Abstract
This research seeks to understand how the National Farm Worker Association and the newspaper, El Malcriado: Voice of the Farm Worker engaged farmworker and activist identity during the Delano grape strike, and ensuing nation-wide boycott. It analyzes rhetoric and imagery as grassroots mobilization tactics and contextualizes these within the political climate of the time, and also places the activists inside of a broader Mexican American Civil Rights Movement. The analysis considers race, gender, class, and culture.