UNM graduate student examines film industry’s impact on New Mexico communities

For many viewers around the world, New Mexico is synonymous with television crime dramas and desert backdrops. For University of New Mexico graduate student Gabriela Guajardo, that narrow image leaves out the people, histories and lived realities of the place she calls home.

Guajardo, a graduate student in UNM's Chicano Studies program, took first place at Lobo Bites this fall for her research examining how the film and television industry has shaped New Mexico socially, economically and culturally. Her work draws parallels between modern filmmaking practices and historical patterns of colonization while centering the experiences of Chicano and Chicana communities across the state.

"I'm very proud to be from New Mexico," Guajardo said. "This research comes from loving my home and wanting it to be seen as more than one thing."

From Poetry to the Film Set
Guajardo's path to film research began unexpectedly. A professional spoken-word artist and the 10th-ranked woman poet in the world, she turned to background acting as a way to fund a one-woman poetry show in Scotland. What began as a practical decision quickly became a catalyst for deeper questions.

After working on several local sets, Guajardo landed a role in Eddington, an upcoming film directed by Santa Fe native Ari Aster and starring Joaquin Phoenix.

"That experience showed me there is real potential for great things to happen here," she said. "It was the first time I had seen New Mexico depicted the way I see it."

Guajardo described the production as respectful and intentional, noting that filmmakers took time to understand the personal beliefs and backgrounds of actors portraying protesters in the film.

"They really wanted to know who we were and what we stood for," she said. "That made a difference."

A Research Lens on Representation
While Guajardo is grateful for her experience on Eddington, her research takes a critical look at broader industry practices, particularly casting calls circulated on social media.

"These calls are public. Anyone can see them," she said. "And they'll say things like 'casting thugs, men of Hispanic descent' or 'sexy Latina.' That wording matters."

Guajardo's work highlights how stereotypes persist not only on screen but throughout the production process itself. She said actors are often forced to choose between financial necessity and reinforcing harmful narratives.

"You're asked to decide, even for one day, if you're going to be a stereotype," she said. "That's something people watching a movie never see."

Breaking Bad and the Long Shadow of Fame
Guajardo's research also traces how Breaking Bad reshaped Albuquerque's global identity. The series filmed at her high school while she was a student, disrupting daily life in ways she did not fully process at the time.

"Now, everywhere I go, people ask me about Breaking Bad," she said. "In other countries, people assume that's what Albuquerque is."

Her research connects the rise of the film industry to broader trends in housing, gentrification and public health, including increases in rent and overdose rates since the show's debut in 2008.

"We've built an identity around being a film set," she said. "And there are areas that stay frozen in time because of that."

Research Through Performance
Guajardo brought her findings to Lobo Bites through a spoken-word-style presentation, condensing complex ideas into a three-minute performance.

"I wanted to focus on the humanity of what I'm doing," she said. "Research can feel heavy, especially when you use words like colonization. Poetry helps people listen."

That approach mirrors her upcoming poetry collection, Without the Frills, which explores many of the same themes. The book, to be published by Button Poetry on Cinco de Mayo, reflects on filmmaking, family history and the stories that exist beyond the camera lens.

"What stories could we tell if we peeled back the glamour?" Guajardo said.

Looking Forward
Guajardo hopes her work sparks conversation rather than condemnation. She emphasizes balance, accountability and respect for the people who live where films are made.

"I'm not saying you can't tell certain stories," she said. "I'm asking for care in how those stories are told and how communities are treated."

She credits UNM's Chicano Studies program for supporting her work and giving her the tools to connect scholarship, creativity and advocacy.

"I love my home," Guajardo said. "I see a need, and even though it scares me, I feel responsible for saying something."

To hear more about Guajardo's research and creative work, listen to It's (Probably) Not Rocket Science, available at podcast.unm.edu, Spotify, Apple Podcasts or wherever you get your podcasts. You can also follow IPNRS on Instagram and TikTok.