Rafael Sebastián Guillén Vicente (born 19 June 1957) is a Mexican insurgent, the former military leader and spokesman for the
Zapatista Army of National Liberation
The Zapatista Army of National Liberation (, EZLN), often referred to as the Zapatistas (), is a far-left political and militant group that controls a substantial amount of territory in Chiapas, the southernmost state of Mexico.
Since 1994, t ...
(EZLN) in the ongoing
Chiapas conflict
The Chiapas conflict (Spanish language, Spanish: ''Conflicto de Chiapas'') consisted of the Zapatista uprising, 1994 Zapatista uprising, the 1995 Zapatista Crisis, 1995 Zapatista crisis, and the subsequent tension between the Federal government o ...
,
[Pasztor, S. B. (2004). "Marcos, Subcomandante". In D. Coerver, S. Pasztor & R. Buffington, ''Mexico: An encyclopedia of contemporary culture and history''. Santa Barbara, CA: ABC-CLIO. p]
279
and a prominent
anti-capitalist
Anti-capitalism is a political ideology and Political movement, movement encompassing a variety of attitudes and ideas that oppose capitalism. Anti-capitalists seek to combat the worst effects of capitalism and to eventually replace capitalism ...
and anti-
neoliberal
Neoliberalism is a political and economic ideology that advocates for free-market capitalism, which became dominant in policy-making from the late 20th century onward. The term has multiple, competing definitions, and is most often used pej ...
. Widely known by his initial ''
nom de guerre
A ''nom de guerre'' (, 'war name') is a pseudonym chosen by someone to use when they are involved in a particular activity, especially fighting in a war.
In Ancien régime, ''ancien régime'' Kingdom of France, France it would be adopted by each n ...
'' Subcomandante Insurgente Marcos (frequently shortened to simply Subcomandante Marcos), he has subsequently employed several other pseudonyms: he called himself Delegate Zero during the
Other Campaign (2006–2007), Subcomandante Insurgente Galeano (again, frequently with the "Insurgente" omitted) from May 2014 to October 2023, which he adopted in honor of his fallen comrade Jose Luis Solis Lopez, his nom de guerre being Galeano, aka "Teacher Galeano." and since October 2023, Capitán Insurgente Marcos. Marcos bears the title and rank of Capitán (or "Captain" in English), and before that Subcomandante, (or "Subcommander" in English), as opposed to Comandante (or "Commander" in
English), because he is under the command of the indigenous commanders who constitute the EZLN's
Clandestine Revolutionary Indigenous Committee's General Command (CCRI-CG in Spanish).
Born in
Tampico
Tampico is a city and port in the southeastern part of the Mexican state of Tamaulipas. It is located on the north bank of the Pánuco River, about inland from the Gulf of Mexico, and directly north of the state of Veracruz. Tampico is the fif ...
,
Tamaulipas
Tamaulipas, officially the Free and Sovereign State of Tamaulipas, is a state in Mexico; one of the 31 states which, along with Mexico City, comprise the 32 federal entities of Mexico. It is divided into 43 municipalities.
It is located in nor ...
, Marcos earned a degree from the
Faculty of Philosophy and Literature at the
National Autonomous University of Mexico
The National Autonomous University of Mexico (, UNAM) is a public university, public research university in Mexico. It has several campuses in Mexico City, and many others in various locations across Mexico, as well as a presence in nine countri ...
(UNAM), and taught at the
Autonomous Metropolitan University (UAM) for several years during the early 1980s. During this time he became increasingly involved with a guerrilla group known as the
National Liberation Forces (FLN), before leaving the university and moving to Chiapas in 1984.
The Ejército Zapatista de Liberación Nacional (EZLN) (
Zapatista Army of National Liberation
The Zapatista Army of National Liberation (, EZLN), often referred to as the Zapatistas (), is a far-left political and militant group that controls a substantial amount of territory in Chiapas, the southernmost state of Mexico.
Since 1994, t ...
