I saw them in Mexico, and you probably did too.
She is a dark-haired six-year-old with a round face and expressive eyes. She is usually seen in a signature red dress with a matching bow, but she is known to change it up every now and then. She is almost doodle-like in her visual simplicity. She has an aversion to soup and strong opinions on important world issues. She is a voice for the younger generations, witty and sharp-witted, and has a critical perspective on adult society. She is especially known for her rebellious spirit and fierce rejection of societal norms and expectations.
I am referring to Mafalda, the cartoon character who was loved by generations of Mexicans, Latin Americans and numerous other people around the world.
Created in 1964 by Argentine cartoonist Joaquín Salvador Lavado Tejón (better known as Quino), Mafalda began life as an advertising mascot for household appliance manufacturer Siam Di Tella. But she quickly outgrew her commercial roots and became a cultural phenomenon that continues to resonate with audiences today. In Mexico, she is comparable in popularity to Charlie Brown or Garfield, cementing her status as one of the most iconic characters in the Spanish-speaking world.
The birth of a tiny icon
At first glance, Mafalda appears to be a typical six-year-old girl from a middle-class Argentine family of the 1960s. Her father has a boring office job and her mother takes care of the household. At the same time, her relationship with her younger brother Guille reflects the typical mix of sibling rivalry and affection. The family dynamic embodies the societal norms of the time, but beneath this facade of normality lies Mafalda’s sharp wit and a deeply curious mind that constantly challenges the status quo.
While Mafalda engages in typical childhood activities – going to school and playing with friends – her innocently presented views often have a philosophical bent. In her daily life, Mafalda ponders various social issues and expresses her thoughts through musings and humorous observations. An avid reader, she stays informed about current events, which fuels her desire for justice and change.
Opposing opinions: Mafalda’s social environment
Mafalda’s world is populated by a colorful cast of characters who serve as a contrast to her progressive ideals. There is Susanita, the materialistic girl who dreams of finding a rich husband and having many children. Mafalda’s interactions with her friend frequently involve her challenging Susanita’s views on marriage, beauty ideals, and the role of women in society. When Susanita expresses her desire to marry a rich man, Mafalda questions her motivations and encourages her to pursue her own goals. “Para qué ser mamá? No es la única meta en la vida.” (“Why be a mother? It is not the only goal in life.”)
Manolito, the son of a shopkeeper, is obsessed with money and business. Mafalda and Manolito’s debates about capitalism, consumerism, and social inequality are recurring themes. In one exchange, Mafalda argues that Manolito’s family’s wealth was not earned through hard work alone, but rather through the exploitation of the working class. “No se puede ser rico sin hacerle daño a otros.” (“You cannot be rich without harming others.”)
Felipe, the romantic daydreamer and most thoughtful of Mafalda’s friends, contrasts with Mafalda’s pragmatism. He often serves as a sounding board for her philosophical musings. Their conversations revolve around existential questions about life, death, and the nature of humanity. In one strip, Mafalda asks Felipe if he believes in God, leading to a thoughtful discussion about faith and the meaning of life. “Do you believe there is life on other planets? I believe there is, but I also believe there is no life here.” (“Do you believe there is life on other planets? I believe there is, but I also believe there is no life here.”)
Mafalda’s circle of friends, their stories, personalities and perspectives represent the different societal perspectives of the time. In their discussions, Mafalda’s creator Quino covers topics such as capitalism, gender roles, societal expectations, immigration and political ideologies. The characters’ different viewpoints allow readers to look at complex issues through the lens of childlike innocence and humor, while also provoking thought and reflection on many of the issues that are still relevant today.
Lasting wisdom in Mexico and beyond
In Mexico and throughout Latin America, Mafalda has become a symbol of resistance and social criticism. Her image can be found on everything from T-shirts to protest signs, and her witty remarks are widely shared on social media. In Buenos Aires, statues of Mafalda and her friends attract fans who love to take selfies with this diminutive revolutionary.
What makes Mafalda’s popularity in Mexico particularly fascinating is the fact that her views still resonate with Mexican culture today. Although she was born in Argentina, her concerns about social justice, equality and the future of humanity strike a universal chord. In a country grappling with complex social and political issues, Mafalda’s views are especially relevant.
“The problem is that there are more interested people than interesting people,” jokes Mafalda in one strip, addressing the self-centeredness of modern society. Such observations are just as appropriate in Mexico City in 2024 as they are in Buenos Aires in the 1960s.
Mafalda’s challenge to gender norms resonates in today’s Mexico. As the country grapples with machismo and women’s equality, Mafalda’s rejection of traditional female roles is particularly relevant. Mafalda also advocates for a healthy work-life balance, often asking why life always has to revolve around work.
Her concern for peace and social justice strikes a chord in a nation accustomed to violence and inequality. “Beans are being baked everywhere, but no one dares to strangle the head waiter,” Mafalda observes, highlighting the gap between acknowledging problems and taking action. This is an attitude that many Mexicans, frustrated by known corruption and systemic problems, recognize. She adds: “I like people who say what they think. But above all, I like people who do what they say.”
Beyond social criticism, Mafalda has become an educational tool in Mexico. Her comics are used in schools to teach critical thinking and social awareness. Her sophisticated vocabulary and complex ideas, presented in an easy-to-understand way, introduce young readers to important concepts.
Mafalda today
Mafalda’s comic book series ended in 1973, but it may be making a comeback. Netflix recently announced plans to develop new content based on the character and introduce her to a whole new generation of viewers.
As Mexico and the world grapple with issues such as inequality, climate change and political upheaval, Mafalda’s blend of optimism and pragmatism offers a voice of reason in a complex world.
“Wouldn’t it be more progressive to ask where we are going rather than where we are ending?” Mafalda asks in one strip. It’s a question that can be applied to all current issues, from technological advancement to social change. By encouraging her readers to think critically, empathetically, and to dream big, Mafalda continues to inspire generations of Mexicans to imagine a better world.
The next time you meet Mafalda, she might remind you to keep asking questions, keep dreaming, and never stop working toward a better future. Just don’t try to make her eat soup.
Monica Belot is a writer, researcher, strategist, and adjunct professor at Parsons School of Design in New York City, where she teaches in the Strategic Design & Management Program. Monica splits her time between NYC and Mexico City, where she lives with her sassy silver labrador puppy Atlas, and writes about topics ranging from the human experience to travel and design research. Follow her varied doodles on Medium at https://medium.com/@monicabellot.
