wearing Stars and Stripes apparel in Cuba is a marker par excellence of one’s privileged access to increasingly important transnational remittance circuits.
Even long before the work of Victor Turner, anthropologists have understood that there are multiple meanings to any symbol, and that is certainly true in the case of enduringly popular U.S. flag-themed apparel in post-Soviet Cuba. But to only see the political, pro-American image as intended by the U.S. popular press, generates, I believe, a dangerously simplistic and even misdirected reading of the sort which once led American planners to anticipate massive Cuban popular support for their epically misjudged Bay of Pigs invasion. Even in 2014, not all meanings are global, nor are they necessarily obvious to the casual observer or photographer.
The re-opening of the embassies and ongoing limited rapprochement between the two governments has kept up the drumbeat of these sorts of images, including more from the New York Times, but also from the international press. Consider, for instance, this story & images from the Guardian, and this recent cover from the Mexican edition of Revista Letras Libres.