; often simply called the Zapatistas) was the local Chiapas wing of FLN, founded in the
Lacandon Jungle
The Lacandon Jungle ( Spanish: ''Selva Lacandona'') is an area of rainforest which stretches from Chiapas, Mexico, into Guatemala. The heart of this rainforest is located in the Montes Azules Biosphere Reserve in Chiapas near the border with Gu ...
in 1983, initially functioning as a self-defense unit dedicated to protecting Chiapas'
Mayan people
Mayan most commonly refers to:
* Maya peoples, various indigenous peoples of Mesoamerica and northern Central America
* Maya civilization, pre-Columbian culture of Mesoamerica and northern Central America
* Mayan languages, language family spoken ...
from evictions and encroachment on their land. While not Mayan himself, Marcos emerged as the group's military leader, and when the EZLN, acting independently of the FLN, began its rebellion on 1 January 1994, he served as its spokesman.
Known for his trademark ski mask and pipe and for his charismatic personality, Marcos coordinated the EZLN's 1994 uprising, headed up the subsequent peace negotiations, and played a prominent role throughout the Zapatistas' struggle in the following decades. After the ceasefire the government declared on day 12 of the revolt, the Zapatistas transitioned from revolutionary guerrillas to an armed social movement, with Marcos's role transitioning from military strategist to public relations strategist. He became the Zapatistas' spokesperson and interface with the public, penning communiqués, holding press conferences, hosting gatherings, granting interviews, delivering speeches, devising plebiscites, organizing marches, orchestrating campaigns, and twice touring Mexico, all to attract national and international media attention and public support for the Zapatistas.
In 2001, he headed a delegation of Zapatista commanders to Mexico City to deliver their message on promoting indigenous rights before the Mexican Congress, attracting widespread public and media attention. In 2006, Marcos made another public tour of Mexico, which was known as
The Other Campaign. In May 2014, Marcos stated that the
persona
A persona (plural personae or personas) is a strategic mask of identity in public, the public image of one's personality, the social role that one adopts, or simply a fictional Character (arts), character. It is also considered "an intermediary ...
of Subcomandante Marcos had been "a hologram" and no longer existed. Many media outlets interpreted the message as Marcos retiring as the Zapatistas' military leader and spokesman.
Marcos is a prolific writer whose considerable literary talents have been widely acknowledged by prominent writers and intellectuals, with hundreds of communiqués and several books being attributed to him. Most of his writings are
anti-capitalist
Anti-capitalism is a political ideology and Political movement, movement encompassing a variety of attitudes and ideas that oppose capitalism. Anti-capitalists seek to combat the worst effects of capitalism and to eventually replace capitalism ...
while advocating for indigenous people's rights, but he has also written poetry, children's stories, and folktales and co-authored a crime novel. He has been hailed by
Régis Debray
Jules Régis Debray (; born 2 September 1940) is a French philosopher, journalist, former government official and academic. He is known for his theorization of mediology, a critical theory of the long-term transmission of cultural meaning in ...
as "the best Latin American writer today." Published translations of his writings exist in at least 14 languages.
[See Subcomandante Marcos bibliography]
Early life
Guillén was born on June 19, 1957, in Tampico, Tamaulipas, to Alfonso Guillén and Maria del Socorro Vicente.
He was the fourth of eight children. A former elementary school teacher, Alfonso owned a local chain of furniture stores, and the family is usually described as middle-class.
In a 2001 interview with
Gabriel García Márquez
Gabriel José García Márquez (; 6 March 1927 – 17 April 2014) was a Colombian writer and journalist, known affectionately as Gabo () or Gabito () throughout Latin America. Considered one of the most significant authors of the 20th centur ...
and Roberto Pombo, Guillén described his upbringing as middle class and "without financial difficulties," and said his parents fostered a love for language and reading in their children.
[The Punch Card and the Hourglass](_blank)
by García Márquez and Roberto Pombo, New Left Review, May–June 2001, Issue 9 While still "very young", Guillén came to know of and admire
Che Guevara
Ernesto "Che" Guevara (14th May 1928 – 9 October 1967) was an Argentines, Argentine Communist revolution, Marxist revolutionary, physician, author, Guerrilla warfare, guerrilla leader, diplomat, and Military theory, military theorist. A majo ...
—an admiration that would persist throughout his adulthood.
Guillén attended high school at the
Instituto Cultural Tampico, a
Jesuit
The Society of Jesus (; abbreviation: S.J. or SJ), also known as the Jesuit Order or the Jesuits ( ; ), is a religious order (Catholic), religious order of clerics regular of pontifical right for men in the Catholic Church headquartered in Rom ...
school in
Tampico
Tampico is a city and port in the southeastern part of the Mexican state of Tamaulipas. It is located on the north bank of the Pánuco River, about inland from the Gulf of Mexico, and directly north of the state of Veracruz. Tampico is the fif ...
