Lowriding with Dr. Mendoza
Dr. Ruben Mendoza, a member of the Social & Behavioral Sciences faculty, is featured in the February 2003 issue of Lowrider magazine, revealing a side of himself that many people on campus may not know. Mendoza is known on campus-and beyond-for his work as an archaeologist specializing in the study of American Indian cultural traditions.
The magazine article is a profile of Dr. Mendoza and one of his other accomplishments: the study of lowriding. He published a paper in 1981 explaining the "ritual of cruising and customizing cars."
Chronicling the Chicano trend popular with Mexican-American youth, Mendoza interprets the style, dress, and ritual activities of the lowrider community, pointing out that lowriding is a cultural lifestyle for some Chicanos: "It's a cultural form of expression, embodying art, music, fashion, and technology for those who refuse to submit their identity to the larger world."
100 Campus Center
