chalking up the cheesy news

There they were.


Side by side.


Two headlines as incongruous as chalk and cheese.  Or flan and salsa.


"Mexico pushes to improve its violent image"


and --


"Mexico to limit use of US dollars"


The first headline put my teeth on edge.  American newspapers love to put the words "Mexico" and "violent" together.  It is an ongoing theme.  In many of my friends' eyes, Mexico can be reduced to two themes: illegal immigration and drug deaths.


And, despite the silly wording of the headline (I really doubt Mexico is interested in burnishing its reputation for violence), the news story was about President Calderón's recent announcement that Mexico has hired a public relations firm to convince tourists and foreign investors that Mexico is not an inherently violent place.


You would think the task would be easy.  There is less violence in Mexico, as a whole, than there is in most other countries.  And, just like every country, some areas are more violent than others.


The big problem is years' worth of stories that have given just the opposite impression -- that anyone in Mexico is likely to be stuiffed in the trunk of a car, held for ransom, and then beheaded in some Tarentino-inspired basement.


The Mexico Tourism Board has produced some promotional pieces that could play art house theaters.  The most praised was its 2009 production with images of color and light backed by the hip-waggling rhythms of Arturo Márquez's Danzon No. 2.  Cool stuff.


The problem was obvious from the start.  Travel posters come to life will not attract tourists and investors if the target audience believes the final act was written by Dostoevsky.


And it did not work.  Tourism has decreased by 25% -- 40% -- 53%.  Take your pick.  The numbers are all over the place.  The problem is -- the tourists aren't.

Thus, the new public relations campaign.


If pretty images do not work, tough love might.  The proposed messages are clear:

• Most of Mexico is safe
• Problems exist
• They will be discussed in the open
• The government is working hard to make the country safe for foreign investment and tourists

President Calderón could never be confused with a dewy-eyed optimist.  But there is a certain desperate tone in this campaign.  Rather like Jimmy Carter's 1980 campaign.  And we all know how that worked.


At least, Mexico realizes its image needs a bit of a makeover.


That is why the second headline is so jarring.


"Mexico to limit use of US Dollars?"


Is this the same Mexico that wants to attract tourists and investors?


Well, yes.  As long as the investors are not drug dealers.  At least, that is the intent of the new regulations.


In an attempt to slow down money laundering, individuals going to a Mexican bank will be restricted in the exchanging the number of dollars in their fist for shiny new pesos.  $1,500 per month if he does not have a Mexican bank account.  $4,000 if he does.


The perceived problem is that about $10 billion of drug money flows through Mexican banks each year -- a figure that may be low by a factor of three.


This is another idea that sounds plausible on its face, but will have untended consequences. 


Any time businesses face additional regulations, they look for easier environments for investment. 


The same goes for tourists.  Even though most of them do not spend $1,500 in cash on vacation in a month, it appears to be just another hassle.  Why go to Mexico when you can avoid the bureaucratic hassle by going to some place like the Caymans.


Of course, the headlines are easily reconcilable.  The Mexican government is trying to come up with a consistent policy to defeat the drug lords.  In the process, the rest of the economic may be undermined.


Even with the contradiction, I still love Mexico, and I will urge my adventurous friends to come visit -- and perhaps stay -- when I return in November.


Sometimes, you can have your cheese and eat it, too.