El Paso del Norte … Modernization Utopias, Othering and Management Practices in Mexico's Maquiladora Industry

Starting from the assumption that maquiladora managers play a crucial role in the current struggle for the discursive construction of the “modern” Mexico, this paper critically engages with these powerful actors and their representations of maquiladora workers and the production environment. Adopting a critical perspective on traditional notions of modernity and modernization, I start my argument from the assumption that the idea of linear progress and its use as a universal blueprint to hierarchically order the social world has not disappeared. Though the idea of progress and development is, at first glance, a simple and straightforward message, it is actually full of paradoxes. Using case‐study material from El Paso del Norte, the international agglomeration on the Mexican‐US border combining Ciudad Ju´rez and El Paso, I argue that both the image of maquiladoras as developed and the image of them as backward are indispensable to the modernization discourse within the maquiladora industry. I seek to show that maquiladora managers play a powerful role in transmitting the modernization narrative and that in doing so they are getting caught within its contradictions. By producing and reproducing discourses of Ciudad Ju´rez and its inhabitants as backward, while simultaneously attempting to prove that there is progress and development, managers recreate some of the very problems they attempt to overcome.