 But I think what most people mean when they use the word Jarocho today is they mean sort of irreverent, and they claim that this is sort of one of the characteristics of the people of Veracruz. They don't take themselves very seriously. Son Jarocho developed in Veracruz over the centuries, but it didn't really leave until the 20s, when the Mexican government started sending anthropologists to go around Mexico and document the country's folklore, state by state.