. He studied at the
National Autonomous University of Mexico
The National Autonomous University of Mexico (, UNAM) is a public university, public research university in Mexico. It has several campuses in Mexico City, and many others in various locations across Mexico, as well as a presence in nine countri ...
(UNAM) during a time when the
Marxism
Marxism is a political philosophy and method of socioeconomic analysis. It uses a dialectical and materialist interpretation of historical development, better known as historical materialism, to analyse class relations, social conflict, ...
of
Louis Althusser
Louis Pierre Althusser (, ; ; 16 October 1918 – 22 October 1990) was a French Marxist philosopher who studied at the École Normale Supérieure in Paris, where he eventually became Professor of Philosophy.
Althusser was a long-time member an ...
was popular, which is reflected in Guillén's thesis. He began teaching at the
Autonomous Metropolitan University (UAM) while finishing his dissertation at the UNAM, and somewhere during this time was introduced to the
Forces of National Liberation (FLN). Several key members of the FLN's Chiapas arm, which later became the EZLN, were employed at the UAM.
In 1984, he abandoned his academic career in the capital and left for the mountains of
Chiapas
Chiapas, officially the Free and Sovereign State of Chiapas, is one of the states that make up the Political divisions of Mexico, 32 federal entities of Mexico. It comprises Municipalities of Chiapas, 124 municipalities and its capital and large ...
to convince the poor, indigenous
Mayan population to organize and launch a
proletarian
The proletariat (; ) is the social class of wage-earners, those members of a society whose possession of significant economic value is their labour power (their capacity to work). A member of such a class is a proletarian or a . Marxist philo ...
revolution against the Mexican
bourgeoisie
The bourgeoisie ( , ) are a class of business owners, merchants and wealthy people, in general, which emerged in the Late Middle Ages, originally as a "middle class" between the peasantry and aristocracy. They are traditionally contrasted wi ...
and the federal government.
[Farewell to the End of History: Organization and Vision in Anti-Corporate Movements](_blank)
by Naomi Klein, The Socialist Register, 2002, London: Merlin Press, 1–14 After hearing his proposition, the Chiapanecans "just stared at him," and replied that they were not
urban workers, and that from their perspective the land was not property, but the heart of the community.
Debate exists as to whether Marcos visited Nicaragua in the years soon following the Sandinista Revolution that took place there in 1979, and, if he did, how many times and in what capacity. He is rumored to have done so, although no official documents (for example, immigration records) have been discovered to attest to this. Nick Henck argues that Guillén "may have journeyed" to Nicaragua, although to him the evidence appears "circumstantial."
Guillén's sister
Mercedes Guillén Vicente was the Attorney General of the State of Tamaulipas from 2005 to 2006,
and an influential member of the
Institutional Revolutionary Party
The Institutional Revolutionary Party (, , PRI) is a List of political parties in Mexico, political party in Mexico that was founded in 1929 as the National Revolutionary Party (, PNR), then as the Party of the Mexican Revolution (, PRM) and fin ...
.
The Zapatista Uprising
Marcos's debut
Marcos made his debut on 1 January 1994, the first day of the
1994 Zapatista uprisings. According to Marcos, his first encounter with the public and the press, occurred by accident, or at least was not premeditated. Initially, his role was to have been to secure the police headquarters in
San Cristóbal de las Casas. However, with the wounding of a subordinate, whose duty it was to transport the weapons just captured from the police station to the central town square where most of the Zapatista troops were amassed, Marcos took his place and headed there instead. As a group of foreign tourists formed around Marcos, the only English-speaking Zapatista at hand, others, including members of the press, joined the throng. Marcos spent from 8 a.m. until 8 p.m., intermittently interacting with tourists, townsfolk, and reporters, and gave four interviews.
From this initial spark, Marcos's fame rapidly gained attention across various outlets. As Henck notes: "The first three months of 1994 ... saw the Subcomandante ... giving 24 interviews (i.e. an average of two a week); and participating in ten days of peace negotiations with the government, during which he also held nine press conferences reporting on the progress being made ..."
