The metamorphosis of Che Guevara into a capitalist brand is not new, but the brand has been enjoying a revival of late—an especially remarkable revival, since it comes years after the political and ideological collapse of all that Guevara represented.
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It is customary for followers of a cult not to know the real life story of their hero, the historical truth. (Many Rastafarians would renounce Haile Selassie if they had any notion of who he really was.) It is not surprising that Guevara’s contemporary followers, his new post-communist admirers, also delude themselves by clinging to a myth—except the young Argentines who have come up with an expression that rhymes perfectly in Spanish: "Tengo una remera del Che y no sé por qué," or "I have a Che T-shirt and I don’t know why."
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Guevara might have been enamored of his own death, but he was much more enamored of other people’s deaths. In April 1967, speaking from experience, he summed up his homicidal idea of justice in his "Message to the Tricontinental": "hatred as an element of struggle; unbending hatred for the enemy, which pushes a human being beyond his natural limitations, making him into an effective, violent, selective, and cold-blooded killing machine."
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Che’s lust for power had other ways of expressing itself besides murder. The contradiction between his passion for travel—a protest of sorts against the constraints of the —and his impulse to become himself an enslaving state over others is poignant. In writing about Pedro Valdivia, the conquistador of Chile, Guevara reflected: "He belonged to that special class of men the species produces every so often, in whom a craving for limitless power is so extreme that any suffering to achieve it seems natural." He might have been describing himself. At every stage of his adult life, his megalomania manifested itself in the predatory urge to take over other people’s lives and property, and to abolish their free will.
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Guevara distanced himself from the Soviet Union in the last years of his life. He did so for the wrong reasons, blaming Moscow for being too soft ideologically and diplomatically, for making too many concessions—unlike Maoist China, which he came to see as a haven of orthodoxy. In October 1964, a memo written by Oleg Daroussenkov, a Soviet official close to him, quotes Guevara as saying: “We asked the Czechoslovaks for arms; they turned us down. Then we asked the Chinese; they said yes in a few days, and did not even charge us, stating that one does not sell arms to a friend.” In fact, Guevara resented the fact that Moscow was asking other members of the communist bloc, including Cuba, for something in return for its colossal aid and political support. His final attack on Moscow came in Algiers, in February 1965, at an international conference, where he accused the Soviets of adopting the “law of value,” that is, capitalism. His break with the Soviets, in sum, was not a cry for independence. It was an Enver Hoxha–like howl for the total subordination of reality to blind ideological orthodoxy.
The great revolutionary had a chance to put into practice his economic vision—his idea of social justice—as head of the National Bank of Cuba and of the Department of Industry of the National Institute of Agrarian Reform at the end of 1959, and, starting in early 1961, as minister of industry. The period in which Guevara was in charge of most of the Cuban economy saw the near-collapse of sugar production, the failure of industrialization, and the introduction of rationing—all this in what had been one of Latin America’s four most economically successful countries since before the Batista dictatorship.
His stint as head of the National Bank, during which he printed bills signed “Che,” has been summarized by his deputy, Ernesto Betancourt: “[He] was ignorant of the most elementary economic principles.” Guevara’s powers of perception regarding the world economy were famously expressed in 1961, at a hemispheric conference in Uruguay, where he predicted a 10 percent rate of growth for Cuba “without the slightest fear,” and, by 1980, a per capita income greater than that of “the U.S. today.” In fact, by 1997, the thirtieth anniversary of his death, Cubans were dieting on a ration of five pounds of rice and one pound of beans per month; four ounces of meat twice a year; four ounces of soybean paste per week; and four eggs per month.
(via The Guest of Time)
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