ABSTRACT
Radio Margaritas is part of Institute National Indigenista's efforts championing cultural revivalism. Since its planning stage, the most transparent purpose of the station has been to change the attitude of indigenous audiences toward their own cultures. The network's overt ideology advocates the ethno-developmentalist idea maintaining that development can only be achieved through the revaluation of the ethnic group's culture. The profane instruments of the first settlers are no longer played either in Tabasco or in Madero. In Tabasco the violin has been substituted by the marimba sencilla and the guitar. In contrast with Tojolabal music, the Tojolabal language has persisted even in settings like Madero, where extensive pressures to assimilate into ladino society have existed. The efforts of Radio Margaritas to improve the living conditions of the Tojolabal range from the global endeavor to bolster the group's self-esteem to programs specifically aiming to remedy health and agricultural problems.
