José Mercado

Serú Girán's song 'José Mercado' offers a sharp critique of consumerism and materialism through the character of José Mercado. The name 'Mercado,' which translates to 'market' in English, is a clear nod to the commercial and consumerist themes explored in the song. José Mercado is depicted as someone who buys everything imported, from Persian rugs to French perfumes, embodying the syndrome of Miami—a metaphor for the obsession with foreign and luxurious goods. The lyrics mention various high-end brands and exotic locations, painting a picture of a man who is more concerned with material possessions than spiritual or intellectual fulfillment.

The song also touches on the superficiality of José's pursuits. He travels to various places like Panam, Hong Kong, and Disneyworld, yet these experiences seem hollow and unfulfilling. His trip to see the guru Maharahi, presumably for spiritual enlightenment, ends up being just another shopping spree for office supplies, with no 'divine light' gained. This highlights the emptiness of a life focused solely on material wealth and consumerism.

Moreover, José's background as an economics graduate who spends his life buying 'junk' adds another layer of irony. Despite his education, he is trapped in a cycle of consumption, unable to find true value or meaning. The song's repetitive mention of global brands and locations underscores the pervasive nature of consumer culture, making it a poignant social commentary. The final lines, 'Yo también,' suggest that this critique is not just about José but is a reflection on society as a whole, including the singer and the audience.