In the coming months Marcos would be interviewed by
Ed Bradley for ''
60 Minutes
''60 Minutes'' is an American television news magazine broadcast on the CBS television network. Debuting in 1968, the program was created by Don Hewitt and Bill Leonard, who distinguished it from other news programs by using a unique style o ...
'
Subcomandante Marcos, CBS News 60 Minutesbe featured in ''
Vanity Fair'
Mexico's Poet Rebel'.'' He would also devise, convoke and host of the August 1994 National Democratic Convention that brought together 6000 members of civil society to discuss how to organize peaceful struggle that aimed to make Mexico freer, more just and more democratic.
The February 1995 Government military offensive

In early 1995, while the Secretary of Interior
Esteban Moctezuma was, in good faith, reaching out to Marcos and the Zapatistas to arrange talks aimed at bringing peace to Chiapas, Mexico's Attorney General's Office () learned of the true identity of Subcomandante Marcos from a former-subcommander-turned-traitor Subcomandante Daniel (alias Salvador Morales Garibay).
On 9 February 1995, President
Ernesto Zedillo
Ernesto Zedillo Ponce de León (; born 27 December 1951) is a Mexican economist and politician. He was the 61st president of Mexico from 1994 to 2000, as the last of the uninterrupted 71-year line of Mexican presidents from the Institutional Re ...
, armed with this recently acquired information, publicly announced that Subcomandante Marcos had been identified as Rafael Sebastián Guillén Vicente, and immediately ordered the Mexican military to go on the offensive and capture or annihilate Marcos and the
Zapatistas. Arrest warrants were issued for Marcos,
as well as other key figures in the FLN and EZLN, and Zapatista territory in the
Lacandon Jungle
The Lacandon Jungle ( Spanish: ''Selva Lacandona'') is an area of rainforest which stretches from Chiapas, Mexico, into Guatemala. The heart of this rainforest is located in the Montes Azules Biosphere Reserve in Chiapas near the border with Gu ...
was invaded by the
Mexican Army
The Mexican Army () is the combined Army, land and Air Force, air branch and is the largest part of the Mexican Armed Forces; it is also known as the National Defense Army.
The Army is under the authority of the Secretariat of National Defense o ...
.
This sudden betrayal of both the truce proclaimed by President
Carlos Salinas a year previously and the secret peace negotiations being undertaken by Secretary of Interior
Esteban Moctezuma, provoked responses from several protagonists that, combined, forced
Zedillo to promptly call off the military offensive:
First,
Moctezuma tendered his resignation to Zedillo, who refused it and asked
Moctezuma to try to restore conditions that would allow for dialogue and negotiation.
Second, civil society rallied to Marcos' and the Zapatistas' defense, organizing three massive demonstrations in Mexico City in one week. One of these rallies was attended by 100,000 people, some of whom chanted "We Are All Marcos" as they marched.
Third, Marcos himself capitalized on this sudden, hostile action, issuing some eloquent communiqués in which he lambasted the government's treachery, or at least duplicity, and portrayed himself as self-effacing mock heroic guerrilla. Marcos would later tell an interviewer: "It's after the betrayal of '95 that people remember us: Then the
apatistamovement took off".
Finally, it prompted
Max Appedole, Rafael Guillén's childhood friend and fellow student at the
Instituto Cultural Tampico, to approach
Edén Pastora, the legendary Nicaraguan "Commander Zero", to help in preparing a report for Under-Secretary of the Interior
Luis Maldonado Venegas, Secretary
Moctezuma, and President
Zedillo, emphasizing Marcos's pacifist disposition and the unintended, detrimental consequences of a military solution to the Zapatista crisis. The document concluded that the complaints of marginalized groups and the radical left in México had been vented through the Zapatistas movement, while Marcos remained open to negotiation. If Marcos were eliminated, his function as a safety-valve for social discontent would cease and more-radical groups could take his place. These groups would respond to violence with violence, threatening terrorist bombings, kidnappings and even more belligerent activities, and so the country would then be plunged into a very dangerous downward spiral, with discontent surfacing in areas other than Chiapas.
As a result, on 10 March 1995
Zedillo and
Moctezuma signed into Chiapas Law the "Presidential Decree for the Dialogue, Reconciliation and Peace with Dignity", which was subsequently debated and approved by the Mexican Congress. Meanwhile,
Moctezuma sent
Maldonado to enter into direct peace negotiations with the Zapatistas on behalf of the Zedillo government, and these talks took place commencing April 3.
