Los Angeles, CA – For over two decades, Impulso Newspaper has served as a vital voice for the Oaxacan community in Los Angeles, California, a population estimated to exceed 180,000 – the largest outside of Oaxaca, Mexico. Founded in by Mireya Olivera, Marcela Rodriguez, and Guadalupe Rosas Bojorquez, the Spanish-language publication has become a cornerstone of cultural preservation and civic engagement for a community often rendered “invisible” by mainstream media.
Olivera, a graduate of the Instituto de Estudios Superiores in Oaxaca (), established Impulso after working for the now-defunct El Oaxaqueño. Recognizing a critical gap in media representation, she, alongside her co-founders, sought to create a platform dedicated to recording the history and experiences of Oaxacans and Latinos in Southern California. The initial investment was minimal – just $2,000 loaned by a friend and restaurateur, Teresita Hernández – enough to acquire a computer, printer, and camera, and to travel back to Oaxaca to secure a designer and establish crucial contacts.
The newspaper’s early focus was on celebrating the positive aspects of Oaxacan culture, covering community events like Mother’s Day and Día del Niño, as well as local sporting events and the emergence of new folkloric groups. This approach was a deliberate response to the lack of representation and, at times, negative portrayals experienced by the community. “Within the Mexican community here, people referred to Oaxacans as ‘Oaxaquitas’,” Olivera explained, describing a derogatory term used to denigrate indigenous peoples and their cultures. “We worked to change that.”
The impact of Impulso extends beyond simply filling a media void. Luis Carmen, a member of the Zapotec community, noted the newspaper’s role in fostering greater understanding and connection within the broader Oaxacan diaspora. “Impulso has taken the initiative to be present at events, help publicize them, and support communities in promoting their celebrations,” Carmen said. “Without it, I don’t think we would know each other as well as we do today.” The bi-weekly newspaper is distributed free of charge at locations throughout Los Angeles and Santa Monica, including restaurants like El Chapulín and the Valle Oaxaqueño bakery.
In , the city of Los Angeles officially designated a stretch of Pico Boulevard as the “Oaxacan Corridor,” a recognition of the community’s significant contributions. This designation followed the leak, two years prior, of audio recordings revealing elected Latino officials making disparaging remarks about Oaxacan indigenous residents, highlighting the ongoing struggle for respect and inclusion.
More recently, Impulso has turned its attention to the impact of immigration raids on the Oaxacan community in Los Angeles and across the country. According to reports from the Mexican Consulate General in Los Angeles, Oaxacans are among the three most affected Mexican communities by these raids, second only to those from Michoacán. Olivera cited specific cases, including the arrest of 14 members of a Zapotec family during a raid in the city’s garment district and the high-profile case of Arturo Vásquez, a baker who had resided in Los Angeles for 27 years without a criminal record.
“Impulso, with its reporters, has kept the community informed and covered the demonstrations against the raids that separate working families and create chaos in their lives,” Olivera stated.
The newspaper’s commitment to the community was particularly evident during Olivera’s own battle with breast cancer, diagnosed in . During her surgery and recovery, the community rallied around her, providing essential support alongside her family and friends. Her husband took over the day-to-day operations of the newspaper, securing advertising and overseeing printing and distribution, while colleagues and community members stepped in to maintain the publication’s output.
“When we came from Oaxaca, we bring with us all those cultural values that we have… of unity and collective work, all for the common good,” Olivera said, reflecting on the strong sense of solidarity that underpins the community and the newspaper’s mission.
Arturo Aguilar, a local business owner who advertises in Impulso, echoed this sentiment. “This proves a source of pride that there is an Oaxacan newspaper here that informs us about what is happening both here and in parts of Oaxaca,” he said. “It is also part of teaching our children what Oaxaca is and its traditions.”
After 21 years, Impulso continues to reflect and serve the community it represents, remaining a vital source of information, cultural pride, and advocacy for a population that has, for too long, been overlooked.
