What makes Ernesto Che Guevara one of the most charismatic revolutionaries of the twentieth century? Unlike other leading Marxist leaders of last century such as Lenin and Mao, Che was neither a theoretician nor a supreme leader of any revolution. An Argentine-born doctor, Ernesto Guevara de la Serna, was handpicked by Fidel Castro when the latter was preparing for the Moncado barrack attack. Ever since they met each other in Mexico, Che became a member of Fidel’s July 26th movement and later the second commandant of the guerilla army that waged a successful war against American backed General Fulgencio Batista in Havana.
As many political scientists have pointed out, Che Guevara was a professional revolutionary. He subscribed to Fidel’s intellection of spreading revolution across
Americas with his heart. “The duty of the revolutionary is to make the revolution,” so said Che describing his own eventful life of long battles. After winning the Sierra Maestra battle, we would find him fighting in the
Congo. He was entrusted by Fidel to “liquidate the counter revolutionaries in order to save the
revolution”. He even quit Castro’s ruling team to join hands with the Bolivian guerillas, who were fighting the military dictatorship of Rene Barrientos. As noted British Marxist Tariq Ali observes, that single decision changed Che’s image and appeal altogether. As many of the other revolutionaries relinquished their revolutionary credentials after their respective triumphs, Che gave up power to build up a guerilla movement in Bolivian forests against Barrientos. Unlike in Sierra Maestra where he played second fiddle to Fidel, he was the supreme leader of Bolivian guerillas. But history hardly repeats. The heavy hands of Bolivian military generals crushed the rebellion and shot dead its 39-year-old leader on 8th October 1967.
However, the death of Che Guevara was only the beginning of the story. Fidel Castro declared the year of 1967 as “the year of great revolutionaries”. Drawing inspiration from Che the students and youth across the Europe intensified the anti-war and anti-imperial movements. Che was the icon of the French students who led the May 1968 movement that caused the eventual collapse of the De Gaulle regime. Che became of charismatic larger than life figure, more popular than his own leader Fidel, not only in Cuba, but across the world. His challenge to American capitalism to “create two, three...many Vietnams” echoed in different parts of the world. He was largely considered as a symbol of romantic rebellion during the heydays of the Cold War.
However, the antithesis to this revolutionary appeal is ‘Brand Che’. Fidel Castro might have survived the fall of Soviet Union in the early 1990s. But the changing dynamics in the post-Cold war world order, transformed Che’s image. He once dared capitalism to create more Vietnams. But capitalism, understanding his mass appeal, incorporated him in its market economy as a brand name. Now Che is more a market tool than a revolutionary icon. A glamorous photograph of Che taken by Cuban photographer Alberto Korda Diaz on March 5, 1960, has become a favorite symbol for the neoliberal marketists as well as the Anti American leftists. The bearded face with long hair and eyes fixed at infinity is everywhere in today’s world. Its there on T-shirts, cigarettes, ice cream, socks, alcohols and even on the bodies of football stars. Recently a designer put Che on a bikini. American retailer giant Target has recently reported that its Che Guevara CD cases had topped last Christmas season in the country. “Che is a symbol of romantic idealism. His immortal image has a value which can be used by the market forces as well as for a larger social cause. The contemporary capitalism which is dominated by the media culture has taken Che Guevara’s image out of the context and made it as a brand. Now we witness the icon floating free in the market. But at the same time there are serious attempts to bring the icon back into its revolutionary origin, especially in Latin America,” A.K. Ramakrishnan, a professor of International Relations at Mahatma Gandhi University told B&E.
The “21st century socialists” such as Hugo Chavez of Venezuela and Evo Morales of Bolivia seem to have undertaken this mission of liberating the revolutionary from the clutches of market capitalism. Chavez has already said that he wanted to create the guevarista “new man” across the continent. Time would show who would win in this strange battle waged in the name of a charismatic revolutionary.
(Published on Business & Economy, November 1, 2007)