By 9 April 1995, the basis for the Dialogue Protocol and the "Harmony, Peace with Justice and Dignity Agreement" negotiated between the Mexican government and the Zapatistas was signed. On 17 April, the Mexican government appointed
Marco Antonio Bernal as Peace Commissioner in Chiapas, and peace talks began in San Andrés Larráinzar on 22 April.
Political and philosophical writings
Marcos's communiqués, in which he outlines his political and philosophical views, number in the hundreds. These writings, as well as his essays, stories and interviews, have been translated into numerous languages and published in dozens of edited collections and other compilations.
Of Marcos's writings, Jorge Alonso claims, "With over 10,000 citations, he has also made a dent in the academic world. Marcos' writings, as well as books based on him, have been referenced by a large number of researchers from different countries and in several languages."
Much has been written about Marcos's literary style, in particular its poetic nature and his use of humor, especially irony.
Marcos's writings are notable not only for their literary and philosophical depth but also for their use of mythopoetic narratives as a tool for
decolonial critique and Indigenous
epistemology
Epistemology is the branch of philosophy that examines the nature, origin, and limits of knowledge. Also called "the theory of knowledge", it explores different types of knowledge, such as propositional knowledge about facts, practical knowle ...
. Through these narratives, Marcos reimagines revolutionary discourse by incorporating elements of Mesoamerican philosophy, such as cyclical conceptions of time and interconnectedness between humanity and nature. For instance, the concept of "Votán-Zapata," a fusion of the Mayan deity
Votán and the revolutionary
Emiliano Zapata
Emiliano Zapata Salazar (; 8 August 1879 – 10 April 1919) was a Mexican revolutionary. He was a leading figure in the Mexican Revolution of 1910–1920, the main leader of the people's revolution in the Mexican state of Morelos, and the insp ...
, symbolizes the blending of Indigenous and revolutionary traditions to challenge colonial narratives and articulate an alternative vision of autonomy and justice.
''
La Historia de los Colores'' (''The Story of Colors'') is on the surface a children's story, and is one of Marcos's most-read books. Based on a
Mayan creation myth
A creation myth or cosmogonic myth is a type of cosmogony, a symbolic narrative of how the world began and how people first came to inhabit it., "Creation myths are symbolic stories describing how the universe and its inhabitants came to be. Cre ...
, it teaches tolerance and respect for
diversity
Diversity, diversify, or diverse may refer to:
Business
*Diversity (business), the inclusion of people of different identities (ethnicity, gender, age) in the workforce
*Diversity marketing, marketing communication targeting diverse customers
* ...
. The book's English translation was to be published with support from the U.S.
National Endowment for the Arts
The National Endowment for the Arts (NEA) is an independent agency of the United States federal government that offers support and funding for projects exhibiting artistic excellence. It was created in 1965 as an independent agency of the feder ...
, but in 1999 the grant was abruptly canceled after a reporter brought the book's content and authorship to NEA chairman
William J. Ivey's attention. The
Lannan Foundation
The Lannan Literary Awards are a series of awards and literary fellowships given out in various fields by the Lannan Foundation. Established in 1989, the awards are meant "to honor both established and emerging writers whose work is of exceptional ...
stepped in and provided support after the NEA withdrew. The book ended up winning two
Firecracker Alternative Book Awards.
In 2005, Marcos wrote the
detective story
Detective fiction is a subgenre of crime fiction and mystery fiction in which an investigator or a detective—whether professional, amateur or retired—investigates a crime, often murder. The detective genre began around the same time as specu ...
''
The Uncomfortable Dead'' with the
whodunit
A ''whodunit'' (less commonly spelled as ''whodunnit''; a colloquial elision of "Who asdone it?") is a complex plot-driven variety of detective fiction
Detective fiction is a subgenre of crime fiction and mystery fiction in which an criminal ...
writer
Paco Ignacio Taibo II. This
crime novel
Crime fiction, detective story, murder mystery, crime novel, mystery novel, and police novel are terms used to describe narratives or fiction that centre on criminal acts and especially on the investigation, either by an amateur or a profession ...
bears "a pro-ecology, pro-democracy, anti-discriminatory (racial, gender, and sexual orientation), anti-neoliberal globalization, and anti-capitalist" message.
Some of Marcos's works that best articulate his political philosophy include "The Fourth World War Has Begun" (1997), alternatively titled "Seven Loose Pieces of The Global Jigsaw Puzzle"; "The Fourth World War" (1999); The
Sixth Declaration of the Lacandon Jungle (2005); the four-part "Zapatistas and the Other: The Pedestrians of History" (2006); and Marcos's presentations in ''Critical Thought in the Face of the Capitalist Hydra'' and
The Zapatistas' Dignified Rage: Final Public Speeches of Subcommander Marcos'. Marcos's literary output serves a political purpose, and even performs a combative function, as suggested in a 2002 book titled ''
Our Word is Our Weapon'', a compilation of his articles, poems, speeches, and letters.
Latin America's Pink Tide
Marcos's views on Latin American leaders who formed the continent's
Pink Tide
The pink tide (; ; ), or the turn to the left (; ; ), is a political wave and turn towards left-wing governments in Latin America throughout the 21st century. As a term, both phrases are used in political analysis in the news media and elsewhe ...
are complex. For example, in interviews he gave in 2007 he signaled his approval of Bolivian president
Evo Morales
Juan Evo Morales Ayma (; born 26 October 1959) is a Bolivian politician, trade union organizer, and former cocalero activist who served as the 65th president of Bolivia from 2006 to 2019. Widely regarded as the country's first president to come ...
, but expressed mixed feelings toward
Hugo Chavez
Hugo or HUGO may refer to:
Arts and entertainment
* Hugo (film), ''Hugo'' (film), a 2011 film directed by Martin Scorsese
* Hugo Award, a science fiction and fantasy award named after Hugo Gernsback
* Hugo (franchise), a children's media franchise ...
of
Venezuela
Venezuela, officially the Bolivarian Republic of Venezuela, is a country on the northern coast of South America, consisting of a continental landmass and many Federal Dependencies of Venezuela, islands and islets in the Caribbean Sea. It com ...
, whom he labels "disconcerting" and views as too militant, but nonetheless responsible for vast revolutionary changes in Venezuela. He also called Brazil's current president
Luiz Inácio Lula da Silva
Luiz Inácio Lula da Silva (; born Luiz Inácio da Silva; 27 October 1945), known Mononym, mononymously as Lula, is a Brazilian politician, trade unionist and former metalworker who has served as the 39th president of Brazil since 2023. A mem ...
and
Nicaragua
Nicaragua, officially the Republic of Nicaragua, is the geographically largest Sovereign state, country in Central America, comprising . With a population of 7,142,529 as of 2024, it is the third-most populous country in Central America aft ...
's current president
Daniel Ortega
José Daniel Ortega Saavedra (; ; born 11 November 1945) is a Nicaraguan politician and dictator who has been the president of Nicaragua, co-president of Nicaragua since 18 February 2025, alongside his wife Rosario Murillo. He was the 54th an ...
, whom he once served under while a member of the Sandinistas, traitors who have betrayed their original ideals.
In another interview, given to
Jesús Quintero the previous year, however, when asked what he thought about the "pre-revolutionary situation" then existing in Latin America, and specifically about "Evo Morales. Hugo Chavez, Fidel Castro, etcetera", Marcos replied:
We are interested in those of below, not in the governments, nor in Chavez, nor in Kirchner, nor in Tabaré, nor in Evo, nor in Castro. We are interested in the processes which are taking place among the people, among the peoples of Latin America, and especially, out of natural sympathy, we are interested when these movements are led by Indian peoples, as is the case in Bolivia
Bolivia, officially the Plurinational State of Bolivia, is a landlocked country located in central South America. The country features diverse geography, including vast Amazonian plains, tropical lowlands, mountains, the Gran Chaco Province, w ...
and in Ecuador
Ecuador, officially the Republic of Ecuador, is a country in northwestern South America, bordered by Colombia on the north, Peru on the east and south, and the Pacific Ocean on the west. It also includes the Galápagos Province which contain ...
…We say: "Governments come and go, the people remain"… Chavez will last for a time, Evo Morales will last for a time, Castro will last for a time, but the peoples, the Cuban people, the Bolivian people, the Argentine, the Uruguayan, will go on for a much longer time…
This emphasis on bottom-up (as opposed to top-down) politics, and concentrating on the people over leaders, is related to Marcos's stance on revolution and revolutionaries. In the interview with
Quintero
Quintero is a Chilean city and commune in Valparaíso Province, in the Valparaíso Region, 30 kilometers north of Valparaíso. The commune spans an area of . It was the first port in the country, created during the expedition of Diego de Al ...
mentioned above, when asked what it means to be a contemporary revolutionary, Marcos responded that he believes that society and the world must be transformed from below. He also notes that we have to transform ourselves in personal relations, culture, art, and communication. These beliefs have led Marcos to reject the label "revolutionary," preferring instead to self-identify as a "rebel." He characterizes revolutionaries as those desiring to transform things from above, whereas rebels focus on organizing to transform the world without seizing power.
Elsewhere, in a communiqué, Marcos elaborates on what distinguishes a revolutionary from a rebel, noting how revolutionaries seize power and hold on to it until history repeats itself and another revolutionary takes power. He contrasts this with how rebels analyse and deconstruct power. Despite his preference for rebels over revolutionaries, Marcos has nevertheless expressed admiration for both
Fidel Castro
Fidel Alejandro Castro Ruz (13 August 1926 – 25 November 2016) was a Cuban politician and revolutionary who was the leader of Cuba from 1959 to 2008, serving as the prime minister of Cuba from 1959 to 1976 and President of Cuba, president ...
and
Che Guevara
Ernesto "Che" Guevara (14th May 1928 – 9 October 1967) was an Argentines, Argentine Communist revolution, Marxist revolutionary, physician, author, Guerrilla warfare, guerrilla leader, diplomat, and Military theory, military theorist. A majo ...
.
Popularity
Marcos's popularity was at its height during the first seven years of the Zapatista uprising, A
cult of personality
A cult of personality, or a cult of the leader,Cas Mudde, Mudde, Cas and Kaltwasser, Cristóbal Rovira (2017) ''Populism: A Very Short Introduction''. New York: Oxford University Press. p. 63. is the result of an effort which is made to create ...
developed around the Subcomandante based on the romantic premise of a rebel confronting the powerful in defense of society's underdogs, and an accompanying copious press coverage, sometimes called "Marcos-mania". As a guest on ''
60 Minutes
''60 Minutes'' is an American television news magazine broadcast on the CBS television network. Debuting in 1968, the program was created by Don Hewitt and Bill Leonard, who distinguished it from other news programs by using a unique style o ...
'' in March 1994, Marcos was depicted as a contemporary
Robin Hood
Robin Hood is a legendary noble outlaw, heroic outlaw originally depicted in English folklore and subsequently featured in literature, theatre, and cinema. According to legend, he was a highly skilled archer and swordsman. In some versions o ...
.

That initial period, 1994–2001, saw reporters from all over the world coming to interview Marcos and do features on him. He was also courted by numerous famous figures and literati (e.g.
Oliver Stone
William Oliver Stone (born ) is an American filmmaker. Stone is an acclaimed director, tackling subjects ranging from the Vietnam War and American politics to musical film, musical Biographical film, biopics and Crime film, crime dramas. He has ...
,
Naomi Klein
Naomi Klein (born May 8, 1970) is a Canadian author, social activist, and filmmaker known for her political analyses; support of ecofeminism, organized labour, and criticism of corporate globalization, fascism and Criticism of capitalism, ca ...
,
Danielle Mitterrand, Regis Debray,
Manuel Vázquez Montalbán,
Juan Gelman
Juan Gelman (3 May 1930 – 14 January 2014) was an Argentine poet. He published more than twenty books of poetry between 1956 and his death in early 2014. He was a naturalized citizen of Mexico, where he arrived as a political exile of the Proc ...
,
Gabriel García Márquez
Gabriel José García Márquez (; 6 March 1927 – 17 April 2014) was a Colombian writer and journalist, known affectionately as Gabo () or Gabito () throughout Latin America. Considered one of the most significant authors of the 20th centur ...
,
José Saramago
José de Sousa Saramago (; 16 November 1922 – 18 June 2010) was a Portuguese people, Portuguese writer. He was the recipient of the 1998 Nobel Prize in Literature for his "parables sustained by imagination, compassion and irony ), and engaged in exchanges of letters with eminent intellectuals and writers (e.g.
ith which ...
), and engaged in exchanges of letters with eminent intellectuals and writers (e.g. John Berger, Carlos Fuentes">John Berger">ith which ...